Study Of Ancient The Langzhong Tourist Development, Market Analysis And Marketing Strategy

Ancient towns are cities are the important cultural resources of the Chinese nationality. It is not only the spiritual home, material and spiritual remains that we Chinese are seeking for, but also the foundation from which we arouse our national spirit and awareness. Ever since the reform and opening policy, the ancient towns and cities are gradually becoming the popular tourist destinations with their unique natural and cultural landscapes, deep historical connotation and distinctive geographic features, attracting visitors from both homeland and abroad. China's ancient towns and cities are widely distributed, with different features, so various types of loping modes have come into being during the course of the tourist development. Ancient towns and cities tourism bears tremendous business opportunities, and thus greatly inspired the enthusiasm of the local governments and the tour operators, which in turn leads to the stimulation and promotion of the local economic development as well as the protection of the ancient town of historical and cultural heritage. As a result, some ancient towns and cities once again shine as pearls brushed off dust, revealing their vitality and unique charm.However, in recent years, due to the factors of lacking scientific and rational planning, lacking knowledge on the protection of ancient towns and cities, and over commercial development, the damaging speed overpasses that of the protection, inevitably affecting the views of the towns and cites. So, it is a serious problem to find out how to keep balance between development and protection, not only highlighting the tourist characteristics of the local ancient towns but also ensuring the sustainable development of tourism.The ancient city of Langzhong, one of China's four ancient cities, has deep historical and cultural heritage, a rich historical and cultural relics and unique tourism resources. With the vigorous development of tourism across the country, especially the rise for the opening up the ancient towns and cities tourism, Langzhong, a city of 2300 years'history, has got the chance of considerable developing and exploitation, the outcome on some scale, winning national-wide fame as well as economic and social benefits. In order to further improve Langzhong's image under the current policies and outer tourist environments, the writer tries to analyze the advantages and disadvantages of ancient city of Langzhong's inner and outer tourist environments, and give the general evaluation after the careful comparison among other ancient towns of Lijiang (Yunnan Province), Pingyao(Shanxi Province), Sexian(Anhui). Meanwhile, the writer analyzes the current circumstances of Langzhong tourist development, focusing on the Open-up Policies relating to tourism development, digging out the prominent problems in the exploitation, thus the writer puts forward advice and strategy on scientific protection and rational exploitation on ancient town tourist resources and forecast its future outlook.