A Study On Innovation Of Urban Tourism Product In Shanghai

Various urban tourism products show the charm of cultural creativity, from MICE beginning with Shanghai Expo, to most festivals heading with Shanghai Tourism Festival, then to excessive novelty products showing up in creative cultural districts, and also to welcoming activities like ERA. It shows huge innovational spaces of Shanghai tourism product as well.Cultural creative industry was listed in national develop stratagem and sustained strongly all over the China and especially in Shanghai recently. Cultural creative industry provides tourism product abundant innovational materials and thoughts, as it is the industry which focused on culture and creation.Based on above, this paper tries to find the relationship between Shanghai urban tourism products and cultural creative industry from the perspective of creativity, take the connects between tourism and culture as the clue, apply the attention-experience economy and cultural capital operation theories, explore the basic point to Shanghai urban tourism product innovation, then build the innovation mechanism from cultural creative industry to Shanghai urban tourism products: direct transforming innovation from cultural creative industry extension to urban tourism products, and advanced transforming innovation from developing mode of cultural creative industry to urban tourism products.Established in the age of cultural creative industry, this paper abandon the tradition for analyzing innovation from the tourism product type, seek the new innovation space of Shanghai urban tourism product from the industry infiltration and creativity mutuality, which complying the national strategy of "Scientific Concept of Development". On the other side, creative tourism product can attract and influence the world by culture and mentality, which accelerating growth of national soft power and peaceful rise of China.