i. introduction

    in recent years, the construction of international tourism island has made hainan become the focus of national and even world attention. hainan has the national historical and cultural city of haikou, the historical and cultural town of yacheng and a number of national intangible cultural heritage，beautiful natural scenery and pleasant climate environment，and it also has the advantage of tourism development that is difficult to replicate. therefore, the development of tourism industry in hainan has become the consensus of all walks of life in hainan local society, and the prospect is very broad. throughout the history of hainan’s tourism development, despite the vigorous development since the establishment of the provincial special zone, there are still many problems, such as long on quantity but short on quality; chaotic tourism market; poor tourism image and fewer returnees; high consumption at low end; poor financial prosperity, poor comprehensive efficiency and so on. the reason is that hainan tourism only stays at the stage of sightseeing tourism, so there is no cultural connotation in it, and it lacks of sustainability.what’s worse, the local governments are eager for quick success and instant benefit, excessive emphasis on economic benefits, which in return, it got the opposite results. many signs indicate that tourism in china has developed from popular tourism to individualized tourism. at the stage of individualized tourism, cultural tourism will be the second largest market after ecotourism. under the background of building an international tourism island, hainan tourism should dig deep into the cultural connotation of hainan tourism and take the road of cultural tourism to build an international tourist resort with rich culture and ecological demonstration.

1.1 the significance and purpose of the research

with the development of economy and the improvement of living standard, people’s demand for tourism is increasing day by day. cultural tourism is an important part of tourism and is the most potential way of tourism in the 21st century. hainan province is located in the southern region of china, the human tourism resources are very rich, and unique, its development can have a huge role in promoting the economic development and tourism development of hainan province.

in this thesis, from the perspective of the definition of cultural tourism products, research for cultural tourism products at home and abroad, the development situation of east island, west island, and central island are analyzed, and the existing problems are pointed out and relevant recommendations are given.

1.2 thesis organization 

in the first place, this thesis introduces the background and significance that why hainan needs to develop cultural tourism products. the second part reviews the researches made by other scholars on cultural tourism products. the third part discusses the resources that hainan have to develop the cultural tourism according to local conditions such as the western part of the island, the eastern part of the island, and the central part of the island. the fourth part analyzes the shortcomings of developing cultural tourism in hainan, and the last part puts some suggestions to develop cultural tourism.

2. literature review

2.1 the definition of cultural tourism products

cultural tourism product is a kind of tourism product that is supported by cultural tourism resources and the purpose of tourists is to obtain cultural impressions and increase their intelligence. and it refers to the activities such as investigation and exchange and learning of history, culture or natural science during the period of tourism carried out by the tourists.

tourism is a cultural phenomenon, as well as the inevitable product of social and cultural development. the essence of cultural tourism is a form of cultural exchange, because of the diversity of cultural expressions; the content and form of tourism activities are also very different. however, any cultural tourism activities of tourists are to pursue a cultural enjoyment, to obtain spiritual and intellectual satisfaction, so that is a higher level of tourism activities.

2.2 the research on cultural tourism products at home and abroad

cultural tourism is a powerful booster for the continued revitalization of the national economy.at present, china’s economic situation is advancing rapidly all the way, great western development strategy, rise of central china, and great-leap-forward development of the eastern region are all being pushed forward in depth, and cultural construction has ushered in a new opportunity for development. however, it must be faced that the richness of local cultural resources does not mean that its industrial operation is simple, and cultural resources are not equivalent to cultural industry resources. the start and development of the cultural industry in the developed areas and ethnic areas show obvious regional characteristics as the same as the macro-economic operation in our country.under the great impact of economic globalization and modern media industry, combined with the western cultural products in the post-industrial era and the cultural industry waves in the southeast coastal areas of china, cultural tourism welcomes its own development opportunity. the development of cultural tourism will not only realize the transformation from the pure development of resources to ecological economy, but also play a vital role in the realization of super-normal and leap-forward development^.

2.2.1 researches on cultural products abroad

since 1995, according to the articles on cultural tourism published in annals of tourism research and tourism management, the researchers have studied the related contents of cultural tourism from the aspects of concept and summary of cultural tourism, landscape and image of cultural tourism sites, cultural tourists and market research, and cultural tourism resources.

