Research On Tourism Development Of Cultural Heritage Of The Beijing-Hangzhou Grand Canal With Reference To Jining Section In Shandong Province

The Grand Canal is a great witness to the history and culture of the Chinese nation.Developing canal tourism is the main way to bring the Grand Canal back to life,and it is a good initiative to inherit history and culture,promote national spirit and enhance cultural confidence.This paper takes the Jining section of the Beijing-Hangzhou Grand Canal as the research object,based on the theory of sustainable development,the theory of industrial integration and the theory of heritage revitalization,and uses the literature analysis method,social network analysis method and questionnaire survey method to study the cultural heritage tourism development of the Jining section of the Grand Canal,and the conclusions of the study are as follows:(1)The cultural heritage resources of the Jining section of the Beijing-Hangzhou Grand Canal are rich in types,covering water transportation engineering heritage,settlement heritage,ancient architectural heritage,intangible cultural heritage,etc.(2)The tourism promotion channels of the Jining section of the Beijing-Hangzhou Grand Canal are mostly concentrated in traditional media such as TV and news with poor promotion effect;and there is low awareness of the canal culture and resources of the canal.Among them,the lowest awareness is in the canal water transportation engineering sites and end drum.(3)The tourism products of the Jining section of the Beijing-Hangzhou Grand Canal are more satisfied with the convenience of transportation and catering,and less satisfied with the canal tourism projects and cultural and creative products;tourists are most interested in the ancient architectural cultural heritage of the canal,and less interested in the heritage of canal sites and canal settlements.(4)The problems in the process of tourism development of cultural heritage of the Jining section of the Grand Canal are mainly caused by the poor effect of tourism publicity,the lack of in-depth cultural connotation mining,the wide geographical scope of resources,the lack of central synergy,and the lack of linkage with other tourism resources.Therefore,the following development countermeasures are proposed according to the actual situation of tourism development of Jining Canal cultural heritage: focus on local characteristics,create special tourism brand;strengthen tourism publicity,improve resource recognition;focus on resource development linkage;improve basic supporting facilities,improve tourism service quality;innovate development mode,enrich product system.This thesis has certain reference value and practical guidance for the tourism development of Jining Canal cultural heritage and local tourism development.