Development Strategies of Festival Activities under Leisure Background

With the arrival of leisure time, festivals in Banan District need to be closely combined with leisure. In recent years, th

Development Strategies of Festival Activities under Leisure Background

With the arrival of leisure time, festivals in Banan District need to be closely combined with leisure. In recent years, the festival activities in Banan District have flourished, but there are also some problems such as low mass participation, weak brand awareness, serious homogenization and unbalanced regional development. Based on this, Banan District needs to develop festival activities by innovating, adapting to local conditions and shaping brands.

Banan District, located in the south of Chongqing's main city, is rich in tourism resources, mainly including geographical indication products such as black cherry and Wubao pomelo in eastern Chongqing, as well as scenic spots such as South Hot Springs, East Hot Springs and Shengdengshan National Forest, which provide a good resource base for Banan to carry out festival activities. In recent years, Banan District of Chongqing has made great efforts to build a brand of "Leisure in the World, Keeping in Banan", and various boutique leisure projects have been released one after another, such as hot spring tourism, ancient town tourism, and leisure and summer vacation. Festivals have also developed.

1 leisure background the significance of holding festivals in Hainan

The development of leisure industry is closely related to the continuous holding of festivals. With the continuous development of the two, this relationship is increasingly obvious.

1. 1 Enhance the attraction to tourists

Most of the existing leisure tourism in Banan District is developed by relying on local natural resources. Natural resources have certain homogeneity, and over time, each project will fall into the dilemma of homogeneous competition management. At this time, consumers have higher and higher requirements for visual experience, and they pay more attention to the unique temperament and cultural spirit of the project. The activity at this time is an "extroverted" radiation card, which creates a differentiated image for the project and eventually forms an attraction.

1.2 Promote the formation of leisure industry chain

Now many leisure projects are led by * * * departments. After the project matures gradually, the existing leisure products will be improved through festival activities. In this way, festival activities can not only make consumers fully understand the unique local culture in the process of project experience, but also enable local departments to improve and upgrade the local leisure product system.

1.3 Enhance the sustainable development ability of leisure industry

The excavation of culture, the protection of cultural heritage, the inheritance of intangible cultural heritage and the maintenance of natural landscape are the guarantees for the sustainable development of leisure industry. Through the successful holding of folk festivals, we can inherit the unique culture, restore its vitality, and keep pace with the times. In addition, the holding of festival activities can further improve the hardware flow and corresponding software support system of rural infrastructure.

2 Leisure background: the development status of Nanqin Festival activities

2. 1 Festivals are diverse.

Although there are various types of festivals in Banan, they are all deeply branded as "sponsored by * * *".

2.2 The participation of the masses needs to be improved.

At present, the overall number of festivals in Banan District is on the rise, but the participation of the masses has not been improved. Some activities do not take into account the specific conditions of the masses when creating and designing, such as cultural level and economic ability; Some activities failed to connect with the masses when they were designed, and could not attract the masses; There are also some activities that are hastily prepared in the early stage, with insufficient publicity and insufficient reception capacity.

2.3 Festivals have not yet formed a brand.

Under the background of the continuous development of leisure industry, many festivals in Banan District have been born one after another. At present, the brand of "Leisure World, Raising in Banan" in Banan District has just started, and the festival activities in Banan District's leisure industry chain have not yet formed a brand. According to statistics, the most influential Banan Xiangli Hot Spring Culture Festival in Banan District is quite limited in popularity, and many people don't know about this activity.

2.4 Festivals are highly homogeneous.

First of all, many festivals are sponsored by * * *, which lacks innovation from the origin. Secondly, the geographical scope of Banan District is not vast. In this relatively limited space, resources and geographical features are common, and similar activities are bound to be more. Then, due to subjective or other objective reasons, such as some people's vision is not long enough, they blindly follow the trend and clone similar activities.

3 Development strategy of Nanqin Festival activities under the leisure background

The development of festivals in Banan should adhere to the development direction of promoting leisure by festivals and promoting festivals by leisure, integrate the present situation of leisure and festivals, find the crux of the problem, and comprehensively grasp the leading position of festival development in combination with the development trend of future festivals.

3. 1 Break the traditional pattern and seek a new development model.

First of all, we should gradually change the role of * * * in festivals. For a long time, * * * has played the role of organizer in many festivals. To change this pattern, * * * will be transformed into a guiding role. In this mode, what * * * has to do is to draw up the theme of the festival and publicize it. Secondly, we should seek extensive social participation. In the past, festivals were organized by * * *. With the extensive participation of society, the specific operation process of festival activities is decided by social groups, and it is better to raise the power of society than to fight alone. In this way, in the preparation process of the activity, all social forces can be mobilized to expand the influence of the activity. Finally, implement the market-oriented operation of festival activities. With the continuous development of festival activities, its revenue effect is very obvious, and enterprises all aim at making profits. After the implementation of market-oriented operation, enterprises will continue to tap the value of festival activities, create economic benefits and control costs as much as possible.

