XIAMEN City Phoenix Flower Events Tourism Research

The rise and rapid development of international tourism festival matter activity, not only act as the local tourism resources and custom culture spread to the domestic and foreign vanguard, and greatly improving the tourism competitiveness of the local and tourism destination’s popularity, has a huge social benefit and economic benefit. But, due to the development of serious problems such as disorderly, homogeneity competition, a lot of local tourism festival matter activity eventually did not insist on down, also failed to form has extensive influence of tourism festival brand.In entering the new century, the development of the tourism festival matter activity, and the theme of the tourism festival matter activity more diversified, more market-oriented operation way, the construction of tourism festival matter activity will also pay more attention to festival activities for the tourism destination marketing and branding, the role of the tourism festival matter activity to the local comprehensive benefits are more valued.Xiamen is a well-known tourist city in China, the phoenix flower tourism festival held in Xiamen also has a long time, in the ascension of Xiamen city image, expand the influence of Xiamen city, to promote the development of local tourism, realized the unification of the economic and social benefits, has played an important role. But in comparison, the current construction of Xiamen city phoenix flower tourism festival matter activity, with the domestic compared with development types of festival activities, there is obvious difference. It mainly displays in:tourism festival activities lack of long-term planning; Too much government intervention, the market participation; Out of the festival theme activity is wrong; Festival activities homogeneityphenomenon serious; Single marketing concept, marketing and so on, these are to a large extent affected the sustainable development of Xiamen city phoenix flower tourism festival things.With Taiwan hakka tung flowers offerings, Shanghai Nanhui peach flower festival, Heze peony international tourism festival, such as comparison, the author thinks that the phoenix flower of Xiamen tourism festival should enhance the systemic and planning of tourism festival matter activity, form the participation of market mechanism, combined closely with the festival theme, dominated by characteristic activities, enhance marketing efforts, can be in an impregnable position in the fierce market competition, tourism festival is likely to continue. From Xiamen city itself, of course, brand influence and tourist resources, Xiamen in phoenix flower tourism festival also have sufficient resources available for mining, and this will be the future Xiamen new phoenix flower tourism festival continues to grow, it is also the direction of the future researchers can focus on development.