Research on the Display of City Image in Macau Light and Shadow Festival

Macau Light and Shadow Festival; night tourism economy; city image; cultural and tourism communication

Authors

  • Feng Wenying
    374183223@qq.com
    Master's degree students, City University of Macau, Macau, China
  • Zhang Hengtong Master's degree students, Macau University of Science and Technology, Macau, China
January 17, 2022

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The lighting of the city landscape has ignited the night-time economy as a new blue ocean. Macau takes festivals as an opportunity to create a city night scene, and light and shadow festivals, as part of the popular cultural industry, are better able to expand city life, enhance the city's charm and create a city name card. This paper analyzes the main categories of the Macao Light and Shadow Festival, defines the connotation and denotative value discusses the influence of the Light and Shadow Festival on the spread and display of the city of Macao, and summarizes how the Light and Shadow Festival promotes the relationship between people and people, people and space, and people and the city. The final research findings pointed out that the future Macau Light and shadow Festival should optimize the connection between people, space and city, highlight the characteristics of the city, strengthen branding and other related recommendations.