The Research On Development Of Cultural Tourism Enterprises Under Cultural Ecology Perspective

The influence of globalization on world development not only stays in the economy and the international communication, cultural globalization has become more and more obvious. Relative to the political and economic "hard power", culture is considered to be a "soft power". Cultural industry has become the most promising "sunny industry " in the twenty-first Century, and became the inside unripe variable to promote economic progress in many regions. Cultural tourism joins culture and tourism together, but also reflects the culture and tourism in Inner relation with the culture and tourism integration of the law. As the rapid development of tourism industry in recent years, due to the increased competition and tourist’s increasingly high demand for tourism, tourism development gradually changes from simple sightseeing travel to vacation, travel experience. The tourists’pursuit becomes higher in the spiritual and material aspects; cultural tourism has become the new choice direction of consumer in the tourism market. Cultural tourism and sightseeing, folk custom amusement have formed three major characteristics tourism series of the touring, and cultural tourism has became the trend of great potential and prospects for development of the modern tourism development.In recent years, many cultural tourism enterprises have appeared in China, such as Splendid China, the width of the alley, Qu Jiang New District^etc. Most cultural tourism enterprises develop and utilization of cultural tourism resources rationally combined with the local culture; and have brought great benefits to tourism businesses and local economy. But, with the arrival of "cultural tourism", excessive development, less attention to the protection of cultural resources, imperfect industrial chain, too single product series, brand influence have began to appear in some cultural tourism enterprises to please the tourists and gain benefits. Cultural tourism enterprises should formulate rational development strategy and management mechanism according to their own conditions, and pay attention to the protection of the located cultural ecology balance.This paper takes Xi’an Qujiang Cultural Tourism Development Group as research object. Firstly we describe the related concepts of culture ecology and cultural tourism and some basic theory combining domestic and foreign research results of cultural ecology in this paper. Then through the analysis of the present development situation of typical domestic cultural tourism enterprises, we propose the universal problems in the development of domestic cultural tourism enterprises and successful experience of all of the culture tourism enterprises. Next, we analysis the development situation of the culture tourism in Xi’an, separately from the aspects of cultural tourism resources, marketing structure, product development and brand construction. Finally, we take Qujiang Cultural Tourism Development Group as a case study, and propose some related suggestions for Qujiang Cultural Tourism Development Group by taking example by the successful experience of several cultural tourism enterprises and combining with the local cultural tourism resources in Xi’an, from the aspects of brand construction, product development and cultural ecological protection strategy in the process of the development. I hope this paper can bring certain reference significance for the development of Xi’an Qujiang Cultural Tourism Group and other domestic cultural tourism enterprises.