A Study On Cultural Marketing Of Urban Tourism

In the 21st century, economy center on physical needs has being surpassed by economy center around spiritual needs, the world then come to a new era which is a combination of attention economy and experience economy. With the rise of China's economy, China pay more attention to culture development, thereby cultural marketing will play a big role in today's world. At present, tourism industry has been a hot economic growth point and every government is devoting major efforts to the development of tourism, thereby, completion of tourism industry across countries and regions is becoming increasingly fierce. Culture is core and soul of tourism. However, in the development of marketing of tourism, there are few professors who do special research on the theory and practice of cultural marketing in-depth and those who combine the cultural marketing and the development of tourism are few either. Thereby, it's so pressing and important to probe into the developing of cultural marketing in the developing of urban tourism.This dissertation probe into the topic from theory and practice sides: Firstly, review the development of tourism marketing of China and arrange the evolution of theory of cultural marketing home and abroad. Secondly, sum up the connotation, basic frame, primary coverage and function of cultural marketing of urban tourism; discuss the developing of cultural marketing of urban tourism in the environment of attention economy and experience economy and sum up the positioning principle of the image of city. Thirdly, analyze the execution path of cultural marketing of urban tourism; put forward the technical path of constitutes of image of tourism; analyze the deduction of theme and design of carrier under the guidance of image theory and sum up the execution tactics of cultural marketing of urban tourism. Finally, take case study of Ningbo, discuss the successful experience and useful measures Ningbo has taken during the developing of cultural marketing of urban tourism.This dissertation is consisting of five parts, the first is introduction, put forward the research background of this issue and sum up the research status home and abroad. Secondly, expound the related theories, including the theories of cultural marketing, image and attention economy and experience economy; put forward the connotation, primary coverage and function of cultural marketing of urban tourism. Thirdly, analyze the path of developing of cultural marketing of urban tourism; put forward executive measures of cultural marketing of urban tourism. Fourthly, take Ningbo as case study to find out the successful experience of cultural marketing of urban tourism. Finally, make the conclusion, point out the shortage of this thesis and make expectation about future's research.