Historic District Tourist Attraction Evaluation And Promotion Strategy Research

In nowadays, with the raise of tourists’cultural taste, people are concerned about spirit comforts. Therefore tourism is becoming a cultural consumption and culture tourism has a wide prospect. Historic district, which reflects the tradition and the development of the historic culture of the city, is an important kind of cultural resources. More and more people have showed their interests in the tourism in historic districts. To meet this demand of tourists, fast growth has been made in the tourism development of historic districts.The tourism development of the case Nanjing Gaochun historic district is lagging. There are many reasons, one of which is the tourism attraction is rather low and the potential has not yet been completely brought out. Tourism attraction is one of the most important factors which influence the tourism development of the country or the region."If there is no tourism attraction, there will be no tourism activities". The saying means tourism attraction is the basis of the occurrence and development of tourism activities. So the accurate analysis of tourism attraction is an important issue of regional tourism development. Therefore the paper takes the perspective of tourism attraction, and has an analysis and assessment on the tourism attraction of historic tourism.After summarizing the researches of tourism attraction and the tourism of historic districts, the paper tries to establish a model to assess the attraction of historic districts. Through quantity analysis, we obtain5factors and21essential factors to build the model. The5factors include:cultural tourism resources, tourist facilities, tourism environment, travel projects and image apperceiving of historic district. Then through IPA (importance-performance analysis), identification analysis comprehends the difference between the importance and the actual performance. The results indicate that cultural tourism resources and tourism environment should be kept up. The image apperceiving needs an improvement. However, tourists pay little attention to tourist facilities and travel projects, so we can temporarily suspend the development of these two factors.The results of the assessment have intuitively reflected the problems that the Gaochun historic districts has in the tourism development. The paper puts forward the following measures--betterment strategy:to add characteristic tourist activities, to redouble effects on tourism market; keep-up strategy--to explore the cultural spirit of the historic district, to improve service quality, to promote the community participation; development strategy--to sponsor a variety of festival activities, to enhance the participation of tourist projects; control strategy--adjust the commercial forms.This paper chooses the historic district as study object and the tourism attraction as the new study perspective, and then attempts to establish a model to assess the tourism attraction, which has enriched the theoretical foundation of historic districts. On the same time, it is the first time to use the IPA in the field of the tourism attraction assessment. According to the results, we also put forward countermeasures to add the tourism attraction of Nanjing Gaochun historic district. All of these reflect the innovation of this paper.