Study on screen tourism marketing

The purpose of this paper is to advance general theory of screen tourism marketing, and correct unreasonable behaviors of some tourist attractions on it. Based on comparison marketing and product lifecycle theories, we analyzed how Zhangjiajie and Huangshan spots do screen tourism marketing unscientifically with “Avatar”, and found the reason that screen marketing enhancing spots attraction is spots´ advantage just set off some aspects of film, but the orientation of screen marketing should be on spreading spots´ image, not establishing it depending film to ensure tourist attraction sustainable development.