Research On The Hot Spots And Co-occurrence Effects Of Domestic And Foreign Tourists On The Ancient Towns In Jiangnan

With the rapid development of tourism and the new urbanization in recent years,a lot of historical and cultural towns dominated by tourism development vigorously,the Jiangnan water town to attract a large number of domestic and foreign tourists to visit,makes the Jiangnan water town has become famous and the tourism economic income drives,and so did the living standards of local residents,However,due to the crowds of tourists and over-commercialization of ancient towns,the original historical and cultural features and traditional customs were damaged and destroyed in varying degrees.In order to better protect historical and cultural towns and resources for sustainable development as a prerequisite,Thirteen Jiangnan Water Town jointly apply for the World Heritage.Taking the 13 ancient towns of the world heritage site as an example,this paper explores the hot spots and co-occurrence preferences of domestic and foreign tourists to the Jiangnan water towns.Through the Internet network platform is more intuitive to obtain first-hand data,analysis that tourists focus on the similarities and differences,better provide reference suggestions to the development of the Jiangnan water town.Based on the previous researches,this paper uses content analysis and social network analysis to integrate the collected web texts,and draws the hot spots and the preference preferences of domestic and foreign tourists to the Jiangnan water town.At the same time,we use the co-occurrence matrix to get the joint hot spot of Jiangnan town concerned about hot and cold conditions,analyze the correlation and linkage effect between ancient towns,compare and analyze the co-occurrence effect of domestic and foreign tourists' attention hot spots and the relationship between ancient town,analyze the difference performance and reasons,so as to adjust the marketing propaganda,to provide more appropriate development proposals,so that make the ancient town of Jiangnan better preserved.The study found that both domestic and foreign tourists all pay attention to the Jiangnan water towns with high facilities of preferential resource endowment,such as luzhen town and wuzhen.To explore the cultural history of Jiangnan is the main reason for the attention and co-occurrence of tourists.The propaganda image of the Jiangnan water town has a high degree of overall fitting of the perceived image of tourists.As well as the intangible cultural heritage of Jiangnan water town attractingtourists' attention.Domestic tourists pay more attention to the participation of ancient town communities.Some of the unfashionable Jiangnan water towns are being paid attention by the residents of the surrounding area,such as Jinxi,Qiandeng and zhenze ancient town.In contrast,foreign tourists are concerned about the more diverse elements of the Jiangnan water towns.Finally,according to the conclusions of the thesis,the paper puts forward the thinking of the sustainable development of ancient towns and the countermeasures of integrated marketing,which can provide helpful references for the protection and development of the Jiangnan water towns.