南京历史文化街区体验旅游开发ASEB分析

ASEB Analysis for the Development of Experience Tourism in Historic and Cultural Blocks

南京作为十朝古都,拥有数量众多、特色各异的历史文化街区,其中许多可以深入挖掘开发,成为城市旅游的亮点。运用ASEB栅格分析法对南京历史文化街区旅游开发的资源、环境、市场进行整体分析,发现开发中存在着游憩功能不完善、开发层次尚浅、文化展示手段不丰富、个性化体验不强、宣传不足等问题,提出了设计产品谱系,扩充体验载体;创新展示手段,强化游览体验;完善游憩功能,丰富业态类型;扩大宣传力度,增加知名度的发展对策。

As the capital city of ten ancient dynasties, Nanjing has a lot of historical and cultural blocks with distinctive characteristics,many of which could be developed into the highlight of a city tour. With ASEB grid analysis, problems are discovered in the tourism development of the blocks, in terms of resources, environment, and market. The recreation function is unsound. The development is on the surface. The methods for presenting culture are insufficient. Individualized experience is not strong. And the publicity is not enough. Development strategies are proposed, including designing product spectrum to increase experience carriers, creating more presenting means to strengthen the tourism experience, improving the recreation function to enrich type of operations, and intensifying publicity to gain exposure.