Study On Tourism Development Strategy Of The Ancient Town Of Sanhe In Feixi

As Chinese excellent cultural heritage resources, architecture of ancient towns is testimony to the long history and concentrated expression of history and culture, as well as one of the important scenic spots of ancient town tourism. Nowadays, with the rapid development of tourism, a tour to an ancient town is becoming the first choice for many people. However, there are still many problems in the process of tourism development. After all, ancient town tourism is just a young baby in tourism. As a result , there are many investigations on tourism development of ancient towns, which mainly concentrate on their development and protection, while studies from the aspect of development strategy are relatively fewer. Development strategy won't be suitable for all the ancient towns because of their different features and environments. With the rapid development of tourism , the increasingly fierce competition and changing requirements of tourists, this paper focuses on what development strategy should be taken in Sanhe to cope with competition in the market, and how to give full play to its advantages to win the market.Starting from the background of ancient towns and based on the study of domestic and foreign research data about ancient town tourism, this paper states the purpose, significance and theoretical basis of the study on development strategy of ancient town tourism and presents a unique view on the definition and development stage of ancient towns. This paper compares development modes of well-known ancient towns in China and summarizes the problems in today's tourism development. It takes Sanhe, a typical ancient town in central Anhui, as the research object. Based on the full knowledge of features of ancient towns'tourism resources and politics, economy and culture of Anhui province, with questionnaire method , on-the-spot investigation method and data analysis method , this paper analyzes the industry environment of Sanhe tourism development and evaluates tourism resources and tourism environment of Sanhe by SWOT analysis method. Then this paper puts forward the strategic choice and implementation measures of Sanhe tourism development. That is to say, inside and outside combination strategy, which emphasizes increasing publicity, cooperation expansion and point-to-area method, and Blue Ocean Strategy, which aims to avoid competition, promotes business tourism, cultural and rural eco-tourism should be carried out. Finally, this paper puts forward safeguard mechanism for the implementation of the strategies, including good tourism publicity and so on.