Study On Tourism Development Strategy Of Tunxi Old Street

With the continuous development of city tourism, historical district, an important gathering and carrier of city's history and culture, is becoming a hot topic in city tourism as a new tourist attraction of the city. At present, the research on historical district mainly focuses on its development and protection, but very little involves from the perspective of tourism development, in particular, from a strategic level. This paper studies the development patterns of Tunxi Old Street in the new situation of tourism development and the changing demand of tourists, puts forward the Countermeasures and analyzes the tourism development of Tunxi Old Street from the perspective of strategic management, so it is of practice significance and reference value.First this paper defines the basic concept and features of historical district and sums up the domestic and international literature on tourism development of historical district, then it makes an analysis and comparison on its current situation and development patterns, finally it points out its existing problems. An empirical research has been carried out on Tunxi Old Street of Huangshan City, a representative of tourism district. By taking the feature of the tourism resources and the development background into consideration, the paper probes into the macro and industry environment in Tunxi Old Street and the relationship between Huangshan Scenic Areas and Tunxi Old Street by means of field survey and data-collection. It also makes the SWOT analysis of tourism development and puts forward the tourism development strategy in Tunxi Old Street, that is, to adopt the development pattern of the internal resources matching with external environment and dynamic management strategy. Finally the paper presents the protection measures to implement the strategy, including upgrading the tourism image and dynamic capability of Tunxi Old Street, making its own orientation, perfecting the tourism promotion planning, stressing the difference marketing, developing the tourism product, building up the brand image in Tunxi Old Street and intensifying the training of qualified personnel, etc.