The present situation and problems of cultural tourism in Wuzhong

the present situation and problems of the development of Wuzhong Culture Tourism

( a) Wuzhong cultural tourism development status

1 . The rich and unique cultural resources have laid a good foundation for the development of Wuzhong culture tourism. as a historical and cultural ancient city, Wuzhong cultural resources are complete, the resources of the stock is relatively more, after a long period of practice and accumulation, gradually formed to the Yellow River culture, Hui culture, red culture as the representative of the rich, distinctive regional culture series, which for the development of Wuzhong culture tourism has laid a good foundation.

2 . The profound cultural heritage provides the necessary condition for Wuzhong to build cultural tourism brand. Wuzhong was the political, economic and cultural center of the ancient Ningxia, for the county, state, Special zone of Governance for 2,229 years (in 214 before the Qin set Fuping county). In particular, "Emperor Taizong wooed" and China's hometown, the important part of the Shaanxi-Gansu region is famous. At present, Wuzhong make full use of these three cultural brands to carry out urban cultural construction. Since 2004, a variety of cultural festivals and seminars have been held, in particular, this August with the Ningxia Historical Society jointly held the "' Emperor Taizong wooed ' and the national Friendship History and Tradition seminar", further expanded the Wuzhong of the visibility of the Yellow River, the Yellow River Altar, Dayu Cultural Park, two museums, a center, Hui people cultural and Cultural Park, and the original Yellow River Grand Canyon, Bai Tower, Qingtongxia Water conservancy facilities and other combinations, not only can give a heavy historical traces of the feeling, but also to convey the Wuzhong as "Yellow River Gold Coast, China's return to the cultural characteristics."

3 . The excellent location and convenient transportation have created a broad prospect for Wuzhong to carry out cultural tourism. Wuzhong is located in Ningxia abdomen, is "The Yellow River Golden Shore" The middle, is Ningxia's sub-center city. Traffic Network level in Ningxia ranks the forefront. This excellent location and convenient transportation facilities have created favorable conditions for the development of Wuzhong cultural tourism.

( II) problems existing in the development of Wuzhong cultural tourism

1 . Cultural tourism image positioning is not clear enough, the visibility is not high . To mention Ningxia tourism, people first think of is Shapotou-Sand lake, Xixia mausoleum-western film City, six mountain-Flint village, the Chinese return to the cultural park-the household ... These tourist scenic spots. In contrast, for Wuzhong Yellow River Cultural Tourism area, return to the culture and red cultural tourist areas, there are few people know. Although in order to further improve the visibility of scenic spots, improve the service function of scenic spots, Wuzhong counties in the urban areas to start the network propaganda work, the effect is not ideal. Most people do not understand, do not know, some people, although understand some, but think "unattractive". This is the main factor restricting their choice to travel to Wuzhong. This fully shows that the Wuzhong cultural tourism image influence is weak, the popularity is not high, has not formed the strong attraction to the tourist. In this case, Wuzhong is less likely to be the first tourist destination for tourists, especially for large-scale tourists.

2 . Cultural tourism resources Lack brand superiority and regional characteristics . As the leader of Wuzhong cultural tourism resources, the Yellow River culture and Hui culture have certain influence and inspiration, but the resources also because of all over the country and the region many places, thus causing other also in the Yellow River culture, the Hui culture mainly play signs of the region to the two major cultures formed "encirclement and suppression" posture. For example, only in Ningxia, Zhongwei, Zhongning, Yongning, Pingluo and other land have different forms of "Yellow River House" "Return to the Cultural park" appeared, and held the corresponding "cultural festival", which to a certain extent, weakened the wuzhong to the Yellow River culture and return to the cultural resources of the monopoly and exclusivity. Wuzhong The Yellow River culture of tourism products, at present, mainly concentrated in the Yellow River Building, the Yellow River Altar, Dayu Cultural Park, the first canal ... and other aspects, but the content of the exhibition is the common "Yellow River civilization" rather than the characteristics of the "Yellow River culture", but also lack of "the world of the Yellow River rich Ningxia, the key is in the Qingtongxia" Ningxia regional characteristics and cultural connotation; In addition, the Hui culture, red culture, compared with the surrounding areas, there is no uniqueness.

