A brief analysis of ancient town tourism

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General situation of ancient town tourism and its selection reasons

Towns are residential areas dominated by non-agricultural activities, which are smaller than cities but larger than villages, and are transitional settlements between villages and cities. The emergence of towns (towns) is the result of the development of social division of labor, and its cultural form is centered on commerce.

The ancient history and beautiful scenery have created a rich cultural atmosphere in the ancient town. Archways, cornices, carved beams and painted buildings in the ancient town are full of pictures of the past years, and also contain rare tranquility in the city. Sightseeing in ancient towns is the best way to taste the tourism culture of ancient towns. The ancient town has a long history and rich cultural connotation, which is composed of houses, streets, shops, cities and many other elements. As a settlement form, ancient towns are rich in cultural relics and resources, representing the epitome of human history and the crystallization of civilization.

The ancient town is becoming a major tourist destination with its leisurely culture, indifferent attitude towards life and enjoyable lifestyle. After more than 20 years of development, the ancient town tourism has made great progress and attracted worldwide attention. With the advent of the era of experience economy, people's needs are more diversified and personalized. They need not only material achievements, but unusual experiences or feelings brought by tourism products. At present, the design of tourism products in ancient towns in China mostly stays at the sightseeing level, lacking in-depth tourism products and unable to meet the deep-seated needs of tourists. Therefore, the ancient town tourism products urgently need transformation and upgrading.

The era of experience economy is coming. Its appearance shows the direction of economic and social development and breeds great changes in consumption mode and production mode. Adapting to the speed of experience economy will become the key to the success or failure of enterprise competition. At present, the experience economy is a new economic form that has attracted much attention in developed countries. As the most suitable production and consumption tool for experience economy, tourism products tend to experience development, and people attach great importance to the experience of tourism consumption process and its results. The essence of tourism consumption is that tourists pursue tourism experience, which brings changes in tourism consumption motivation, consumption structure, consumption level and tourism mode. At present, the market of experience tourism is not mature, but tourists, tourism activities and tourism development all show some characteristics different from the past. Sightseeing-oriented tourism products are gradually giving way to new, strange and special empathetic participation experience.

Experiencing trend of ancient town tourism. Ancient town tourism involves a wide range, including the design of ancient town tourism products, marketing strategies, resource protection and sustainable development countermeasures. Large and medium-sized cities or ancient towns near famous scenic spots have the resources and location conditions for tourism development. In the process of development, we should not only study the psychology of tourists, but also improve the attraction of tourist destinations and design different tourism products for tourists with different needs.

The form of ancient town tourism

The form and content of ancient town tourism should be diversified and develop in the direction of culture and experience; The types of ancient town tourism have a ladder structure, showing a development trend from low to high and from shallow to deep in time series. Experience tourism with culture as its main connotation is the highest realm of ancient town tourism. We should strive to achieve the highest level of experience tourism and provide different experience tourism projects according to different tourists.

1, characteristic water town. Typical representatives of this kind of ancient towns are Jiangsu and Zhejiang water towns, such as Wuzhen, Nanxun and Tongli. Nature and history have created a water town in the south of the Yangtze River. These ancient towns are located in the southern plain of Taihu Lake Basin. The special natural environment has created the hydrophilicity of the ancient towns in the south of the Yangtze River, and the waterfront space is unique. The criss-crossing lakes have created good natural conditions, economic development and population concentration for agriculture, fishing and mulberry, thus giving birth to a prosperous ancient town culture. There is an old saying: "The southeast is rich, and Jiangsu and Zhejiang are humanities." Culture is the key to the charm of Jiangnan ancient town. The profound cultural background is the soul of the ancient town in Jiangnan.

2. Mainly ancient buildings. If the ancient town in the south of the Yangtze River is a small jasper, then such an ancient town is the big brother next door, full of human fireworks, featuring ancient buildings, with Hongcun in Anhui, Xidi in Fujian and Taining as the most typical ones. This ancient town in southern Anhui is backed by Huangshan Mountain, surrounded by mountains, with overlapping peaks and green mountains. This is a beautiful basin with the most distinctive ancient houses in Ming and Qing Dynasties. It is unique in the architectural history of China in Ming and Qing Dynasties, with exquisite architectural art, strong cultural connotation and unique local characteristics. Taining, Fujian is a well-preserved ancient architectural complex, which is famous for its authentic Ming-style residential buildings and Shangshudi buildings.

3. History and culture are preferred. This kind of ancient town is typical in Zhangbi, Shanxi, Xing 'an, Guangxi and Shiwan, Guangdong. In addition to beautiful scenery and well-preserved ancient buildings, the most important feature is that the ancient town relies on manual activities to give more cultural and historical details, and resources pay more attention to history. Local sites are the best historical witness. Zhangbi, for example, is a well-preserved ancient "pocket" castle integrating military, production, residence and religion in China. Although the ancient town is small, it contains many cultural relics such as Xia and Shang ancient cultural sites, Sui and Tang ancient cultural tunnels, gold tombs and so on. Shiwan Town has a long history of ceramic culture, known as "Tao Dou in the South", and Beiqiu in Hedong is the best historical witness.

