The Research On Cultural Tourism Product Innovation Under The View Of Cultural Identity

A principal challenge to Chinese society is the gap between the ever-growing material and cultural needs of the people and the backward production,which is also reflected in the tourism industry.With the development of society and the progress of times,tourists attach more importance to spiritual culture.Tourists' increasing demands of spiritual culture are forcing the supply side in the tourism industry to accelerate reform to satisfy tourists'changing needs.Starting from this change in the current tourism market,through in-depth analysis of relevant theories,this study explores the essence of cultural tourism product innovation.This study proves that the issue of cultural tourism product innovation is actually the problem of cultural identity construction.Then,this paper proposes how to reform cultural tourism from the supply side,namely,memory activation and cultural identity.Specifically,this paper first attempts to construct a theoretical system of cultural identity construction by taking the mythological culture of Dayu as an example.Next,this paper verifies this theoretical system of cultural identity construction by exploring the innovation of tourism products in Shaoxing Dayu's Mausoleum.The major findings of this paper are as follows:Firstly,under the guidance of four dimensions(cultural perception,belief perception,emotion and behavior),cultural identity construction is based on value cognition and memory activation.More specifically,on the one hand,through the deep cognition of the mythological culture of Dayu,this paper explores the common value of the mythological culture of Dayu under the market economy.On the other side,through the memory medium,this paper traces the common values,activates the cultural memory,and reconstructed a cultural memory field.Methodologically speaking,this paper uses the high frequency word category code to extract the eight value attributes of the mythological culture of Dayu.Then,by comparing the high frequency word,semantic network and word cloud map,this paper analyzes the value orientation of the mythological culture and the value-oriented mismatch between supply and demand under the conditions of market supply and demand,and discovers the new trend of value orientation.In addition,this article builds a specific cultural memory field under the guidance of the cultural memory theory of Jan Asman and Aleida Asman.Furthermore,this paper takes Dayu's Mausoleum as a case study,and uses the methods of questionnaire survey,factor analysis and IPA analysis to measure the cultural identity of Shaoxing Dayu's Mausoleum.