Study On The Selection Of Brand Gene Of Gastronomy Tourism In The Ancient City Quanzhou

With the rapid development of economy,people's demand for tourism has risen to a higher level,and gastronomy tourism has emerged.The ancient city with a long history has rich unique food culture.Therefore,naturally following a unique brand form of its food culture.The brand gene exists in local food and to some extent,it represents tits cultural characteristics.The existing literature focuses on the origin and development of Chinese food culture,never digging into the cultural connotation of food itself,and is a little inadequate in the analysis of innovation and protection of traditional food culture brand.The ancient city Quanzhou was named with one of the first batch of famous historical and cultural cities in China.It is an excellent tourist city in China.There are many types of food,but most of them just meet the daily consumption of local residents.The demand for the brand is not so high.Furthermore,there is no typical model or packaging brand of its own food,and the integration with tourism is also insufficient,as a result it makes the decreasing recognition and dissatisfaction of tourists.Based on the above reasons of the ancient city,the author establishes a brand model of gastronomy tourism,seeking the gene selection of the ancient city tourism by combining questionnaire survey and interview,IPA model analysis,push-pull theory,local sense theory and health preservation concept,this paper etc.The research conclusions are as follows:(1)This paper analyzes the gene selection model of gastronomy tourism brand,and constructs the gene evaluation system of ancient city gastronomy tourism brand.It's a new starting point to introduce the analysis of brand gene theory for the development of gastronomy tourism brand.That is to say,through the connotation analysis of brand gene,the internal influencing factors in the development of gastronomy tourism brand will be thoroughly uncovered,which will be conducive to the targeted creation of gastronomy tourism brand in ancient city's tourism destination.(2)The core factors of gene selection of food brand in the ancient city of Quanzhou is being sorted out.The results show that the expectation of tourists is higher than the actual value,and tourists generally think that among the ancient city's gastronomy tourism brand genes,the most important one is the attractive gene,the second is the representative gene,and the last is the vitality gene.The ancient city Quanzhou core influencing factors about brand gene selection consists of five factors "variety","consumption convenience","trust","food characteristics" and "feeling life".Different attributes of tourists towards the brand gene selection bring the evaluation of ancient city's gastronomy tourism.(3)Based on IPA analysis,the paper puts forward corresponding promotion policies for 23 influencing factors of ancient city gastronomy tourism brand genes,focusing on highlighting the characteristics of ancient city food,respecting the natural environment,reasonable planning and layout,and enhancing the memory experience of tourists.Finally,based on the five core characteristics of the ancient city food(variety,consumption convenience,trustworthy,food characteristics,feeling life),the paper puts forward suggestions for the development of the ancient city gastronomy tourism in Quanzhou,and also the main local government functional department,food operators,food leisure tourists and other stakeholders are encouraged to work together to build and enhance the brand image of the ancient city food in Quanzhou.