Study Of The Evaluation System Of Cultural Tourism Product

When the homogeneous products are flooding in different fields, the cultural attribute of all kinds of goods has become a core element to attract customers, which is the intrinsic motivation of brand consumption trend. The core of brand is culture and philosophy inside, which is currently pursued by consumers. That is to say, culture is becoming a key factor to enhance a brand`s core value. Cultural tourism product is typically attracting consumers by the cultural attributes. The rapid development of cultural tourism consumption reflects this trend. However, the shortage of perfect products evaluation system leads to blindness in the process of planning, which is the reason of many poor cultural tourism products.According to the ideology of modern marketing theory, the most appropriate evaluator of one product is its consumers. The consumer groups of cultural tourism product are very diversity. The groups can be divided into four categories which include individual, organization, city and country. Four subjects have different demand points with cultural tourism products. The demand points of all of the subjects construct an evaluation system to evaluate the cultural tourism products. We can find that the cultural tourism product contains four levels by analyzing the demand points of different subjects. Furthermore, we can find that the cultural tourism products contain culture carriers, culture content, culture spirit and culture values according to the characteristics of cultural tourism products itself and theory of culture philosophy. The culture carrier is been used to carry cultural themes of the cultural tourism product. The culture content is the cultural theme which is carried by different kinds of culture carriers. The culture spirit is the spirit realm or values of the cultural tourism product. And the culture value is the culture succession meanings and business values of the cultural tourism product. According to the actual research and expert interview, we can make a decomposition of the basic levels of cultural tourism products, by which we can construct an evaluation system. The evaluation system can not only be used to evaluate cultural tourism products, but also can be used to assess general culture product such as movie, TV shows, art performance and so on. We can do some precise quantitative evaluation by the introduction of some quantitative analysis models.Wu Xi Ling Shan is a successful development and operation case of cultural tourism products. And we can find the deep-seated reasons of Ling Shan`s success by analyzing with the four-level model of cultural tourism products, which proves that the evaluation system is reasonable. The Wu Xi Europe City which has had a brilliant time is a failure case. We can also find the reasons of the Europe City`s failure by using the four-level model of cultural tourism products, which proves the evaluation system`s scientific in the other side.