Research on the Development of Tourism Small Businesses in the Context of Cultural Tourism Integration: Nanjing Confucius Temple as an Example in China

Abstract

In recent years, as the material-based consumption of urban and rural residents in China has been basically satisfied, the service-based consumption is growing rapidly, so the development of tourism industry has also been greatly enhanced.Tourism culture is one of the important resources of tourism, and culture and tourism promote and integrate with each other, and the demand of tourists for tourism in the new era is personalized and diversified.Therefore, in the face of the new changes in the tourism market, how should tourism enterprises respond to the depth of the combination of culture and tourism to meet the growing cultural consumption needs of the people. Nanjing Confucius Temple, as a 5A cultural heritage site in China, is also an important tourist destination with different tourism enterprises all around.Based on the combing and analysis of related research literature, this paper takes Nanjing Confucius Temple Scenic Area as the research sample and the surrounding tourism small enterprises as the research objects, and discusses the integration characteristics of culture and tourism as its development direction to achieve the protection of historical and cultural heritage and the sustainable development of tourism.The literature research method, questionnaire survey method and statistical analysis method are used to investigate and analyze the operators of tourism small enterprises around Nanjing Confucius Temple, and to analyze the factors influencing the development of Nanjing Confucius Temple tourism small enterprises, as well as to find out the problems and future development direction of Nanjing Fuzimiao tourism small enterprises in the context of cultural tourism integration.