The effects of creative and cultural products to destination image --- the Forbidden City, China

Abstract

The purpose of this study is to study the effect of creative and cultural products on the destination image, to understand the current status of the existing cultural and creative products at the destination, and to make recommendations for further development and improvement of the destination image. As an emerging industry-cultural entrepreneurship industry has gradually become a trend. In recent years, China's creative and cultural industry has been booming, and in the process of its development, it is looking for the possibility of co-development with other industries. In this form, cultural and creative products based on the culture of tourist destinations are born. As a new element of a tourist destination, cultural and creative products have a great influence on the destination's image to a certain extent. It is also due to the various ways in which cultural and creative products are presented to the public, promoting the destination image and culture through these ways. This study regards cultural and creative products as a element of a destination, explores the image of the Forbidden City as a whole and single element by collecting keywords, comparing and analysing the results to verify them; at the same time, cultural and creative products are used as a means of disseminating information to the outside world , through a questionnaire to investigate its impact on the destination image during the previsit process, and put forward suggestions for further development.