随着海南国际旅游岛这一国家战略的实施,海南节庆旅游产品受到更多的关注。海南节庆旅游产品在近些年中依靠各方面因素,也在不断的发展和进步,并且取得了可喜的成果。但是,在海南节庆旅游市场上依然存在着一些问题阻碍着节庆旅游的发展,如:宣传不够、监管不力等等。这些问题如不妥善解决,其存在时时刻刻都会威胁海南节庆旅游产品的生存和发展。本文结合节庆旅游的概念、特点和作用,研究出海南节庆旅游产品开发的现状。把握优势和机遇,认清劣势和风险,分析海南节庆旅游产品的发展前景,并提出相应的发展对策。 With the implementation of the national strategy of Hainan International Tourism Island, Hainan Festival tourism products have received more attention. Hainan Festival tourism products in recent years rely on various factors, but also continuous development and progress, and achieved gratifying results. However, there are still some problems in the festive tourism market of Hainan that hinder the development of festival tourism, such as: insufficient publicity, poor supervision and so on. If these problems are not properly resolved, their existence will always threaten the survival and development of Hainan Festival tourism products. In this paper, the concept, characteristics and functions of festival tourism are combined to study the present situation of Hainan festival tourism product development. Grasp the advantages and opportunities, identify disadvantages and risks, analyze the development prospects of festive tourism products in Hainan, and put forward corresponding development strategies.