Comparative advantage and competitive advantage are two basic elements of regional culture and tourism core competitiveness. The requirements of seizing the opportunity and considering tourism industry as the pillar industry need us break through the traditional patterns based on the facts of Linyi City. Based on developing cultural tourism resources in Linyin, the paper put forward suggestions on the construction of tourism brand. Present Tourism Development Status of Linyi In recent years,

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... tourism industry in Linyi city has achieved a rapid development; the main economic indicators continue to grow, and the image of geological tourism, eco-tourism, red tourism, urban tourism has been preliminarily established. However, according to the requirements of the scientific development concept, the development of Linyi tourism has a lot of questions to be settled compared to developed areas all over the country. Present Status of Linyi Tourism Resources Products. The tourism resources in Linyi own the characteristics of rich and diversity content, wide distribution, a variety of types, high-ranking taste, profound cultural background and distinctive local features, which have not only a large variety of green tourism resources, but also a lot of red tourism resources famous all over the country; not only historical cultural resources known to the world, but also a variety of agricultural tourism resources; not only famous commerce logistics tourism, but also colorful modern tourism resources. All these have laid a solid foundation for the development of the tourism industry in Linyi. In recent years, Linyi city has developed a number of competitive tourism projects owning Linyi characteristics, rich in cultural connotation which has been recognized by the tourism markets. The development of tourism resources formed four themes: Green Yimeng Red customs, Military Expertise, Geological Wonders" and embodied product system rich in leading cultural elements. The situation of culture and tourism interactive win-win has been appeared. Linyi City Tourism Industry System has been Initially Formed. At present, there are a total amount of 34 national A-level tourist areas, of which 4A-level 4, 3A-level 14. The amount of national A-level tourist areas and the total number of 4A high level tourist areas respectively stand second and third places in Shandong province. Fourteen industrial and agricultural tourism demonstration sites have been set up which rank the fourth in Shandong Province, among which the national industrial and agricultural tourism demonstration sites are 8 and the provincial 6. There are 16 Star-rating restaurants, ranking third in the province, of which five-star 2 and four-star 2. There are 12 travel agency, ranking ninth in the province, including 2 international travel services, 92 domestic travel services. The amount of tourism direct practitioners are more than 60,000 people, tourism related practitioners reach nearly 300,000 people. Tourism management service reception system and the "big tourism" industry development pattern have been formed in Linyi which own the characteristics of relatively perfect supporting system, normative service and covering "eat, housing, transportation, travel and purchase" these six elements.