文化创意旅游战略分析--悉尼Essay代写范文

悉尼Essay代写范文:“文化创意旅游战略分析”，这篇论文主要描述的是在近几年里面，世界各地出现了许多经过精心策划的文化创意事件旅游，这些旅游事件都达到了吸引游客的目的，本位以成都国际桃花花节为例，研究在这些文化创意旅游战略的背后都有哪些成功之处与失败之处。

Introduction

In recent years, a wide variety of internationally renowned cultural/creative event tourism held frequently, making it gradually become a hot spot in the field of research on tourism (Hwang, Stewartand Ko, 2012). Many scholars studied issues relating to cultural/creative event tourism, including the meaning, effect and existing problems and solutions of cultural/creative event tourism (Feng, 2012). This report takes the Chengdu International Peach Flower Festival (CIPFF) as a research object to explore the success and failures of its management strategies and measures, based on this to bring forward recommendations on its management in future.

The first CIPFF was held in 1987 (Su, 2008). In 1993, the seventh CIPFF proposed the aim of "taking peach flower and peach flower culture as a medium to attract tourists, so as to promote local economic development and prosperity," and the aim was continued today (Wang, 2008). CIPFF is held in Longquan, Chengdu, Sichuang province in China in late March every year (Feng, 2012). By the end of 2013, CIPFF was held for 27 times. During the past five years, the annual CIPFF attracted more than 3 million tourists and the investment of 200 billion yuan (RMB), the brand value of CIPFF was significantly increased, which played an obvious role in stimulating the local economy(Wang, 2008). All in all, CIPFF has become one of China's most famous cultural/ creative event tourism, research on CIPFF has a representative significance in understanding the current situation of cultural/creative event tourism in China.

Investment

In 2012, in order to further enhance the brand image of CIPFF and tourist experience, the local government, tourism organizations had invested 22 million yuan (RMB) in tourism management, construction of supporting facilities, event management, marketing, and so on (Feng, 2012). The detailed contents are shown as follows.

Construction of tourism management and supporting facilities

The local government and organizers of CIPFF invested about 12 million yuan (RMB) in construction of tourism management and supporting facilities in 2012 (Feng, 2012). During CIPFF in 2012, the local government enhanced efforts on tourism management. Firstly, it strengthened the management towards hotels. There are 57 star hotels of different types in the region, the hotel owners and employees have been trained in the laws and regulations, food hygiene, quality of service, specialty dishes and other aspects (Feng, 2012). Secondly, the local government has distributed "the tour assistance program for CIPFF", in the entrance of main attractions and stations, it set up tourism information centers for tourists. Thirdly, the relevant functional departments such as tourism, business administration, public health, quality supervision, urban management, price, and so on, have enhanced collaboration, they established a joint law enforcement team to increase comprehensive law enforcement efforts for tourism (Feng, 2012). This ensures a good, orderly tourism environment during the season. To further enhance the quality of the scenic spot to build quality tourism, the local government and transport sectors improved the transportation infrastructure, completing relevant tourist road reconstruction and parking lot construction, further beautifying the area and remediating the tourist roads. These make the area of the peach flower hometown be further extended, the reception capacity has been further improved. The tourist groups also established tourism logo signs in each scenic spot in the area, which further improved the tourist supporting facilities.

Event management

The local government and organizers of CIPFF invested about 5 million yuan in event management in 2012 (Feng, 2012). The local tour organizers also organized a series of events to stimulate the enthusiasm of visitors’ to participate in the festival, the events included decorating thousands of floats to allow them march through the streets in the area, holding traditional Chinese literary exhibitions and competitions relating to peach flowers. During the festival, a bicycle race of a large scale was held and it attracted more than 230 players from 37 teams to participate (Feng, 2012). A cross-country hiking for enjoying peach flowers was also held to attract more than 12 million contestants and spectators (Feng, 2012).The local communities also organized theatrical performances, Sichuan opera performances, Yangko opera, drum performances and other cultural/ creative events to create a good holiday atmosphere.

Marketing

The local government and organizers of CIPFF spent about 5 million yuan (RMB) on marketing in 2012 (Feng, 2012). The marketing activities mainly included the following three aspects. Firstly, the propaganda work for CIPFF took Chinese Central Television (CCTV) as a carrier to propagate CIPFF through national media, coupled with propaganda through media of different levels, Sichun province, Chengdu and Longquan, thus creating a good public opinion for CIPFF (Feng, 2012).  These propaganda activities greatly improved visibility and reputation of CIPFF, more than 100 media participated in publicity, more than 3,000 articles about CIPFF were published on various newspaper (Feng, 2012). Secondly, it expanded the network propaganda platform for CIPFF. The government launched a series of activities with Inhand Advertising Agency and Chengdu Full Search Technology Company via the use of network, including providing electronic map for the area, holding election for the hotels that visitors were satisfied with and photographic exhibition for impression of peach flowers to improve the influence of CIPFF on the Web (Feng, 2012).  Thirdly, the government made a full use of various promotional resources. In 2013, it used 3G Networks, from March 18 to the end of April, it sent messages about CIPFF to users of mobile phones who entered the area (Feng, 2012). 200 buses in Chengdu were posted with posters about CIPFF (Feng, 2012). On the roadsides of the main roads of Longquan, there were public service advertisements about CIPFF, propaganda leaves about CIPFF were printed for propaganda. By taking advantage of a variety of promotional resources, the local government further enhanced the propaganda for CIPFF (Feng, 2012).

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