Author(s)

Wang Shuang, Wei Baotao

Corresponding Author

Wang Shuang

ABSTRACT

Under the current industrial development background, there are many problems with Shenyang's cultural and creative tourism products, which urgently require upgrading. The problems with Shenyang's cultural and creative tourism products include: relatively lagging industrial development on which they rely; weak innovation of cultural and creative tourism products; serious homogenization and insufficient refinement in research and development; lack of a unified urban brand image; and a shortage of professional planning and design talents.This article attempts to propose specific strategies to address the problems of cultural and creative tourism products. The main strategies include: deep integration of cultural industry and tourism industry; exploration and positioning of cultural elements of Shenyang's cultural and creative tourism products; effective integration of government and industry associations in their leading and guiding roles; and the establishment of a customized brand system for distinctive cultural and creative tourism products in Shenyang.

KEYWORDS

creative industry, Shenyang cultural and creative tourism commodities, cultural and creative brand design