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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, the 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. 6th International Conference on Electronics, Mechanics, Culture and Medicine (EMCM 2015) © 2016. The authors Published by Atlantis Press 773 Linyi Tourists and Tourism Revenue Grow Obviously. In 2013, under the guidance of building Linyi into a city with powerful tourism economy and red tourism, Linyi city accelerated the construction of the project, improved infrastructure and strengthened the promotion of tourism industry which had shown good development trend. The city received 4,760.950,000 domestic and foreign tourists, realizing the total number of tourism revenue 413.77 billion Yuan, accounting for 9.9% of the proportion of the city's GDP. As of the end of 2013, the city's total number of National A-class tourist areas are 55, including 1 5A-level area and 14 4A-level ones; starred hotel are 61, of which 4 four-star Hotel; travel agencies are 95; the provincial tourism county are 4 and tourism 8 Town Tourism Village 9; the national industrial and agricultural tourism demonstration sites are 8, and the provincial one are 21; tourism practitioners reached more than 500,000 people. Strategic Significance of Cultural Tourism Integration Development From the successful experience of cultural tourism development, regions with rapid development of the tourism industry are those that the culture is fully mined and inherited. The regions with developed culture industry are where tourism function is perfect and has an unlimited appeal to visitors. The requirements of economy and culture need to mine culture resources to develop tourism industry, embody tourism products with rich culture connotations. Cultural industry development needs to develop tourism market share and achieve economic, social and ecological benefits. Comparative advantage and competitive advantage are the two basic elements of regional culture and the core competence of tourism. The better and faster development of Linyi tourism needs to complete the breakthrough and evolution of "culture". Compared the comparative advantage and competitive advantage with Tai'an, Jining and Rizhao, Linyi is lower and only by extracting the cultural quality and creating a cultural tourism high-end boutique project can we attract more tourists, so as to promote the prosperity and development of culture and tourism. Excavation of History and Culture is an Objective need to Enhance the Attractiveness of Tourism. From the motivation when international and domestic tourists choosing the destination of tourism, we can infer that experiencing history and culture is of the first choice. It is a makingmonkey project to accelerate the development of tourism that we protect and dig the local history and culture to enhance the thick texture of a place and promote its attraction to tourists. The project needs to develop the historical and cultural resources as the whole, create cultural tourism products and embody cultural connotation to tourism products. So that we can better present fresh local cultural atmosphere so that the majority of tourists would infiltrate in the local characteristics of culture through tourism, experiencing the feelings deep in the soul from the process of travel experience. And the charming and attraction of the place would be strengthened, too. Tourists would gain experience rising to the soul from eyes and feel the shock of Yimen culture. Therefore, important steps of enhancing the attraction of Linyi and maintaining the sustainable development of tourism are to dig and carry forward Linyi history and culture to enhance feelings toward them. The digging of Linyi history and culture resources can be finished by the mutual integration of tourism culture to promote the mutual integration between the tourism industry and the cultural industry and by creating products, cultivating high-quality goods, displaying characteristics to accelerate the mutual prosperity. Carrying Forward the Characteristic Culture is the Objective need of Constructing the Tourism Competitiveness. Any place has its own historical process. The new characteristics and personality characteristics would be derived by the time. This kind of feature and personality is not selective and be born with, which eventually become the symbol of a place, the spring of travel competitiveness, and an important destination and attraction for tourists. After the accumulation of history and the creation of a comprehensive tourism culture boutique, cultural characteristics of Linyi tourism is prominent, with rich species and high level. Special cultural resources advantage of "Yimeng spirit" as the core, such as red culture, saint culture, military culture, holy wisdom culture, hot spring culture, business culture, Yimen entertainment culture, Yimeng folk culture and so on, has

Research on Linyi Tourism Brand Strategy Based on the Advantage of Cultural Resources