Research On The Brand Cultivation Strategy Of Lingshan Litchi Cultural And Tourism Festival

Lingshan held litchi-themed festivals 14 times,but there was still not formed an intrinsic cultural core and visual system,nor could it innovatively introduce differentiated experience elements that were different from other similar festivals.This situation caused that consumers just enjoy the festival superficially and there is still not formed core competitiveness without economic benefits.Nowadays,brands are the theme of the society.Under the current situation of encouraging the development of brands in the country,Lingshan should seize the opportunity,and quickly carry out actions to build the Lingshan Litchi Cultural and Tourism Festival into a famous tourism festival brand in China,even in the world.In this way,the simultaneous development of visibility and economic benefits can be achieved,and it is contributing to the increase of local farmers'income and local economic development.Literature research,field survey,questionnaires,charts,statistics and other methods was used to analyze the development status of tourism in Lingshan,the characteristics and problems of Lingshan Litchi Cultural and Tourism Festival,and summarized the principle of the brand cultivation.Based on this,this paper puts forward the brand cultivation strategy of Lingshan Litchi Culture and Tourism Festival,in order to provide ideas for cultivating tourism festival brands in other counties.Through researches in cultivating the Litchi tourism culture festival brand,it was found that Lingshan had problems as follows:the content of the festival was too singular to meet the needs of tourists;the tourism staff had a weak sense of service,causing low satisfactions for tourists;the tourists stayed for a short time with a low consumption level;the development of characteristic tourism products lags behind with a week economic benefits;the combination of human activities is not tight without emphasizing the culture of brand;brand marketing is not in place,causing a low brand awareness;brand positioning is not clear,resulting in low perception for tourists;tourists have a bad travel experience for the poor facilities.Based on the above problems,six principles should be followed in the cultivation of tourism festival brands:highlighting the principle of culture,differential characteristics,experiential participation,market operation,the innovation of brand extension,the protective principles of the brand.The brand cultivation strategy of Lingshan Litchi Cultural and Tourism Festival should adopt;firstly,clarifying the brand positioning and promoting the"millennium" history;secondly,integrating the culture of the township and highlighting the brand culture;third,extending the festival content and enhancing the participation experience;forging a market-oriented position to innovate brands;fifth,improving infrastructure and optimizing service quality;sixth,improving product development and enhancing brand appeal;seventh,promoting the festival in depth to enlarge brand effect;eighth,strengthening mass participation and enhancing brand ownership;ninth.,focusing on post management and strengthening brand protection.