A Study On The Hierarchical Development Of Cultural Tourism Resources In An Qing City Based On The Market Analysis

With the rapid development of society, the continuous improvement of tourist knowledge and increasingly abundance of tourism experience, people’s demand for cultural tourism has become more and more strong. Culture is the soul of tourism, it enhances the value and grade of tourism and makes the tourism products more attractive and competitive; tourism is a carrier of culture, with which our splendid culture and national cultural soft-power has been widely circulated and strengthened. How to enhance the connotation of tourism culture with culture, how to boost the cultural influence on tourism, and finally realizes the fusion development of two industries, which is an important topic of current research on the tourism development. Cultural tourism has demonstrated the unique charm and energetic vitality by virtue of its profound connotation, which has become a new trend and fashion in tourism industry. Many cities are actively trying to promote the cultural tourism industry bigger and stronger and they have made certain progress, cultural tourism is rising at a rapid pace.With a history of2000years, An Qing is a city abounds in profound culture and rich human resources, who was approved by the state council as national historical and cultural city in April14,2005. From the establishment of Anhui province in1667to the founding of the people’s republic of China, during the time of more than two hundreds years, An Qing city had been the capital of Anhui province and the center of provincial politics, economy and culture, was one of the cities that early accepted modern civilization. An Qing is the state of culture, drama of the township, the holy land, the source of Anhui, Zen Buddhism culture, drama culture and Tongcheng culture add radiance and beauty to each other here and form a unique local culture in An Qing. Although we have made a progress in developing cultural tourism resources in An Qing in recent years, there still exist many problems and deficiencies in the development of cultural tourism resources; the market competitiveness is not distinct.As the saying goes "for a blindly sailing boat, any direction is likely to be against the wind", the development of cultural tourism resources of An Qing city should have a definite object and direction, relying on resources and taking the market demand as the direction. On the one hand, we are able to provide satisfactory products for tourists with the full grasp of market demand through the market analysis; on the other hand, market analysis is conducive to correctly understand our own problems and find new opportunities, thus to improve the market competitiveness of the cultural tourism in An Qing. Under the guidance of this, the paper classify the cultural tourism resources of An Qing into historical culture tourism resources, celebrity culture tourism, religious culture tourism resources, and folk culture tourism resources and make a qualitative and quantitative analysis and evaluation on them. Under the guidance of product-level theory, the author gets the first-hand information and knows the development status of cultural tourism of An Qing and the needs of visitors by the method of on-the-spot investigation, questionnaire survey and so on; then builds the hierarchical structure model of different cultural tourist product in An Qing, divides every product into five level:core benefit, generic product, expected product, augmented product and potential product. In the direction of true demand, combined with the actual situation of resource, explore the improvement of every product-level and utilization of cultural superiority; put forward the suggestion and measures to promote the development of cultural tourism of An Qing. And hope the feasible suggestions for the development of cultural tourist resources of An Qing are useful to the development of cultural tourism resources of other places.