| As a country with long history and splendid culture, China is rich in characteristic historical towns, where there are plenty of old architecture, cultural relics and traditional culture. These ancient towns take important part in the tourism industry in China. Especially,with the development of the national economy,culture and society in recent twenty years,ancient towns become one of the hotspots of the district tourism. Compared with other ancient towns, old water towns in the south of Yangtze River get extensive attention by right of their unique sights and the publicity of kinds of media. In this instance,the ancient town tourism in Shanghai also have a quick development. Taking the case of Fengjing Town, this paper makes a systematic study on the perceptions of tourists as well as the development strategy of ancient town tourism.This dissertation is divided into four parts totally:the first chapter consists of research setting,purpose,study method and frame, analyzes and appraises the related researches on ancient town tourism at home and abroad.The second chapter summarizes the development and current situation of tourism in Fengjing town, lists its landscapes and features, finally, analyzes some of favorable and challenging factors for tourism development in Fengjing Town. The third chapter analyzes the questionnaires on tourists' perceptions of Fengjing Town. Based on the systematic analysis in basic information and travel characteristics of the tourists, this part elaborated the actual tourists'perceptions. Based on the main factor of tourists' perceptions, and combined combined with the actual situation of Fengjing ancient town tourism, the forth chapter point out some recommendations and measures:including some basic principles and countermeasures concerning the preservation,some possible strategies concerning the development of tourist products in the ancient town, and some advices for publicity and marketing of ancient town tourism. |
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