Research On Tourism Industry Development Of The Nanxun Ancient Town In Huzhou City Zhejiang Provice

With the continuous development of economy,and the continuous improvement of people's living standard,tourism has gradually become a way of life for modern people to relax themselves.The times of mass tourism has arrived.In such a big background,tourism development has also been referred to an unprecedented height.Tourism is developing as a key industry and pillar industry in many provinces and cities.Facing the increasingly competitive tourism market,tourism resources development and utilization of the Nanxun ancient town is significantly behind the surrounding town,the tourists and total income is the last in six Jiangnan ancient town,and has continued to widen the gap.It has become an urgent and important task to study and promote the development of tourism in the Ancient Town of Nanxun.In this paper,literature analysis,questionnaire survey and social investigation method are used.The paper analyzes the performance of the problems and causes of the problems in the tourism development in the Ancient Town of Nanxun.,and discusses the countermeasures and suggestions for speeding up the tourism development in it.In this paper,the author introduces the research status of domestic and foreign scholars on tourism development,and draws on the experience of tourism development of famous ancient towns in China,such as Ancient Town of Lijiang in Yunnan Provice,Wuzhen in Zhejiang Provice.The author introduces the current situation of tourism development n the Ancient Town of Nanxun from the aspects of tourism resources,tourism development history and current development.The tourism development was investigated by means of questionnaire and individual interviews in the Ancient Town of Nanxun.On the basis of investigation,the main problems are those:the tourism volume is backward,the popularity is not high enough,the tourism line is short,the tourism product is weak,the tourism service needs to be improved,the surrounding facilities is weak.Through social investigation and field visits,the author further analyzes the underlying reasons for these problems,mainly are: the government leading role in the ancient town tourism is weak,brand positioning is not clear,publicity and marketing is weak.Proposed the countermeasure of he tourism development in the Ancient Town of Nanxun in view of those problems,and the economic culture and social environment: clearing the development model dominated by the government,and giving full play to the leading role of the government;to accurate brand positioning of tourism development;improving the infrastructure construction of ancient towns and surrounding areas;to expand the the promotion and marketing of ancient town tourism market.