3 . Spot development scattered, insufficient integration, the theme is not clear . Wuzhong the development of most scenic spots is not systematic, the theme is not clear enough, resulting in a generally low level of attractions, showing a "small, loose, weak" shortcomings. Taking the Hui culture tourism as an example, the Hui culture covers the two museums, the Hui people Culture Park, Banqiao Road Hall, Umah village and the Hui Food series tourism products, but in the development of the various attractions for the battalion, isolated combat, lack of contact between each other, so that the Hui this cultural brand has not been well implemented. Then take the Yellow River culture tourism as an example, because of what is "Yellow River culture" positioning is not accurate, research is not enough, at the same time, the scenic area of architecture, gardens, inscriptions, etc., due to the lack of subject guidance, resulting in these static display can not be combined with the dynamic participation of tourists, it is difficult to produce "direct dialogue" To some extent, the communication between tourists and scenic spots is weakened, and even the phenomenon of "culture shock" can be produced during the tour, which hinders the visitors ' understanding of scenic spots and increasing the perception of scenic spots.

4 . Tourist attractions more typos, graphics and texts do not match. This is a common phenomenon of all scenic spots in Ningxia, especially in recent years, the most new scenic spots. In recent years, some scenic spots of the newly-made couplets and inscriptions, the general use of traditional Chinese characters. As the author lacks the knowledge and training of traditional Chinese characters, it is unclear "cloud", "Yun", "dry", "inside", "ugly", "ugly", "Dou" and "fight" ... and other words in the ancient meaning and use of methods, will "Kong" writing "Confucius Cloud", will be "a number of" writing "numerous", will "Wanli" writing "Million", will "ugly ox" (one of the 12 zodiac) writing "ugly cow", will "cattle Fight" (stars name) writing "Bull Battle" ... Wait a minute. Wuzhong mu People's Museum of folklore, a pair of Silk Road in the description of the text is Wuzhong is a node of ancient Silk Road, but the pair can not find "Wuzhong" and "Yinchuan" in the Silk Road location. The Yellow House and the Wuzhong Museum exhibit similar problems.

5. Tourism software construction lags behind, and the quality of tourism service is disjointed with the demand of the times. a complete tourism activities can not be separated from eating, living, traveling, travel, shopping, entertainment six elements of support, tourism services products covered with this closely related to the tourism landscape-based tourism products, hotel, transportation, catering, shopping, entertainment-based extension services products, to promote, consulting-based convenience services products. In addition to the attraction of the resources of the destination, tourists pay more attention to whether extension and convenience service products can meet their own individual needs. From the micro point of view, tourism environment, facilities and equipment, reception personnel These tourism software factors directly affect the tourists, the quality of service they transmit is more humane and personalized, determines whether tourists can produce the experience of beauty and the impact of the evaluation of tourism. Wuzhong in this aspect of the construction is relatively lagging, the survey shows that in 10 visitors to Wuzhong tourism, 6 people think Wuzhong tourism services is poor, 2 people think tourism services in general. The specific performance of the tourism environment exists "dirty, disorderly, poor" phenomenon, the lack of links between the various scenic spots, travel agencies and the Director of the general tourism team to reduce the quality of tourism services, tourist attractions management and service is not in place. These disrupt the normal tourism order, seriously damage the tourists feelings and Wuzhong tourism image.

5 . The source market faces "segmentation". The shade function of the surrounding high-level scenic spot and other similar tourism products have formed the "segmentation" trend of the Wuzhong tourist market. Yinchuan's Xixia Mausoleum, Zhenbeipu film City, Sand Lake, Zhongwei City, Shapotou-Jinsha Island, Guyuan six mountain-fire Shizhaishan and other scenic spots (points) as the development of more mature tourist attractions, the Wuzhong tourism has a strong "attack" and shade role, other counties and cities and surrounding areas also to the development of Wuzhong tourism to form a strong competition. The "interception" and "filtration" of this kind of tourists in the neighboring neighborhood make the development of Wuzhong cultural tourism face a great threat.

The present situation and problems of cultural tourism in Wuzhong