Research On The Development Status And Countermeasures Of Zaohe Ancient Town From The Perspective Of Cultural And Tourism Integration

With the rapid development of China’s economy and the continuous progress of social culture,people’s demand for tourism and culture is increasing day by day,which also urges the government to continuously increase the investment in cultural industry and tourism industry,and put forward the "strategic goal of integrated development of culture and tourism".The integrated development of culture and tourism is considered as a new development mode,which combines the two industries of culture and tourism,promotes the two-way penetration and interaction of culture and tourism,and realizes the multi-win of economy,society and culture.In this context,many cultural tourism bases with new era culture as the core have emerged in China,which play an important role in promoting regional cultural tourism industry and social and economic development.However,there is still room for further discussion on how to improve the regional brand competitiveness in the process of cultural and tourism integration,fully explore and make use of cultural heritage,and transform it into cultural tourism products to attract tourists,so as to promote the sustainable development of scenic spots.Taking Zaohe Ancient Town scenic spot as a research case,combined with the theory of cultural and tourism integration,consumer demand theory and sustainable development theory,we discuss the development status and future potential of relic tourism in Zaohe Ancient Town.Through the investigation and analysis of the relics of Zaohe ancient town,it is found that it has rich historical and cultural heritage and unique natural scenery,but there are still some problems in the process of tourism development,such as inadequate utilization of resources,weak infrastructure,similar characteristics of the ancient town,low visibility,and lack of professional talents.In order to fully tap the tourism potential of the relics of Zaohe ancient town,this thesis puts forward some feasible countermeasures and suggestions,including integrating resources,improving facilities construction,breaking the same characteristics,innovating marketing strategies,and improving the quality of tourism service,so as to attract more tourists to travel.Through the study of the development status and countermeasures of the relic tourism in Zaohe ancient town,this thesis can better excavate the tourism value of the ancient town relics,promote the coordinated development of cultural relics and tourism,provide reference for other scenic spots,and inject more vitality into the local economic development.