Shandong Water Margin Cultural Tourism Development Study

Although culture usually contains enormous value of tourism exploiting, it is difficult to develop culture tourism successfully. In the western of Shandong province, there are many scenes of outlaws of marsh story, and artless folk culture which has been left behind. Also this region possesses the good zone bit condition. The marsh culture has a bright theme, width of content, hence tremendous economic and cultural values. So the marsh culture has enormous potential value in tourism development. But lots of issues make the marsh culture tourism beginning in the 1980s hasn't entered into a mature stage. The main ones are: each administration behaving on their own way when develop tourism, the great distinction between present situation and scenes described in marsh story because of vast vicissitude of local geography, lacking capital in tourism exploitation and construction, lagging of economic and social development compared with other regions. Strengthening the theoretical research on the marsh culture tourism development, giving some helpful advice to the related counties, exploiting the culture and economy value of the marsh culture to the largest extent will be helpful to improve the relatively lagging social situation there, especially the economy situation, and be of positive significance to traditional culture tourism development of our country. Under the study of the marsh culture in west Shandong, this paper discusses how to develop culture tourism in a region covering several administrative zones, where its culture deriving from the same literature of strong theme and imaginariness. This region also has poor physical carriers where the culture exists, and poor economic and social condition. Through the method of case study, it is dofficult to come to a systematic theory, but can make the research with more practically significant, deep and thorough but not inane or superficial. Firstly, this paper ascertains the angle and project through referring to a great deal of network data and relative library materials, to understand the current research status of the marsh culture tourism, culture and literature tourism; then makes a deeply on-site inspection into the marsh area, and obtains a great deal of data on the spot by the method of field work,; At last, makes thorough analysis and research about the marsh culture tourism development with theories and methods that used in many disciplines.This paper consists of 7 chapters:Chapter 1,introduction. This part introduces the purpose, method and significance of this research mainly.Chapter 2,rerview of related theories and the progress of constructing. In this chapter, the author induces the relevant research of cultural tourism, the marsh culture and the marsh culture tourism, sums up the practical progress of the marsh culture tourism development.Chapter 3, conditions of developing the marsh culture tourism. Some evaluation is made on the factors which have important influence on the marsh culture tourism development, such as district geography condition, tourism cooperation condition, tourist resources condition etc; Then factors which block the development of marsh culture tourism are listed.Chapter 4, developing strategy of the marsh culture tourism. The author tries to determine the guiding idea, development mode, development target, space structure etc in this section.Chapter 5, way to explore tourism products. The author designs the core tourism products and tourist routes among counties by integrating other local tourist resources, and then does some research on tourism commodity.Chapter 6, way to develop tourist market. The author does some study on the target market, image design and the way of propagating image and marketing of the marsh culture tourism.Chapter 7, guarantees of sustainable development. In order to ensure the marsh culture tourism development a sustainable one, series of countermeasures are put forward ,such as exploring effective management system, setting up funds for construction, changing residents' attitude, cultivating tourist resources etc.