Fujian Province, Meizhou Island Mazu Culture Tourism Development

With the rapid development of economy and people life level, modern tourists are not satisfied with sightseeing tourism products with cultural tourism theme.They pursue to be present and like experience. Cultural tourism as a high level spiritual and aesthetic standard is up to their mustard. So it is very popular with modern tourists.Mazu culture as a global cultural phenomenon is the most influential folk belief. Her believers are spread all over the world. Mazu culture will safeguard the world peace, promote our country's peace and reunion,enhance national cohesive force At present, development of Mazu cultural tourism has achieved some achievements,but only limited in pilgrimage tourism and academic study tourism.The two form of Mazu cultural tourism don't show the real Mazu culture. So how to excavate the connotation of Mazu culture,exhibit the elegant demeanour of Mazu culture,explore Mazu competitive tourist products and stimulate the development of tourist industry of Putian city,even Fujian province.These are the key point of the thesis.Through elaborating the research results of Mazu culture,under the director of the sustainable development theory,cultural route theory,customer satisfaction theory,stakeholder theory and culture ecology theory,according to scientific,characteristic,innovative,sustainable,theme and synthetic principle,based on the embed market research,the resources,current situation of Mazu culture tourism and target market are analysed.Then by the SWOT analytic method,the current development situation is presented.At the end, the writer summarizes the main problems of the development of Mazu culture tourism and puts forward some pertinent suggestions.Through the study of Mazu culture,the main conclusions as follows:(1) The abundance and high level of Mazu cultural tourism resource are showed,there are some advantageous of developing cultural tourism products in Meizou island,Fujian province.it's very important to develop Meizhou island tourist industry,even to Putian city.(2) The most tourists of Meizhou island,Fujian province are young and mid-age.The civilization level is higher, the income is moderate.lt indicate that their standards of consumption is very strong.They main come from Putian city,Fujian province.The residence time is very short.Most of them are one-day tourists,but the revisit intention is strong.(3) The main problems in the process of the development of Mazu culture tourism are:the activities are humdrum and lack of attraction;the tourist products are lack of distinguishing feature and low quantity;seasonal difference of tourism is great;the system of management is unreasoned,the quality of tourist practicers is a little low;Mazhou island doesn't have any bank,it's disadvantageous to invest.(4) Aimed to solve these main problems,the writer puts forward some concrete countermeasures:to strengthen the regional tourism joint to model competitive tourist products;to project tourist activities to prolong the residence time of tourists;to study and explore special tourist souvenir to stimulate the intention of consume of tourists;to improve environment and construct graceful,harmonious and friendly tourist and pilgrimage atmosphere;to complete the management system and strengthen market management;to strengthen personnel training, to coordinate the relationship among the stakeholders and construct the harmonious community.(5) Construct the product spectrum of Meizhou island,Fujian province.It contains five series and nine product types.The series are pilgrimage tourist product series,study tourist series,folk custom product series.coastal vacation tourist product series and synthetical tourist product series.The innovation of the thesis:(1) Based on the study Mazu culture and Mazu culture tourism, mirrored the concept of cultural tourism,and linked with my own understand, the writer puts forward the concept of Mazu culture tourism.(2) Tourism resource are analysed and evaluated their fundamental type of tourism resource.(3) The thesis use the cultural route theory to study the development of Mazu culture tourist products.It is very rarely in the development of cultural development.