In organizing CIPFF, the local government always adheres to the purpose of taking peach and peach culture as the medium to attract tourists, so as to promote local economic development and prosperity, the purpose has been continued ever since. In order to achieve this purpose, the local government promulgated and implemented a series of policies, including the strengthening of tourism management (the management towards the companies in the scenic area) and increasing the construction of facilities (transport infrastructure, landscaping, parking lot, and so on), highlighting the characteristics of cultural/ creative events of CIPFF (organizing various cultural/ creative events), and so on. The local government has successfully upgraded a regional peach flower festival to an international CIPFF via making use of these policies, making CIPFF renowned at home and abroad. In recent years, the annual CIPFF attracts more than 3 million tourists each year, attracting an investment of 200 billion yuan (RMB) (Feng, 2012), the brand value and stimulating role of CIPFF is very obvious, it has brought huge economic and cultural benefits to the local economy.
Evaluation on influence of policy priorities
Policies developing by the Government drive the development of local economy, bringing economic benefits to local residents, but when the local government formulates tourism planning, they pay no attention to the views of local residents at the same. In making travel plans, they attaches less importance to issues on local environmental protection, resulting in that annual CIPFF has brought about tremendous pollution to the local environment. Therefore, despite CIPFF has brought economic benefits to local residents, the issues on environmental pollution still caused dissatisfaction of local residents’.
In order to boost the development of local economy, the government invites many tourism enterprises to enter the region to serve tourists. The participation of these enterprises provides a huge help for local economic development, however, although the government has formulated a number of policies to manage these enterprises, but the executive and effective degree of policies is not adequate, some enterprises’ misconducts, such as the sale of substandard products, frauds, polluting the environment, and so on, have not been completely cured. Policies developed by the local government help the tourism enterprises to obtain economic benefits, but they fails to pay a good role in urging the enterprises to assume their social responsibility.
In order to attract more tourists to participate in the local tourism, the government strengthens the infrastructure of supporting facilities and hosts a number of activities with local cultural characteristics (Feng, 2012). These policies improve the tourist experience of tourists to some extent, but some problems still exist in the following areas. Firstly, as there are a great number of people who participate in CIPFF, the supporting facilities remain inadequate to meet the needs, traffic jams occur frequently. Secondly, although the government promotes organization of various cultural activities, there is a lack of innovation in these activities, the content of many cultural/ creative events has always been repeated for many years, while the cultural activities are accompanied with too much commercial atmosphere, leading to decreased consumption experience and decreased repeat tourism rate of tourists.