Shanxi Xiaoyi Shadow Tourism Marketing Research

Non-material cultural heritage is a valuable asset of mankind, containing the unique spirit of national values, way of thinking and cultural awareness. Strengthen the non-material cultural heritage protection in the tradition of the fine Chinese culture, and prosperity of socialist advanced culture, the important content. Conditions in the non-material cultural heritage resources developed into tourism products, both positive and non-material cultural heritage and the protection of heritage, and it helps enrich the connotation tourism, promote local tourism development.This article focuses on the non-material cultural heritage-Xiaoyi shadow play, in the non-material cultural heritage tourism marketing literature review, based on the non-material cultural heritage of folk culture tourism and development, Chinese shadow play, shadow play has done a brief overview of Xiaoyi, Xiaoyi Shadow Tourism Marketing in the current situation based on the analysis carried out its marketing environment SWOT analysis and empirical research on the target market and focuses on the Xiaoyi Shadow tourism marketing strategy.These strategies include:First, innovation and marketing content, including:scheduling fine shadow repertoire, enriching stage of forms, vigorously develop the deep shadow play shadow play travel goods travel experience marketing. The second is marketing the building security system, including:the Government's fiscal, policy, institutional support, training and the formation of an outstanding tourism marketing team. Third, widening the marketing channels, including:mode of cooperation with the scenic area, independent performance model. Fourth, increased promotional efforts, including staff promotions, dealer promotions, mass media, marketing, tourism and festival promotion, web promotion.