Investigating the Strategy of City Branding through Festival Activities: A Case Study of The Elephant Temple Fair in Henan Province, China

DOI: https://doi.org/10.62517/jtm.202413309

Author(s)

Danni Lv1, Zhiqiang Wang1, Meilin Chen2

Affiliation(s)

1School of Tourism Management, Henan University of Finance and Economics, Zhengzhou, Henan, China 2School of Culture and Communication, Beijing International Studies University, Beijing, China

Abstract

City brand encompasses a multifaceted framework that includes economic, political, and cultural dimensions, with culture serving as the cornerstone. In the contemporary stage of historical development, temple fairs are transforming from the traditional trajectory of "street vendor economy" and "ruralization", gradually integrating "high-end" elements and seeking innovative development paths, which aligns with the historical evolution of temple fairs and holds the potential to generate novel future formats. Within this emerging paradigm, temple fairs can synergize with high-end platforms to create both virtual and physical platforms that facilitate interaction and exchange among technology, products, brands, and cultural tourism. This transformation is poised to generate new economic momentum, converting the temple fair economy into a genuine economic form and significantly enhancing city branding.

Keywords

Festival Activities; City Branding; Cultural Communication

References

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