Research On Affecting Factors Of Tourists Selecting Shanghai Cultural Tourism Products

Culture is the soul of tourism, and tourism is an important way to cultural development. Theimportance of cultural tourism is increasingly apparent, and the nation pays more and moreattention to the development of cultural tourism. During "12th Five-Year" period, cultural tourismwill be the direction of mining local culture, improving the tourism industry, promoting economicrestructuring, and accelerating local economic growth. For Shanghai, the development of culturaltourism is particularly important. Some unique advantages of Shanghai’s tourism industry arerenowned Ocean Style culture as well as the international atmosphere. Whether the governmentwants to develop World Expo tourism resources to promote sustained release of World Expofollow-up effects or play Disney driving effect through Disney project, it needs deep integration oftourism industry and cultural industry in order to make it play continued strong effects. So thereare some important issues to be studied, such as how to build distinctive tourism image, promotecharacteristic cultural tourism product innovation, and realize outstanding marketing for potentialtourists. In this context, this paper launched an in-depth study of impact factors for shanghaitourists to choose the cultural tourism products, from which to discover Shanghai cultural tourismproduct development orientation, and explore Shanghai cultural tourism productsinnovation-driven and marketing strategies. The research route started from the analysis of internalfactors and external drives of cultural tourism product selection based on the integration ofmeans-end chain theory and system dynamics theory, and combined empirical research andtheoretical modeling to determine the main factors, then tested and adjusted them through analogsimulation.