Research On Rural Tourism Transformation And Upgrading In Zhengzhou From The Perspective Of Cultural Creativity

Our country is a big agricultural country.The vast countryside has rich and colorful folk culture,long farming civilization,strong pastoral culture and strong rural complex,which make the countryside have the innate advantages of developing tourism.On the other hand,with the acceleration of modernization process,urban residents,under the influence of labor alienation,are more eager to return to the countryside and feel the natural and simple rural life.As an important branch of tourism,rural tourism has the unique advantage of adapting to the growing demand of suburban consumption of urban residents,showing a vigorous industrial vitality.Cultural and creative industries have the characteristics of high correlation and strong comprehensiveness.How to show the connotation of rural culture through cultural and creative industries is an urgent problem to be solved in the development of rural tourism.This paper combs the domestic and foreign literature on cultural and creative industries,cultural and tourism integration and rural tourism transformation and upgrading.On the basis of field research,this paper takes Cherry Valley in Houzhai Township of Zhengzhou City as an example for empirical research.This paper systematically combs the location,traffic and tourism resources of Cherry Valley in Houzhai Township and its development process,and studies the development status of Cherry Valley rural tourism in Houzhai Township based on questionnaire data analysis.The main problems in the development of rural tourism in Cherry Valley of Houzhai Township are as follows: vague orientation,lack of creativity;single industrial form,extensive management mode;serious homogeneity of rural tourism products.In view of these problems,based on the theory of cultural memory and gaze,this paper studies the transformation and upgrading of rural tourism in Cherry Valley,Houzhai Township,and puts forward the following three strategies:(1)Define the theme orientation.Based on the analysis of tourism resources,four kinds of memory symbols are selected,namely,relics,folklore,characteristic cultural products,peripheral products and activities.Six display themes,such as ancient village style,porcelain culture and dream back pastoral,are put forward.Then,a rural folk experience tour is designed to strengthen the gaze target;(2)Promote industrial integration and development.Relying on the construction of football town,the transformation from a single tourism industry to a comprehensive leisure and vacation industry;(3)Landscape products display characteristics.Promote the personalized upgrading of rural tourism landscape products from different dimensions such as rural landscape,architectural landscape,courtyard landscape,cultural landscape,etc.