The Protection and Development of Ancient Town’s Tourist Cultural Heritage from the Perspective of Cultural and Tourism Integration——A Case Study of Xitang Ancient Town in Jiangnan Water Town

Abstract

As a social behavior, tourism has become an indispensable part of people's lives, and tourism forms are becoming more and more diversified. Culture is the charm of tourism resources, and cultural and tourism integration is an important way to realize the transformation and upgrading of the tourism industry structure. The ancient water town in the south of the Yangtze River has become a favorite tourist destination for many tourists due to its unique geographic location and charming water town. In recent years, it has been in the stage of application for heritage. However, with the development of the tourism industry, the contradiction between the protection of cultural heritage and the development of the tourism industry has gradually emerged. This article takes the ancient town of Xitang, which has a well-developed tourism industry among the ancient towns in the south of the Yangtze River, as a specific research object, and explores its existing problems. From the perspective of cultural and tourism integration, the protection and development strategy of the ancient town’s tourism and cultural heritage is proposed with a view to the development of the ancient town of Xitang Provide direction and provide reference for the development of tourism in other ancient towns.