Research On Marketing Strategy Of Cultural Tourism Industry

China’s tourism industry has developed rapidly these years.The cultural tourism market is also booming with the increasing spiritual and cultural needs of people.China has promulgated a number of policies that are conducive to the development of cultural tourism industry,attracting a lot of capital to invest in cultural tourism industry.Cultural tourism industry has made its contribution to the national economy.The healthy development of cultural tourism industry plays an important role in the development of national economy.Therefore,this paper studied the connotation and extension of cultural tourism,researched more than ten favorable policies issued by China government.Based on the needs of transformation,real estate development enterprises in cultural tourism industry mainly invest in "real estate+cultural tourism" as the marketing mode,while cultural companies usually provide performance products.There are mainly two types of operation mode:the direct utilization type and artificial construction type.In addition,this paper takes Disneyland Resort as a successful case and Wanda Hanxiu as a failure case.Finally,the paper concludes that there are some problems in China’s cultural tourism industry,such as the space of characteristic cultural resources being squeezed,the cultural characteristics are disappearing,the lack of cultural experience,the serious homogenization of tourism products,the single profit model and the imbalance between development and protection,etc.Finally this paper puts forward that we should take measures according to local conditions,fully tap uniqueness,enhance creativity,deeply develop experience,create fine products to establish valuable brand,to create a multiple profit points and industrial systems,and maintain sustainable development.