Keywords

1 Introduction

The concept of “featured town” was originated in 2014. According to some scholars, the featured town is a system created by government departments under the supply-side institutional reform. Some scholars regard the construction of featured towns as a tool for the transformation and upgrading of regional economy. In 2016, the experience gained by Zhejiang Province in the construction of towns obtained the attention of the Central Government. The construction of featured town bears the hope of local governments to promote industrial transformation and upgrading and optimize regional industrial systems. At this stage, the construction of featured towns in China is still in its infancy. The top-level design issues, construction and operation issues, industrial development issues, functional integration issues and system and mechanism issues are still the main factors affecting the construction of featured towns. As to economy, the study on cultural and creative experience mode of featured town can provide some theoretical support for the construction and operation, industrial development and function integration of featured towns. For government, the research on the mode of cultural and creative experience in featured towns can promote the optimization of institutional mechanisms and top-level design problems in the construction of featured towns and make the government departments clarify their own responsibilities in the process of construction of featured towns. For people’s livelihood, the research on the cultural and creative experience mode of featured towns can play a role of enriching people’s spiritual and cultural life and maintain social stability (Fig. 1).

Fig. 1.
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The main factors affecting the construction of featured towns

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2 The Construction Significance of Cultural and Creative Experience Mode of Towns

Featured town is a new thing produced in the development of urbanization in our country. At this stage, the research work of featured towns in our country is mainly based on empirical research and systematic analysis. Qualitative research is the main content of empirical research and the significance of the featured town, the construction process are the main content that scholars pay close attention to. The featured towns have been recognized by academic circle in the new urbanization process as the means of coordinated development of urban system. The significance of the cultural and creative experience mode related to the construction of featured towns is mainly manifested in the following aspects:

2.1 Contribute to the Development of Urbanization Process

The cultivation of characteristic towns is originated in July 2016. According to the requirements of the Notice on the Work of Cultivating Featured Towns of Ministry of Urban and Rural Construction, the National Development and Reform Commission and the Ministry of Finance, China plans to cultivate 1,000 featured towns nationwide by 2020 [1]. Judging from the status quo of national economic development, industry and employment are the key factors driving the economic development of cities and towns. Natural resources and historical and cultural resources are the key factors in the construction of featured towns at this stage. The featured town cultural and creative experience mode is based on the urban-rural integration development mode. The construction of various types of featured towns can promote the process of urbanization on the basis of building the supporting environment around the industry needs (Fig. 2).

Fig. 2.
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The construction significance of cultural and creative experience mode of towns

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2.2 Contribute to the Development of Cultural Industries in the County

The unity of renewability and non-renewability is the main feature of cultural resources. In order to promote the coordinated development of regional economy on the basis of adhering to the road of urbanization with Chinese characteristics, the state needs to actively and steadily promote urbanization in the process of building a cultural and creative experience mode of featured towns. People-oriented, energy and land-saving, eco-environmental protection and outstanding features are the concerns in cultural and creative experience mode construction process. As the main body of the allocation of cultural resources, government departments play the role of carrying forward and protecting public cultural resources. The construction of culture creative experience mode of featured town can provide a certain guarantee for the innovation and development of local cultural industry.

2.3 Contribute to the Construction of Boutique Tourist Industry

The development of tourist industry is an issue that cannot be neglected in the process of featured town construction. Relying on the tourist industry, the creation of cultural and creative products plays the role of driving regional economy. The construction of cultural tourism project can provide the town with new points of regional economic growth. From the cultural heritage, the construction of cultural and creative experience mode of featured town can provide new ways of cultural transmission based on carrying forward the local cultural function. Therefore, the development of featured town can provide certain guarantee for the development of boutique tourist industry. Cultural factors are the soul elements of the tourist industry. With the help of cultural and creative experience activities, the cultural connotation of tourism projects can be enhanced and the competitiveness and vitality of the tourist industry can be effectively strengthened.

3 The Influencing Factors of Cultural and Creative Experience Mode of Featured Town

Through the analysis of the value of tourist towns, we can find that tourist towns play the role of industrial function platform [2]. Based on the excavation of local characteristics and clear positioning of itself, the construction of cultural and creative experience mode of featured town can create supporting environment and develop creative products based on the industrial needs of cultural industries and then realize the development of urbanization through the help of human resources. Ultimately, through the linkage of cultural industry and tourism, catering industry and transportation industry, industrial upgrading is achieved.

