! Combined with the folklore of a place in Hunan, write a tourism development plan, about 1000 words.

Mysterious ancient city in western Hunan Province, the ancient Miao frontier "non-legacy" of the big view of Jishou City, Hunan Province, Qianzhou Ancient City Tourism Planning case briefly

A. Background

Qianzhou Ancient City is located in Hunan Province, the capital of the Xiangxi Autonomous Prefecture, Jishou City, the banks of the Wanlvjiang River, in the western part of the core location of the tourism in the West Hunan Province, the transportation is convenient and has significant advantages of the location. location advantages.

Qianzhou is surrounded by mountains, in the basin, there are Tianxing River, Wanlvjiang River through, forming a three-land cross-country situation, like the dry trigrams. Qianzhou ancient city has a long history, deep heritage, unique folk customs, many scenic spots, tourism resources are very rich. In terms of natural landscape, there are natural ecological landscapes such as Wanxu River boat, Nine Turtles Seeking Mother, etc.; in terms of architecture and facilities, there are unique national architecture such as green slate streets, ancient residential groups, and the Temple of Literature, etc.; in terms of humanistic activities, there are national heroes such as Yang Yuebin, Governor of Shanxi-Gansu, and Luo Rongguang, General of Tianjin, etc. who fought against the foreign invasion, and Zhang Yizun, one of the Four Masters of National Painting and Horse Painting, etc. as well as the historical personalities such as the 8th of April, the "Spring" Fair, the Witchcraft and Witchcraft Association, the Witchcraft and Witchcraft Association, etc. Spring" will be, witch Nuo stunt and other national festivals. Among them, Qianzhou "spring" will be the intangible cultural heritage of Hunan Province, and "burn the dragon" is the Qianzhou Ancient City unique folklore, has a strong regional influence and visitor attraction.

Second, the planning idea

Integration, optimization and innovation of all available resources, with culture as the soul, folk experience tourism as the core, leisure and vacation tourism, shopping tourism as the leading, and ultimately the Qianzhou Ancient City to become a symbol of the mysterious culture of western Hunan, western Xiangxi Border City logo, to become a high-grade, distinctive, rich in cultural connotations of the province's first-class, domestically renowned folk experience and leisure resort! The folk experience and leisure resort, the national cultural industry demonstration base.

Three, strategic objectives

1, the overall goal (2011-2020)

To build the ancient city of Qianzhou into a first-class tourist destination in the province, to create the most competitive traditional cultural industry, leisure tourism, the most beautiful domestic well-known folk experience and vacation and leisure resorts, and to build it into the core of the West Hunan 4A scenic spot, the national cultural industry demonstration base. .

2, stage development goals

Recent (2011-2012)

The construction of attractions, infrastructure construction, the construction of the core starting area, so that the scenic area has taken shape. Utilizing the characteristics of folk culture experience, the scenic spot will be integrated into the core tourism line of Great Western Hunan.

Mid-term (2013-2015)

To make Qianzhou Ancient City a "first-class tourist destination in the province", a "4A-level tourist attraction", and a demonstration base for cultural industry in Hunan Province.

Far-term (2015-2020)

Become "domestic famous folk experience and leisure resort", the national cultural industry demonstration base.

Fourth, the development of strategic steps

In the near future (2011-2012)

Focus on the development of folk culture and tourism resources, restoration of the original city walls, monuments, and publicity focus on the "mysterious culture", "leisure", leveraging the Phoenix, "leisure vacation". Vacation", taking advantage of the Phoenix, and gradually building a core scenic spot in western Hunan with the experience of western Hunan folk culture as the core, and integrating leisure and vacation, food and entertainment, and tourism and shopping in a variety of elements.

Mid-term (2013-2015)

Enrich the product system of the scenic spot, build characteristic leisure, experience and vacation products, attract remote sources, and create a first-class tourist destination in the province and well-known in the central region through a large number of activities and publicity.

Far-term (2015-2020)

Further improve the tourism product system and service system, tourism mode from sightseeing and entertainment-based to leisure and vacation-based change, to achieve the tourism industry level, and to become a well-known domestic set of folk experience and leisure and vacation in one of the tourist destinations.

