The Preliminary Study Of Thematise Development In Ancient Town

Driven by both upgraded economic ability which represented by GDP growth and increased time of journey which represented by"China National leisure Program", domestic tourists'demand become individualizing, and they need more in-depth and experienced tourism. At this period, tourist industry is upgrading and tourism products which include tour routes become deeper, while a number of theme tourism towns have emerged, which maybe responds to the former transformation. This paper selects historic towns, which belong to resource-based towns, as the pioneer of study in the tourist towns thematise development, put forward the model to establish and deepen the old towns'theme, which has strong theoretical and practical significance to effectively plan, develop and protect the ancient town, as well as to establish theme tourism towns system for development.As a miniature of human civilization, ancient town is regional and nonrenewable obviously for its humanistic and historical heritage accumulated in history. As a result , the thematise development of ancient town should observe the principle that fuse protection and sustainable development together. Based on the former review of literature,this paper define the meaning of tourism thematise development and theme tourism town, and analyse the elements influencing the thematization from the aspects of subjective factor,objective factor and driven factor. This paper argues that, in the process of tourism thematise development of ancient town, the theme of ancient town tourism can be identified by the way of regional characteristic analysis at first, then it should be discussed by the combinatorial theory of OSD-AVC, and achieve the operational approach and the model of development at last .While the theory of tourism thematise development of ancient town is established, this paper illustrate the tourism thematise development of Zhu Jiajiao ,and compares it with other six ancient towns in regions south of the Yangtze River. Furthermore, pointing out the problems of the tourism thematise development of Zhu Jiajiao on the basis of regional characteristic analysis Analysis, and providing the improved theme,image,slogan and strategy .This paper is divided into five parts:The first part: This part describes the research background, research framework and research ideas and methods, the studies of ancient town at home and abroad and tourism thematise development were reviewed to explain the difficulty and significance of the study. The second part: In this part, towns in the human resource types——ancient town is chosen to be discussed as the object of exploration on thematise development. On the basis of studies of development of ancient town and theories of thematization, the conception of"theme tourism town"and"tourism thematise development"is explained and definited. For preparing to establish the model of thematise development, this part also analysises the subjective and objective factors and drivers that can impact the development of ancient town. The third part: In this part, analysis on the elements of thematise development of ancient town is put forward that the thematise development should pay attention to them. Then to ground regional characteristic analysis for the reference, set the testing standards of the theme of ancient town tourism development,which named combinatorial theory of OSD-AVC .This part also describes the method of thematise development and theme deepen, indicates that the deepening method also applies to improve the theme of developed ancinet town, and come to the model of thematise development model at last. The fouth part :This part describes the Evaluation Form of tourism development of Zhu JiaJiao by the way of introducing the locative tourism of it, analysing its development status with OSD-SWOT Analysis Method and comparing its development model with other six acient towns'in regions south of the Yangtze River. Then to point out the problems of development model of ZhuJiaJiao,illustrate the OSD-AVC analysis diagram of it and establish a new theme, slogan and image positioning. At last ,proposing a proved strategy to deepen thematise development of Zhu JiaJiao. The fifth part :This part is the summary of conclusions and research innovation, also describes the defects and deficiencies, and to provide inspiration for the follow-up study.