| Tourism has become an important industry in our country, it’s development momentumis very strong, tourism revenue and tourist arrivals have maintained steady and rapid growth.Especially in2013, just look at the domestic tourism market, tourist arrivals reached3.262billion passengers, an increase of10.3%compared with last year, tourism revenues amountedto2.6276trillion RMB, an increase of15.7%. Thanks to economic development in this regard,on the one hand thanks to the support of national policies. The establishment of the GoldenWeek holiday system, the continuous adjustment of holiday system, the high-speed passengercar toll free policy, and many attractions reduce fares, all these regulations promote thedevelopment of tourism in varying degrees,"holiday economy" becomes a new economicform.In the well-developed background of tourism industry, the ancient town tourism as a kindof deep cultural tour, has received more and more people’s favor. There are complex reasonsbehind this, on one hand, these tourism resources are very rich in our country, on the otherhand, our country has paid more attention to cultural tourism. The promulgation of "guidanceon the promotion of culture and tourism with the development of "and "Chinese Culture Tour"the theme of the establishment of tourism can be seen. Tourism activities are transformingfrom facial sightseeing to deep cultural tour.Tourism is not an isolated industry, its relevance is very strong. It brings tourismeconomy a rapid growth, but also promote the development of transportation, catering,entertainment and a series of industry, which also includes travel book industry. Outbound anddomestic travel books, adventure travel books, red tourism books, travel guide books andtravel essays...... a variety of travel books make people dizzy. Travel books market is veryprosperous, travel books are experiencing a development process, which from the traditionalcategories of information to self-service travel books and then to the deep cultural tour books.In this context, the gradual emergence of ancient town travel books in people’s vision, andformed their own markets. This study defines the concept of ancient town tourism, analyzes the social, economic,psychological and policy reasons why the ancient town travel books are popular. After aclassification of ancient town travel books in current books market, I explores the social andcommercial value of these books, and also found a number of problems which exist in thepublishing process, such as: follow the trend of publishing, content homogeneity, weak brandconcept, lack of cultural depth, content updates lag, excessive graphic design, obviouscommercialization, lack of authors, inadequate distribution channels, and so on, and finallyfind out the reasons for these problems and put forward relevant development proposals, inorder to promote our ancient town travel books market develop in a right direction.Ancient town travel books affected by the ancient town tourism, and affected ancienttown tourism market conversely. A nice ancient town travel book, may bring more potentialtourists to travel, to learn the ancient local culture, to understand the precious nature of theirconstruction and folk custom, in order to encourage people to protect the ancient town andinherit national culture. Ancient town carries deep cultural significance, ancient town travelbooks as a carrier of culture, its advocacy role can‘t be ignored. Now, travel books marketflourish, all publishers should seriously think about their social responsibility, disseminateknowledge and impact of people’s minds through their books, then evoke people to protectour ancient towns. |
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