Five, the overall layout of tourism development and functional zoning

(A) layout of the intention - the butterfly dance

The vision of the Qianzhou scenic area after careful planning, from the map looks like a beautiful colorful butterfly has just broken out of the cocoon. It faded away yesterday's gray shell, showing a charming color and light. It is taking the folk culture as its soul, with the help of the folk experience and leisure vacation this pair of charming wings, dancing around the emerald jade belt condensed with ten thousand soluble river water, showing the world the intoxicating beauty of the mysterious Qianzhou!

We take "Butterfly Dance and Flourish" as the theme of the layout of Qianzhou Tourism Zone, which is in line with the actual topographical features of Qianzhou Tourism Scenic Spot after the planning, and also symbolizes that Qianzhou, which has been silent for thousands of years, has become a butterfly, and has shown to the world the gorgeous transformation of the rich national flavor, with deep connotation and rich meaning.

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(2) functional zoning - a core of a river, six districts and four streets

A core - that is, the core tour area, located in the middle of the ancient city, including the Temple of Culture --Hujiatang - School Ping - Sanmenkai and other core attractions.

One River--that is, Wan Sol River Scenic Belt, is the beautiful neon. Along both sides of the Wan Sol River, mainly on the south bank of the river, including wharves, recreational green areas, waterfront plazas, artificial beaches, water rides and so on.

Six districts ----- that is, six functional subdivisions:

Entrance Comprehensive Service Area - at the entrance of the West City Gate of the ancient city, including the visitor center, parking lot, leisure plaza, Yang Family Ancestral Hall, theme sculpture and other historical sites and attractions.

Folk Customs Display Area - the southern part of the ancient city, including Chenghuang Temple, Tianhou Palace, Shanghe Street, and attractions and residential houses on both sides of the river.

Folk Leisure and Resort Area - the northern part of the ancient city, including the residential houses and compounds near the former residence of Yang Yuebin.

Fashionable Food and Entertainment District - the central part of the ancient city, including the ancient money changers, the original school and the neighboring residential areas.

Ethnic Culture and Creative Zone - the central part of the ancient city, including the Hundred Workshops and the Street of Specialty Goods.

Traditional Miao Village Experience Zone - southwest of the ancient city, including Miao King City, Xuantan and so on.

Four Streets - i.e., four theme streets:

One Street of Ethnic Culture Display - Upper River Street, Lower River Street

Traditional Shops Street. Main Street (Jiefang Road)

Special Dining, Leisure and Entertainment Street--Nanmen Alley, Beimen Alley (North Main Street)

Sixth, Qianzhou Tourism Overall Image Positioning

(I) Qianzhou Tourism Image Base Analysis (Omitted)

(II) Qianzhou Theme Positioning

Qianzhou --The mysterious ancient city in western Hunan, the ancient Miao frontier "non-legacy" view

1, dreaming of western Hunan pouring city color, mysterious and colorful drunk Qianzhou. Qianzhou, the mysterious ancient city in western Hunan, still retains the face of a thousand years ago in the process of history, and with the beauty of pure natural and unadorned, it builds up a clean and genuine spiritual place for us outside the mundane.

2. Qianzhou is the colorful presentation of the mysterious image of western Hunan, and also the golden temple that focuses on the intangible cultural heritage of Miaojiang. The mysterious ancient city of Qianzhou is just like a beautiful folklore garden, each "non-heritage" wonders blossomed, colorful and strange.

3, the positioning of the "Western Hunan Intangible Cultural Heritage Park" settled in Qianzhou as an opportunity to Qianzhou, the characteristics of the ancient city of the condensed summary, focusing on showing Qianzhou as the "Western Hunan Cultural Alchemy Furnace" of the mysterious border town color and deep cultural charm, emphasizing the "intangible cultural heritage" of Qianzhou, "Intangible Cultural Heritage Park" is a beautiful folklore garden. It emphasizes the market exclusivity, resource agglomeration and product differentiation of Qianzhou's "non-heritage", which fundamentally solves the problems of "what" Qianzhou is, "what" it should "spread" and "what" it leaves behind. The core problem of "what is left behind" is fundamentally solved.

4, into the Qianzhou, strolling "non-legacy" Grand View Garden, the mysterious Xiangxi at a glance; wash all the mundane, return to the dream of a distant hometown, intoxicated by the secluded and beautiful world of fairyland.