（1）studies on the concept and review of cultural tourism

studies on the concept of cultural tourism occasionally appear in the literature, but it is still in the stage of discussion and has not formed a unified view. walle (1996) discussed the issues of ideology and cultural tourism, believing that cultural tourists’ understanding of their way of touring affects their own tourism experience, and cultural tourism researchers can study tourists’ understanding by investigating tourists’ ways of understanding. carly (2004) studied the rationality and significance of localized tourism by taking toronto music heritage tourism as an example.

（2） studies on the landscape and image of cultural tourism destination

pitchford (1995) studied the relationship between welsh folk tourism and nationalism. ted (1997) studied the issue of heritage resettlement in tourism. timothy (1997) took yogyakarta shopping street as an example to study the current situation of shopping market in indonesia’s famous cultural tourism destination. cave (2003) made a study on the establishment of pacific island business and cultural center. the results show that it is feasible to use anckland as a tourist attraction. makercher (2004) believes that hong kong’s popular cultural tourism has five attributes: product, experience, marketing, culture and leadership. the first three attributes are of great importance to the development of cultural tourism destinations.

（3）cultural tourists and market research. silberberg (1995) discussed cultural tourism and business opportunities in museums and heritage sites. verbeke (1996) studied the city museum tourism market, and analyzed the questionnaire data by gradient method, summarized the tourists’ motivation and market behavior patterns. moscardo (1999) studied the problem of religious tourists. chatters (2002) studied tourists who like wine or whose preferred destination is wine, and explored the behavior and characteristics of wine culture tourists.

（4） research on cultural tourism resources and development

 herbert (1996) took three small towns in france as an example to illustrate that the tourist sites of celebrity sites have a strong attraction for discerning tourists. besculides (2002) used the benefit guidance method to investigate the perception of cultural tourism among the residents of colorado, usa, who live in spanish and non-spanish areas.

2.2.2 researches on cultural tourism products at home

at present, the researches on cultural tourism in china is still at its early stage. there are many theories on the market, the resources of cultural tourism and their development and protection, the products and design of cultural tourism, the environment of cultural tourism and its optimization, the characteristic strategies of cultural tourism, the existing problems of cultural tourism, the design of the image of cultural tourism, and the marketing of cultural tourism. the representative ones are zhang guohong’s chinese cultural tourism (2001), li jiangmin’s and li zhifei’s development of cultural tourism (2000) and so on.

(1) in terms of the concept and review of cultural tourism, zhang yuexi (1996) and others put forward the concepts of bamboo cultural tourism and chinese character learning tourism, and positioned them in the market, and put forward relevant publicity, promotion and product development strategies. wu zhongjun (2000) discussed the concept of folklore tourism and the ideology of folklore tourism. liu binyi et al. (2005) based on the ups and downs of film and television tourism development at home and abroad, summarized the development stages and characteristics of film and television tourism, analyzed the current situation and existing problems of film and television tourism development in china, and put forward corresponding planning countermeasures. yang lijian (2006) and others summarized the researches on the protection and utilization of chinese cultural heritage from seven aspects: foreign experience, basic research on value function, urban development and protection of cultural heritage, tourism development and protection of cultural heritage, and the existing problems in the research were also discussed. analysis.

（2） in the researches of landscape and image of cultural tourism destination, chen chuankang (1996) planned the image of taishan cultural tourism city from the perspective of image planning, and analyzed its ideological basis, behavior image, visual image and its communication and marketing channels. wu chengzhong (1997) reviewed and evaluated tujia folk tourism resources from the perspective of comprehensive tourism resources and value. liu changxue (2003) believed that the ancient villages in southern anhui could promote social and economic development by developing tourism, which was a realistic choice to enhance their own abilities.

（3） in terms of cultural tourists and market research, feng shuhua (2002) studied the attractiveness of ancient village tourism, the characteristics of tourist sources, and the relationship between tourist sources and tourist destinations. through the study of tourists’behavior patterns, he provided reference for the design and development of ancient village tourism products.

（4） in terms of cultural tourism resources and development research, sun wenchang et al. (1997) discussed ancestor worship tourism, believing that ancestor worship tourism is a cultural activity, not a religious activity. pan baoming (1999) took yangzhou as an example to explore the relationship between the protection of cultural relics and tourism development of historic and cultural cities. huang fang (2002) discussed the participation of residents in the development of traditional residential tourism.

according to the previous studies on cultural tourism, these scholars almost take their hometown or some place they are very familiar, and researches on hainan cultural tourism have not been conducted, therefore, this paper tries to analyze the development of cultural tourism products in hainan, which may contribute to the development of hainan.

