Research On The Development Of Huaiqing Merchants Cultural Tourism In Jiaozuo

In the context of the integrated development of culture and tourism,the development of cultural tourism resources has received more and more attention,and commercial cultural resources are an important part of the stock of human resources.As a member of the Merchant Gang,"Huaiqing merchants" is the abbreviation of the Huaiqing Merchant Gang formed by merchants under the jurisdiction of Huaiqing Prefecture in Henan in the Ming and Qing Dynasties,also known as "Huaiqing Merchants Gang".Jiaozuo is the area with the most concentrated,largest and most famous cultural resources of Huaiqing Merchant.Regrettably,cultural resources of Huai Shang have not been paid enough attention,have been seriously damaged,and have not been rationally developed and utilized.Therefore,it is very urgent and important to develop and utilize Huaiqing merchants cultural resources rationally so that this unique cultural tourism resource can play its due value.Strengthening the research on this issue also has strong social and practical significance for the development of cultural tourism in Jiaozuo.This paper is based on the theory of industry integration,tourism experience theory,stakeholder theory,tourism location theory,point axis development theory.Firstly,a brief introduction of Huaiqing merchants profile is made,and the conditions for the development of Huaiqing merchants cultural tourism in Jiaozuo are analyzed from six aspects: resource advantages,geographical location,resource complementarity,source market,cultural tourism trends and policy support.Secondly,Huaiqing merchants cultural tourism resources are investigated and classified in Jiaozuo,and a combination of qualitative and quantitative methods is used to evaluate the value of resource development.Finally,the mode of Huaiqing merchants cultural tourism resource development is explored from three aspects: resource distribution,resource categories and stakeholder subjects,and relevant development strategies are proposed in an attempt to provide reference for the development of Huaiqing merchants cultural tourism in Jiaozuo.The research showed that:(1)Jiaozuo is rich in Huaiqing merchants cultural resources,which can be divided into eight categories: architectural remains,intangible cultural heritage,traditional Chinese medicine resources,food resources,festivals,literature resources,celebrity resources,and red tourism resources.(2)The evaluation of the development value of Huaiqing merchants culture tourism resources is carried out by qualitative and quantitative analysis,among which,the quantitative evaluation used hierarchical analysis and fuzzy evaluation method,and the final evaluation score is "good",indicating that the development value of Jiaozuo Huaiqing merchants cultural tourism resources is relatively high.However,there are also problems such as scattered spatial distribution of resources,low visibility,and imperfect infrastructure.(3)This paper mainly proposed the development mode of Jiaozuo Huaiqing merchants cultural tourism resources from three perspectives,namely the "point axis" development mode based on resource distribution,the differentiated development mode based on resource category,and the "government + enterprise + community residents" joint development mode based on stakeholders.(4)The development strategies of Huaiqing merchants cultural tourism in Jiaozuo are discussed,mainly including: improving policy support and improving laws and regulations;conducting resource census and digging deep into cultural connotation;building development pattern and creating tourism products;increasing publicity efforts and attaching importance to brand marketing;improving infrastructure and optimizing the tourism environment;strengthening talent support and improving service quality;broadening financing channels and increasing development investment;applying digital technology and enriching tourism experience.