Tourism Development Of Confucius Culture Under The Perspective Of Intangible Heritage

Thought and the behaviours of Confucius is an outstanding representative of Chinese traditional culture, and it has a strong influence in the world. Qufu is rich in cultural tourism resources as the birthplace of Confucius and Confucian culture. However, the tourism development of Qufu is still confined to the sightseeing tour in Confucius Mansion, Confucius Temple and Cemetery of Confucius which are called "three holes". The unique cultural strengths are not excavated literally and three-dimensionally, which derives from the immateriality of the Confucius culture to some extent. In order to promote the protecting and inheriting of Confucius culture, and to improve the cultural taste of Qufu tourism products, this article carded Confucian culture from the perspective of intangible heritage and discuss the tourism development model of Confucius culture, and it focuses on the conversion path of tourism attraction and the formation of tourist routes of intangible cultural heritage, and finally the article draw conclusions which have practical value.Firstly, this paper reviewed and analyzed the theory of intangible cultural heritage and cultural resources of Confucius research status, and proposed the shortcomings in the study. It also discussed on the characteristics of intangible culture from different perspectives and researched on the integration of related concepts, and also studied the view (the production protection) which treats protection as production activities in-depthly. And then there is an expansion research on compatible features between tourism development and heritage protection. Secondly, there is the sort of Confucian culture. Confucian culture can be summarized as two parts which are Confucius culture and folk customs in the perspective of non-material culture. On the base of the study of Confucianism contents, this section described the process of Confucian culture's formation and spreading with time and space for clues, and introduced folk customs which are formed under the influence of Confucian culture. Thirdly, the paper summed up the problems in its development through field trips of development status of Confucius culture in Qufu. Finally, I investigated the interested degree to Confucian culture of different types of tourists and the preferred pattern of development model through a questionnaire. Based on data analysis, to determine the development order and way of different types of Confucian culture.At the same time, the paper put forward the principle of development, the problems that should be paid attention to and the Confucian cultural tourism marketing strategy.The conclusion part of the article summarizes the results of this study, and proposed the shortcomings and questions which need further study.