Report released | "China Ancient Town Tourism Development Report 2024"

Jiaxing's ancient towns are densely populated, have high market awareness, mature development and rich innovation experience, and have significant advantages in the development of ancient town tourism across the country. After years of development, the Jiaxing Municipal Party Committee and Government are determined to establish the brand image of "Jiaxing as an ancient town in China". As a government think tank and industry think tank, China Tourism Academy has accumulated rich experience in cultivating new tourism formats and building tourism brands in recent years, and has the advantage of using its professional capabilities to conduct special research. Based on this background, the Jiaxing Municipal Culture, Radio, Television and Tourism Bureau commissioned the China Tourism Academy to conduct research on ancient town tourism, hoping to grasp the number, spatial distribution pattern and market characteristics of China's ancient town scenic spots from a macro level, and analyze the development level of China's ancient town tourism from a tourist perspective. The "Report" shows that both the quantity and quality of ancient town scenic spots and the level of ancient town tourism development show that Jiaxing City has the foundation and conditions to lead the development of ancient town tourism. The core points of the Report are as follows:

1. Spatial distribution pattern and characteristics of ancient town tourism

1. Spatial distribution pattern of ancient town scenic spots

The number of ancient town scenic spots gradually decreases from the southeast to the northwest of my country, and the "Hu Huanyong Line" has become the geographical dividing line for the distribution of ancient towns. According to the research team's statistics on sample ancient towns, 95.7% of the country's ancient town scenic spots are distributed to the east and south of the "Hu Huanyong Line".

There are dense ancient town scenic spots in provinces such as Jiangsu, Zhejiang, Anhui, Jiangxi, Sichuan and Yunnan. Judging from the number of sample ancient towns in each province, the country's ancient town scenic spots are mainly concentrated in Sichuan, Zhejiang, Jiangsu, Anhui, Yunnan and Jiangxi provinces. The number of ancient town scenic spots in the six provinces is 36, 27, 21, 21, 19 and 17 respectively. Overall, with 14.5% of the country's land area, more than half of the country's ancient town scenic spots are gathered; while the number of ancient town scenic spots in Gansu, Hubei, Jilin, Liaoning, Inner Mongolia Autonomous Region, Xinjiang Uygur Autonomous Region, Beijing, Hainan, Ningxia Hui Autonomous Region, Qinghai, Tianjin, Tibet Autonomous Region, Heilongjiang Province and other provinces accounts for less than 2%.

The agglomeration characteristics along the river are remarkable, and ancient towns are densely distributed along the Beijing-Hangzhou Grand Canal. The local density of ancient town scenic spots across the country is remarkable, forming highly concentrated areas of ancient town scenic spots such as southern Jiangsu and northern Zhejiang, southern Anhui and western Zhejiang, southeastern Sichuan, and northwestern Yunnan, showing a regular pattern of decreasing density of ancient towns from this area to surrounding areas. Especially in southern Jiangsu and northern Zhejiang, the distribution density of ancient town scenic spots is the highest, and from there it decreases gradually towards southern Anhui, western Zhejiang and surrounding areas. Looking at the highly concentrated areas of these ancient town scenic spots, most of them are located in areas with high population density and rich river water networks. The distribution of ancient towns along rivers and along rivers has obvious characteristics. According to statistics, there are more than 80 representative ancient towns distributed along the Beijing-Hangzhou Grand Canal. Among them, the ancient towns are relatively evenly distributed along the Tonghui River, North Canal, South Canal, Lu Canal, Middle Canal, and Li Canal, while the ancient towns along the Jiangnan Canal are relatively evenly distributed. dense. In general, the Jiangnan region, as the double overlay of the Yangtze River Basin and the Jiangnan Canal, has become the main area where my country's ancient town scenic spots, especially high-quality ancient town scenic spots, are distributed.

5A-level ancient town scenic spots are highly concentrated in Jiangsu, Zhejiang and Anhui. According to statistics, there are currently 33 5A-level ancient town scenic spots in the country. From the perspective of its spatial distribution, Zhejiang Province ranks first among all provinces with its five ancient town scenic spots, namely Xitang Ancient Town, Wuzhen Scenic Area, Nanxun Ancient Town, Nianbadu Ancient Town and Taizhou Fucheng, followed by Anhui Province and Jiangsu Province, each with 4 5A-level scenic spots. Ancient town scenic spot. The number of 5A-level ancient town scenic spots in Zhejiang, Anhui and Jiangsu provinces accounts for 39.4% of the national total. 5A-level ancient town scenic spots are highly concentrated in Jiangsu, Zhejiang and Anhui.

