Research On Tourism Commercialization Of Historical Culture Block-A Case Study Of Confucius Temple In Nanjing

With the rapid development of urbanization and cultural tourism,tourism development has gradually become one of the major ways to revitalize historical culture block;however,the problem of over-commercialization generated during the process has caused great damage to the cultural atmosphere and overall style of historical culture block.Therefore,the scientific development of commercialization is the key to sustainable development,which is also significant for promoting cultural experiences of tourists,preserving cultural space of neighborhood,and creating decent city image.Based on the collection of Nanjing Confucius Temple's tourism development information,shop data and tourist data,this thesis comprehensively utilizes mathematical statistics such as factor analysis,cluster analysis and one-way ANOVA together with spatial analysis such as kernel density analysis and buffer analysis to conduct an empirical study on its tourism commercialization,in an attempt to expand the research scope of tourism commercialization,enrich the theoretical basis of tourism commercialization of historical culture block,and promote the healthy development of tourism commercialization of historical culture block.This thesis is divided into seven chapters.Chapter one introduces the research background,significance,outline and methodology and delineates the scope of study area.Chapter two explains the concepts of historical culture block,tourism commercialization and business format,and elaborates the theoretical basis of this thesis.Chapter three presents literature review,including domestic and overseas researches on historical culture block and tourism commercialization.Chapter four starts from analysis on tourism space of Nanjing Confucius Temple,classifies tourist types,and conducts analysis on their activity preference,customer demand and commercialization perception.Chapter five categorizes the business format and grade of Nanjing Confucius Temple,and uses mathematical statistics and spatial analysis to study its spatial distribution.Chapter six starts from analysis on commercialization suitability of Nanjing Confucius Temple,puts forward the existing problems of tourism commercialization,and discusses corresponding development strategy for tourism commercialization.Chapter seven draws a conclusion of this thesis and puts forward the prospects.Attributed to the above efforts,this thesis draws the following conclusions:(1)The tourism space of historical culture block is the material space of tourism commercialization development.Based on City Image Theory,this thesis conducts an analysis on Nanjing Confucius Temple,specifically focusing on four aspects,including:tourism resources,street space,node space and style and features.Hence,this thesis develops a relatively systematic understanding of its tourism spatial features,which lays a foundation for a scientific layout of tourism commercialization.(2)Tourist's activity preference,customer demand and commercialization perception provide references for scientific development of tourism commercialization.With the help of factor analysis,Nanjing Confucius Temple tourists,activities can be divided into five types,specifically:shopping,sightseeing,culture experiences,social and leisure activity.Based on tourist's activity preference,this thesis uses cluster analysis to classify tourists into four categories,respectively:shopping lovers,sightseeing and leisure tourists,cultural experiencing tourists and multi-activity tourists.All four types of tourists have great consumer demand for business with local cultural characteristics,but differ tremendously in their attitudes towards commercialization.According to the degree of support for commercialization,the four types of tourists can be ordered as follows:multi-activity tourists>shopping lovers>sightseeing and leisure tourists>cultural experiencing tourists.(3)Different types and grades of business format in Nanjing Confucius Temple differ greatly in their spatial distribution characteristics,which may be attributed to both internal and external factors.Internal factors include demand elasticity,service object and lease capacity while external factors include tourism resources,landscape resources,people flow,street scale,location and transportation and tourist demand.(4)The development of tourism commercialization in historical culture block should follow the principle of respecting history,inheriting culture,highlighting characteristics and preserving its style.Appraising the suitability of tourism commercialization in historical culture block from four aspects,including:traditional format reservation,cultural atmosphere creation,cultural symbol expression and overall style coordination and adopting corresponding measures may to some extent prevent the problem of excessive commercialization.(5)After analyzing the development of commercialization in Nanjing Confucius Temple,this thesis identifies three existing problems.Firstly,there exist mismatches between its business format and tourist demand.Secondly,the commercial format does not agree with the neighborhood culture.Thirdly,the spatial distribution of its business format is unscientific.In reply to that,a commercial development strategy is correspondingly put forward,which is based on the premise of resource conservation,operated on the basis of zoning management and by reference to market demand.Such strategy is realized by three steps:firstly,divide cultural zoning;secondly,implement different degrees of commercialization control depending on different cultural zoning;and thirdly,take consumer demand into consideration when conducting theme positioning.