节庆活动参与者收获研究——以第16届苏州国际旅游节为例

Study on the Benefits of the Visitors of Festival Event——The Case Study of 16th SuZhou International Tourism Festival

本文以第16届苏州国际旅游节参与者为调查对象,研究节庆活动参与者的收获,探讨苏州国际旅游节对"家在苏州"品牌构建的作用。通过对调查数据进行因子分析、研究,发现节庆活动参与者收获有6种类型:"人际交往,拓宽视野"、"获取信息,转变认识"、"个人发展,愉悦享受"、"自我认知,和谐渴望"、"改变印象,增强理解"、"降低压抑,提升信心"。运用多元方差分析比较苏州本地居民和外来者的收获差异,旨在帮助相关组织和部门能更好地借助苏州国际旅游节的平台去构建"家在苏州"品牌。

This paper investigates the visitor of the 16th Suzhou International Tourism Festival,and it aims to research the benefits of visitors of large-scale festival activities and explore the the role of the 16th Suzhou Inter- national Tourism Festival in promoting the brand construction of ＂Home in Suzhou＂.Six species of the benefits of the visitors of large-scale festival activities was found in the research on the basis of the faetos analysis of the survey data：interpersonsal communication and broaden one＇s horizon,acquire information and change in cognition, personal development and pleasure to enjoy,self-awareness and crave harmony,change the impression and chance the understanding,and relax pressure and increase confidence.The paper analyse the differences between the local residents and outlanders in Suzhou by variance analysis and it aims at helping the relevant departments and or- ganizations build the brand of ＂Home in Suzhou＂better by dint of the Suzhou International Tourism Festival.