The Impact of Festival Tourism on the Image of Tourist Destinations: A Case Study of the Dangshan Pear Blossom Festival in Anhui, China

In this study, the impact of festival tourism on the image of tourism destinations was analysed by testing a conceptual model, linking festival tourism tourists’ perception to destination image, designing a tourists’ questionnaire in combination with the actual situation of Dangshan Pear Blossom Festival in Anhui Province, China, and then carrying out a statistical analysis with the help of Spss27 software. The findings of this paper are as follows: first, tourists think that festival tourism content, services, products, facilities and other influencing factors are all important. Among them, festival tourism content > festival tourism products > festival tourism facilities > festival tourism services. Secondly, festival tourism was able to form a positive tourism attraction to the destination image. These findings provide a basis for further government planning, tourism services and policy formulation for festival tourism.