Exploring The Branding Of Tourism Festivals Based On The Peony Culture Festival Of Luoyang China

By taking the advantages of its unique cultural historical and natural geographical location resources, Luoyang is becoming one the most famous tourism festival area, imitating by other cities.This paper regards the Luoyang Peony Fair as a example, by using the relative theories about Branding and tourism festival to analyze the practical experience and summarize the path to the branding of tourism festivals. By analyzing the current situation, the author points out the direction of future development in order to provide advice for other festivals.In this article, through analyzing the current situation of the development of The Peony Culture Festival of Luoyang Chinal, the study from the following several aspects:First the concepts of festival and tourism festival, the branding of tourism festival are included. In order to stress the necessity and significance of branding tourism festival, current situation of the tourism festival is illustrated.The second the historical development of Luoyang Peony Fair from 3 stages which shows the management of Luoyang Peony Fair and the integration of business activity discipline. During the process of industrialization, it can be found that the development must combine with business discipline, the branding of tourism festivals plays an important part in the growth of festival branding. The third the cultural orientation, the branding image design, the activity promotion and the operation management are discussed in this chapter. The process of branding the Luoyang Peony Fair is on the basis of general commercial brand theory with innovation. It is vital for the branding of tourism festivals should be positive correlation to the venue’s culture, economy, service and transportation.To point out the Luoyang Peony Fair’s bottleneck and the direction of development, this chapter mainly discussed the heritage of peony culture, the design of festival branding, the planning of activities, the professional industries, the operation model and the mass base. The author summed up the experience of tourism festival branding:a precise position, a special brand image, a rule of spreading festival branding image, a operational management. In order to make the sustainable development of the festival brand more need to pay attention to its brand of cultural factors, including cultural knowledge and skills, natural and cultural resources, cultural resources, cultural market resources. The experience may provides theoretical reference to other festival branding.