| In China,how to achieve high-quality development has become a hot issue at present,and its is the primary task of building a comprehensive socialist modern country,which has become the general policy of China’s economic and social development.From the perspective of China’s socio-economic development trend,high-quality development has significant guiding significance,which is conducive to better and faster development of China’s economy and long-term social stability.Tourism as an important part of the tertiary industry,social and economic promotion role is very obvious,therefore,promote the tourism industry quality development is urgent.Ethnic festivals,as a branch of tourism development rich in cultural characteristics,are of great development value.China is a multi-ethnic country,and each ethnic group has its own unique folklore and cultural connotations.The high quality development of ethnic festival tourism involves many aspects,such as the number of non-genetic inheritors,the number of folklore activities,tourism products,location conditions,tourism policies,market supervision and other factors.It is necessary to further explore this issue to promote the development of quality ethnic festival tourism,which is beneficial to both social and economic benefits of ethnic areas,in line with the new development concept.This study first identifies the background and significance of the research on quality development of ethnic festivals and tourism,as well as the research content,research methods and technical lines,and also includes the research ideas of the study.Then,the relevant theories and concepts are sorted out,and a review of the research is summarized and reviewed by distinguishing between domestic and international,in addition to summarizing the relevant theories involved.The characteristics of high quality development of ethnic festival tourism are analyzed,and the concept and principles of evaluation system are summarized.The sustainable development of ethnic festival tourism is considered in the context of the five perspectives of "innovation,coordination,green,openness,and sharing" in the new development concept,and the branding of ethnic festival tourism is considered with reference to the indicators involved in the "Indicators and Descriptions for Measuring the Brand Strength of Tourism Destinations".The framework of the high quality influence factors of ethnic festival tourism is constructed and the indicators are selected through the perspective of branding and sustainability of ethnic festival tourism.The study preempts the use of hierarchical analysis to specify the weights of each factor.A series of data processing work such as constructing the hierarchy of the target system,determining the judgment matrix,obtaining the feature vector and the maximum feature root,and then carrying out weight determination,finally determine the scientific quality of ethnic festival tourism impact factor index system.We select some representative ethnic festival tourism destinations in the Pu’er section along the Lancang River as case sites,introduce the basic situation of the case sites,and conduct questionnaire surveys and collect data from the target groups.Based on the compilation of the data in the research questionnaire,we use the fuzzy comprehensive evaluation method to determine the final score of each ethnic festival tourism,clarify its development status,analyze its shortcomings,and target specific measures to improve its various levels,so as to the direction of future development.The conclusions are as follows:1.the framework of the evaluation index system of the high quality development level of ethnic festival tourism consists of three levels,the upper and lower levels are subordinate,where the first level is the core of this study,i.e.the high quality development level of ethnic festival tourism;the second level contains the five major parts of innovation development,coordinated development,green development,open development and shared development;the third level contains a total of 27 evaluation factors.Each layer belongs to the subordinate relationship,layer by layer,and finally form the evaluation index system of high quality development level of ethnic festival tourism.2.According to the results of the final weights of the comprehensive evaluation layer,the scores of the five major indicators in the comprehensive layer are ranked as innovation development(0.4187)> green development(0.2699)> shared development(0.1570)> coordinated development(0.1012)> open development(0.0532).Innovation development has the highest weight score,which indicates that innovation development is the most important to the high quality development of ethnic festival tourism,and is one of the most effective parts to promote the high quality development of ethnic festival tourism.Green development,on the other hand,is to focus on ecological-related factors,green water and green mountains is the silver mountain of gold,cut not to sacrifice the environment to promote the development of ethnic festivals and tourism.Shared development,can attract more foreign tourists,promote tourism income,but it is in the pre-preparation and perfection of the recent plans,so the relative weight of the smallest is dependent on the implementation of the various types of results,can be achieved,so compared to innovation and green development is slightly inferior.Coordinated development can ensure the orderly development of festival tourism,and take into account the interests of multiple parties,is a higher level state.Open development is more focused on the external publicity,ethnic festival tourism visibility,etc.,through the external interface,so that more tourists come to travel.3.Using the local government-led Torch Festival in Jingdong County,the Harvest Festival in Lancang County and the October Festival in Zhenyuan County in 2022 as empirical cases,we used questionnaires and fuzzy integrated evaluation method to score and evaluate the current situation of the high quality development of these three ethnic festivals,and the results show that the October Festival in Zhenyuan County has the highest score of 6.4841,while the Harvest Festival in Lancang County has the second highest score of 6.2442.The second highest score is 6.2442,while the Torch Festival in Jingdong County has a lower score of 5.4208 compared to the first two ethnic festivals.All three are high quality ethnic festivals,but there are significant differences in the scores of each index.Finally,according to the analysis and the final scores,combined with the local actual situation of the case festival tourism,corresponding countermeasures are proposed for innovative development,coordinated development,green development,open development and shared development respectively,which provide theoretical support and direction for the future high-quality development of ethnic festival tourism. |
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