Research On The Integrated Exploitation Of Cultural Tourism Of Water Margin In Shandong Province

With the social economy growth and improvement of living standard,more and more tourists become to focus on cultural tourism products in stead of traditional sightseeing products which could not meet their needs any longer.Although the tourism value of Water Margin,one of China's Four Classis,is incalculable,yet the integrated exploitation of its tourism resources,which mainly distribute in Liangshan,Yuncheng,Dongping and Yanggu counties in Shandong Province,has been far from enough since 1980 s.These main problems include the contrast between administrative districts and tourism zones,less of unified planning,not fully use of tourism resources etc.Therefore,it's urgent for us to solve these problems as to how to break the barriers of administrative separation among these four counties to create a shared structure of tourism,and how to make it a wonderful tourism destination by proper exploitation of its superior cultural resources.This article sorts out all categories tourism resources of Water Margin in the four counties of Shandong Province before giving an objective evaluation,and maps out the exploitation strategies by using related theories such as Cultural carrier theory,Location theory and Sustainable development theory.The paper consists of five parts.The first part sums up the former study on the development of Water Margin cultural tourism along with its background and significance,and comes up with the research route.The second part gives a brief definition and analysis of related concepts like cultural tourism and Water Margin culture,and theories like Cultural carrier theory,Location theory and Sustainable development theory.The third part sums up Water Margin cultural resources in these four counties,ending with an evaluation which may lay a foundation for its strategy of integration.Part four makes a feature analysis,concluding strengths,weaknesses,opportunities and threats of the strategy of integration along with its present situation.The last part to propose detailed strategies on integrated exploitation of Water Margin cultural resources based on the resource evaluations stated above.These strategies include holistic tourism integration,space integration,Grand Canal Culture integration,tourism products integration anddestination image integration.In short,this paper's conclusions may offer some references on exploitation of classics cultural tourism,meanwhile giving a helping hand to those tourist areas which suffer from administrative separation.