ABSTRACT

To enhance the influences of hallmark or thematic festival activities and prolong its time of impacts, the basic strategy is to carry out relevant FSE’s serial operation. In reference to Dai Guangquan’s FSE serial researches designed from the perspective of Destination Life Cycle (DLC), it finds that the

1 FACTUAL BASIS FOR FESTIVE SPORTS TOURISM DEVELOPMENT IN LIJIANG

Lijiang is home to many ethnic groups such as Naxi, Bai, Lisu, Yi, Mosuo, Tibetan, Nu, Pumi and Miao nationalities and so on; all of them have their own various traditional festivals, for instance, the Xun Tianba Festival (Terraced Field Parading Festival, held on the 13th day of the first lunar month to urge the villagers to conduct farming activities) of Dai nationality and Spring Planting Festival of Jingpo nationality. The various sports activities representing their own cultures held in these festivals are collectively called festive sports events. On the occasion of Lijiang tourism industry coming into maturity, it has been a critical problem to the development of Lijiang tourism industry that how to prolong the life cycle of the industry and maintain its strong vitality. According to researches by tourism scholars both at home and abroad, the brand extension management can be used to render the old tourism brands new brand features and thus revitalize the tourism brands, which is an inevitable choice of sustainable tourism development[1]. Based on the development theories of Festival & Special Event Tourism (FSE Tourism) and the cultural traits of Lijiang tourism industry, it puts forward the development concept of festive sports tourism in Lijiang on the principles of creating, exerting and magnifying the long-term impacts of festivals.