| Under the great impact of economic globalization and financial crisis, "changing approach, adjusting structure, expanding domestic demand, ensuring growth, and stressing people’s livelihood" become an important national strategy. Situated in an excellent location within the area of Beijing-Tianjin-Hebei integration, Luan County of Hebei Province enjoys a long history and deeply-rooted culture with profound heritage, but it was almost ruined in the 1976 Tangshan Earthquake. This millennial ancient county became a historical memory, but inherence of cultural roots, transformation from a resource-based economy to a culture-based economy, prosperity of tertiary industry and strengthening county and enriching its people cannot do without a material carrier. Therefore, how to extensively collect and systematically sort out cultural fragments scattered in history and among folks and keep them intact, and providing a research and development platform for cultural innovation; as well as implanting ornamental value, experience and entertainment of historical folk culture into people’s modern life require a scientific operating model and an efficient path. In this context, this developmental study of Luanzhou Ancient City’s cultural tourism aims to look for a path of green development by using tourism to promote characteristic urbanization, to better realize the root-seeking and tracing of Chinese multi-ethnic cultures, to inherit and protect historical and cultural relics, to develop and innovate regional eco-economic structure, and to achieve integration and mutual advancement of Chinese civilization and times.Based on domestic and foreign research progresses of cultural tourism, this article utilizes tourism geography theory, cultural ecology theory and theories concerning tourism marketing, and mainly adopts literature research method, field trip method and questionnaire method to collect and study empirical data, focusing on analyzing Luanzhou Ancient City’s external policy and legal environment, economic environment, and sociocultural environment, and introducing Luanzhou Ancient City’s present situation of tourism. The article categorizes Luanzhou Ancient City’s cultural tourism resources according to national standards, summarizes their main categories, sub categories, basic types and resource monomers, and performs a qualitative and quantitative analysis of the Ancient City’s cultural tourism resources. Meanwhile, the study investigates, analyzes and evaluates tourists’experience and perception, from their personal background information, their tourist motives and concerns, their overall feeling towards and general evaluation of old town tourism and other aspects, and draws unbiased conclusions, that is, Luanzhou Ancient City’s buildings, history, folk customs, art and cultural tourist products are more popular, whereas its cultural characteristics are not sufficiently developed; it is necessary to constantly amplify its publicity and influence and attract and meet different groups’travel needs and desires, for example, tourism products like adolescent study tour and elderly vacation tour should be developed further; driving role of celebrities on cultural transmission and tourism needs to be enhanced; consumption of distinctive tourism products is relatively highly recognized by tourists, etc. Meanwhile, there exit numerous key problems, including over-commercialization, environmental disruption in the scenic spot, excessive property-orientation, and the lack of cultural connotations.On this basis, this article makes further planning and design for cultural tourism of Luanzhou Ancient City, whose growth of cultural tourism industry and resource development can constitute an open pattern featuring "river system as an axle, culture as line, densely-distributed streets, and integration of city and scenery", that is, taking Qinglong River’s annular river system as an ethnic culture axle to demonstrate diversified "harmony" culture and design historical and folk culture theme tourist products (lines), riverside leisure area, culture performance area, characteristic resident area and rational layout of theme commercial streets, forming an integrated cultural tourism industry model that "the whole city are full of sceneries with houses and businesses in it". Based on its history, culture and local characteristics, the article proposes an image positioning for Luanzhou Ancient City’s cultural tourism:"archaic city, harmonious Luanzhou", and comes up with corresponding slogans and image behaviors according to actual circumstances.The author believes that the planning and design of Luanzhou Ancient City’s cultural tourism should follow development principles of protective development guided by cultural ecology, diversified cultural innovations led by scientific research, and brand attraction characterized by differentiation, pay attention to harmonious development and connotative development of Luanzhou Ancient City, balance over-commercialization and property-orientation, conduct cultural tourism products’high-end originality and characteristic development based on traditional culture, and set four goals of cultural tourism development in Luanzhou Ancient City:to become a AAAAA National Tourist Attraction, China’s Ethnic Culture Tourism Demonstration Area, North China Movie & TV Culture and Creativity Base and Luanhe River Cultural Tourism Study Base. Then, the article sorts out Luanzhou Ancient City’s cultural tourism products development’s structure and cultural tourism products’form and target markets, and puts forward main approaches to optimize cultural and tourism product mix, and modes and types of cultural tourism product mix optimization. Furthermore, this article designs eight theme cultural tourist routes:ethnic tour, historical and cultural tour, red culture tour, folk experience tour, happy night tour, creative cultural tour, cultural study tour, temple fair cultural tour, and puts forward product strategy for Luanzhou Ancient City’s cultural tourism that integrates points and sphere with footholds; pricing policies including free admission ticket, price discount, promotional price and unprofitable price; distribution strategies such as horizontal integration, vertical integration, big platform’s one-stop operational distribution and online marketing; advertising, news, festivals, convention and exhibition, celebrity and tourism culture promotion strategy and co-marketing strategy, in hope of providing some thought-provoking, applicable and developmental recommendations for development research of cultural tourism of Luanzhou Ancient City. |
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