A Study On The Cultural Elements In The Deep Development Of Tourism In Jiangnan Ancient Town

Since the tourism development of Jiangnan ancient towns as of1980s, fully attention has been paid to this area either from tourism industry or academia or tourists. It is not only because of the economic goods of the development of tourism resources of the ancient towns represented by Zhouzhuang, Tongli and other6towns. It is also because of the historic, scientific and artistic values. Tourism development has promoted the protection and development of the ancient towns but also has caused series of problems. The proper way to handle correctly the relationship between tourism development and culture protection and achieve sustainable development of the ancient towns is to shift the mode from quantity to quality and efficiency. It is necessary and urgent to shift and explore the culture essences of the ancient towns so as to achieve the in-deep growth of the ancient-town tourism.This article firstly presents the object, the background and the meaning of this research, and define some important concepts such as Jiangnan ancient towns, cultural tourism and deep development. The "Jiangnan" mentioned in this article is more historical and cultural in meaning than the actual geology area. Actually in geology, Jiangnan includes South Jiangsu, north Zhejiang and Shanghai. In other words, the Jiangnan in this article is the Tai Lake area. Ancient towns with typical Jiangnan style scatter in this area which is prosperous and resourceful in culture development. These ancient towns remain intact after natural and man-made disasters. The representative ones are Zhouzhuang, Tongli, Luzhi, Nanxun, Xitang and Wuzhen.The article then implements the literature review about the topic and lists the research methods that have been used in order to get inspiration. Some scholars’s research methods are scientific. They apply theoretical methods to analyse past problems in the development of Jiangnan towns and how to upgrade it.Then the cultural elements(including tangible cultural ones and intangible cultural ones) in Jiangnan ancient towns are presented and analyzed in order that the cultural contents can be found. And then the present pattern of development in Jiangnan ancient towns is analyzed in which some problems in development are found. The article takes Wuzhen as a case study to analyse tourists’ responses to the current situation of Jiangnan ancient towns, especially about the tourism culture.At last, the cultural blueprint and strategies in detail are proposed. On the basis of heritage, the Jiangnan ancient town culture shall be closely tighted with tourism activities. This routine may carry forward the traditional culture and make the culture prosperous again. Meanwhile, this is a new moment for the in-depth development of Jiangnan ancient town tourism. It is apparent that culture and tourim are interdependent. It is only possible to develop the Jiangnan ancient town tourism when the two elements are in harmony...