The Research On Chengdu Ancient Shu Culture Tourism Exploitation

Cultural Tourism is a new noun and popular in recent years, its appearance is closely related to the changing needs of visitors. In accordance with Maslow’s hierarchy of needs, be great to meet human material needs will be more concerned about the spiritual needs. Mankind has entered the experience economy era, the traditional mass tourism products have been difficult stirred tourists consumer motivation, and visitors to enjoy the scenery at the same time, pay more attention to understand the local culture and customs. Chengdu as the first historical and cultural city, with unique, mysterious, and enrichment tourism resources, already have the advantage of resources to develop cultural tourism. The ancient Shu culture is the oldest in Chengdu, with high-grade carrier of culture--sites, archaeological finds, and the mysterious invisible spirit of the carrier--myths, legends, folk customs, has the potential of development. But for various reasons, the implied value of cultural has not been fully excavated. So to promote and develop the Chengdu ancient Shu culture has become a top priority. The author combines the previous study, and evaluate the development of the present situation, then propose countermeasures recommendations.