A Study On Development Of Jinhua Taoism Cultural Tourism Product

With the development of people's material and spiritual life, tourists' demandfor the cultural taste of tourism products is becoming higher from superficial to profound and from vulgar to elegant. Based on the reality of increasing demand of cultural tourism, for example, tourism resources of Taoism culture, such as Jinhua, have attracted increasing attention from tourism academic and industrial field, this paper starts from the theoretical study of tourism products, researches the Taoism tourism resources, markets and products of Jinhua, and then designs the jinhua Taoism tourism products in a creative way.This paper first defines the religious cultural tour, Taoism cultural tour and tourism product, mainly elaborates theories on the development and innovation of tourism products. The author considers that tourism products are offered by tourism destination, including tangible tourism resource, tourism device and tourism facility as well as intangible tourism service, design of itinerary, tourism propaganda and festival activity. The author also elaborates the strategy and concept of developing tourism products, especially the development of experiential tourism product have great influence in the development of Jinhua Taoism cultural products. The definition confirms the research range. The strategy and concept of tourism development lay a foundation for developing Taoism tourism products.Secondly, according to Wu Bihu's RMP analysis theory, the author analyses the present situation of Taoism cultural resources, market and tourism development of Jinhua. The Taoism cultural resources of Jinhua have obvious features: numerous in the quantity, abundant in types, individual product is famous over surrounding area but small, dispersive, weak and lacking of integrative design and some scenic area's tourism products are aging. Thanks to its geographical position, transportation and tourism resource, Jinhua mostly attracts tourists from its vicinity for one-day trip. According to the empirical research, most of the tourists of Taoism cultural tourism are aged with less education. Consequently, the paper advices transforming the cultural tourism resource to sight-seeing, experiencing and recreational products, which can help Taoism cultural products of Jinhua be accepted by market.Thirdly, according to the RMP analysis, the paper determines the idea and process of the development of Joshua's Taoism cultural tourism products, finally comes up with the itinerary and products, which meets the demand of market with local characteristics. The main principle of development is protectionism, and then the depth and delicacy of development should be paid attention to, such as improving the cultural connotation and historical accumulation, strengthening the Taoism knowledge of tourism job holders. According to the process of tourism product development, the paper designs the theme: "fairy's home, delightful city, cultural area", gives advises of designing tourism scene, arranging activities and making up stories, scene and plots designing and emphasizes the fairy-like image of Taoism cultural destination. The paper forms the Pujiang-Jinhua-Lanxi sightseeing economic belt; Jinhua-Wuyi-Yongkang tasty food economic belt ; Jinhua-Yiwu-Panan movie-technology-shopping economic belt. These three tourism economic belts stretch along the traffic artery and finally realize the integration and the packing of the Taoism cultural tourism products.