Research On Tourism Product Promotion Strategies Of Beijing Old City Cultural Essence Area Based On Tourist Perception

Nowadays,under the background of the integration of culture and tourism,the cultural essence area of Beijing Old Town,as the representative area reflecting the excellent traditional Chinese culture,has begun to implement the overall protection and revival guided by the national policy,and the historical traditional culture has been "animated" display in the protection.In recent years,with the continuous improvement of people’s material living standard,the mentality and form of tourism consumption are also changing.From the traditional sightseeing tour at the beginning to the rise of leisure and vacation tour,the era of interactive experiential cultural travel has begun.Relying solely on visual experience,it is no longer able to meet the emotional needs of tourists.Only through in-depth perceptual interaction can tourists truly communicate with the local culture,rather than being isolated from the culture.In order to meet tourists’ pursuit of deeper spiritual culture,this study,from the perspective of tourists’ perception,provides targeted optimization and improvement strategies through research and analysis of the development status of tourism products in Beijing Old City cultural essence area,so as to provide theoretical guidance and reference for promoting the dissemination and development of traditional culture in Beijing Old City and promoting the high-quality development of tourism in Beijing old City district.This study is mainly carried out from four aspects: First,it summarizes the general situation of the cultural essence area and the natural and human environment of the old city of Beijing,and classifies and summarizes the elements of tourism resources in the cultural essence area.Second,summarize the composition of the existing tourism products in the cultural essence area of the old city of Beijing and analyze the elements of tourism products,namely,tourism accommodation,tourism transportation,tourism forms and entertainment shopping.Third,collect relevant data through field investigation and questionnaire survey,use EXCEL and SPSS26.0software for data analysis,and then use IPA analysis method to analyze the advantages of tourism products in cultural elite areas,status quo maintenance areas,low priority areas and key improvement areas.Fourthly,based on the current situation analysis and IPA analysis results,four principles for the optimization and promotion of tourism products are proposed against the background of the integrated development of culture and tourism,and reasonable and effective promotion strategies are given for the existing problems of tourism products in cultural elite areas.The main optimization and promotion strategies are as follows:(1)Key improvement area strategy.First,enhance the experience of cultural travel products participation;Second,improve security services;Third,research and development of characteristic cultural and creative products and forms;The fourth is to enhance the intensity and methods of publicity.(2)Dominance retention strategy.First,maintain and improve the professional level of practitioners;Second,strengthen integration with other industries;Third,we will continue to promote the protection and renewal of historical and cultural districts.(3)Low priority zone strategy.First,pay attention to the embodiment of residential characteristics and culture;The second is to improve the safety of the traffic experience;Third,reasonably add service supporting facilities;Fourth,we will improve our capacity for tourism reception services.