Study On The Basic Path On The Innovation Of Literary Tourism Products Of Shanghai Grand View Garden

The TV series of<A Dream of Red Mansions> was put on the screen in 1987, whose popularity brought a great number of customers to Shanghai Grand View Garden. But as time goes by, the fever is declining. As a result, the number of the customers travelling to Shanghai Grand View Garden is falling, faced with more and more difficulties. On the other hand, other classical Chinese novel was adapted into TV series, for example<Journey to the West>,<Three Kingdoms> by the end of last century. Many literary places appeared as the TV series were adored by the public, but only few of them are running well now, with Shanghai Grand View Garden among them, which means the products of Shanghai Grand View Garden are still be in trend and has its own market.This dissertation is aimed to develop the literary tourism resources of Shanghai Grand View Garden, and to put forward the path on product innovation. With the support by government for the cultural industry, cultural tourism is now playing a more important role. Shanghai Grand View Garden should take the opportunity of the development of cultural tourism, to upgrade the product of literary tourism, and to improve the status of the operation. This dissertation through documents analysis, field work and case study to find out the mode of product development by mode of RMP, to figure out the image of Shanghai Grand View Garden by image planning, and to discuss the importance of service marketing in literary product innovation. The dissertation tries to give some suggestions of literary tourism product of Shanghai Grand View Garden from different prospects, as reference of its further development.