Research On The Government Function Of Chongwu Coastal Tourism Culture Brand Construction

With the arrival of the new era of mass tourism,the tourism industry is maturing day by day,and the development and construction of coastal tourism has gradually become a hot spot of tourism.And get sustainable development is an important problem facing the contemporary coastal tourism industry.Culture plays an important role in the building and sustainable development of coastal tourism brand.The complexity of culture makes the cultural tourism products more abundant.The development of culture-oriented coastal tourism industry not only highlights the characteristics of the area,but also makes it more attractive.The main purpose of this paper is to discuss the cultural products and brand construction of tourist attractions in the new era of mass tourism.In view of this problem,the logic of this paper is as follows:First,introducing public product theory,tourism culture theory,cultural brand management theory,and pointing out that the construction of cultural tourism brand is a development trend of current cultural industry and tourism industry.Through the explanation of these theories,we hope to provide deep and solid theoretical resources and foundation for the further discussion of the problems.Secondly,taking Chong-wu ancient city scenic spot as an example,including the advantages of tourism cultural brand construction,weakness,opportunities and threats.The problems existing in the brand construction of scenic spots are also the problems of many similar scenic spots in China.Therefore,solving this problem has reference significance for other scenic spots.Thirdly,draw lessons from the experience of other domestic tourism cultural brand construction demonstration sites,analyze the resources and principles of brand construction of scenic spots,and think that Dun-huang tourism culture provides an important resource advantage for promoting tourism planning and brand upgrading of scenic spots.Last,the article further discusses the countermeasures of Chong-wu ancient city in the construction of coastal tourism cultural brand.Under the development trend of mass tourism.How to make full use of the tourism value of culture in order to promote the cultural brand of scenic spots through the integration of culture and travel.In addition,in the context of the times of mass tourism and the Internet,How to better travel scenic spots through cultural marketing and big data spread cultural brand.In view of the problems discussed in the article,the paper tries to draw such a conclusion: the characteristic culture is the core value of tourism brand construction,and the implementation of cultural tourism brand strategy under the background of mass tourism is to promote the supply-side reform of tourism industry.Play the social function of tourism industry,education function,the only way to improve the quality of the people.