Research On Marketing Strategy Of Festival Tourism In Shuangyang District Of Changchun City

As a sunrise industry,tourism is highly valued everywhere.With the in-depth development of the tourism industry,various festivals and tourism activities held by the whole country have attracted more and more people's attention.All regions hope to promote the development of tourism through festivals,and there are also emerged in Jilin Province.In recent years,Shuangyang District has become an outstanding representative of rural tourism development in the province.The tourism festivals of Shuangyang District have also developed by leaps and bounds.Since 2014,Shuangyang District has used local tourism resources to hold series of festivals such as “Sheling Strawberry Tourism Festival”,“China Shuangyang Sika Deer Festival”,“Heiyu Grape Picking Festival” and “Shuangyang Ice and Snow Carnival”.The market response is good,and has raised a certain degree of visibility in the region.However,there are some more successful festival brands in Jilin Province,and the festival activities in Shuangyang District have no obvious unique advantages compared with the others around Changchun City.The activities tend to be homogenized.In order to develop local tourism brands,it is necessary to carry out more scientific planning and packaging of festival tourism activities.This paper selects the festival activities of Shuangyang District of Changchun City as the main research object.Through the search and study of related literatures,the festival tourism scope and the relevant festival tourism marketing theory applied in this paper are defined.Use the search data,interviews,etc.to collect information on the development of Shuangyang tourism and festival tourism activities.Combined with the background of the development of Changchun festival tourism market,this paper analyzes the problems existing in the festival tourism marketing of Shuangyang,and proposes the location suitable for Shuangyang festival tourism for the existing problems.Combined with the marketing 4Ps combination theory,this paper proposes a strategy for Shuangyang festival tourism marketing from four aspects: product development,product pricing,marketing channels and tourism promotion.At the same time,in order to ensure the promotion effect of the festival tourism marketing strategy,three safeguard measures are proposed.Through research,it is found that the festival tourism in Shuangyang District has gradually encountered bottlenecks after five years of continuous development.There have been certain problems in the design of the event content,promotion methods and operation modes.According to the characteristics of its own resources and the development environment of Changchun Festival Tourism Market,this paper draws the following main conclusions: select local residents and Changchun citizens as the main target groups,and actively expand the participation of citizens in the surrounding areas.The adjustment activities will focus on building a unique festival tourism brand by highlighting the advantages of sika deer resources.In the product development strategy,more attention is paid to the participation and experience of tourists,and the development of tourism-specific products is intensified.Increase profit margins through product segmentation and differential pricing on product pricing strategies.Expand the number and breadth of distribution channels in marketing channel strategies.Increase the publicity investment in the tourism promotion strategy,and the content,time and method of promotion should be targeted and planned.In addition,measures such as government preferential protection measures,joint training of talents,and market-oriented operations are used to help festival tourism marketing and promotion achieve better results.