Cultural Tourism Development Of Shaoxing Wine Industry Based On Industral Convergence

Culture as the soul supporting the tourism development to go the higher place, where could offered the better enjoyment for tourists, so that researches on the development of culture tourism were the trend. Shaoxing wine as the card of Shaoxing had high economic value. With rich cultural deposits and strong shaoxing wine industry, there was much space for culture tourism of wine to develop. The paper from the perspective of industry convergence analyzed the convergence and dynamic mechanism of shaoxing wine and cultural tourism, and the exploratory research of development modes.Based on the related literature and data at home and abroad,first of all,the experience economy theory,the RMP theory and industrial chain theory was the theoretical support system;on the basis of the theory, analyzed the convergence and dynamic mechanism of shaoxing wine and cultural tourism from the perspective of industry convergence,explored the cultural tourism and shaoxing wine industry integration,mechanism,motivation mechanism and the integration mode; Secondly, through the system induction of shaoxing wine and shaoxing wine culture system, used the analytic hierarchy process (AHP)and expert investigation method to build the appraisal model of shaoxing wine culture tourism resources,and evaluated shaoxing wine culture tourism resources;Finally, the paper taken shaoxing wine for example, through on-the-spot investigation and market survey,analysed the current situation of the development of shaoxing wine industry and shaoxing tourism,explored the application of shaoxing wine industry and cultural tourism integration pattern in concrete practice through an empirical study on development of shaoxing wine culture.The main point and the conclusion of this paper were followed:(1) In the process of cultural tourism and shaoxing wine industry convergence, both of which had strong industry relevance,could satisfy the demand of the consumer entertainment, this was the basis of the fusion;The push of shaoxing wine industry market demand, the pursuit of economic efficiency,the transformation and upgrading of the industry was the three inner driving force,and cultural tourism development in the process of individuation and experiential tourism demand,the government support,the enterprise competition was the three external driving force,formed the dynamical mechanism of the development of cultural tourism and shaoxing wine industry integration;based on the value characteristics of shaoxing wine industry chain and the operation way of cultural tourism,thought that the mode convergence of cultural tourism and shaoxing wine could be divided into three types:infiltration model,recombination model,extension model.(2)Combined with the characteristics of the culture tourist resources of shaoxing wine,The shaoxing wine culture tourism resources evaluation system was divided three major aspects:own resources of shaoxing culture,market development conditions and environment conditions,and cultural elements.confirmed the function value,related resources of existence conditions,location conditions,market conditions,natural environment,economic environment and social environment as project evaluation,constructed the target layer,comprehensive evaluation layer,project evaluation layer and factor evaluation layer of shaoxing wine culture tourism resources evaluation system.(3)According to the convergence theory of cultural tourism and shaoxing wine industry,combined with the characteristics of shaoxing wine culture and the development of shaoxing wine industry,thought that infiltration model and extension model fitted to shaoxing wine cultural tourism development,through contexted culture,created brand,delicated shaoxing wine experience tour line,guided experiential consumption in shaoxing wine culture.