4. Mainly ethnic customs. The biggest difference between this kind of ancient town and the above-mentioned types is that folk customs are integrated into culture, with ethnic customs as the main factor and beautiful natural scenery as the representative, Shiwei, Inner Mongolia. Because of its unique geographical location, interaction and integration with different ethnic groups in neighboring areas, a long-standing Shiwei culture has been formed, which is the birthplace of the Mongols and the only Russian ethnic township in China. Today, Shiwei still preserves the way of life of the ancient Mongols, and root-seeking, sacrifice, sightseeing and investigation add a unique scenery to the ancient town tourism.

Tourism product design of ancient town

1. Current situation of tourism product design in ancient town. At present, there are many kinds of tourism products in ancient towns, and their development is changing with each passing day. However, there are still many problems, which are manifested in the fact that tourism products are still resource-oriented, simply imitating other regions and lacking similarities and characteristics. For example, the homogenization of ancient towns in Jiangnan is more serious. At the same time, the development of tourism products in ancient towns lacks complete planning guidance, the development management is extensive, and the competition mode is still in the competition of products and services. Lack of deep cultural and development experience. Many existing tourism products are mostly primary sightseeing, which can not meet the needs of customers, and tourism economy is not understood as experience economy.

2. Design of ancient town tourism products. The design of tourism products in ancient towns should change ideas, advocate product planning and personalized service, and attach importance to the development of experience tourism activities. According to the types of ancient town tourism and the psychological needs of tourists, ancient town tourism products can be designed into various forms such as sightseeing, leisure vacation, study, scientific research and health preservation. We should design a variety of choices according to the different levels and needs of tourists.

(1) holiday experience tour. Festivals involve a wide range and have great influence, and all-round participation or experience of vision, taste, smell and hearing. This method can be used to develop tourism products in ancient towns. For example, Nanxun has Delhi Lake silk, which is well-known at home and abroad, and a large number of silk merchants appeared in the Ming and Qing Dynasties. You can hold festivals to reflect the silk merchant culture and learn from the management methods of your predecessors. In today's commodity economy, the idea of Confucian businessmen still has reference significance.

(2) Healthy food tour. The ancient town is dominated by a leisurely and quiet life, and its diet is also characterized by health, health and original ecology. Visitors can taste home-cooked dishes and integrate them into the production process, such as eating Jiangnan rice cakes, Tomb-Sweeping Day, Dragon Boat Festival dumplings and so on. Participating in the production process, they will have some fun, experience the life and production scenes of the people in the ancient town, feel the simple water town culture, and integrate sightseeing, leisure, entertainment, catering and experience.

(3) Cultural tour. According to the characteristics of their own cultural relics, each ancient town opens an exhibition area of ancient culture, displays the history, humanities and folk customs of the ancient town in kind or other ways, guides tourists to appreciate the history, culture, customs and customs of the ancient town, and allows tourists to broaden their horizons and increase their knowledge during the tour. For example, the ceramic culture in Shiwan can be displayed in this way.

(4) explore the ancient tour. Visit the ancient times in Gu Xiang, an ancient street, feel the traditional and simple diet and daily life, taste the vicissitudes of the ancient town, feel the life, think about the ancient times and explore the secluded places. For example, the ancient water town in the south of the Yangtze River can adopt this kind of tour, so that tourists can walk on the ancient streets independently and feel the thrilling deeds that happened in the ancient town in those years, or the leisurely and quiet living atmosphere.

(5) Folk tourism. Taste local food, participate in festivals, temple fairs, ancestor worship and other folk activities, or go deep into local residents to experience folk customs. Shiwei, an ancient town with rich Russian customs, can hold relevant festivals, allowing tourists to taste local food, appreciate the unique architectural style and experience the folk characteristics of ethnic minorities.

(6) artistic freedom. The environment in which the ancient towns are located is mostly beautiful. Ancient buildings are integrated with mountains, mountains and water, and nature and humanity blend together to form a beautiful and quiet picture, which can be used as a basis for organizing artistic activities such as painting and photography. Hongcun ancient town is called "the village in Chinese painting". It should give full play to its artistic characteristics, inject experience elements and attract tourists and artists who love art to visit.

(7) Easy vacation tour. Quiet environment, beautiful scenery and simple folk customs are really good places for people who have lived in the city for a long time to relax. Choose a distinctive residential inn to stay for three or five days, or play chess and cards, or close your eyes, or walk around and climb mountains in the quaint environment of the ancient town to relax and relax.

In a word, ancient buildings, quaint environment, rich cultural relics and a leisurely and peaceful life are the resource conditions for the development of ancient town tourism. Relevant tourism departments should make use of ancient town tourism resources, develop marketable tourism products, adopt appropriate experience tourism methods, fully display the charm of ancient town tourism resources, let tourists better appreciate, understand and taste the ancient town, integrate into the ancient town culture, and achieve satisfactory tourism effects.