Study On The Sustainable Development Of Cultural Heritage Tourism From The Perspective Of Supply And Demand

Heritage tourism is one important offset of tourism research. And it presents a quick growth trend in resent years. Cultural heritage tourism mainly formed cultural relic and historic site is popular in the world and becomes one important factor of promoting rapid development of world tourism industry. The problem of sustainable development in heritage cites becomes one wildly concerned topic of international tourism field, especially, the sustainable development of tourism destination based on world cultural heritage is more important. There are more heritages of small scale than few world heritages. Given the domestic and international documents, researchers make light of this. This paper based on this studies the cultural heritage cite of Xi'an applying for the theory of sustainable development, the idea of "the Third Way" and the research of heritage protection and tourism development.This paper analyzes the data of cultural heritages in Xi'an with the market appeal—robusticity matrix by ways of documentary research, questionnaire survey and interviews, founds relatively high in market appeal and relatively low in robusticity of every heritage in general, and divides them into three categories: low market appeal, high to moderate robusticity but moderate market appeal, high market appeal and high to moderate robusticity. From which and based on the in-depth conversation to representative operators and managers of cultural heritage cite a conclusion of 5 attributes of popular heritage cite can be drawn, including production, experience, marketing, cultural and leadership. The study puts forward strategies of sustainable development. The purpose of this paper is to provide some helps for decision maker, manager and planner and to provide a new analysis method for heritage tourism research.Three innovations have been found in the paper: firstly, it makes more meanings of sustainable development in cultural heritage cites from the view of supply and demand and considers that the real sustainable development is based on harmony between the two at a given level; it analyzes the data of built heritages in Xi'an with the market appeal—robusticity matrix and concludes that the market appeal of most heritages is insufficient; it explores cultural heritage attributes of more popular with a method of in-depth conversation, including production, experience, marketing, cultural and leadership. This has a strong guiding role to improve market appeal of the cultural heritages and optimize benefit of tourism.