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Development of Cultural Tourism in Chengdu City, China - Focusing on a Story Tour Related to the Folk Story of ‘Simaxiangru(司馬相如) and Zhuowenjun(卓文君)’ Jiang Wanjing․Lee, Hyun-Song This study surveys the development of cultural tourism in Chengdu City, China in relation to the folk love story of Simaxiangru and Zhuowenjun. Chengdu-city, Linqiong-county, and Qionglai-city in Sichuan Province have many cultural heritage sites related to the folk story. Literature survey and field study confirm that the folk story carries high value in vitalizing the cultural tourism of the region. One of the successful cases is a culture road called Qingtailu in Chengdu-city, which has been build in the Han-dynasty style of architecture and artifact. A Tao shrine of Qingyanglu on the road is an interesting example in which love story and folk religion are well intertwined in visitor’s mind. In contrast, Wenjunjing of Linqiong-county and Pingleiguzhen in Qionglai-city, though implying the most romantic aspect of the folk story, do not offer any romantic image in their current shape. Diverse contents of cultural tourism related to the folk story need to be developed to make visitors to feel the theme of love. Tracking ‘love trail’, watching ‘plays on love,’ playing ‘musical instrument of love,’ trying on ‘traditional costumes and accessories’ on a street restored in the traditional style, appreciating ‘traditional music of love’ at a riverside music park, boarding ‘love boat of escape,’ these are the programs proposed in this research, through which tourists can experience the love story in person. By dint of the romantic atmosphere and experiences tourists could be reminded of their own love in the past and restore love with the accompanied persons participating in the programs together. The authors argue that, when the diverse venues of cultural tourism contents are well organized under a meta-story of love, they could stir up tourists’ emotion effectively, leading to repeated visits.