3.2 Seize the market demand and enhance the participation of the masses.

The success of festival activities is closely related to the mass base of timely activities. To get the broad participation of the masses, we must do the following:

① The design of festival activities should be market-oriented. Only by creating marketable products and services for festival activities can we be invincible in the fierce market competition. Therefore, when designing festival activities, we should know what kind of activities customers need, whether this activity is attractive to them now, their economic situation, economic affordability and so on.

The design of festival activities should adhere to the principle of "from the masses, to the masses". Festivals are held because of the need to hold such activities. When designing an activity, it is necessary to define the audience, and a festival with a mass base will have a bright future. Why the masses should take part in this activity and what they can get from it are problems that must be paid attention to in the design.

3 Festival activities "Don't fight unprepared battles". Some festivals are unpopular because of poor preparations. Publicity is a necessary preparation for festival activities. Modern society is no longer an era when wine is not afraid of the depth of the alley. Good festivals also need marketing. We should not only do a good job in publicity, but also do a good job in reception. We should assess the reception capacity of the event venue in advance and take measures to deal with the lack of reception capacity at any time.

3.3 Fame spread far and wide, shaping holiday brands.

It is very important to build a brand of festival activities, publicize festival activities, market holiday destinations and establish a supervision and evaluation system.

Effective use of the propaganda and promotion function of the media is a good way to promote festival activities and establish a brand image. Only by pushing the activities to the public's eyes can we let the public know about the activities and stimulate their desire to participate in them.

(2) We should also market the destination of festival activities and integrate festival activities into the brand marketing of festival cities. At present, Banan District is building "three branches" cities and leisure Banan. Therefore, when building a city brand, activities such as "Banan Flower Hot Spring Culture Festival" can be added to the strategic planning of building a city brand.

③ Establish a supervision and evaluation system for festival activities. Lack of supervision and evaluation in the later stage of festival activities is a common problem in Banan District. Without supervision, the quality of activities cannot be guaranteed, and without evaluation, the further development of festival activities will be hindered. An authoritative supervision and management organization should be established to audit, supervise and evaluate activities.

3.4 Innovation, integration of existing resources

① The structure of festival activities in Banan District can be planned reasonably. At present, in the structure of festival activities in Banan District, product resources account for about 35% of the total, natural resources account for about 20%, and folk culture, catering culture and entertainment and leisure activities account for a relatively small proportion. Based on this distribution pattern, we should explore new value points of festival activities, and design festival activities on the premise of running existing festival activities well, combined with local nature, humanities, material basis and policy trends.

② Integrate the existing festival activities. The existing festival activities in Banan District are more or less scattered, chaotic and small, and a series of optimization and integration are needed to realize the optimal allocation of resources. For the same type of festival activities, we can combine strong and strong, learn from each other's strengths and avoid weaknesses, and expand the scale and influence of the activities; For small and scattered festival activities, we can choose high-quality activities and then integrate them into a large-scale activity, and then hold the original small-scale activities in the form of sub-activities.

3.5 Adjust measures to local conditions and balance regional differences.

The regional development of Banan festival activities is unbalanced, mainly due to insufficient infrastructure construction and insufficient excavation of regional characteristics. Compared with other main urban areas, Banan District is slightly inferior in economic level, social and cultural level and understanding of festival activities. Although in recent years, Banan has been carrying out infrastructure construction in the process of building a leisure and health-preserving city, there are still some places like Jiangjia Town with good resources, but they are ignored because of the backward infrastructure construction. Therefore, improving infrastructure construction is an important measure to promote the creation of festival activities. In addition, we should be able to explore regional characteristics on the basis of resources and create festivals that adapt to the market. The comprehensive feature of Banan District is leisure, so we can take "leisure" as the theme, combine all kinds of natural, humanistic and cultural resources in Banan, and hold distinctive and level activities according to local conditions. Such as: Ersheng's tea, Gesang flower, Wubao's red orange and grapefruit, Yunzhuan Mountain and Wupi cherry in the fish cave, Jiang's aquatic flowers, cave landscape, Dongquan tea ceremony culture, hot springs and so on.

4 conclusion

The continuous development of festivals in Banan will bring new changes to the development of leisure. While enhancing its scale, influence and brand, and constantly pursuing economic and social benefits, we should also pay attention to some negative effects on social culture and social environment.

With the continuous shaping of Banan leisure brand, it is of great significance to strengthen the research on festival activities to promote the healthy development of Banan leisure industry.