Luoyang started to create its own city name card in 1983, and tried to push the city to the international market through the medium of peony. But before building the brand of peony festival, Luoyang should find its own brand positioning. Because any Tourism Festival can not cater to any tourists, but through multi-faceted analysis and consideration, to adapt to most tourists’ preferences, but this must be combined with the existing local resources and location advantages, otherwise there will be festivals with no theme and no content, catering everywhere, disorderly. The determination of the brand positioning of the festival is the positioning of the target market of the venue, and it will also help the organizers to determine the most effective and popular festival related projects.
Before positioning, we need to analyze the relevant natural resources and historical and cultural details of the venue:
Luoyang, as an ancient capital of 13 dynasties, has a long history. There were 13 dynasties such as Xia, Shang, Western Zhou, Sui, Tang, etc. it has a profound cultural heritage. Sima Guang once wrote in the past Luoyang’s old city that “if you ask about the ancient and the modern, please only look at Luoyang City”. This is enough to show the important role Luoyang played in the times and the precious resources left by history to him.
Luoyang is famous for its peony flowers, which originated in the period of Empress Wu. It is recorded that the peony flowers are upright among the flowers. When Empress Wu opens for a limited period of time, the social peony flowers still stand tall and stand tall. They open on time on April 10 every year. The flowering period is short, about 7-10 days. Its quality symbolizes the noble, elegant and unyielding spiritual quality, It’s loved by people. Luoyang is located in the Central Plains, a small basin in the Central Plains, with good location conditions, four distinct seasons, no wind and humidity all year round, suitable for the growth and cultivation of peony.
Baima temple and Longkou grottoes, the most famous world-class tourist attractions in Luoyang, are the most typical representatives of Luoyang’s Buddhist culture. Although they represent the introduction of Buddhism in different times, there are many domestic and foreign tourists who come to Luoyang every year, which also adds more cultural color to Luoyang’s tourism festival brand.
Luoyang’s Tri Color Art of Tang Dynasty is also a representative of Luoyang. It is the most important part of Luoyang’s traditional handicraft and intangible cultural heritage. Luoyang is also a very important part of the distribution area of Tri Color Art of Tang Dynasty. The ± color of Tang Dynasty’s king in Luoyang is bright, lively and livable. Now the Tri Color Art represented by Guo Aihe, a teacher, is widely spread. Guo AI and tri color are also established in Luoyang Art Museum, he added an important stroke for the development of Luoyang tourism.
Finally, the Luoyang food culture is represented by water seats. The name of “soup” culture in Luoyang is named, whether it’s a magnificent 24 style water table or a tofu soup, meatball soup and non turning soup that are usually used for breakfast and dinner. Soup food is an essential part of Luoyang food. Tourists from other places often come to Luoyang to experience the authentic water seats as fast as “running clouds and flowing water” “Different” Hotel, really different Luoyang characteristic water mat as the theme, founded in 1895, Zhou Enlai personally nominated. The water mat is also a national intangible cultural heritage of Luoyang, which is a delicious food enjoyment that will not be experienced in other regions. It is also a representative of Luoyang’s city card.
With the above urban cultural resources of Luoyang as the carrier and peony as the media, it is the basis of building the brand of Luoyang Peony Flower Festival Tourism Festival. Before the establishment of the festival, the fragmented form of these resources in Luoyang will inevitably give tourists a single idea of Luoyang culture. The establishment of the festival brand is also to integrate these resources through the tourism festival It will publicize Luoyang City and the cultural resources with a long history. Luoyang will undoubtedly develop the brand positioning of the festival according to its existing characteristic resources.