Abstract
Qufu,as the birthplace of Confucius,is the origin of Confucian culture and has rich cultural tourism resources.
 However,the development of Qufu’s tourism industry is still limited to the sightseeing tour,and its unique cultural advantages 
 have not been substantiated and three-dimensionally explored.This article sorts out the problems in the development of Confucius 
 cultural tourism,and discusses the materialization of intangible cultural heritage.The theme product development,festival activity 
 development and other tourism development models promote the protection and inheritance of Confucius culture and improve the 
 quality of Qufu cultural tourism products.
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