Research On Commercial Development And Tourism Commercial Image Of Urban Historical And Cultural Block

Historical and Cultural Block is the carrier of urban culture, and a special symbol of urban space. Due to its unique tangible and intangible cultural heritage values, the Historical and Cultural Block is becoming hot spot in urban tourism. Previous studies on Historical and Cultural Block tourism commercial development have made great achievement in tourism commercial development pattern, tourism product development, tourism commercialization and motive force, tourism commercial development effect, commercial types structural, commercial types influence factor and planning layout, etc. Empirical studies were mainly conducted in historical and cultural blocks, including Nangluogu Alley in Beijing,, Tunxi Street in Huangshan, Pingjiang Road in Suzhou, Yishang Street in Huzhou, Pingyao in Shanxi, Jinli and Kuanzhai Alley in Chengdu, and "Double Eastern" in Yangzhou. However, there are only a few researches focused on the commercial types and images of urban Historical and Cultural Block.Therefore, this article takes the Three Lanes and Seven Alleys Historical and Cultural Block in Fuzhou as a study area. Firstly, from the perspective of supply, this paper summarized the commercial developing process of the Three Lanes and Seven Alleys, and established the tourism commercial classification of historical and cultural blocks. Then based on the field survey data, this article discussed the status quo of the Nan Street's commercial development (within Three Lanes and Seven Alleys). Secondly, from the perspective of demand, this article explored the overall and annual features of the Three Lanes and Seven Alleys Tourism Commercial Image, through ROST Content Mining 6, based on 1115 network texts on Chinese well-known tourism sites from 2010 to 2015. Last but not least, from the perspective of Supply-Demand, this paper diagnosed the problems of the Three Lanes and Seven Alleys Historical and Cultural Block commercial development, the studies presented the issues of tourism commercial development in the Three Lanes and Seven Alleys that the commercial development tend to diversification; tourists'tourism commodity image is in the majority with snack; tourism commercial image reputation is mainly dominated by positive attitude, but the trend has started to decline; commercial allocation is relatively concentrated and wide-area distributed, the tourists have a week perception of store image. In this case, this paper put forward suggestions accordingly. The results would contribute to the protection of the Three Lanes and Seven Alleys Historical and Cultural Block, as well as provide scientific basis for its inheritance, optimization and abundance of commercial culture. Meanwhile, it could provide the interpretation and reference for other historical and cultural blocks researches.