(a) Traditional tourism resources, such as landscapes and various places of interest.
Hanzhong city is located in the southwest of Shaanxi province, bordering Sichuan and Gansu provinces. The city governs ten counties and one district, with a total area of 27,000 square kilometers and a population of 3.72 million. It is a national historical and cultural city and a national ecological demonstration and construction experimental area. Hanzhong, Han and the three countries have rich cultural heritage and unique and beautiful natural scenery. There are 1 13 cultural relics protection units at all levels in the city, including 2 national cultural relics protection units and 25 provincial key cultural relics protection units. There are 1 man and natural biosphere, 7 national ecological scenic spots and 16 provincial ecological scenic spots in the world. There are so many valuable scenic spots that there are none in the surrounding cities. There are unique conditions in the west of China and even the whole northwest. Hanzhong is the third batch of national historical and cultural cities announced by the State Council in 1994. In addition, people call Hanzhong "the small south of the Yangtze River in the northwest". This year, it won the national charming cultural city. Now, under the leadership of the municipal party committee and municipal government, efforts are being made to create "double innovation" (namely, China's excellent tourist city and provincial health city).
Won the national title, which is a huge intangible asset of Hanzhong as a tourist city in China. In the future development strategy of tourism, these honorary titles will be inexhaustible resources and wealth for establishing star consciousness and branding. From the perspective of history and culture, the appellations of Han Dynasty, Han nationality, Han nationality, Chinese language and Chinese culture come down in one continuous line to this day. Hanzhong is nourished by the Hanjiang River and Jialing River, two tributaries of the Yangtze River. Although it is located in the west of China, it is as beautiful as Jiangnan. It is a treasure trove of geomantic omen, benefiting both the north and the south. In Foping Nature Reserve in Hanzhong, there are vast forests, steep peaks and valleys. It is the first "World Man and Nature Biosphere" awarded by UNESCO in northwest China, and also the first research base of wild giant panda breeding in China. Yangxian Evergreen National Nature Reserve is a nature reserve approved by the State Council 1995 to protect giant pandas, their forests and wildlife. Liping National Forest Park, 60 kilometers away from Nanzheng County, has 640,000 mu of virgin forest, including 200,000 mu of aboveground forest. In 2000, it was rated as a national forest park, known as Jiuzhaigou in southern Shaanxi. Four scenic spots, including Liping, Lengba and Jiangshi Mountain, and more than 20 scenic spots have been built, and four unique tourist routes have been developed. Another national forest park is Hanzhong Tiantai Mountain National Forest Park, which is located at 18km north of Hanzhong City. It is a suburban forest park with excellent natural and cultural landscapes, with a total area of 3,674 hectares, covering Tiantai Mountain, Yagu Mountain, Taibai Mountain, Shiyan and other scenic spots 108. Tiantai Mountain and Yagu Mountain are two famous Taoist and Buddhist holy places in southern Shaanxi. Wulong National Forest Park is located 48 kilometers north of Lueyang County at the junction of Shaanxi, Gansu and Sichuan provinces.
In addition to the above-mentioned scenic spots, Hanzhong also has famous scenic spots such as Guhantai, Lianhuachi Park, Daitai, Xingyuanhu Park, Nanhu, Shannan Botanical Garden, and Baohe Shimen plank road. Unfortunately, these scenic spots reflecting the history and culture of Hanzhong have not been strung together and planned as fixed tourism products for marketing.
(2) Hanzhong and its surrounding areas can be developed as eco-tourism resources.
Eco-tourism is a theme tourism under the background of specific ecological environment and humanistic spirit in today's world. It reflects some new value orientations, cultural folklore and objective needs of mainstream groups in today's society, and is expected to become the main type of world tourism in 2 1 century. In view of the traditional or familiar flow of tourism resources, eco-tourism is still a relatively unfamiliar way of tourism. Regarding what is "eco-tourism", both academic circles and tourism circles believe that returning to nature, understanding and protecting nature and emphasizing the harmony between man and land should be the most basic connotation of eco-tourism.
