Research On The Development Of Cultural And Creative Products For Religious Tourism In Shanxi

In recent years,the development momentum of my country’s cultural and creative industries has been strong,and the cultural and creative products among them have also shown a blowout development trend.At the same time,with the vigorous development of tourism,tourists’ demand for tourism cultural and creative products has also changed,and they pay more attention to the characteristic culture and creative ideas of the products themselves.An excellent tourism cultural and creative product is the witness and epitome of the tourism destination culture,which not only enhances the popularity and competitiveness of the tourism unit,but also becomes its new economic growth point.Religious tourism resources,as the carrier of religious culture,contain precious historical and cultural resources,and Shanxi Province’s rich and high-quality religious and cultural tourism resources have enjoyed a high reputation since ancient times,and are a treasure trove for the development of tourism cultural and creative products.However,there are few studies linking tourism cultural and creative products with Shanxi religious tourism.How to use the precious religious tourism resources of Shanxi Province to develop excellent tourism cultural and creative products has become the focus of this thesis.Therefore,this study firstly understood the religious and cultural tourism resources in Shanxi Province by referring to the literature,selected the representative Wutai Mountain as the key research object,and then went to the field to investigate and analyze the religious tourism and cultural and creative products in Shanxi combined with cases.It was found that there are single product types and insufficient innovation;lack of bright products and representative images;product homogeneity;low popularity and insufficient marketing efforts.In this regard,this thesis uses the "smile curve" theory to focus on the core links "R&D" and "marketing" from the perspective of the construction of the industrial chain of cultural and creative product development.It puts forward five principles,three kinds of ideas,two development methods and five strategies for the development and design of Shanxi religious tourism cultural and creative products.In terms of marketing,under the marketing theory,it is discussed that Shanxi religious tourism cultural and creative products need to carry out market positioning,brand marketing,pricing methods,integration of sales channels and use a variety of promotions methods.The research of this topic hopes to provide reference for the development of Shanxi religious tourism cultural and creative products,realize the innovation and inheritance of religious tourism resources,and then expand the influence of Shanxi tourism.