Research on Behavior Characteristics of Festival Tourists in Jianye District of Nanjing Based on Big Data

Festival tourism, as a combination of culture and tourism, has multiple economic, social and cultural benefits. It plays an important role in enriching people's cultural life, promoting local economic development and establishing city image. Therefore, it has broad development prospects and research value. This paper collects data from seven key festival activities in Jianye District of Nanjing, including Youth Olympic Art Lantern Festival, may day life season, summer of music, Mochou Lake Garden opening, Xingchao Music Festival, National Day activities and mid autumn festival activities. Based on the big data of tourists, this paper analyzes the characteristics of tourists' behavior, and provides suggestions for the development planning, regulation control and management of festival tourism in Jianye District of Nanjing To provide scientific basis for service and marketing promotion.