Residents' Festival Support In Kaifeng

In recent years,festival tourism has become a new product of the whole tourism industry,with an amazing speed.According to the statistics of Annuals Development Report on Chinese Cultural Tourism,China held about more than and 300 major cultural festival activities in 2016.The cultural festival tourism is only one of the four categories of festival activities,and the overall size is evident.Under the establishment waves of festival tourism,a large number of related research pay attention to stakeholders' tourism expectation,experience,satisfaction and loyalty.However,these research abandon the most voice group in festival tourism----the residents in the host city.The resident group has been living in the host city of festival tourism for long time,they have a profound image of the city's characteristics,cultural connotation,historical footprints.At the same time,the host city is the daily life and work place for the resident,comparing to tourists,the overall environment and area development have more important influence on them.What's more,current domestic and international research do not notice this content very well.Therefore,it is of great theoretical and practical significance to understand the festival destination image,the impact of tourism activities and the level of support for related activities from the resident.To strengthen the grasp of above content,not only the quality of festival and events tourism will be correctly achieved,but also the development of city "regeneration" can be waking-up promoted,the connotation will be showed to every visitor,thus better social,economic and environmental benefits will be accomplished.In view of this,this study selected Kaifeng City as a case study,because there are many well-known festival tourism activities and the city is an ancient capital of eight dynasties.In order to understand the residents' attitude to festival tourism development and provide theoretical support for sustainable development and festival theory.The community's festival destination image,festival impact perception and support will be explored through quantitative analysis.In this study,residents in Kaifeng City will be the research object.Through the event study,marketing management,tourism psychology,social research methods,consumer psychology,human geography theory,the development of different dimensions,characteristics,concepts will be clarified.Then the mode will be constructed through the relationship between residents' festival destination image,impact perception and festival support,the research hypothesis and the evaluation index system of this study will also be designed.Then,through the statistical analysis of 619 samples collected from empirical research by SPSS 22.0,frequency analysis,descriptive analysis,reliability and validity analysis,factor analysis,regression analysis,variance analysis(analysis of independent samples t-Test test and ANOVA variance)characteristics are used to test the correlation dimension properties and relationships.Through factor analysis,the residents' festival destination image is composed of four factors: leisure and service image,emotion and overall image,social environment image,resource endowment image;the festival impact perception is composed of three factors: social environment impact,economic impact and environmental impact.The multiple regression analysis shows that:(1)some factors in residents' festival destination image dimension have significant positive effect on the residents' festival impact perception;(2)some factors of festival destination image have significant positive impact on festival support;(3)all factors of the festival impact perception have significant positive influence on festival support.The variance analysis shows that the 8 factors from 3 dimensions have significant variance on the demographic characteristics,such as gender,urban area,income,education level,occupation,festival preference and motivation.According to the analysis results,the main conclusions are as follows:(1)there are some differences in festival destination image assessment of Kaifeng from residents,"resource endowment image" and "social environment image","emotion and overall image" have better evaluation,but "leisure and service image" factor's assessment is relatively low;(2)there are some differences in festival impact perception assessment of Kaifeng from residents,"social-cultural impact" and "economy impact" and have higher evaluation,but "environmental impact" factor has lower grade;(3)the local residents of Kaifeng have the highest degree of support on FSE tourism development;(4)residents' festival destination image,festival impact perception,and their support have the inter-correlation between them,the festival destination image have a significant positive impact on the festival impact perception and their festival support,festival impact perception has significant positive partial influence on their festival support;(5)the residents of different gender have significant differences in the "social environment image" factors,various urban residents have significant differences in the "leisure and service image","emotion and overall image" and "social environment image" and "social-cultural impact","economy impact","environmental impact" factor,residents of different income have significant difference in the factors of "leisure and service image",residents with different education level have significant differences in the factors of "leisure and service image" and "economy impact" and "festival support";there is significant difference between residents of different occupation in the factors of "social and cultural impact" and "economy impact" factors;residents with different festival activity preferences have significant differences in the factors of "leisure and service image" and "social image" and "social culture"," economy impact";there are significant differences in the factors of "emotion and overall image","social environment image" and "festival support" between residents with different participation motivation.Based on the conclusion of the study,three targeted strategies are put forward to strengthen the development of future festival tourism,namely concerning residents,learning from others' strong points and close the festival destination image gap,acting according to circumstances of festival impact perception.(1)Actively understanding the attitude of the residents,giving the appropriate right,and bring residents into the development goals on festival tourism construction;(2)Recognizing the advantages and disadvantages of the local image,understanding the different cognition of stakeholders,reasonably locating the content of the city,creating the true and proper image on festival destination;(3)Making culture as the core of festival tourism activities,optimizing festival tourism activities into the tool of economic benefits rather than the goal,and striving to improve the environmental benefits of festival tourism activities.