近年来旅游目的地形象已成为一大研究热点,目的地独特的节事活动是旅游形象形成的关键,因为相比起具有同质性的旅游资源,不可替代的品牌节事活动更容易产生深刻印象。以山东省为例,孔子文化节、青岛啤酒节、潍坊风筝节等品牌节事活动不仅成功塑造了旅游地形象,也通过节事旅游改变了目的地的旅游结构。本文通过梳理山东省主要节事活动的基本类型及特征,研究了山东省节事活动与节事旅游的互动机制。 In recent years, the image of tourist destination has become a hot research topic. The unique festival activity of destination is the key to the formation of tourism image, because irreplaceable brand festival activities are more likely to have a profound impact than the homogeneous tourism resources impression. Taking Shandong Province as an example, the festival activities such as Confucius Culture Festival, Tsingtao Brewery Festival and Weifang Kite Festival not only succeeded in shaping the image of tourist destination, but also changed the tourism structure of destinations through festival tourism. This paper studies the basic types and features of the major festival events in Shandong Province and studies the interaction mechanism between festival events and festival events in Shandong Province.