How to innovate the development of cultural tourism products

□ Ma Xingmei With the rise of mass tourism and national leisure, cultural tourism is sought after and loved by people, so higher requirements are put forward for cultural tourism products. The traditional development model of cultural tourism products has obviously failed to meet people's needs and adapt to market competition. To this end, the author believes that the development of cultural tourism products in China should be innovated in the following aspects. First of all, tap the cultural connotation and shape the theme products. Cultural connotation is the core of theme products and the essence of the whole cultural tourism product system. Grasping cultural connotation is the key to shaping theme products. For the cultural products of heritage sites, the theme products are often static relics left behind. The key to shaping them is to tap the profoundness of culture and historical continuity, and match them with ancient stories and poems of war or romance to increase the spirituality of culture. For folk cultural products, local living customs and existing living conditions are the fundamental connotation of the theme products. The author believes that this kind of cultural product needs to be governed by inaction, and good-will improvement or packaging may distort the original cultural connotation, which is redundant. For creative cultural products, there are often no physical resources to rely on. The cultural connotation of the theme product is a thinking idea or a certain concept. How to externalize the connotation into products often needs to supplement the creator's creative period and background to help tourists understand. Secondly, bring forth the old and bring forth the new, and build supporting products. In view of the theme products often show the core of culture, giving people a static taste and thinking. On this basis, supporting products that embody experience, participation and entertainment in the era of experience economy are also indispensable. Theme parks and performing arts products are the most prominent supporting products at present. The supporting mode of "theme culture+special activities" is accepted and loved by most tourists, and the Happy Valley in OCT is a successful case. Happy Valley strives to create a "bustling city and happy place" for tourists, so that tourists can completely relax in all kinds of exciting, adventurous or relaxing activities. The success of Impression Series in performing arts products is also appreciated by the industry. On the premise of fully integrating various natural landscapes, ethnic customs and creative ideas, the mode of "creativity+resource integration" promotes the function improvement of individual tourism resources, and externalizes the cultural connotation through this creativity. Compared with traditional theater performances with limited space, Impression series takes nature as the real stage, integrates all kinds of tourism elements, and gives people a strong visual impact with the help of modern high-tech applications such as sound, light and dance beauty, integrating nationality, artistry and shock, and successfully presents the theme culture to the world. Thirdly, based on more, create auxiliary products. Auxiliary products are multiple mappings of cultural tourism products, which provide a broader space and atmosphere for the presentation of theme products and cultural connotations, mainly including tourism festivals series, special catering series, tourism souvenirs series, and tourism logo interpretation series. Tourism Festival is a kind of product with strong gathering ability, which can attract and drive many parties to participate and has marketing function at the same time. OCT Happy Valley not only successfully provides a variety of entertainment products in the park, but also successfully establishes and promotes five major festivals throughout the year, such as International Funny Festival, Fashion Culture Festival, Maya Carnival, International Magic Festival and International Pop Music Festival, which organically combines "fashion culture" with "local culture" to expand the market in an all-round way. Special catering can not be ignored. Jusuzhai, next to Guiyuan Temple in Wuhan, is just after tourists feel the sacredness and profoundness of Guiyuan Temple's Buddhist culture, they feel another relaxed and pleasant Buddhist culture. Its food is very similar to meat dishes in shape, color and taste, but it is made of bean products. The interpretation series of tourist signs is not limited to the interior of scenic spots, and the unique signs of urban environment are even more unexpected. Daye County, Hubei Province has created something in this respect. Because Daye Iron Mine is rich in resources, many iron elements are integrated into its railway station and some urban public facilities, showing its unique tourism charm. Finally, lay the network and develop related products. Cultural tourism products need to be laid and extended in a multi-angle, all-round and networked way, including books, games, toys, costumes, movies and other aspects related to people's lives. Games and movies are the most prominent related products at present, such as books, toys and clothing. Need further development. For example, the online game "Qingcheng Mountain-Dujiangyan" jointly developed by Qingcheng Mountain-Dujiangyan Tourism Scenic Area Administration and Chengdu Happy Tianfu Digital Technology Co., Ltd., a subsidiary of Chengdu Huayu Digital Technology Co., Ltd., takes Qingcheng Mountain-Dujiangyan as the background, and tries to truly reproduce the real scenic spots in the game, so that many players can enjoy the beautiful scenery of Qingcheng Mountain-Dujiangyan in the game and create new product areas. Film and television is an early product, but it is often not a product of a certain scenic spot or region at first, but has inadvertently become a unique film and television tourism product, such as Crouching Tiger, Hidden Dragon, Hawthorn Tree Love and many other successful film and television works. With the upsurge of microfilm, local tourism microfilm works have become new cultural tourism works. The popularity of Sichuan tourism micro-film series "Love in Sichuan" on the Internet is the best proof.