Figure 1 Number of 5A-level ancient town scenic spots in each province Data source: collected and compiled by the research team (2) Distribution characteristics of tourist sources in the ancient town tourism market

Residents of provinces with strong economic strength and large population bases have a wider coverage of ancient towns. According to the source data of each sample ancient town scenic spot, residents of 12 provinces (cities) including Guangdong Province, Shanghai, Zhejiang Province, Beijing, Jiangsu Province, Henan Province, Sichuan Province, Hubei Province, Shandong Province, Fujian Province, Hunan Province, and Anhui Province traveled to more than 200 sample ancient town scenic spots from October 2023 to March 2024, and the tourism footprints of Guangdong Province residents covered 88.9% of the ancient town scenic spots in the country. Residents of Shanghai, Zhejiang Province, Beijing, Jiangsu Province and Henan Province have visited more than 80% of the ancient town scenic spots. In contrast, the coverage of residents in the Tibet Autonomous Region in the southwest and provinces in the northeast and northwest of my country is relatively low, and the activity is not high.

Figure 2 Schematic diagram of the number of sample ancient towns visited by residents in each province

Data source: The research team collected and sorted the data

Ancient towns in East China have a stronger reputation and are more attractive to tourists from outside the province. From the perspective of reception, this study conducted a comparative analysis of the tourist sources of provinces with 6 or more ancient town scenic spots and found that the provinces of Sichuan, Yunnan, Chongqing, Guizhou and other provinces in the southwest have a relatively high proportion of domestic tourists, while the proportion of domestic tourists in Zhejiang, Jiangsu and Jiangxi provinces in East China is significantly lower, indicating that the ancient town scenic spots in East China are more attractive to tourists from other provinces and have a broader source market of tourists from outside the province. In addition, in economically developed and densely populated provinces (cities) such as Guangdong Province and Shanghai, the ancient town scenic spots have an absolute dominant position in the source market of tourists from outside the province (Figure 3). From the perspective of travel, Guangdong Province, Jiangsu Province, Zhejiang Province, Shanghai and Sichuan Province lead the cross-provincial ancient town tourism with absolute advantages, and constitute the main source market for cross-provincial travel to ancient town scenic spots (Figure 4).

Figure 3 Schematic diagram of the proportion of total tourists from sample ancient towns in each province Data source: Data collected and sorted by the research team

