Research on Value Mining and Utilization of Jiangsu Section of Beijing-Hangzhou Grand Canal from the Perspective of Cultural Tourism Integration

Quanxinwei Nanjing Agricultural University

By excavating the historical, cultural and economic value of the Grand Canal in Jiangsu, we know the importance of protecting it. According to the relevant policies issued by the state, in view of the problems existing in the integration of tourism products, science and technology, and regional coordinated development of the Grand Canal, we further put forward optimization strategies such as creating a unique cultural IP of the Grand Canal, promoting the construction of the "Smart Grand Canal", and promoting cross-regional cooperation among cities along the route, so as to promote the activation and utilization of the Jiangsu Grand Canal and protect and develop the intangible heritage of the Grand Canal.

With the successful application for the World Heritage of the Grand Canal, the state issued relevant policy instructions, and the protection and development of the Grand Canal gradually advanced. As China's intangible cultural heritage, the Grand Canal has received extensive attention. Jiangsu section of the Grand Canal flows through many regions and cultural circles, which has important development and utilization value. From the perspective of cultural tourism integration, it is of great significance for the protection of the intangible cultural heritage of the Grand Canal and the rapid development of the cultural tourism industry to deeply explore the value of the Jiangsu section of the Grand Canal and study the shortcomings in its development and utilization and innovative improvement measures.

Value Mining of Jiangsu Section of Beijing-Hangzhou Grand Canal

Historical and Cultural Value Jiangsu Grand Canal flows through three cultural circles, with rich historical and cultural resources and various types.

The northern section of Jiangsu Grand Canal flows through Xuzhou and Suqian Chu-Han Cultural District. Heroes such as Xiang Yu, Liu Bang and Xiao He have appeared in the history of this area, and stories and legends of swordsman are circulated, which has always been a battleground for military strategists. Therefore, the folk customs here reveal a strong martial arts hero color. Under the influence of martial arts culture, most of the cities and residents born with the canal are rough and heroic, and attach importance to feelings and righteousness.

The middle section flows through the Huaiyang Cultural Zone in Yangzhou, Huai 'an and Zhenjiang, and has experienced ups and downs in the long history. During the war, immigrants poured into various places, and in peacetime, business travelers gathered in all directions, rich officials, businessmen and literati gathered together, leaving behind countless classics, paintings and works of art, and the garden bridges were beautifully built and preserved to this day. The Slender West Lake in Yangzhou and the ancient town of He Xia in Huai 'an are famous outside the province and even overseas. Traditional operas such as Huai Opera and the cooking skills of Huaiyang cuisine are the intangible cultural heritage left by the Canal to Jiangsu.

Changzhou, Wuxi and Suzhou in the southern section are Wu culture areas, which are typical land of plenty in the south of the Yangtze River. Because of the water benefits of the Yangtze River and Taihu Lake in this area, the agricultural production conditions are superior and the residents live a well-off life. The environment here is beautiful and the climate is pleasant, which is very suitable for living. The cultural and historical atmosphere is strong, and Jiangnan talents are famous here. Rich life, developed agriculture, dense population and prosperous trade have created the social customs of sincerity, respect, enthusiasm for business and diligence in this cultural area. [ 1]

economic value

From the perspective of transportation, Jiangsu Grand Canal has always been the "golden waterway" for inland navigation. In recent years, Jiangsu canal shipping has promoted the substantial increase of canal transportation volume with its advantages of large transportation volume and low transportation risk. The transportation volume of inland rivers in central Jiangsu and northern Jiangsu can even be equal to the total transportation volume of developed countries, which shows the important role and economic value of Jiangsu Grand Canal in transportation. Geographically, the Grand Canal in Jiangsu Province is the hub of local trade, connecting the coal energy base in southwest Shandong in the north and Shanghai and Zhejiang in the south, with superior location conditions.

