本文从我国旅游地节庆活动的发展现状入手,分析了目前我国的旅游节庆活动中存在的问题乃至困境,并进一步分析了“文化因素”在旅游节庆活动中的主导作用与核心价值,倡导以文化多元性、文化创新为旅游节庆活动的突破口,打造主题鲜明、定位清晰、可操作性强的新型旅游节庆活动,满足游客需求,繁荣旅游节庆经济。 This article starts with the development status quo of the festivals in China’s tourist destination, analyzes the existing problems and even the predicaments in the tourism festivals in our country, and further analyzes the leading role and core values ​​of “cultural factors ” in the tourism festivals and activities. To cultural diversity, cultural innovation as a breakthrough in tourism festivals, to create a clear theme, clear positioning, operational new travel festivals to meet the needs of tourists and prosperity of tourism festivals economy.