(C) Qianzhou image positioning

Miaojiang Phantom, the mysterious ancient city

1, Phantom, is a kind of ultimate temptation color, is Qianzhou to bring visitors to the deep psychological feeling. In the blue water and green mountains drawn Xiangxi wonderland, in the world full of legendary color Miao, Qianzhou ancient city as a mysterious charm with a different flavor, so that visitors from afar can not help but approach, so that people approaching her can not leave.

2, the charm of Qianzhou, not only in the magical beauty of the natural landscape, embodied in the wind and rain precipitation of historical sites, but also embodied in the strong ethnic flavor and unique local customs, embodied in the colorful "Xiangxi intangible cultural heritage park".

3, mysterious charm, the ultimate manifestation. Qianzhou, with "non-heritage" decorated with mysterious style, to charm captured the hearts of thousands of tourists, such as the red dust outside a living colorful flowers, people swaying, happy to go back.

4, "Miao Phantom, Mysterious Ancient City" to the tourists is the core elements of the Qianzhou Ancient City tourism resources and unique highlights, can evoke the people of western Xiangxi mysterious culture of the heartfelt yearning and beautiful imagination, so as to produce a sense of urgency to visit the Qianzhou expectations.

Seven, brand marketing overall planning

Brand marketing planning to take the product, price and promotion of the combination of target marketing strategy, the use of prominent themes, diverse perspectives, rich forms, four-dimensional all-round means of integrated communication, to carry out colorful festivals and exhibitions marketing activities, festivals and exhibitions to tree brand, marketing activities to gather popularity, and effectively snip the target tourists! Market, as a whole, to promote Qianzhou tourism brand image enhancement, promote the healthy development of scenic spots.

Eight, the key tourism project conceptual planning

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1, the mysterious ancient charm of Qianzhou City

Through the restoration of the original money changers, city walls, gates, Yamen, schoolyard, traditional stores, folk customs places and other monuments, from the administrative, military, trade, residential, religious and educational aspects to show the Qianzhou's long history, unique culture and mysterious flavor.

Product Composition: Qianzhou Ancient City Gate (West City Gate), Jianxin Street, Qianzhou Hall Office (Daolao Yamen), Qianzhou School Ground, Ancient City Wall, Qianzhou Odd Street, Qianzhou Traditional Shops Street (Old Shops Street), Ancient City Water Street, Literature Temple--Qianzhou Folk Museum, Folk Customs Film & TV Wedding Base, Celebrity Residence Showroom, Chen Quzhen Public Hall.

2, Hujiatang Fashion and Leisure Workshop

Product Composition: Ancient Wells Tea House, Hujiatang Fashion Street, Hujiatang Rhythmic Bar Group, Hujiatang Coffee Concept Store, Hujiatang Rare Curiosity Store, Landscape Photographing Wall.

3, Dongzheng Street Cultural Mansion

Products: Yulan Villa, Military Warfare Cultural Square, Cultural Mansion, and Heavy Eaves Heshan Street Building.

4, Shanghe Street Folklore Grand View Garden

Products: Xiangxi Folk Culture Street, the City God Temple, the Miao Family Singing Stage, Folk Art Gallery.

5, the lower river street wonderful hundred workshop

Product composition: ancient wine fragrance - wine culture display area (brewing workshop, brewing equipment manufacturing workshop, folk restaurant, drunken Xiangxi dock, etc.), the old workshop overflowing color - traditional handmade workshop area (bamboo and wood workshop, farmhouse cake, etc.). Bamboo and Wood Workshop, Farmers' Pastry Workshop, etc.), Traditional Handicrafts Exhibition Park (Water Umbrella Mill, Outdoor DIY Handmade Pottery Bar Creative Workshop, Creative Bazaar, Hundred Workshops, etc.).

6, Wan Sol River Water Amusement Park

Products: Wan Sol River Water Mobile Stage, Wan Sol River Sightseeing Boat, Beach Bathing Ground, Water Climbing Area, Water Splashing Square.

7. Drunken Xiangxi Water Pier

Products: Pier Culture Park, Qianzhou Old Pier, Blacksmith Pier Theme Sculpture, Wanlv River Dragon Boat Festival Grandstand, "Impression of Xiangxi" series of murals, "Everyday Love" Romantic Trail.

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8, XuanTanWan mysterious wu wangzhai

Product composition: wu wangzhai, lady pool, dream Miao frontier performance center, wu august uprisings ancient battlefield, the water grain silo, "miaojiale" original ecological restaurant.