A Study On Influencing Factors And Comprehensive Evaluation Of The Attractiveness Of Cultural Tourism Characteristic Towns

Characteristic towns are an important strategy to facilitate the collaborative innovation and development of large,medium and small cities.They are of extraordinary significance for the implementation of the national new urbanization and the promotion of supply-side structural reform,and can effectively promote the transformation and upgrading of regional industries.Currently,the integration of culture and tourism is inevitable,which is a general trend of social development,and the construction of culture and tourism characteristic towns is in full swing,but in the process of development,serious homogenization,lack of supervision,lack of attractiveness and other problems are common.For tourism destinations,attraction is the key to attract resource and improve land value.Consequently,exploring the attractive factors and evaluation research of cultural and tourism characteristic towns plays a pivotal role in solving practical problems.According to the thought of "theoretical sorting-empirical research-policy advice",on the basis of literature review and relying on the push-pull theory,industry-city integration theory and the sustainable development theory,this paper uses grounded theory to encode the texts of three typical cases(Wuzhen,Zhaojin Town and Yang liuqing Cultural and tourism Town),and obtains the influencing factors of the attraction of cultural and tourism characteristic towns.On the basis of the above coding and with reference to the previous research,the paper constructs an evaluation index system for the attractiveness of cultural and tourism characteristic towns.It includes 4 system layers of tourism resources,brand image,operation management and tourism atmosphere,9 element layers of natural resources,social and cultural resources,characteristic industry resources,brand awareness,brand quality,location conditions,tourism environment,scene atmosphere and social atmosphere and 29 specific indicators.In order to test the scientificity and universality of the index system,this paper chooses Wuhou Town,which is similar to the case of rooted case.Entropy method is used to analyze the weight of indicators.The weights are ranked as follows: tourism resources >operation management > tourism atmosphere > brand image.Then this paper uses the fuzzy comprehensive evaluation method to evaluate the attractiveness of Wuhou Town.The research results show that the overall attractiveness of Wuhou Town is average,among which it is outstanding in terms of operation and management,and is recognized by most tourists,but it is still not very good in the development of tourism resources.There is no difference between the evaluation results and the actual situation of tourism development in Wuhou Town,which proves that the index system constructed in this paper is representative.The innovation of this research lies in the construction of the attractiveness index system of culture and tourism characteristic towns,which is a further advancement of the research on the attractiveness of traditional tourist destinations and can guide practice more effectively.