Figure 4: The proportion of people traveling to ancient towns outside of each province to the total number of cross provincial ancient town tourists in China. Data source: The research team collected and organized data. 2. Ancient Town Tourism Development Index Tourism, based on the premise of tourist visits. In the context of "tourists defining the tourism industry", the development index from the perspective of tourists has more practical significance. Based on this, this study constructs an index system from three levels: pre visit search popularity, in visit popularity, and post visit satisfaction, from the perspective of tourists, to study the ancient town scenic area. （1） The spatial distribution of the ancient town tourism search heat index in China shows a clear "core edge" structure: the Jiangnan region is a first level core hotspot area, the border between Shanxi, Hunan, Guizhou, and Chongqing constitutes a second level core hotspot area, and the northwest of Yunnan is a third level core hotspot area. The heat index gradually decreases towards the surrounding areas in the order of first, second, and third level core hotspots. From the top 10 ancient towns in terms of search popularity index, the Jiangnan region holds 4 seats, namely Zhouzhuang, Wuzhen, Nanxun, and Xitang located in southern Jiangsu and northern Zhejiang. It can be seen that the ancient water towns in Jiangnan have won the favor of a large number of tourists with their leisurely living atmosphere and comfortable climate environment, and are a type of ancient town that potential tourists are paying close attention to. In addition to Zhouzhuang, Wuzhen, Nanxun and Xitang, there are also Phoenix Ancient City, Pingyao Ancient City, the Old Town of Lijiang, Gubeishui Town, Taierzhuang Ancient City and Langzhong Ancient City, which are distributed in Hunan, Shanxi, Yunnan, Beijing, Shandong, Sichuan and other provinces, covering different types of ancient town scenic spots such as ancient villages in the southwest, courtyards in the north, and ancient villages in Nanzhao, fully reflecting the diversified needs of potential tourists. （2） There is a slight difference between the tourist attention index and the search popularity index of ancient town scenic spots. The OTA platform tourist attention index forms a relatively dispersed "multipolar" spatial distribution pattern in the Jiangnan region, southeastern Sichuan, northwestern Yunnan, the border between Hunan and Guizhou, and Shanxi. From the distribution of tourist attention index TOP10 ancient towns, the Old Town of Lijiang, Dali Old City, Ciqikou ancient town and Qingyan ancient town in southwest China occupy 4 seats; Zhenbeibao Ancient City is among them, which is closely related to the extensive practice of the "film and television tourism" model in recent years, demonstrating the powerful momentum released by the integration of culture and tourism. （3） The popularity index of ancient town tourism is derived from the core density distribution of the popularity index of ancient town scenic spots. Ancient town tourism has initially formed a high-density "C" - shaped popular gathering area with Jiangnan water towns as the polar core, composed of the border areas of Yunnan, Sichuan, Chongqing, and Hunan Guizhou, etc. The top 10 popularity index of ancient town scenic spots shows that Xitang, Nanxun and Wuzhen, the ancient towns in the south of the Yangtze River, are among them, and the ancient towns in the southwest area occupy five seats, namely, the Old Town of Lijiang, Ciqikou Ancient Town, Furong Town Scenic Spot, Anren Ancient Town and Jianshui Ancient City. （4） The satisfaction index of ancient town tourism is based on the density distribution of tourist satisfaction index in ancient town scenic areas. High satisfaction ancient towns are mainly concentrated in the border areas of Jiangnan water towns and Sichuan Chongqing Hunan Guizhou. Specifically, in terms of tourist satisfaction TOP10, Jiangnan Water Town Ancient Town occupies 5 seats, namely Wuzhen Scenic Area, Nanxun Ancient Town, Tongli Ancient Town, Xitang Ancient Town, and Zhouzhuang Ancient Town. Anren Ancient Town, Furong Town Scenic Area, and Langzhong Ancient Town in the southwest region are among them. （5） Summary of Ancient Town Tourism Development Index: The search popularity index, tourist attention index, popularity index, and satisfaction index mentioned above all indicate that ancient town tourism has formed a spatial development pattern of "multi-core agglomeration". The development level of different index "extreme cores" further characterizes that the ancient town scenic spots in Jiangsu, Zhejiang, Shanghai, Anhui, and Jiangxi regions exhibit spatial agglomeration characteristics of high development levels in terms of search popularity, tourist popularity, and tourist satisfaction, belonging to the first group and hotspot areas of ancient town tourism development in China.

Figure 5 Top 10 ancient town tourism development index

Data source: Data collected by the research team; questionnaire survey data; Baidu and OTA platform data

Further focus on Jiaxing City, Zhejiang Province, which is located in the first tier. The city has a large number of ancient towns and rich types, including relatively mature Wuzhen and Xitang, as well as growing Puyuan and Yanguan, and a number of ancient town tourism resources with development potential such as Wangjiangjing, Xincheng, and Shendang. Whether viewed from a national perspective or the Yangtze River Delta region, Jiaxing has the foundation and conditions to lead the development of ancient town tourism in terms of the quantity, quality, and innovation of ancient town scenic spots. According to the research team's statistics, there are 33 5A level ancient town scenic spots in China, distributed in 29 prefecture level cities, with Jiaxing City occupying two seats, Wuzhen and Xitang. In recent years, Wuzhen has promoted Jiaxing Ancient Town to form a distinctive cultural brand with the drama festival, the World Internet Conference and various cultural activities as the carrier, Xitang has relied on Hanfu Culture Week, "Twelve Flower Gods" and other activities, Puyuan has taken the development path of "Ancient Town Fashion Culture Tourism", and the development direction of salt officials with the theme of tide watching and music. The research results show that the search popularity, satisfaction, and OTA platform tourist attention index of Wuzhen Scenic Area are all in a leading position among the sample ancient towns, while Xitang is also ranked in the top 10 of multiple indices. Jiaxing Ancient Town leads the high-quality development of ancient town tourism with continuous innovation, meeting the diverse market's yearning for a better life. The basic pattern of "Chinese ancient towns looking at Jiaxing" has taken shape. 3、 Characteristics of Ancient Town Tourism Market Based on Sampling Survey (1) Strong Demand in Ancient Town Tourism Market Ancient town tourism is an important travel choice for tourists in the stage of mass tourism development. According to a special survey conducted by the research group, 93.4% of the respondents have participated in ancient town tourism, while only 6.6% have not been, indicating that ancient town tourism occupies an important position in the domestic market in China. A large number of tangible cultural heritage sites such as ancient villages, towns, and cities across the country are important travel spaces for domestic tourists and important targets for supply side protection and development. Among the respondents who have participated in ancient town tourism, 41.05% have participated in ancient town tourism once in the past two years, 40.35% have visited twice, and 9.66% have visited three times. It can be seen that over 80% of tourists have visited the ancient town once or twice in the past two years. It can be seen that in the long-term and short-term tourism with an average of 4.3 trips per person per year (2019 data), ancient town products are quite popular among tourists, and a large number of tourists will trigger ancient town tourism products during their 1-2 trips.

