Research on the Application of Filial Piety Culture in Zibo Cultural Tourism Brand

Abstract.Zibo has a long history and rich cultural heritage. It is the birthplace of Qilu culture and has a large number of irreplaceable tourism resources with high cultural significance and enormous development value. Zibo's filial piety culture has a long history and abundant cultural resources. Nowadays, there are still rich cultural landscape of filial piety culture and material resources representing the spirit of filial piety, which have derived the spiritual thoughts and cultural essence with filial piety culture as the behavior orientation. Recently, Zibo has become a phenomenon level case reported by major media and platforms for its delicious food, beautiful scenery, and honest hospitality, and has become a hot topic in the national cultural and tourism industry. Integrating filial piety culture into Zibo cultural brands, exploring its development possibilities, deepening research on filial piety culture tourism brand image design and dissemination, in order to develop tourism cultural brands with Zibo characteristics.