New Formats’ Research On Kaifen’s Cultural Tourism Industry Under The Perspective Of City Marketing

Since the beginning of the 21 st century, with the increasing government support and the integration of cultural tourism and technology,new formats of cultural tourism develop fast.The traditional development mode begins to decompose and reconstruct, emerging cultural tourism’s development has become a new bright spot in the development of cultural tourism. At the same time, cultural tourism as an important part of urban development, new forms of cultural tourism development should be included in the city’s development track. To carry out the city marketing ideas to the development of cultural tourism industry has an important guiding significance for the study of new formats. Based on this, this thesis attempts to start from the perspective of city marketing,relying on mature theoretical system of city marketing theory, take Kaifeng’s cultural tourism industry as the research object, including Small Songcheng, The tower light show and so on.Based on the theory of city marketing to sort out the theoretical guidance to develop the cultural tourism industry. In the perspecktive of product innovation, branding and target market to analysis and research.On the further understanding of the process of Kaifeng’s cultural tourism’s development of new formats, this thesis design the questionnaire, 220 questionnaires were distributed, 195 valid responses. According to the results of the questionnaire. The study found :First, in the development of cultural tourism Kaifeng City still exist in the backward infrastructure construction, tourism services. Practitioners should pay attention to the problem of tourism service. Second, the interpretation of the culture of Song Dynasty is not enough. The lack of interaction with visitors. Third, the target market is too narrow and the amount of tourists needs to be improved. Fourth, the awareness is not high and we need to expand the tourist publicity. Aiming at these problems, this thesis puts forward the corresponding suggestions: First, to strengthen the tourism infrastructure construction and pay attention to the quality of tourism service. Second, to enhance the interaction with visitors. Third, expanding the target market and the source of tourists. Fourth, to intensify propaganda and enhance the brand awareness. Fifth, through using the big data technology to help promoting precision marketing and personalized service.