Figure 6 The number of times and percentage of respondents who have traveled to ancient towns in the past two years (respondents who have participated in ancient town travel) Data source: sample survey data of the research team. The same below (II) Leisurely life atmosphere and local cultural experience are the main needs of tourists for ancient town travel. Tourists are increasingly pursuing emotional value and leisurely atmosphere in the space of ancient towns. Among the factors that most attract respondents to ancient town travel, the leisurely life atmosphere is the most popular, accounting for 27.1%; followed by architectural style and local specialties, accounting for 23.4% and 20.7% respectively; while historical culture, folk activities, natural scenery and environment and other factors have a lower appeal to respondents. At the same time, the survey shows that the purpose of traveling to ancient towns is mainly concentrated on relaxing, experiencing the slow life of ancient towns (43.5%), enjoying the scenery, taking photos or artistic creation (18.6%), and tasting local specialties (30.7%).

Figure 7 The most attractive factors for tourists in ancient town tourism

Figure 8 Main purpose of participating in ancient town tourism

Tourists have high demands and expectations for local cultural experiences. The services and experiences that respondents hope the public spaces of ancient towns can provide are, from high to low, traditional handicraft experience (42.39%), local history and culture exhibitions (38.83%), and folk performances (31.15%). Creative studios (16.6%), visual art bars (14.44%), digital leisure and entertainment (5.64%), and night tours of ancient towns (3.5%) have relatively low selection rates.

Figure 9: Service or experience options that respondents hope ancient town public spaces will provide and their proportions

3. Traditional word-of-mouth communication and sharing are important channels for promoting ancient town tourism

Ancient town tourism relies more on pre visit "planting grass", and the reputation and satisfaction of scenic spots are the best "planting grass" channels. 51.58% of respondents will briefly understand basic information before traveling to ancient towns, and 35.39% of respondents will make detailed guides. The proportion of respondents who only focus on information such as transportation and accommodation is only 11.02%. This indicates that most tourists will learn relevant information before traveling to ensure a smooth and enjoyable trip. Therefore, for the operators of ancient town scenic spots and tourist destinations, the early stage of "planting grass" is more important. At the same time, the survey shows that tourists' access to tourism information in the ancient town mainly focuses on the recommendation of friends or family members, Ctrip, Mafengwo and other tourism websites or APP, as well as social media such as Station B, Tiktok, Little Red Book and Kwai. Among them, friends or family members recommended the highest proportion, up to 46.28%, followed by Ctrip, Mafengwo and other travel websites or apps, accounting for 31.44%, while the proportion of local official official account and cloud platform recommendations, travel agencies or travel guides was relatively low. It can be seen that the reputation of ancient towns is the best way to "plant grass". （4） Local cuisine in ancient towns is an important way for tourists to experience the atmosphere of different places. Local specialty cuisine is an important part of the experience in ancient towns, and its price and comfortable environment have a significant impact on tourists' experience. According to the survey, 66.02% of respondents like or really enjoy trying the local specialty cuisine of the ancient town, believing that it is an important component of experiencing the ancient town culture. When choosing a restaurant in an ancient town, the most important factor for respondents is whether the price is reasonable, accounting for 46.41%. Next is the comfort level and cultural atmosphere of the dining environment, accounting for 40.64%. The taste and characteristics of food are also important considerations, accounting for 32.4%. At the same time, ancient town style restaurants are the preferred type of dining for respondents, accounting for 49.97%, followed by specialty snack stalls, accounting for 27.12%. The proportion of choosing star rated hotels or high-end restaurants is relatively low, only 2.04%.

