A Study On The Upgrading Paths Of Tourism Quality Of Wenchuan County Earthquake Sites From The Perspective Of Integration Of Literature And Tourism

In 2008,a major earthquake occurred in Wenchuan on May 12 th.The recovery and reconstruction work after the Wenchuan earthquake achieved a decisive victory,and tourism at the Wenchuan earthquake site experienced a blowout.In 2019,tourism at the Wenchuan earthquake site reached its peak.After more than ten years of development,Wenchuan earthquake site tourism cannot meet the market demand,especially since the outbreak of the COVID-19 in 2019,Wenchuan earthquake site tourism has entered the tourism winter.From the perspective of the integration of literature and tourism,this paper takes the Wenchuan earthquake site as the research object,adopts the methods of literature analysis and interview,and combs out the problems existing in the tourism development of Wenchuan earthquake tourism site: the functional departments of Wenchuan earthquake site are not aware of the integration of literature and tourism;Insufficient utilization of cultural tourism resources;Cultural tourism products are single;Lack of tourism performing arts products;The market operation mode is single.Finally,this paper puts forward the path of upgrading the quality of Wenchuan earthquake sites under the background of cultural and tourism integration: the general idea of upgrading the tourism quality of Wenchuan earthquake sites is to enrich the content of red tourism routes,dig deep into the spirit of Wenchuan earthquake relief,focus on the core content of red Wenchuan,integrate the characteristics of Qiang ethnic culture,intangible cultural heritage characteristics and historical celebrity culture and other characteristic cultures into it,enrich the Wenchuan tourism product system,and build a new pattern of cultural and tourism integration of Wenchuan earthquake sites with "one main line and twobranch lines";Integrate Qiang cultural elements into tourism products;Development of tourism performing arts products;organizing tourism festivals;Strengthen external expansion linkage.At the same time,do a good job in the guarantee system for the integration of culture and tourism: strengthen the functional leadership of Wenchuan County Bureau of Culture,Sports and Tourism;Standardize the operation of the market;Strengthen the cultivation of cultural and tourism talents;accelerating infrastructure development;Develop smart tourism.With the "one main line and two branch lines" structure,the new pattern of cultural and tourism integration of Wenchuan earthquake sites is constructed,and interactive displays of living intangible genetic inheritors are carried out on one main line and two branch lines.Integrate Qiang cultural elements into tourism products: excavate the "two major cuisines of Tibetan and Qiang,health care" and "Yingxiu ten major cuisines";cultivate Qiang characteristic homestays;Develop six elements(Wenchuan Moment Statue,Building a Chinese Dream Statue,Yingxiu Blossom,Dayu Water Control,Mother’s Original Heart,Sunflower Element)and eight kinds of characteristic tourism souvenirs for cultural and creative products.Enrich the Wenchuan earthquake site tourism night tourism program.Hold tourism festivals,highlight external expansion linkage,make good use of the geographical location,actively integrate into the Chengdu economic circle,and jointly establish a tourism section along the "Chengdu-Jiuzhai-Wenchuan" route with Chengdu and Jiuzhai Tourism Scenic Areas.Set up the "Westbound Tour" self-driving alliance and the "Boutique Tourism Route" Federation.Strengthen the functional leadership of Wenchuan County Bureau of Culture,Sports and Tourism,and issue the "Wenchuan Earthquake Site Tourism Member Unit Division of Responsibilities Plan" to clarify the responsibilities of various departments.Issued the Regulations on the Regulation of the Tourism Market at Wenchuan Earthquake Sites to standardize the operation market;Establish a diversified tourism investment mechanism and establish a reasonable distribution mechanism.Implement the "Cultural Tourism Talent Training Plan" to strengthen the cultivation of cultural and tourism talents.Deepen the construction of intelligent cultural tourism,integrate "digital +" into all attractions of the Wenchuan earthquake site,promote the integration of tourism enterprises online and offline,and develop intelligent tourism.Use Douyin and short videos to increase the publicity of Wenchuan earthquake site tourism.Use new media to carry out creative marketing of Internet celebrities,cultivate tourism influencers to live broadcast talents,and attract investment to create a good investment environment.