From the perspective of tourism, with the improvement of the consumption level of Chinese residents, the tourism of the Grand Canal has developed rapidly. With the establishment of a large number of cultural tourism demonstration zones and cultural tourism enterprises along the Grand Canal, the cultural tourism products of the Canal are welcomed by consumers everywhere. Jiangsu section of the Grand Canal is characterized by the water rhyme of the canal. It develops water sightseeing and waterfront leisure tours, promotes the development of cultural tourism commodities, and introduces classic tour routes, which attracts a large number of tourists and brings a lot of ticket income. At the same time, the tourism-related supporting facilities industry of the Grand Canal has also flourished, and hotels, shopping, transportation, catering and other industries have also benefited a lot. The tourism of the Grand Canal has brought economic value along the canal and promoted the development of surrounding cities. [2]

Ecological value

Throughout the ages, the Grand Canal has nurtured cities and residents along the route. Protecting the ecological civilization of the Grand Canal is not only related to the healthy development of the Canal, but also related to the happy life of coastal residents and the healthy growth of teenagers. Strengthening the ecological civilization construction of the Grand Canal can not only promote high-quality economic and social development, but also benefit one party and raise one people. Therefore, it is necessary to unify the protection of the cultural heritage of the Grand Canal with the promotion of ecological environment protection, the protection and restoration of famous towns along the route, the integrated development of cultural tourism, and the transformation and upgrading of canal shipping, so as to create favorable conditions for economic and social development and the improvement of people's lives along the Grand Canal and further highlight the economic value of the Grand Canal in Jiangsu.

The Grand Canal has been a green corridor running through the north and south since ancient times, and it is also an important ecological corridor. Especially in Jiangsu section, the Grand Canal has played a very high ecological value. It connects Taihu Lake, Yangtze River, Huaihe River and Yishu Sishui, and connects Taihu Lake, gaoyou lake Lake, Hongze Lake and Rome Lake in series. It is not only a "safe park" for flood control and drainage, but also a "happiness park" for strengthening drinking water sources and a "life park" for protecting biodiversity. The Grand Canal itself is a green ecosystem. The Grand Canal has played the role of water conservancy project in history, and residents and cities along the Grand Canal have prospered because of the project. At the same time, the natural Grand Canal solves the problem of terrain difference in building long-distance canals under harsh natural conditions, and natural reservoirs can cut off the rich and make up for the dry, avoiding the construction of many projects and saving a lot of time, manpower and material costs. It not only ensures the long-term sustainable navigation of the waters and the stability of the ecological environment, but also protects the biodiversity of the canal area.

Problems in Tourism Development and Utilization of Jiangsu Section of Beijing-Hangzhou Grand Canal

Tourism products lack innovation and brand building lacks characteristics.

Jiangsu section of the Grand Canal is rich in cultural tourism resources, but in the development of tourism products, the homogenization is serious, lacking in characteristics and innovation, and the cultural ecological value cannot be effectively transformed into economic value.

From the perspective of tourism product development, most of the cultural tourism products in Jiangsu section of the Grand Canal include traditional tourism projects such as watching the scenery of the Grand Canal, visiting the ancient town of the Canal, and exhibiting at the Canal Museum. It is difficult for tourists to deeply participate in the construction of the Grand Canal culture. Jiangsu section of the Grand Canal lacks innovative and distinctive tourism cultural products, such as digital museums, canal theme parks, canal scenery performances and movie scripts with the theme of the canal.

From the perspective of tourism brand building, the Jiangsu section of the Grand Canal lacks regional characteristics. The Jiangsu section of the Canal flows through three cultural circles, the northern section is brave and heroic, the middle section is ingenious, and the southern section is full of talents, and different regions have their own characteristics. However, in the current tourism development, the brand positioning in different regions is vague and there is a lack of distinctive IP. Most of the tourism brands along the Jiangsu section of the Grand Canal rely on "ancient towns", and their development models tend to be similar. Some areas blindly pursue antique architectural styles, and even demolish buildings with unique regional characteristics and regional culture along the canal, which makes the tourism content in this area tend to be homogeneous and lose its original uniqueness.

The integration of canal cultural tourism products with new media and new technology is low.