Figure 10: Percentage of respondents who like to try local specialties or snacks in ancient towns

Figure 11 Factors that respondents value most when choosing restaurants in ancient towns and their proportions

Figure 12: Proportion of respondents who choose different types of dining venues in ancient towns

(V) Most tourists prefer comfortable and distinctive accommodation experience in the ancient town. The comfort and distinctiveness of accommodation in the ancient town are important criteria for tourists to choose. The data shows that 81.76% of the respondents said they would choose to live in the ancient town, while 18.24% of the respondents said they would choose to live near the ancient town or in the outside area. The preference for accommodation types in the ancient town is mainly concentrated on star-rated hotels or chain hotels (40.95%) and special theme hotels (35.17%), which account for a large proportion of the respondents. The proportion of traditional inns or homestays is 17.86%, slightly lower than the former two. The proportion of youth hostels or backpackers is only 6%. Overall, the choice of accommodation types in the ancient town is more inclined to pursue comfortable and convenient star-rated hotels or chain hotels, as well as special theme hotels. Among the reasons for not staying in the ancient town, the preference for living a little further away from the scenic spot and enjoying a quiet environment accounts for 48.55%; the accommodation facilities are more convenient and complete accounts for 34.15%; and the price factor accounts for 29.35%. At the same time, 71.26% of the respondents chose accommodation priced between 200-600 per night.

Figure 13 Proportion of respondents who choose different accommodation types for ancient town tours

Figure 14 Reasons for choosing to stay outside the ancient town and the corresponding proportion of respondents

Figure 15 The range of accommodation prices that respondents believe is suitable for ancient town tourism and the corresponding proportion of respondents

(VI) Folk culture activities provide a host-guest interaction for the ancient town tourism space. Folk culture activities in ancient towns are an important carrier of cultural and tourism integration. Ancient towns provide tourists with activity space, while folk activities, folk dances and music in ancient towns provide possibilities for tourists' personal emotional mobilization and emotional resonance. The survey shows that 92.77% of the respondents are willing to participate in local folk activities, among which traditional festival celebrations are the most popular folk activities in ancient towns, accounting for 51.54%. The second is folk dance or music performances, accounting for 40.8%. Traditional handicraft experience and characteristic folk games account for 22.37% and 26.19% respectively. In addition, more than half of the respondents believe that the participation in folk activities in ancient towns is good or very good, there are certain activities for tourists to participate, the activities are rich and diverse, and the participation of tourists is high.

Figure 16 Ancient town folk activities that respondents participated in or expected to participate in

Figure 17 Participation in folk activities in ancient towns

(VII) The characteristics, types and quality of tourism products affect tourists' willingness to buy. Retail tourism products are high-frequency elements in tourism consumption. Characteristics, types and quality affect tourists' willingness to buy. According to the survey, 62.82% of the respondents sometimes buy specialties, and about 30.65% of the respondents always like to buy local specialties as souvenirs or gifts for relatives and friends. At the same time, among the types of ancient town tourism products, handicrafts are the most popular, accounting for 27.58%, followed by antique artworks, accounting for 24.19%, and the third is ethnic costumes or accessories, accounting for 22.37%. Ancient town tourists are more inclined to buy products with local characteristics and cultural traditions. These products can better show the local cultural charm and attract tourists' interest. In contrast, the selection rate of souvenirs is relatively low, accounting for only 2.16%, and its attractiveness and uniqueness need to be further improved. Regarding the problems with ancient town tourism products, 42.50% of the respondents believe that they lack characteristics and are similar to other local products, 25.05% believe that the types are single and the selection range is limited, and 18.26% believe that the quality is poor, not durable or easy to damage. This shows that there is still a lot of room for improvement in the characteristics, types and quality of ancient town tourism products. 4. Problems and development directions of ancient town tourism development (I) Product homogeneity, over-commercialization and short-term benefits are beginning to emerge. Influenced by factors such as insufficient theoretical guidance, shallow innovation and superficial imitation, in recent years, ancient town tourism has seen product homogeneity, over-commercialization and short-term benefits and non-benign phenomena. According to a special survey by the research team, 51.3% of the respondents believe that there are some similarities between ancient towns, and 38.5% of the respondents feel that the ancient towns are very similar and lack uniqueness. The excessive commercialization of ancient towns, the loss of authenticity and the low quality of service have become the most worrying issues for tourists during their travels; and the lack of characteristics of shops and goods, and the similarity of catering are the main manifestations of the respondents' belief that ancient towns are similar. The data shows that nearly 60% of the respondents believe that the loss of original residents and the lack of innovation are the main reasons for the homogeneity of ancient town tourism (Figure 18).

