The Research On The Sustaninable Development Of Pingyao Tourism Industry

Tourism industry as a strategic mainstay industry in China,has the reputations as a smokeless industry and a sunrise industry, which lists the world's three major industries with the oil industry and automobile industry. Shanxi Province is rich in tourism resources and has the diversity of tourism resource structure. The unique tourism resources have potential advantages becoming tourism province. The government of Shanxi province identifies the tourism industry as a leading industry of the tertiary industry and one of seven competitor industries supported in the whole province. The ancient city of Pingyao as a national historic and cultural city and a World Cultural Heritage, has gradually developed into the leading of tourism in Jinzhong City as well as the whole province since it was written on the list of world Heritage in 1997, and its international influence and popularity has been increasing in the nation and the world. Pingyao is a successful sample of the tourism culture brand marketing, which shows the ancient city, Jin businessman, folk customs and etc. on the basis of holy land to people. Its tourism cultural brand is to show culture by tourism and merge culture into tourism. The paper considers the analysis of cultural brand implanted in the Pingyao tourism industry as the starting point, puts forward the theme view that is to merge culture to tourism, and promote the sustainable development of Pingyao tourism industry. Also, it points out the main problems of the sustainable development of Pingyao tourism industry based on the theories relating tourism industry, objectively and profoundly analyzing the situation of the development of Pingyao tourism industry implanting culture brand as well as based on the achievement of creating culture brand, then puts forward some suggestions that are to merge the cultural industry and tourism industry together and promotes the sustainable development of Pingyao tourism industryIt is significant to research the sustainable development of Pingyao tourism industry for the development of Pinyao and the whole province. Meanwhile, the successful experiences of Pingyao tourism industry may boom the development of tourism and culture industry of the whole province, accelerate the strategic adjustment of the economic structure and realize the span from the province having rich natural resources to the tourism and culture province at an early date.The paper has two innovations. First, the view of innovation. The paper researches the sustainable development of Pingyao tourism industry on the basis of the combination of digging the rich, a dynamic culture and showing the long, static ancient city. Second, borrowing idea from industrial convergence theory, the paper puts forward the strategic policy and specific goals that are to merge the unique culture and rich tourism resources together to facilitate the sustainable development of Pingyao tourism industry and suggests the concrete measures for further broadening cultural connotation and Tourism characteristics.