"Filial piety comes first in all the virtues". As an important part of Chinese traditional culture, filial piety culture is a value system with origin and basic position in Chinese traditional culture. With the continuous development of globalization, marketization and other social effects, college students are easy to have deviations in the identification of filial piety culture, such as weak filial piety consciousness, weak gratitude consciousness, lack of sense of responsibility and so on. By strengthening public opinion propaganda, occupying the network position, integrating community resources and developing tourism resources, college students' filial piety cultural identity can be effectively promoted.