Hunan Culture Of Hunan Tourism Boutique Design

In year 2004, Hunan Tourism association held a contest 'the most popular 100 scenery in Hunan' which got 100 landscape and human sceneries and 20 leisure sceneries. Statistics showed that 57 sceneries is pure humanism and 19 is associated with both human and nature. People leave their residence and make a trip at a tour destination to satisfy both physical and psychological desires through different methods and channels. Travel motivation is at a top level above social and culture motivation which belong to basic desire. The real motive to travel is neither to meet the basic desire nor to meet the desire which can be satisfied in the normal life. The travel desire should be attributed to the higher two levels, that is to say, people hope to meet the desire of self-respect, self-realization, social life and attribution through traveling. Those kinds of stuff can be realized only by tourism culture. Firstly, this paper analyzes the design and marketing of Hunan's tour line and finds out that it has single framework and it renovates slowly; it is designed on the basis of travel agency and is on a bad balance of hot spots and cold spot; it is designed on one side and doesn't take six travel factors into consideration; many tour agencies take up the same tour line, and make it difficult to bring new ideas; its promotion was not good enough; the-bottom-level price competition makes high-level quality and service neglected. Secondly, it points out that the outbreak of the design of Hunan tour line is Hu-Xiang Culture through analysis on tourists' demand of Tourism Culture and it figures out the new mix of tour line and the aim is to make it more competitive. Finally, it sets up an example of Heng Mountain and it not only makes up a comprehensive mode to evaluate the Heng Mountain's attractiveness and to analyze the feasibility of the development of Heng Mountain's tour line and it also uses another evaluation mode to offer a certain standard to assess the competitiveness of the new mix of tour line of the tourist avail.