洪江古商城旅游开发研究

洪江古商城是一座保存完整的明清古商城,是湖南旅游开发的又一个新亮点。文中概略描述了洪江古商城文化遗存,分析了洪江古商城特色,并运用SWOT分析方法对洪江古商城旅游开发的优势与机遇、劣势与挑战作了客观剖析。在此基础上,从旅游主题形象定位、旅游开发模式选择、旅游品牌培育、旅游资源整合、旅游市场营销和历史文化遗产保护等方面,提出了洪江古商城旅游开发的基本构想。

A Study on the Tourism Exploitation of the Ancient Hongjiang Trade City

As has been fully protected since the Ming-Qing Dynasties,the Ancient Hongjiang Trade City was a typical carrier of capitalism trade culture in China at that time.Its trade covered many aspects,including handicraft workshops,trading companies,shops,private banks,professional establishments to provide armed escorts,warehouses,etc.They all had their own guild associations.All those became a notable mark to differentiate Hongjiang from other old cities in the areas south of the Yangtze River.The Ancient Trade City has been selected as one of The One Hundred Landscapes in Hunan Favored by People,and has become a new light point of the tourism exploitation in Hunan Province.This paper describes briefly the cultural heritage of the Ancient Trade City,analyzes the characteristics of its distribution of blocks and streets,the constructive and functional features of Yinzi Basement House,and anatomizes objectively the advantages,opportunities,weaknesses and challenges of the city tourism exploitation by SWOT analyzing method.On this basis,the basic ideas of the tourism exploitation of the city are put forward from the following aspects: positioning the tourism theme image,selecting the tourism exploitation model,cultivating the tourism brand,integrating the tourism resources,managing the tourism market,and protecting the historical culture heritage,etc.