Because Hanzhong has special resources, it is very beneficial to develop eco-tourism, not to mention Hanzhong is also a pilot area for national ecological demonstration construction. It is necessary to take Hanzhong as the center, organically combine powerful and distinctive scenic spots, and develop suburban resources that are related to farmers and closer to nature. For example, the citrus production base in Chenggu County has such resources, which are also rare in the northwest. The "Citrus Festival" should be made more distinctive, so that people can enjoy oranges while trading them, while enjoying the tranquility away from the city. There are also many undeveloped resources from Hanzhong to Nanzhen. No matter the construction of Chenggu or Foping, there should be a goal, that is, to build a number of scenic spots in Shan Ye, such as hunting, pond fishing, flower viewing and orchard picking. To form a rural agricultural tourist area integrating production, sightseeing, entertainment and consumption. In the construction of tourism in Hanzhong, although sub-projects of eco-tourism such as leisure and holiday tourism and agricultural tourism have been put forward, there is no clear positioning for the development of eco-cultural tourism in Hanzhong. Of course, the content of eco-tourism is very rich, and comprehensive eco-tourism activities can be carried out around a certain resource ecosystem, such as visiting wild flowers, birds, animals and insects, rare animals and plants, caves and glacier relics with special tourism value. It should be pointed out that the integration of eco-tourism and health rehabilitation tourism activities is the most striking new trend of eco-tourism at present, which shows a very broad development prospect. The latest medical technology shows that 40% of the diseases of contemporary human beings are due to environmental pollution and ecological balance. Eco-tourism scenic spot is an excellent place for urban tourists surrounded by waste, noise and electronic dust. The integration of eco-tourism and health is the necessity of economic development, and there are many successful examples in this respect at home and abroad. There are four rest stations in constanta tourist area along the Black Sea, and each rest station has a special sanatorium, which provides hydrotherapy, electrotherapy, magnetic therapy, acupuncture and massage. Tourists can treat and prevent various chronic diseases while sightseeing and recuperating here. Just like in the west foot of Doumen Huangyang Mountain, which is next to the top of Zhuhai's gateway, an outdoor hot spring scenic spot based on the principle of learning from nature has been opened up. In addition to the general hot spring swimming pool and steam bath, there are flower hot springs (there are all kinds of healthy herbs in the water), coffee hot springs, milk hot springs, slate hot springs, wine hot springs and so on. In the scenic area, let tourists enjoy themselves and achieve the effect of rehabilitation and health care.
(3) Infrastructure
At present, the city has more than 50 high-end hotels and 16 travel agencies. Urban information transportation is relatively developed, and mobile phones connect scenic spots, from Hanzhong to Xi' an and other flights; Hanzhong to Chengdu, Hanzhong to Beijing, Hanzhong to Xi, Hanzhong to Guangzhou railway trunk lines; On the highway, all counties and Hanzhong can pass well. The opening of the Western Han Expressway, which will be completed in 2007, will bring more favorable development opportunities for Hanzhong tourism and a huge tourism market. Hanzhong has many medical institutions, many medical technicians, many beds and complete specifications, including general hospitals, Chinese medicine hospitals and mental hospitals. Making full use of these resources and vigorously developing healthy tourism is also a market with great potential.
Second, Hanzhong tourism problems
(A) the misunderstanding in the construction
In recent years, there are many misunderstandings in the construction of Hanzhong, a tourist area, compared with the more advanced places in China. First, many tourist attractions are too small in scale, unreasonable in layout, scattered in development, lacking in careful planning and meticulous management, making it difficult to effectively use resources and rationally combine routes. Second, the development of scenic resources is lack of creativity, short life cycle and many repeated or imitated projects. Third, the promotion, marketing and management of the market are often neglected. Although many scenic spots have been developed in Hanzhong in recent years, the development of modern tourism resources must be carefully analyzed and planned in advance, and the market development and promotion afterwards and the effective management in the industry may be more difficult and important. Fourth, some concepts in the development of tourism resources are still relatively backward, which are embodied in: blindly launching against objective laws and being crazy about resource development. Generally speaking, in recent years, the development of Hanzhong tourism resources has not been marketized, marketing planning has been divorced from the needs of tourists, and the construction concept has lagged behind the development needs of forms.
(2) The tourism market is not attractive enough for tourists and its accessibility is not high.
The development of tourism in a region depends on whether there is enough market. Market demand is an important driving force for its development. When it comes to the tourism market, we must discuss the market distribution, that is, the spatial distribution law of the tourism market. As a scenic spot, what is its attraction? A research project funded by the National Natural Science Foundation of Peking University by Dr. Wu Bihu from the Department of Urban and Environmental Sciences in Peking University shows that 80% of the first-class tourists (local residents from the city) are concentrated within a radius of 500 kilometers of the city. The curve drawn by the study shows that the tourism and leisure travel market of urban residents (travel rate increases with travel) decreases with the increase of distance, and 80% of the travel market is concentrated within 500 kilometers from the city.