The Study On The Tourism Product Development In Ancient Towns

China has a long history and profound cultural heritage,and the vast land is pregnant with many historical and cultural towns.The ancient town bears the local folklore,and traditional culture and reflects the traditional scenes of different regions.The ancient town tourism has entered the development stage of mass tourism.Baiyi Ancient Town has abundant tourism resources and strong tourism development momentum,at present,which has formed a certain scale of tourism.However,there are still many problems which hinder the development of tourism in the ancient town.The comprehensive upgrading of tourism products will be the focus of tourism development in Baiyi Ancient Town in the future.Therefore,it is of great practical significance to optimize the combination of Baiyi ancient town tourism products.On the basis of the analysis and summary of the domestic and foreign literature of the research of ancient town tourism,this paper explores the development models of ancient town under different backgrounds,and analyzes the tourism product development of Baiyi ancient town according to RMP theory.In accordance with the classification and evaluation system of "Classification,Investigation and Evaluation of Tourism Resources"(GB/T18972-2017)and the improved Fishbein-Rosenberg model,the comprehensive evaluation of tourism resources in Baiyi Ancient Town was conducted,and the types of resources that can be transformed into tourism products was obtained.Through the questionnaire,the selection and positioning analysis of the tourist market was conducted from four aspects of the spatial characteristics of tourism market,basic characteristics of market,behavior characteristics of tourist market and preferences of tourism products were analyzed.Meanwhile,the fuzzy comprehensive evaluation method and expert scoring method were adopted to evaluate the status quo of tourism product development in Baiyi ancient town,analyze the existing problems of tourism product in Baiyi ancient town,and put forward the corresponding strategies for tourism product development.The main conclusions are as follows:(1)The tourism resources of Baiyi Ancient Town are of various types,covering eight main categories,22 subcategories and 74 basic categories,with a comprehensive evaluation score of 78.6 points,which belongs to A-class tourism resources.Combining with the characteristics of resources,the tourism resources of Baiyi Ancient Town are transformed into tourism products from three directions: natural resources,ancient building resources and cultural resources,so as to make the resources of Baiyi Ancient Town develop in the combined type.(2)Baiyi Ancient Town's tourism market is dominated by the short-range tourists,who are the young and middle-aged tourists with higher education and stable income.Most of the tours are self-driving tours for friends' gatherings and family gatherings.The main purposes of the tours are sightseeing and leisure tourism.The main reason for the low consumption desire of the tourists in ancient towns is that the tourism resources such as historical relics,natural scenery and folk culture,etc.have not been deeply excavated and developed,and the evaluation of tourists' experience is not high.(3)The evaluation score of Baiyi Ancient Town's tourism products is 75.34,and the tourism products are only between the ordinary and good.Among the A-class evaluation indicators of tourism products,the sightseeing gets the highest score,catering,environment,entertainment,accommodation score between the ordinary and good,,and service and shopping score low between the ordinary and poor.The score of ancient town tourism product development degree is low,product structure is unitary,tourism product structure is not balanced,and the comprehensive tourism product system is not formed.(4)In the aspect of tourism product development and design,the tourism image of Baiyi ancient town is positioned on the basis of RMP analysis as “Enjoy the Water from the source of Ba River,and Relax in Baiyi.The Baiyi ancient town core tourist area,Bahe waterfront leisure zone,Yunti Mountain hot spring recreation resort area,Zhongjiashan sports area and Fish waterfront modern agricultural leisure area are goingto be built,and the development pattern of "One Heart,One Belt,Two Wngs and Three Zones" to be formed,so as to promote the diversified combination of tourism resources.By dividing the tourist market into the main market,potential market and sun-setting market,the tourism product system planning is going to be formed.