Design Research Of Hangzhou Southern Song Imperial City Town Hanfu Culture Experience Tourism Product

With the improvement of China’s comprehensive strength,people’s cultural self-confidence and value self-confidence are also increasing.Inheriting and carrying forward Chinese excellent traditional culture has become a major trend of cultural development.Under the background of the deep integration of culture and tourism,tourism products with cultural experience as the core attraction have become an important support for scenic spots to improve quality,upgrade industry and enrich tourism activities.Hanfu culture has been revived since the beginning of the 21 st century,gradually returning to the public’s vision and developing.At present,the tourism activities related to Hanfu culture are gradually carried out all over the the country,which has played a certain role in social communication.However,there are still many problems,especially for the bearing and dissemination function of culture is not well reflected.On the other hand,as a famous historical and cultural city,Hangzhou has a stereotype in tourism,and urgently needs the innovation of cultural tourism brands.This paper chooses Hangzhou Southern Song Imperial City Town as the destination,aiming to find and analyze the existing problems through the research on its tourism resource base and the market demand of Hanfu culture,and develop Hanfu culture experience tourism products according to the problems,so as to help Hangzhou Southern Song Imperial City Town build Hanfu culture brand and enhance tourism attraction.At the same time,it makes some exploration for the integration and application of Hanfu culture in tourism industry.Firstly,this paper makes a theoretical study on the concepts and research progress of clothing culture tourism,Hanfu and Hanfu culture,experience tourism and so on.Secondly,combined with the case study and comparative analysis of representative tourism products and destinations,this paper analyzes the development status of Hanfu cultural tourism in China.Then it studies and analyzes the resource basis of developing Hanfu cultural tourism products in Hangzhou Southern Song Imperial City Town from the perspectives of the overall situation,social and cultural resources and tourism activity resources.Thirdly,through the method of questionnaire survey,this paper analyzes the market from the perspectives of demand preference and importance satisfaction perception of potential tourists of Hanfu cultural tourism market in Hangzhou Southern Song Imperial City Town.Finally,according to the above research results,this paper explores and discusses the design of Hanfu culture experience tourism products in Hangzhou Southern Song Imperial City Town,and makes an attempt for Hanfu culture to enter daily life and popularize and spread more widely.