Cultural Heritage And Tourism Brand Building Under The Trend Of The Integration Of Cultural And Tourism Industries

The paper tries to discuss this question:Under the development trend of integration of cultural and tourism industries,how to play the role of the cultural heritage to enhance the tourism brand. This issue is proposed under the theoretical and practical backgroundof the integration of cultural and tourism industries,and cultural heritage playing an increasingly important part in promoting the brand. Taking the tourism area of Heavenly Kingdom in Shandong as a case, the paper makes a detailed analysis on this issue from various views of the integration of cultural and tourism industries, brand development oftourism and cultural heritage.Reasons why the paper inquiry the question stated above are as follows.On the one hand, from the perspective of the supply of tourism products, there is a shortage of effective products supply, and a mismatch or misbalance between supply and demand in China's tourism market. Many tourist attractions, either foucus on the tranditional ways in selling products of it, or the goods it sells are lack of cultural characteristics and cultural creativity.This leads to the homogenization, low level and repetitive inclinations in the development of tourism destinations. Therefore, the tourism industry urgently needs to strengthen the integration with other industries, especially with the cultural industry, in order to explore the characteristics of cultural resources and cultural connotations, create influential cultural tourism brand. Only in this way, people's demand for personalized and diversified tourism products and services could be met.The future of tourism industry would be a complexity of culture, industry, agriculture and other multi-industry. In addition, the focus of tourism industry would be gradually from the development of tourism products to the tourism brand management. Take the tourist attractions branding for example, brand is a unique symbol and core competitiveness of a tourist attraction.To maintain its long-lasting internal cohesion; a tourist attraction should highlight the characteristics of its own foundation, which is brand. The core of the brand, however, is the culture, and a tourist destination branding is thus mainly reflected by its regional culture.Characteristical cultural resource is the basis for a tourist destination to build the brand, such as the regional cultural characteristics of the traditional folk festivals, performances, skills, ancient buildings, historic district and relics.They play a essential role in promoting the development of tourism. These characteristical cultural resource are also brand resources. In the context of the development of integration, cultural heritage has become an important cultural capital for the local development of cultural industries and tourism industry. It becomes the regional competitiveness and brand advantage.Many tourist destinations have recognized the importance of building a distinctive culture and creating a cultural tourism brand for their sustainable development. To build cultural tourism brands thus become an important strategy for them.As a new tourism attraction in Yishui County, Shandong Province, the tourism attraction of Heavenly Kingdomhas its own advantages, namely, the Ji Culture of the Spring and Autumn,Dai mountain landform and its Culture, and the folk culture of YiMeng. These are the foundations of the development of the newly formed tourism acctration, and thus the soul of its tourism branding. Archaeological discoveries of the Spring and Autumn in 2012 enhanceed the visibility of the newly tourist attraction greatly.How to use archaeological events to further promote the development of tourism attraction planning to enhance the cultural theme of Spring and Autumn tourism brand building is the big question for the local govemment.But also an opportunity and challenge in the near future. Cultural tourism products are the mainstream products, which can meet the tourism consumers'demand for cultural consumption.Therefore, the cultural brand is a region and the core competitiveness of tourism attractions. Under the development trend of the integration of cultural and tourism industries, the implementation of brand development strategy and shaping the cultural brand scenic spot are important stepsfor the sustainable development of tourist attractions. Investigation of how to shape, marketing, dissemination and management of tourism attraction and the tourism brand, are the effective waysin solving the current problems of homogenization,vulgarization and many other issues.Based on the case study of the tourism attraction of Heavenly Kingdom in Yishui, Shandong Province, and according to the trends about integration of cultural and tourism industries and cultural consumption,this paper will explore varios issuses, the advantages of cultural resources, the current status of brand development by using theories about cultural resources development, tourism brand and others.In the introduction part, the author will make a detailed analysis on the academic research of the current tourism brand, from the cultural brand to the cultural tourism brand,and to the specific tourist attraction brand, then analyzing the current research situation, hotspot and problems of the tourism brand. Finally, it focuses on Yishui Tourism and the Heavenly Kingdom, and puts forward the academic blank of studying the brand of Heavenly Kingdom at present.Firstly,we analyze the policies, integration foundation, integration power and integration industries about the integration of culture industries and tourism industry, and then defines brand, tourism brand and tourism attraction brand. The construction of cultural tourism brand to create a dynamic development process, including brand positioning, brand design and development, brand marketing and communication, brand management and maintenance of several links.Secondly,The paper analyzes the relationship between the integration of cultural and tourism industries and cultural and the development of cultural tourism brand, and points out that the integration of cultural and tourism industries is an important prerequisite and basis for promoting cultural tourism brand. Then it points out the inevitability of cultural tourism brand management under the trend of integration of cultural and tourism industries, and the principle of constructing cultural tourism brand.Thirdly, Taking the tourism attraction of " Heavenly Kingdom" as a case, the paper analyzes the present situation of the tourism brand and the problems in brand promotion. The analysis of the current situation and problems of this tourism attraction is expected to provide some reference and warning for the development of cultural tourism brand in China. And of course, the problem of the brand promotion is not exclusive in Heavenly Kingdom, but many similar problems existing in the other domestic tourism areas.Fourthly, the paper points out the brand effect of cultural heritage. Cultural heritage plays an irreplaceable role in brand building of tourist destinations. Then, the paper analyzes the archaeological events, the value and significance of archaeological discoveries and the influence of archaeological events on the cultural brand development. It is believed that the cultural heritage resources of Heavenly Kingdom provide a solid foundation for further tourism planning and brand development.Fifthly, the article further explores the strategy of brand promotion in the context of integration of cultural and tourism industries. How to transform cultural heritage into cultural tourism products for people to appreciate and experience, how to make full use of the tourism value of cultural heritage through integration, so as to enhance the cultural brand of tourism area. In addition, in "culture+" and the "Internet+" era background, how the tourist attractions better dissemination cultural brand through cultural marketing and large data?Finally, we draw the conclusion that characteristic culture and heritage are the core value in building cultural tourism brand. The development strategy of cultural tourism brand under the trend of integration of cultural and tourism industiresis is an important way in solving the problems existing in the tourism industry. It is also the necessary way to promotesupply-side reform of tourism industry and provide brand cultural tourism products and services. The tourism industry should not only integrate with the culture, but also strengthen the integration with related industries, and constantly promote the upgrading and transformation of the tourism industry.