An Empirical Study On The Building Of "TianFu First Town"--a New Cultural Tourism Town

In2009, Huanglongxi ancient town has experienced the biggest bottleneck since the construction of the Huanglongxi scenic area in1990s, that is how to establish a sustainable mechanism and maintain the rapid development in a racing each other situation among nationwide ancient towns. This bottleneck is embodied in six aspects. In infrastructure construction area, the original infrastructure and the tourism facilities of Huanglongxi have seriously lagged behind, which were unable to meet the needs of its development. In the development of the industry format, the managers’business philosophy, quality of management and the business types are very limited. The management of scenic spot was confusion and the development level of the whole industry was relatively low. In the industrial chain, it focused on the development of the ancient town. And the development and utilization of the outlying regions was at a standstill which leaded to an unbalanced development. In the market brand image building, the awareness of Huanglongxi brand market declined as the passage of time and the upsurge of other scenic spots, even it was losing its position in the main tourist routes in the mainstream travel agency. In the local cultural heritage and development, Huanglongxi mainly focused on its economic development while the protection of the local culture and its heritage was not enough, and once there was the embarrassing situation of no followers to continue the protection. In the scenic area management service, it adopted administrative management which weighted management and ignored service. Moreover, the jurisdiction area of the Scenic Area Management Committee and the government of the town overlapped in functions, which leaded to low management effectiveness.Faced with these problems, Huanglongxi town seized the opportunity and advantages of Chengdu "national co-ordinating urban and rural reform pilot area" and "the important town with tourism development in Chengdu" and continued integrated construction of urban and rural area centered by the scenic spots. Especially after the putting forward and the start of the "Tianfu district construction" and "two" interaction, balancing urban and rural development in Sichuan Province, Huanglongxi aimed at the goal of building "international cultural tourism destination" and used4years to complete the new cultural tourism town construction, making an empirical case of great reference value in extending outward, construction industrial town area.In this paper, it studies the case of how the Huanglongxi ancient town became the "first town of Tianfu" at last in the past four years. With the main line to co-ordinate urban and rural development and the backing by cultural tourism and leisure economy, it adopted the way of internal and external integration, integrated marketing, balancing construction and management to create a new type of cultural tourism towns, and gradually emerged as one of the best ancient towns in Sichuan. This paper is divided into6parts; the first part is the preface; the basic situation and the scheme of creating a new tourism town of Huanglongxi are illustrated in detail. The second part is the background of how Huanglongxi created "the Tianfu first town" of new cultural tourism town. The development environment of Huanglongxi, the advantage of policy and resource and the main problems are discussed in general. The third part is about how the internal promotion and management create "the Tianfu first town"-a new cultural tourism town. How the carrying capacity, volume facilities of Huanglongxi surged among the highest in the similar scenic pots in Sichuan by the step by step implementation of the two projects--"Huang Long Jian Shui, Xi Tong Gu Shu" and "water infiltration for three thousand years-water embellish the Huanglongxi" is illustrated in detail. And how the management pattern, innovative management system, management organization and assets operation pattern of Huanglongxi became the learning model is emphasized. For the creating of Huanglongxi as "the Tianfu first town"-a new cultural tourism town, the fourth part is the construction of Jiahe service area, Shuangliu county agriculture expo garden, the development and characteristics of tourism village (community) in10square kilometers of the east coast of Jinjiang in the external area and the development of urban and rural area droved by the tourism development and construction in Huanglongxi will be discussed in the fourth part. The fifth part is about the external marketing of Huanglongxi to create "Tianfu first town"-a new cultural tourism of urban. How can Huanglongxi be the first-line tourism market because of the marketing model of innovative brand and the spread of publicity promotion is discussed in detail. The sixth part is the conclusion and the thinking of building Huanglongxi "Tianfu first town"-a new culture tourist town in the next phase. The problems emerged in the process of creating a new cultural tourism town and the problems faced in the development and their suggestions will be illustrated in detail.To sum up, by the analysis of the successful path of Huanglongxi in the creating of "the Tianfu first town"-a new cultural tourism town, the author puts forward a feasible way of balancing urban and rural development in the development of ancient town and promoting the extending of tourism industry through the innovation of scenic area construction mode, management mode and scenic area marketing mode. But the author emphasizes the research and discussion of tourism and the tourism industry in the development of agriculture and rural areas. Still, the development of itself is not enough. There is disparity in the depth of the paper and the expected effect.