The Research On The Tourism Business Type, Layout And Scale Of Zhouzhuang Ancient Town

Nowadays“,back to nature”has become a common pursuit of urban residents andthe historic water towns in the south of Yangtze River have attracted a lot of touristsby virtue of natural scenery and long history. The tourism industry in Zhouzhuang hasdeveloped quickly since the late1980s and Zhouzhuang has become an importanttourism destination for leisure and sightseeing.With the rapid development oftourism,tourism business in Zhou zhuang has been spreading quickly too.Theproblem of commercialization is very serious and it even endanger the sustainabledevelopment of tourism industry in Zhouzhuang.At present,the domestic and foreignscholars are more concentrated in the researches on concepts,characteristics oftourism commercialization in ancient town.The targeted studies on tourismcommercialization in ancient town,especially the researches on the layout and scaleof tourism business in ancient town need to be developed.Therefore,the paper takesZhouzhuang ancient town as the example, because of its typical commercialphenomenon.On the basis of summaring literatures about tourism commercializationof ancient towns and tourism psychological carrying capacity at home and abroad, thethesis conducted systematic research on the tourism business type,layout and scale ofZhouzhuang relying on the on-site investigation and questionnaire.Firstly,the thesis conducted the research on the the type and number of tourismbusiness in Zhouzhuang core district,its peripheral area and tourist hub on the basisof on-site investigation.The study indicated that the tourism commercialization incore area of Zhou zhuang was very serious in october2012.And the shoppingfacilities were dominent in the core area.From2000to2012,the absolute and relativenumber of tourism business in the core area of Zhou zhuang have maintained at ahigh level.The differences of tourism business type were mainly reflected in thefollowing aspects.For all the shops orianted to tourists,the closer to touristattractions,the richer the types of tourism business would be.The closer to the touristattractions,the proportion of catering and accommodation was lower and the proportion of shopping was higher.In the core area of Zhouzhuang,the tourism artsand crafts was the main shopping goods.And outside the core area,the travel food wasthe main goods for shopping.Secondly,the thesis investigated status quo of thetourism business layout of Zhouzhuang,summarized that the characteristic of thetourism business layout of Zhouzhuang was “spreading from the core area to theperipheral area”and studied the formation of tourism business layout were thecombined results of geographical location and nature environment,transport andchanges,historic and commercial district and trade tradition,commercial types,landvalue and tourists.Thirdly,the thesis conducted the exploratory research on the scaleof Zhou zhuang tourism business from the point of destination and tourists view.Thethesis made reasonable assurance as to the proportion of the tourism commercialfacilities of Zhouzhuang,estimated the area of accommodation and catering facilitiesin the next period of time and commercial facilites in the tourism core district ofZhouzhuang and identified the tourist psychological commercial capacity and thenorms about tourist crowded perception of business.Finally,the paper summarized themain results of this study, put forward the countermeasures and suggestions for thesustainable development of Zhouzhuang tourism business and pointed out theprospects of future study.