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Culture is a symbol of a region, and the distinctive characteristic culture of a city is the basis for developing the tourism. The featured products of tourism pay attention to innovation. Tourist cultural and creative products should be rich in the city's unique humanistic temperament, so that people can see the unique regional characteristics from its cultural derivatives at a glance. Xi'an City is a famous tourist city. In the design of tourist cultural and creative products, local culture should be fully displayed and the characteristics of regional culture should be rationally utilized. This paper makes a deep understanding and reflection on the current situation of tourist cultural and creative products in Xi'an City, analyses and studies the existing problems in its marketing, and puts forward reasonable suggestions based on the results of the study. Keywords—Xi’an regional culture; tourism literary creation;

Research on Promotion Strategy of Cultural and Creative Products of Xi’an Tourism Based on Regional Culture*