Research On The Operation Mode Innovation Of Characteristic Towns Of Cultural Tourism

Characteristic Towns,as an important combination of new urbanization and rural revitalization,are showing the development trend.However,the characteristic towns are new to people.There are still some problems in terms of concept,system,idea and mode.There are bottlenecks and lag effects in the theory research,system construction and operation mode.When many enterprises and institutions have entered the industry,two prominent problems have arisen as follows,first,when a town operates successfully,other towns are eager to follow its steps and try to blindly copy its successful story so that their products are not well recognized and not competitive,resulting in the dilemma of homogenization of "one thousand towns look almost the same and have no distinct differences".Second,even if some towns are bound in high-quality resources at first,the lack of scientific investment planning and design and negligence of operation management and customer experience have led to low revenue,low profits and even the failure.The main reason is the lack of innovation in the operation mode.So it will be very important and urgent to fully understand and explore the core logic and methodology behind innovation.As the key cultural tourism towns throughout the country,how to correctly guide and utilize local resources and realize the integration of industry,culture,tourism,and life through continuous innovation of operation mode has attracted the attention of the whole society and industry.(1)Starting from the actual problems in the industry,this article first analyzes the macro environment faced by cultural tourism-type characteristic towns through the PEST model,expounds the overall operation overview,and demonstrates the necessity and existing problems of model innovation.Based on the complexity of its operation system,the article refines the key elements of operation innovation.Through the ISM interpretive structural model,13 key success factors are identified.The factors are divided into a three-tier structure to demonstrate in-depth their internal logical relationships.(2)Referring to the innovative practice of the operation mode of Wu Zhen characteristic town,the paper takes Wu Zhen characteristic town as the specific research object.Wu Zhen Tourism Co.,Ltd.is the exclusive operation enterprise of Wu Zhen characteristic town.Its operation mode is based on the "overall property rights development and compound diversified operation.With years of experiences accumulation and great efforts and through high-quality and innovative operation,a Jiangnan "Millennium Ancient Town" has transformed into a "Special Wu Zhen",thus becoming a model for the operation of a national characteristic town.This article summarizes its specific practices in innovation.Through a comprehensive explaining and in-depth analysis of customers’ full scene perception and experience models,Wu Zhen standards and its supporting systems and development and investment mode,it summarizes the overall framework of its operation mode and extracts the core logic and methodology of innovation.(3)Putting forward the basic principles and core strategies for the innovation of the operation mode of cultural tourism-oriented townsThis article attempts to innovate in two aspects as follows,first,through the Interpretive Structure Model to sort out the key success factors and internal relations of the tourism-type characteristic towns,and use the innovative practice of Wu Zhen operation practice for verification and correction,as a reference in the innovation and development of cultural tourism towns.Second,combining the latest achievements of the industry and domestic and foreign case studies,the article proposes new ideas for the innovation of cultural tourism-type characteristic towns.Through differentiated innovation,IP operation strengthening and deeply integration with digitalization to create a full-time,full-scale and full format customer experience model and to scientifically design and develop an investment model for a new competitive advantage and good return on investment,the article aims to give some inspirations to the enterprises which do the actual operation of a small town.The article has 18 maps,18 tables and 62 references.