A Study On The Tourism Development Strategy Of Wenzhou Wuma Historical And Cultural District Under The Background Of Cultural And Tourism Integration

During the 14 th Five Year Plan period,under favorable factors such as economic internal circulation and consumption return,the domestic tourism industry is facing a new period of development opportunities.At the national level,the country implements strategies such as cultural power,ecological civilization,and digital China,vigorously supporting the development of culture and tourism,and bringing favorable policies to the development of culture and tourism.In April 2018,the National Ministry of Culture and Tourism was integrated and established,marking that the integrated development of culture and tourism has become an important direction and key measure for the development of the tourism industry.The tourism of historical and cultural blocks has rich historical and cultural resources,unique customs,and historical architectural relics,and has become an important carrier for the integration and development of culture and tourism.The Wuma Historical and Cultural District is one of the components of the ancient city of Wenzhou,and has become an important window of Wenzhou’s historical and cultural heritage.It is also an important destination for tourists’ leisure tourism.However,with the new direction of urban economic development,new standards in the cultural field,new forms of tourism industry,and new demands for people’s lives,the tourism development of Wuma Historical and Cultural District is facing new problems and challenges,which urgently need to be addressed.This paper first analyzes the current situation of tourism development of Wenzhou Wuma Historic and Cultural Block,and introduces the general situation and evolution of Wenzhou Wuma Historic and Cultural Block.Wuma Historic and Cultural Block is rich in historical relics,intangible cultural heritage,traditional buildings and other tourism resources,but there are also shortcomings in roads,parking spaces,municipal facilities and other tourism infrastructure.Secondly,the investigation and analysis of tourists’ tourism experience in Wenzhou Wuma Historical and Cultural Block was carried out.Through questionnaire design,optimization and distribution collection,the statistical characteristics of tourists and tourist experience were analyzed.It was found that the tourism development of Wuma Street has some problems,such as tourism facilities to be improved,low quality of tourism products,limited popularity of tourism landscape and low level of tourism services.Finally,this paper puts forward countermeasures and suggestions to optimize the tourism development of Wenzhou Wuma District.Under the background of cultural and tourism integration,the tourism development principles of historical and cultural districts should follow the principles of cultural and tourism integration development,host guest sharing development and innovation leading development.It also puts forward countermeasures and suggestions for the tourism development of Wenzhou Wuma District:improve tourism infrastructure,carry out the renovation of the style and features of the district,to optimize the tourism environment and facilities;Create excellent tourism routes and develop intangible cultural heritage tourism resources to improve the quality of tourism products;Create signboards with regional characteristics,expand channels and strengthen publicity to enhance the popularity of tourism landscape;Improve various tourism services and improve the level of fine management to ensure the quality of tourism services.It also proposed the safeguard measures for the tourism development of Wenzhou Wuma District: strengthening policy support and strengthening talent protection.Through the systematic analysis of the tourism development of Wuma historical and cultural blocks in Wenzhou City,combined with the survey and analysis of tourists’ experience,this paper finds out the problems and difficulties faced by the tourism development of Wuma historical and cultural blocks,and makes some exploratory research on the causes and solutions,which is not only conducive to the tourism development of Wuma historical and cultural blocks,At the same time,it will also help to enrich and develop the practice and theory of tourism development in historical and cultural districts under the integration of culture and tourism.