Comprehensive Evaluation And Layout Analysis Of Tourism In Ancient Towns

After continuous development,tourism in ancient towns has become increasingly mature.It has scenic spots in ancient towns such as Wuzhen,Xitang,Nanxun,etc.In addition,more small towns with less commercialization will also welcome development opportunities.In the development process of tourism in Guzhen,the configuration of tourism format is inevitable.For the healthy management of tourism in Guzhen,the evaluation of tourism format in Guzhen is particularly important.This article first combs the relevant research of domestic and foreign scholars on the format,tourism format,tourism of ancient towns and related basic theories such as resource endowment theory,cultural capital theory,spatial structure theory,experience economy theory,etc.,and clarifies the concepts of ancient towns,formats,and tourism formats.On this basis,it summarizes the three dimensions of the comprehensive evaluation of the tourism format of ancient towns,namely: Functional structure,Format local features,and Format experience.From these three dimensions,the format The comprehensive evaluation is the main,and the analysis of the spatial layout of the business format is supplemented to systematically discuss the tourism format of the ancient town.Secondly,the network text analysis method is used to collect the evaluation factors of the comprehensive evaluation of the tourism format of ancient towns.13 keywords such as "Guzhen Tourism Business","Guzhen Tourism Commodities","Guzhen Tourism Format" were screened for the travel notes published between 2015 and 2019,and a total of 1,000 travel notes with 3145807 words were collected;then used Theword frequency analysis function of ROST Content Mining performs word frequency analysis on the processed text to select the top 150 high-frequency words.The top five high-frequency words are ancient town(11545 times),history(10237 times),and culture(9863 times)),experience(9759 times),features(9628 times);use semantic network analysis to sort and categorize the vocabulary,the semantic network presents a "core-excess-periphery" circle structure,the core layer consists of "old town" and "history","Culture","experience","features" these five first-level core high-frequency vocabulary,and then positioning the vocabulary to the original travel notes to understand the real thoughts of tourists,on this basis,this article summarizes and summarizes the price factors and diverse formats There are more than 30 business evaluation categories including sex and store credibility.Among them,the functional structure of the format is divided into five sub-evaluation categories: catering format,accommodation format,tourism format,shopping format,and entertainment format;format experience is divided into four sub-assessment categories: aesthetic experience,entertainment experience,knowledge education experience,and reality evasion experience..To build a comprehensive evaluation model of the tourism format of ancient towns and conduct layout analysis again,there are mainly two parts: one is to form a three-layer evaluation index including four layers and 36 indicators based on the three evaluation dimensions of the format of the functional structure,the local characteristics of the format,and the experience of the format.The comprehensive evaluation index system of the format in the industry and using the analytic hierarchy process to determine the weight of each index factor,refer to "Chinese Historical and Cultural Towns(Villages)Evaluation Index System","Tourism Resources Classification,Investigation and Evaluation"(GB/T 18972-2017),"Zhejiang Province Tourism Town Evaluation Rules" and other national and provincial evaluation standards have determined the index factor scoring standards;the second is the spatial layout analysis of the format.To clarify the main content and method toolsof the spatial layout analysis of the business format,that is,to use ArcGIS software to understand and analyze the overall characteristics of the spatial layout of the tourism format of the ancient town,the three-dimensional characteristics of the business layout,and the combination of the layout of the three major contents.Finally,the empirical part of this paper selects Wuzhen scenic spot for evaluation of business status,and analyzes the evaluation results.According to the comprehensive evaluation results,the overall evaluation score of the tourism format of Wuzhen Scenic Spot is 3.953,and the overall rating is "good." The evaluation results of the three major first-level indicators in the evaluation system are ranked,and the scores are from the local characteristics of the format to the format features.Structure>Format experience,the scores are 4.613,3.874,and 3.406.From the evaluation results of the three major indicators,it can be seen that the local features of the tourism format of Wuzhen scenic area are prominent,and the format and functional experience of the format have room for improvement.Among them,Wuzhen The advantages of the tourism industry in the scenic area are the catering hygiene status,the deliciousness of the catering,the comfort and cleanliness of the accommodation,the convenience of the accommodation location,the quality of the attractions,the safety of entertainment,the popularity of the local characteristics of the business,the long history,and the non-material The number of cultural heritages,the number of cultural relics protection units,the number of well-established shops,as well as the store decoration style,performance viewing,and the acquisition of historical and cultural knowledge in the experience of business formats total 14 aspects;and the business mode of Wuzhen scenic spot is insufficient:(1)the proportion of business types is unreasonable,The number of entertainment formats is too small and the shopping formats are too large;(2)The prices of the formats are unreasonable;(3)The local characteristics of the formats are insufficiently concentrated,and the local characteristics of the shopping formats are insufficiently concentrated;(4)The entertainment interaction is weak and the participation of tourists Not high;(5)Traditional manual skills are displayed more than experience;(6)The scenic spot is too commercialized and loses the original atmosphere of life in Wuzhen.With regard to the evaluation of business layout,the conclusions obtained by the research are:(1)The distribution of Wuzhen scenic spot tourism pattern and road network structure and The matching degree of the tour route is high;(2)From the comparison of the East and West Scenic Areas,the distribution of the tourism formats of the two scenic areas shows a combination of concentration and dispersion,but relatively speaking,the distribution of the business patterns of the Xizha Scenic Area is more reasonable,while the Dongzha Scenic Area The distribution of tourism formats presents the characteristics of "West Shumi East and North Shunan South";(3)The more concentrated the scenic spots and the more tourists,the denser the distribution of tourism formats and the higher the commercial density;(4)The five categories of tourism formats in space The distribution generally shows the characteristics of "large aggregation and small dispersion";(5)the catering industry shows the characteristics of being clustered at the entrance of the scenic spot;(6)the accommodation business and shopping business are too concentrated;(7)Xizha Avenue,Nuhong Street,Nanshi Street(Traditional workshop area),Laojiefang's business format distribution combination is not ideal,and the homogeneity of the business format is serious;(8)Local special business formats are mainly distributed on both sides of Xizha Street and Dongda Street,which are closely matched with the old shop and cultural protection unit;(9)Experience format The number distribution is small and presents a scattered distribution,and then the corresponding countermeasures and suggestions are proposed for the problem.The evaluation research on the tourism mode of ancient towns has both theoretical and practical significance.This article has only made a preliminary exploration.In the future,with the continuous deepening of research theories and methods,it is expected that the evaluation research on the tourism mode of ancient towns can be continuously improved in practice.