3. the resources for the development of cultural tourism products in hainan

    hainan has a long history. in order to develop cultural tourism products with profound cultural contents, hainan must integrate existing resources and fully understand its cultural resources with hainan’s local characteristics.

   3.1 the resources for the development of cultural tourism products in western island

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   3.2 the resources for the development of cultural tourism products in eastern island

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   3.3 the resources for the development of cultural tourism products central island

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4. problems and suggestions

   4.1 analysis of the problems and causes

    (1) lack of special talents in cultural tourism management

cultural tourism is a kind of high-level cultural activity. tourism managers and professionals are the explorers, bearers and disseminators of tourism culture. however, the educational structure of hainan tourism talents is unreasonable and the overall level of education is low. for example, among all tourism practitioners, 49.5% of them have secondary or high school education background, and only 13.3% of them have college or higher education background (college students accounting for 10.1%, undergraduate students 2.9% and master students 0.3%).

   (2) insufficient awareness of cultural tourism development

    the governments at all level in hainan and tourism enterprises lack of the consciousness of attracting tourists with rich and colorful cultural forms, participating in competition with products and services with rich cultural contents and obtaining comprehensive benefits with serialized cultural forms. hainan tourism pays no attention to playing cultural cards.

    (3) the low quality of cultural tourism

     cultural tourism is mainly manifested through special routes, festivals, cultural performances, souvenirs and publications. however, the development of cultural tourism in hainan is simple, basically staying in the simple combination of historical relics and human landscape. speaking from the depth of development, due to the low level of cognitive development of cultural tourism resources, a large number of cultural tourism resources have not found a reasonable carrier, and the regional characteristics of cultural tourism in hainan are not distinct; the memorial halls and museums established by the government have not really been included in the tourist routes. in addition, due to insufficient integration of scenic spot development, tourism resources, human resources, transportation and services and so on, the existing cultural tourism products lack of high cultural content, and lack of participation and experience. hainan’s cultural tourism is still dominated by sightseeing tourism, and the overall competitiveness of cultural tourism products is insufficient. in addition, there are fewer cultural festivals with large scale, strong influence and high efficiency, less professional tourism cultural performances and fewer cultural tourism souvenirs.

    (4) lack of enough large-scale cultural tourism projects

    the large-scale cultural tourism projects in hainan are the nanshan cultural tourism area in sanya (covering 75,000 mu), the lingshan buddhist cultural park in haikou (covering 1200 mu) and the luhuitou li cultural tourism area in sanya (covering 500 mu), which are on the small scale, compared with other cultural tourism projects in other areas. at present, wenbi mount cultural tourist area in dingan county, which is under construction and is regarded by the industry as "filling the gap of the lack of large-scale cultural tourist attractions in the northern part of hainan", can not display the rich culture of hainan to the world to the greatest extent.

   4.2 suggestions for the development of cultural tourism products

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5. conclusion

    hainan tourism has experienced many strategic disputes. it has beautiful tropical coastal features and unique coconut culture, but due to the backwardness of hainan’s economy and culture, the development of cultural tourism has a long way to go. in order to realize the further development of tourism, the local governments must renew their thinking, change the marketing thinking of hainan tourism and establish a good tourism image, and re-orientate hainan tourism. in order to innovate and provide institutional support for the development of tourism industry, government departments at all levels should pave the way for the development of cultural tourism. in addition, the colleges or universities in hainan should set up courses on cultural tourism to strengthen the improvement of cultural tourism quality and the renewal of ideas of students majoring in tourism. of course, the development of cultural tourism is an industry with large investment, slow effect and strong externality. we cannot expect to bring significant and visible benefits to hainan tourism in the short term. we should unswervingly adhere to the development strategy of cultural tourism, strengthen the construction of tourism cultural infrastructure, consolidate the cultural foundation of tourism, improve the cultural atmosphere of tourism, establish a good image of tourism and enhance the industrial structure of tourism. to develop cultural tourism, we should broaden our thinking, make more investigations, grasp the market, adhere to the principles of government-led, market operation, appropriate government support, comprehensive planning, and attach importance to comprehensive benefits.

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