ABSTRACT
The purpose of this chapter is to provide an insight into models of Chinese cultural tourism development by reference to Qufu. After providing a description of Qufu, the text describes the emergence of heritage tourism in Qufu with reference to resource utilization and the characteristics of each stage of development. The authors argue that each stage reflects differing resources, the unique nature of the culture being presented and the commodification of that culture as, in marketing terms, a ‘brand Confucius’.
