This paper concerns the strategy of tourism development in the Confucius-cultural region by investigating the cultural impact of tourism. A lot of studies on the cultural impact of tourism point out that tourism leads to commoditization of culture and destroys the authenticity of cultural products and human relations in the local area. But the demand for cultural products has increased in tourism in recent years, so that commoditization of culture through tourism may provide opportunities for re-creating traditional culture. While the re-creation of traditional culture needs to investigate cultural archetypes, introduction of the concepts of alternative tourism is indispensible to carry out a strategy of cultural tourism development. Considering the fact that Confucius ideology is closely related to people’s actual life, tourism development has to be understood by Confucius philosophy through human contact between hosts and tourists.