With the rapid development of new media and technology, scenic spots around the world are constantly innovating tourism products that conform to the digital trend. In the process of the integration and development of cultural tourism, the Jiangsu section of the Grand Canal ignores the power of science and technology and new media, especially in the publicity before and during the tour. Jiangsu section of the Grand Canal has excellent scenery, profound cultural heritage and high tourism value, but the publicity of scenic spots is insufficient. The traditional and outdated propaganda methods such as shooting documentaries and placing TV advertisements are mostly used in the propaganda of the Canal Scenic Area, which fails to cater to the preferences of young people in the new era and is difficult to attract the main force of tourism consumption. In the process of visiting the Canal Scenic Area, due to the lack of innovation, tourism products lack modern scientific and technological elements, the form of cultural connotation has not changed with time, and the supporting role of new technologies such as 5G, Ultra HD, augmented reality, virtual reality and artificial intelligence has not been effectively brought into play. High-tech-based immersive and experiential cultural tourism products have less content and tourists lack freshness.

The Grand Canal has poor regional cooperation and lacks overall planning.

First of all, the Jiangsu section of the Grand Canal has strong regional and cultural characteristics, flowing through many provinces and cities and across administrative divisions. In the process of canal tourism development, various administrative divisions form barriers, and tourist routes are mostly distributed on nodes, which leads to the lack of coherence in canal tourism. The level of economic development in different regions is quite different, so it is difficult to unify the interests of all parties. Secondly, the Grand Canal is a national intangible cultural heritage, and the protection and development measures formulated by local governments are different, and some regional policies are even at odds. Canal tourism is also a sub-regional development, and the government lacks overall planning, so it is difficult for each region to give full play to their respective advantages and realize complementary advantages. The development of cultural integration of the Grand Canal is blocked, and it is difficult to realize the * * * enjoyment and * * * brilliance of the market space.

Countermeasures and Suggestions on Tourism Development of Jiangsu Section of Beijing-Hangzhou Grand Canal

202 1 In order to speed up the construction of the national cultural park, the National Cultural Park Construction Working Group issued the Planning for the Construction and Protection of the Grand Canal National Cultural Park, pointing out that it is necessary to integrate the cultural resources of cultural relics in eight provinces and cities along the Grand Canal, optimize the overall functional layout according to the idea of "taking the river as the line and the city as the pearl", deeply explain the cultural value of the Grand Canal, vigorously carry forward the contemporary spirit of the Grand Canal, and increase. Strengthen the theme display function, promote the integration of cultural tourism, improve the level of traditional utilization, promote the implementation of key projects, systematically promote the construction of the Grand Canal National Cultural Park, inject the spirit of the times into the intangible culture of the traditional canal, and publicize the image of China, show Chinese civilization and show China's cultural confidence with the help of the canal culture. These requirements provide a general direction for the development and utilization of the Jiangsu section of the Grand Canal. According to the problems faced by the Jiangsu section of the Grand Canal in the integration and development of cultural tourism, combined with the instructions of the state on the development of the Grand Canal, the following countermeasures and suggestions are put forward.

Innovating the content of tourism products and creating the cultural IP with canal characteristics

In terms of tourism product innovation, Jiangsu section of the Grand Canal has built a canal theme cultural park on the basis of developing water sightseeing and waterfront leisure tour featuring canal rhyme. The theme park contains scenes with Jiangnan charm, Hanfu performances and experiences, and lanterns on cruise ships along the canal. Change the static display mode of traditional museums, and use new media technology to build a digital canal museum, so that tourists can feel the history, culture and customs of the south of the Yangtze River while visiting the scenery of the canal, and better protect and develop the intangible projects of the Grand Canal.

From the perspective of creating characteristic IP, the three cultural circles of Jiangsu Grand Canal should explore the highlights of cultural tourism integration according to regional characteristics. The Xu Su section of the northern section of the Canal has become a Chu-Han cultural circle centered on Xuzhou and Suqian, and has integrated the regional cultural elements such as Xuzhou Confucian Temple, Bangzi, Zhuma, Suqian Longwang Temple Palace, Sizhou Opera, Pengze Lake Fishing Drum, and constructed the IP style of the Canal, which is loyal to the liver and brave.

The Huaiyang section in the middle section will become a Huaiyang cultural circle centered on Huai 'an and Yangzhou, relying on exquisite garden buildings. For example, the Slender West Lake in Yangzhou, the ancient town of He Xia in Huai 'an, Huaiju and other traditional operas, and the cooking skills of Huaiyang cuisine, so as to explore the cultural and historical value behind them. Turning the southern section of Wu Culture District into a physical "Hundred Scenery Map of Jiangnan" can be jointly developed with games, attracting young tourists in the new era and game users of "Hundred Scenery Map of Jiangnan" and expanding the market crowd of canal scenic spots. Select Zhenjiang's ancient capital culture, Changzhou's ship merchant culture and Suzhou's water town culture to shape the characteristic ip.