Figure 18 Survey results on relevant issues facing ancient town tourism development

Note: A represents the issues that respondents are most worried about when traveling to ancient towns; B represents the respondents’ perception of whether there are greater similarities between ancient towns; C represents the main manifestations of the homogeneity of ancient towns that respondents believe; D represents The reasons why interviewees believe that ancient towns are homogeneous. A1 represents crowding; A2 represents excessive commercialization and loss of authenticity; A3 represents poor service quality; A4 represents poor protection of the ancient town and dirty environment. B1 means that many ancient towns are similar; B2 means there are some similarities; B3 means they are not similar. C1 means that the architectural styles are similar and lack characteristics; C2 means that the shops and goods sold lack characteristics and are mostly souvenirs and antique handicrafts; C3 means that the catering in the ancient towns is similar and lacks authentic local specialties; C4 means that the contents of cultural activities and experience projects are similar; C5 means that the contents of cultural activities and experience projects are similar; It represents the same tourism service and management model. D1 represents the pursuit of rapid commercialization and tourism development; D2 represents the loss of indigenous people; D3 represents imitation of successful cases and lack of innovation; D4 represents the lack of in-depth cultural excavation and inheritance; D5 represents insufficient government planning and policy guidance.

(II) Deeply integrating culture and tourism to inherit the history of ancient towns and deepen the cultural experience of tourists is the key to ancient town tourism to get rid of homogeneity and achieve differentiated development. Ancient towns should not only "review history" but also "innovate and move forward". Continuous investment should be made in carefully crafted products, meticulous services, fascinating activities and efficient and optimized operations to ensure that the ancient towns remain fresh and keep pace with the times. Take the Wuzhen Theater Festival as an example. Each session presents different repertoires. This continuous innovation and change has become the yearning of countless tourists.

The uniqueness of ancient town tourism lies in the in-depth exploration of local culture, history and tourism resources, providing tourists with immersive experience, personalized taste and differentiated satisfaction of needs. While maintaining the endogenous cultural heritage of the ancient town, it is also necessary to innovate the form of tourism products and promote the balanced development of the life, business and tourism functions of the ancient town. Through the in-depth integration of culture and tourism and high-quality development, the innovation of tourism formats and industrial upgrading of ancient town will be promoted.

The protection and development of ancient towns cannot be separated from local residents. Residents are not only an important part of the historical and cultural relics of ancient towns, but also an intuitive window to show the unique style and customs of each ancient town. To truly make the protection and development of the historical and cultural heritage of ancient towns have lasting vitality, the key lies in retaining the original inhabitants and their traditional way of life.

(III) Shaping the ancient town with traditional culture, fashionable elements and modern services The development and creation of ancient town tourism in the future needs to integrate traditional culture, fashionable elements and modern services to meet the tourists' dual requirements for historical and cultural experience and modern convenient facilities.

In-depth exploration and display of the history and culture of the ancient town is the foundation for shaping ancient town tourism. The integration of fashion elements can add new vitality to ancient town tourism. Without destroying the original style of the ancient town, modern art design concepts can be introduced to create unique cultural and creative products and cultural activities, attract young tourists and enhance the fashion atmosphere of the ancient town.

Modern services are the key to improving the quality of ancient town tourism. Perfect infrastructure, such as convenient transportation, clean sanitary facilities, clear guide system, high-quality accommodation facilities, and diversified catering services are all basic needs of tourists. The development of ancient town tourism should also pay attention to maintaining a balance between traditional culture and modern elements. Excessive commercialization will destroy the original style of the ancient town, while being too traditional may make tourists feel inconvenienced. Therefore, the development of ancient town tourism needs to protect traditional culture while cleverly integrating fashion elements and modern services to create a tourist destination that is both quaint and vibrant.

Exploring traditional cultural heritage, integrating fashion elements, providing modern and convenient services, and creating an ancient town that combines historical and cultural charm with modern tourism experience will be an important way to attract more tourists to experience the unique charm of the ancient town.

Contributor | Planning and Leisure Research Institute Editor | Liu Xin Source | China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the author and source for reprinting