A Study Of The Three Kingdoms Cultural Tourism Development Of Xuchang City: Based On The Cultural Creativity

In this day and age of knowledge economy and creative economy, as the rapid development ofsocial economy and the continuous improvement of living standards, the demands of tourists are morediversified than before. Now many tourists prefer the tourism which can meet their demands of melt leisure,experience, culture, entertainment, creativity rather than a simple sightseeing tour. Cultural tourism thatinvolving various forms and abundant cultural connotation can satisfy tourists on their higher level ofspiritual needs and demands of experiencing different culture. Thus, cultural tourism is showing a strongvitality and has a broad developing prospect. At the same time, as the creativity industry is becoming thedriving force for the development of more and more countries and regions, it is considered important tocombine the development of cultural tourism industry and the cultural creativity industry. Specifically,cultural creativity industry refers to culture, art, industrial chain effect, and high value-added, thesecharacteristics show the relevance with cultural tourism industry which emphasizes experience,participation, culture and industry joint effect. Therefore, pondering and using the ideas regarded in culturalcreativity industry will facilitate the development of cultural tourism industry both in theory and practice.Moreover, the consequences will bring significant economic and social benefits.It is known that the Three Kingdoms Culture refers to a long history it refers to many well-knownstories in ancient China. Thus, there is a broad potential market for developing the Three Kingdoms Culturetourism while it is rooted in the highly influential and charismatic Three Kingdoms Culture. Xuchang Cityis located in central China where is an important birthplace of Chinese civilization, and has a long historyand profound cultural foundation. Xuchang City is not only a famous historical and cultural city, but alsothe ancient capital of Wei Kingdom and the Three Kingdoms Culture Village. There are abundant tourismresources related to the Three Kingdoms Culture in Xuchang City. The Three Kingdoms Culture tourism inXuchang City dates from the1990s and the development is still in the primary stage. Therefore, the studyon the Three Kingdoms Culture tourism development involves both academic and practical significance.Firstly, this paper provides a systematic review and summary regarding the remarkableconsequences of the Three Kingdoms Culture tourism development in Xuchang City, and expounds personal ideas about principles and basic concepts according to the results of previous studies. Then, thispaper studies the theories related to cultural creativity, which provides a new way of thinking and openingup a new perspective in Xuchang Three Kingdoms Culture tourism development.In order to make the research more scientific and reasonable, this study uses documentaryresearch, questionnaire survey, statistical analysis, field method, qualitative analysis and quantitativeanalysis method to research. Firstly, the original data was collected from the main sight spots of the ThreeKingdoms Culture tourism, Tourism Administration, Planning Bureau and local universities. This paperanalyses the present situation of Xuchang Three Kingdoms Culture tourism. The researcher based on thereal status and accorded to the Classification, Investigation and Evaluation of Tourism Resources(GB/T18972-2003), issued by the People’s Republic of China, divided Xuchang Three Kingdoms Culturetourism resources into4main classes,10sub-types,16basic types. The Three Kingdoms Culture tourismresources of Xuchang City involve four main characteristics: high popularity and specific Wei attractions;great value in developing tourism and meeting Tourists’ diversified demands; simple types and weakcombination structure; unreasonable spatial distribution condition. According to the Principle of analytichierarchy Process and Delphi method the evaluation index System was built for the Three KingdomsCulture tourism resources of Xuchang City. Three kingdoms cultural tourism resources of Xuchang Cityscored7.31, which means that it has great potential for development.According to this study, there are some problems on the Three Kingdoms Culture tourismdevelopment in Xuchang City: low level of resources development and lack of the innovation; chaoticmanagement and lack of construction fund; weak competitiveness and lack of maket-attraction; lack ofstrategetic management and advertisement; imperfect service system and lack of professional staff.This paper emphatically analyses on the principle and major mechanism based on the culturalcreativity. In this study240questionnaires are issued, and220effective samples are recovered. At last,some development strategies are elaborated: with the government support, making use of opportunities andachieving significant development; considering creative developing methods and creating remarkableproducts; selecting target market and improving strategic management; strengthening the apply of brandseffect in tourism and developing representative project; building systematic co-operation of regionaltourism and strengthen the tourism resources competitiveness; developing infrastructure construction and improve tourists services system; improving the recruitment and training system, cultivating High-qualityteam.Finally, this paper summarized the main research conclusions, innovative suggestions, defectsand the prospect for the future development.