Study On Tourism Activation Strategy Of Rural Cultural Heritage In Fuliang Ancient County Government

Promoting the deep integration of rural culture and tourism is an important step to promote rural revitalization.The integration of culture and tourism not only promotes the revitalization of rural tourism industry,but also promotes the revitalization of culture.That is,it can not only promote the high-quality development of rural tourism,increase the income of local villagers,meet people’s yearning for a better life,but also find a carrier for cultural inheritance,so that the cultural blood can continue.The ancient County Government is located in Gucheng Village,Fuliang Town,Fuliang County,Jingdezhen City,Jiangxi Province.Founded in 816,it is known as the "first official government in South China".It has accumulated rich cultural heritage resources,activated and utilized its cultural heritage,developed more tourism products with regional characteristics,which helps to attract and retain tourists and promote the development of tourism industry.To create greater economic and social benefits for the local.This paper focuses on the analysis of the tourism activation of Fuliang ancient County Government’s cultural heritage.It adopts the research methods of literature,field investigation and questionnaire survey to explore the current situation and problems of the activation of Fuliang ancient County Government’s cultural heritage,and puts forward corresponding activation strategies.The study found that the location advantage of the ancient county government in Fuliang County is good.The government has taken both protection and development into account in the development,and it has a long history.There are five typical rural cultural heritages,namely the county government cultural heritage,tea cultural heritage,porcelain cultural heritage,couplets cultural heritage and archway cultural heritage,but the development of these five heritages is not sufficient.Through field investigation and questionnaire analysis,it is found that there are still many problems in the tourism activation of this scenic spot.In view of this,this paper proposes to clarify the principle of cultural and tourism integration,rationally develop resources,dig deep cultural connotation,create new business forms of cultural and tourism integration,play the role of relevant subjects,improve the activation efficiency,create scenic spot characteristic IP,expand the influence of cultural and tourism brand and other activation strategies.