[3] Using new media and new technologies to promote the construction of the "Smart Grand Canal"

Jiangsu section of the Grand Canal should increase the application of new media in scenic spot publicity, and improve the combination of canal culture display and modern science and technology.

In terms of publicity, with the help of new short video platforms, such as Tik Tok, Auto Aauto Quicker, and Bi Li, etc. , release short videos related to the canal to guide users to make secondary creations. The grand canal propaganda should change the form of discourse expression, shift the grand perspective of the original scenic documentary to a more civilian short video micro perspective, and narrow the distance between tourists and scenic spots. At the same time, with the help of network celebrity effect, celebrity live broadcast can stimulate the growth and popularity of tourists in the Canal Scenic Area. Taking "Ding Zhen" as an example, it is an effective way to promote the development of scenic spots with the help of online celebrity effect formed by live broadcast and short video. Promote the cultural communication of the Grand Canal with the model of "Internet plus Canal as intangible heritage".

In terms of tourism exhibition, offline, the traditional Canal Museum will be transformed into an immersive digital experience museum of the Canal, and the history and culture of the Canal will be conveyed through holographic images, panoramic VR, digital light show and other technologies with the help of information interactive visual media. With the help of 5G and artificial intelligence technology, fresh blood is injected into the canal theme park and scene performances, which greatly improves the freshness and interest of tourists. [4] On-line, the intangible cultural heritage APP of the Grand Canal in Yunshang was built, and the live performance of the river was conducted by webcasting, so that visitors could enjoy the natural scenery and humanistic customs of the Grand Canal online. At present, the Grand Canal cultural industry should innovate its format and business model, and cultivate new consumption demands such as cloud tourism and cloud tour. With the help of new digital technology, the online and offline complementary development of the Grand Canal Scenic Area will be promoted.

The government should make overall plans and coordinate and promote cross-regional cooperation. In the development and utilization of the Jiangsu section of the Grand Canal, the Jiangsu provincial government should set up a working bureau with central planning, provincial general responsibility, regional hierarchical management and subsection responsibility. Planning at all levels should establish innovative ideas of tourism guidance, north-south linkage, industrial integration and * * * architecture, and optimize the overall functional layout according to the idea of "taking the river as the line, the city as the pearl, the pearl line as the line, and the line as the area". In view of the uneven development of regional economy leading to the disunity of canal development policies, the government should consider all kinds of needs and give financial policies and other support to areas with difficulties in development. According to the characteristics of the decentralized development of the Grand Canal, the integrated development strategy of the Grand Canal was formulated, and the Grand Canal Expert Advisory Committee was established to provide decision-making staff and policy suggestions for promoting the integration of information resources in various regions. The Grand Canal tourism project involves many departments, including water conservancy and shipping, tourism garden construction, etc. And we must form a situation of coordinated development and joint efforts of all departments. [5]

The Grand Canal is an important intangible cultural heritage in China, with rich historical, cultural, economic and ecological values, which has promoted the development of cultural tourism along the route. However, due to the lack of characteristics of tourism products and brand building, the low degree of integration of cultural tourism products with new media and new technologies, the poor regional cooperation, and the lack of planning for the development and utilization of Jiangsu section of the Grand Canal, it is difficult to give full play to its intangible culture and tourism resources. At the same time, in response to the call of the state, the cultural value of the Grand Canal is deeply explained, the integration of cultural tourism is promoted, and the level of traditional utilization is improved. In view of the problems existing in the development and utilization of the Jiangsu section of the Beijing-Hangzhou Grand Canal, this paper puts forward some corresponding improvement countermeasures and suggestions from the aspects of product innovation and brand building, strengthening the application of new media technology, and promoting cross-regional cooperation. In order to promote the Grand Canal to tell the story of China well, it will become a bright business card to publicize the image of China, show Chinese civilization and show cultural self-confidence in the new era, inject new vitality and make the Grand Canal culture glow with new vitality.

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