Study On Perceptive Difference Between Domestic And Overseas Tourists After Travelling Shanghai Chenghuang Temple And Its Marketing Strategy

There are a long history and a unique culture in Shanghai Chenghuang Temple area, which enjoys a high popularity at home and abroad. In the international metropolis-Shanghai, Chenghuang Temple area is the only place, where people can experience Chinese traditional culture, indigenous Taoist culture, long-standing Wu-Yue culture, Shanghai civil culture and folk culture. In a manner of speaking, Shanghai Chenghuang Temple area is the origin of Shanghai-style culture and the "root" of Shanghai native culture.However, because of lots of factors, including game among many stakeholders, simple marketing tools and lack of awareness of environmental protection etc., Shanghai Chenghuang Temple area leads to less prominence of cultural characteristics, excessive commercial atmosphere. Thus, Shanghai Chenghuang Temple tour encounters bottleneck on further development and its status in tourists’ heart declines as well.On account of above reasons, through systematically reviewing literatures about Shanghai Chenghuang Temple, tourism perception, cultural tourism, protection and development of historical and cultural heritage and tourism communication and basing game theory, integrated marketing communication theory and sustainable development theory, this paper analyzes and researches tourists’demand of Shanghai Chenghuang Temple tourism.This paper reviews and summarizes the historical changes of Shanghai Chenghuang Temple area, makes SWOT analysis of Shanghai Chenghuang Temple tourism development and applies game theory, integrated marketing communication theory and sustainable development theory to development strategies of Shanghai Chenghuang Temple tourism. The author presents below viewpoints:utilizing cooperative game to develop based on protection, establishing long-term customer relationship to conduct integrated marketing communication and emphasizing intergenerational equity to implement sustainable development.Through conducting field research on domestic and overseas tourists, who travel in Shanghai Chenghuang Temple recently and using SPSS17.0 and Excel to analyze research data, this paper draws conclusions:there are perceptive differences between domestic and overseas tourists after travelling in Shanghai Chenghuang Temple in many aspects, including difference caused by demographics of tourists, pattern of tourism, partner of tourism and vehicle of tourism, difference of tourist motivation, perceptive difference of transportation, perceptive difference of dining, perceptive difference of shopping, perceptive difference of touring, perceptive difference of entertainment, perceptive difference of lodging, perceptive difference of development and protection and perceptive difference of overall satisfaction. The author proposes marketing strategies of Shanghai Chenghuang Temple tourism based on above perceptive differences ultimately.Finally, the paper summarizes full text, concludes deficiencies and proposes future research direction.