| In recent years,with the improvement of people's quality of life and consumption level,rural tourist attractions with unique natural environment,rich local culture and traditional farming experience are more and more in line with the emotional and psychological demands of current consumers,and gradually become one of the main choices for urban consumers to take leisure vacations.Based on the city people's desire for natural ecology and the respect for local culture,rural tourism has been greatly developed under this background.However,in the process of development,rural tourism is affected by the different time of development,the different extensiveness and depth of information dissemination,the high degree of similarity of resources,and the unclear perception of consumers' differentiation,which makes the development of rural tourism uncoordinated and the phenomenon of rural tourism scenic spots being shielded.Qingxi Town of Hanyuan County is located in the valley of the southwest foot of Daxiangling Mountains in southwestern Sichuan.It is surrounded by pastoral areas,woodland and good ecological environment.It is an important post station on the Silk Road,Tea Horse Road and Ancient Salt Road in ancient South China.There are also architectural relics of Tang,Song,Ming and Qing Dynasties in the city.As the key tourism planning area of Hanyuan County,Qingxi Town mainly adopts Qingxi Ancient Town as the core scenic spot,Wangjian Site and Big Cherry Development Zone as the secondary scenic spot planning and design,and the resources such as Tea Horse Road and Alpine Mountain are not included in the protection and development plan.Without deep excavation of its own historical and cultural resources and natural resources,combined with the influence of image shielding caused by surrounding scenic spots,rural tourism in Qingxi Town has appeared the situation of scattered scenic spots,less tourists and relatively concentrated tourism time.This paper tries to find out the main problems affecting the development of rural tourism in Qingxi Town of Hanyuan County from the perspective of tourism image shielding and put forward solutions in landscape planning and design.Through many field surveys and literature studies,this paper makes a concrete analysis of the development of rural tourism,the competition of surrounding tourism resources,the current situation and problems of landscape planning in Qingxi Town.The tourism image of the surrounding tourist attractions involves three elements of tourism activities: tourism subject(tourists),tourism intermediary(tourism)and tourism object(tourism resources).The tourism shape of Qingxi Town tourist attractions in Hanyuan County is found through market communication screening detection,distance screening detection,similarity image screening detection and perception screening detection.The main problems of image shielding are as follows: unclear positioning information of tourism image leads to vague cognitive processing of tourists,which results in cognitive shielding;imperfect infrastructure and poor perception of service industry image lead to the shielding of tourism interests by tourism intermediaries on the premise of pursuing interests;similar tourism resources and inadequate exploitation of resources are shielded by higher-level tourism sites around them,which results in the shielding of tourism resources.Less attraction shielding.In view of the above problems,this paper puts forward the following three main points in the landscape planning and design of Qingxi Town,Hanyuan County.Firstly,according to the analysis of local natural,cultural,consumer needs and other elements,it puts forward a unique brand image of tourist destinations,forming a catchy slogan of publicity and promotion and forming a differentiated competitive advantage with surrounding tourist destinations.Secondly,we should improve the infrastructure and service level of Qingxi Town,improve the transportation network,form a tourist ring,and effectively avoid the cold and hot spots shielding in the tourist destination.Thirdly,according to the needs of tourists' experience consumption,parent-child consumption and recreational consumption,the scenic node planning which combines local cultural landscape with natural landscape is adopted.The scenic spots such as Tea-Horse Road cultural experience area,Qingxi ancient city,Wang Jiancheng,wind science popularization area,half-mountain leisure camping area,farming experience area and mountain view area are set up,so that tourists can travel,learn and recreation,and Qingxi Town can follow.The mode of sightseeing tourism has been transformed into the mode of experiential tourism.Starting from the perspective of the impact of image shielding on tourism destination,this paper takes Qingxi Town as a case study,analyses the main factors that influence the image shielding of rural tourism scenic spots in Qingxi Town,and puts forward the landscape planning and design scheme of rural tourism scenic spots in Qingxi Town.On the premise of resources and environmental protection,this paper aims to enhance the image of rural tourism in Qingxi Town,and through case studies,explores how to promote the healthy and orderly development of rural tourism through reasonable landscape planning and design. |
PDF Full Text Request