Research On The In-depth Development Of Duanyan Tourism Products In Zhaoqing Under The Background Of Cultural Tourism Integration

With the acceleration of the integration of culture and tourism,the development of cultural tourism has become an important direction of tourism development.There are few types of Duanyan tourism products in the market today,the development level is low,and the cultural added value is not fully reflected.A reasonable and in-depth development of Duanyan tourism products will help to inherit and develop intangible cultural heritage,accelerate the deep integration of cultural and tourism industries,promote the development of Zhaoqing’s tourism economy,and establish a differentiated competitive advantage in the tourism industry of Guangdong Hong Kong Macao Bay Area.This paper takes the tourism products of Duanyan in Zhaoqing City as the research object.On the basis of research literature,field investigation and questionnaire survey,this paper uses relevant theories to analyze the resources,markets and products of Duanyan tourism product development in Zhaoqing City,and summarizes the core competitiveness,market positioning and product competitiveness of Duanyan tourism resources.Then,on the basis of deeply integrating the value of Duanyan inkstone,we design tourism products from three aspects: spatial layout,functional zoning and route design.Finally,we use the analytic hierarchy process to draw up the development order for these products.Based on the RMP analysis results of Duanyan tourism,the core competitiveness of Duanyan tourism resources is reflected in the value of Duanyan,including practical value,artistic value,collection value and cultural value.Duanyan tourism market should focus on the high-income groups in Guangdong Province.Zhaoqing and its surrounding cities are the core markets for vigorous development.The core competitiveness of Duanyan’s tourism products is reflected in the scarcity of Duanyan’s resources,the bearing of multiple cultures,and the integration of values.Therefore,to develop Duanyan tourism products,we must highlight the core competitiveness and deeply tap the value of Duanyan.Duanyan tourism products are designed to be reasonably distributed according to functional divisions,adopting the spatial layout of "one center,two axes,four zones and multiple nodes".Taking Guangdong Hong Kong Macao tourist port as the distribution center,along the cultural landscape axis of Zhaoqing Avenue and Yandu Avenue,the Duanyan tourist area is divided into four areas: Duanyan mining sightseeing area,Duanyan sightseeing exhibition area,shopping area and comprehensive service area.Twelve products are arranged in the four areas,forming 12 characteristic nodes.In order to highlight the characteristics of each functional area and connect the products of each node,four cultural characteristic routes can be formulated: inkstone and literati,inkstone and governor,inkstone and Bao Gong,inkstone and craftsman.The analytic hierarchy process is used to draw up the development sequence for 12 characteristic node products.This paper analyzes the development of Duanyan tourism products from three aspects: market demand,development difficulty and resource competitiveness.The results show that Duanyan art experience tour,Duanyan geological science popularization tour,intangible cultural heritage art themed homestay and Song culture themed homestay can be preferentially developed according to the conditions,and then Duanyan culture themed summer camp,Duanyan custom souvenirs,Baogong Zhiduan story performance,Duanyan cultural and creative food can be developed as appropriate,Finally,when the time is ripe,we will develop calligraphy and traditional Chinese painting themed homestay,Duanyan’s rise and fall performance,Duanyan’s mining and production scene performance,and Duanyan’s cultural and creative 3C digital products.