Research On The Development Of Experience - Type Cultural Tourism Products In Yangzhou Ancient Canal

With the strong development of tourism, people began to abandon the traditional way of leisure tourism, and began to be highly involved in the pursuit of tourism activities which go way to travel, They want to get more involved with the experience, can appreciate the cultural connotation of the regional tourist destination. At the same time, the development of tourism products is not only focus on the tourism consumption crowd and Market price. In the experience of tourism products has also should been paid more and more attention.This period of the tourism product development focus on how to get a deeper tourism experience for visitors.Competition between tourism enterprises have begun to the change of price for the experience, has been followed by the price. Currently, the development of the experiential cultural tourism product development has been implemented in some areas,but has yet to play out its strengths, the Grand Canal of Yangzhou is a part of the Beijing-Hangzhou Grand Canal,as the same of the Beijing-Hangzhou Grand Canal has a rich cultural history.By developing experiential cultural tourism can not reproduce along the Grand Canal in the glorious in the history,Meanwhile it can promote economic development of Yangzhou.The theoretical basis as follows:Tourism product life cycle theory, Maslow’s hierarchy of needs theory, RMP mode and travel experience marketing theory.The research object is cultural experience tourism of Yangzhou ancient canal product development.In order to study the object, We used Mr. Wu Bihu spectrum (RMP) analysis,take tourism products as a center for resource analysis and market analysis, put this as a basis for product analysis. To identify problems that inadequate resources development, infrastructure single product lacks experience marketing. Through experiential perspective, proposed cultural tourism product development and the principles to be followed in the development of ideas. And Grand Canal in cultural tourism product development as an example, put forward five Ideas:The merchant leisure culture experience、"Double East" pop culture experience、The festival theme cultural experience、Water culture experience、Antique cultural interpretation experience and so on.And then put forward some tourism product development safeguard measures from the angle of security system.