3.1 Site Selection Issue

Site election factors can be seen as the main influencing factors in the construction of cultural and creative experience mode. During the site selection stage of the cultural and creative experience project, relevant departments need to effectively solve the contradiction between the protection of arable land and the rigid demand for land use in urban and rural areas.

3.2 The Size of the Town

The mobility of clients in the tourist industry is relatively large. The issue of floating population is one of the major issues facing the future tourist town. Reasonable control of the size of the town can make the town better cope with attracted tourists.

3.3 Industrial Layout

The impact of industrial layout on the construction of featured towns is mainly reflected in the impact on the development of tourist towns. The construction of cultural and creative experience mode of featured town requires the relevant government departments and enterprises to conduct an in-depth analysis of the internal and external conditions and local cultural resources of the town, and on this basis, to determine the long-term development strategy. In the industrial layout, relevant departments need to rely on the scientific and rationalized theme of tourism and culture to provide the town with a scientific and rational operation mechanism.

3.4 Infrastructure Construction Factors

With the increasing size of featured towns, the perfected public infrastructure has become the guarantee factor for people’s needs. At this stage, some towns’ public service facilities cannot meet the basic needs of tourists and local residents. From the causes of the above problems, the problems showed in the capital injection capacity and self-strength of featured town construction enterprise is the major factor causing the phenomenon from the investment and financing construction main body level. The performance of contractual capacity of the investment main body will be the major influencing factor of the quality of featured town construction.

4 Construction Measures of Cultural and Creative Experience Mode of Featured Town

The construction of cultural and creative experience mode of featured town is an important measure to innovate the existing urban tourist industry development mode. Under the background of the integration of urban and rural areas, the optimal allocation of markets and marketization of tourism public services have become an important factor in reducing the operating costs of featured towns and promoting the formation of economies of scale. Starting from the characteristics of its own cultural resources and building a themed development strategy with the characteristics of the region, we can provide tourist industry cluster [3] of sustainable development for cultural and creative experience mode of featured towns based on the uniqueness, personalization, experience and participation of tourism products (Table 1).

Table 1. The construction significance of cultural and creative experience mode of towns
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4.1 Focus on the Development of National Cultural Values

In terms of the construction process of cultural and creative experience mode of featured towns, the government departments need to regard the tourist town as a whole scenic area. Special natural landscape, rich historical resources, unique humanistic spirit and unique local materials and impressive production skills are the necessary characteristics of featured town in the new era. The development of the value of national culture can be seen as a problem that cannot be neglected in the process of constructing cultural and creative experience mode of featured towns. Taking Yunnan Province of China as an example, the province is an important tourist province in China. It plays an important role of linkage between tourist industry and cultural industry. It is an important principle followed in the construction of featured towns in Yunnan. Through the development of tourism resources in western Yunnan, the development mode of tourism economy guided by the construction of transportation infrastructure is the main mode of development adopted by this region.

Taking Tengchong area in Yunnan Province as an example, the area has been an important transportation hub in the southwest of Yunnan since ancient times. The Ancient Bonan Road, South Silk Road and Stilwell Road played a positive role in promoting the development of our history. After turning Tengchong County into Tengchong City in 2015, from the structure of cultural resources, the realizing of economic value of cultural resources has become the feasible idea that promotes the local cultural industry development on the basis of optimal allocation. From the perspective of the development of national cultural values, the creative products related to the value of national culture mainly include the following factors: first, the humanistic spirit possessed by local ethnic minorities; second, border tourism projects with regional values; third, cultural tourism activities. Taking Tengchong Houqiao Town as an example, the traditional architectural art and national customs of Lisu people play an important role in the construction of cultural and creative products in local featured towns. The length of the border line is 72.8 km. There are national level grade I open ports such as the Houqiao port, 2,155 km from the Myitkyina of Myanmar and 31.5 km from Ledo of Indian, hence the important node of the Stilwell road in the history. In the development process of cultural and creative products, the locals can make use of Langya Mountain, Lotus Stone, Binglang River Scenery and Lisu ethnic folk style as the basis, to create tourism products. National culture has the characteristics of individualism. The construction of cultural and creative products based on tourism culture is not a simple fusion of national culture and tourism development. Rather, it starts with the tourism resources development and the problems in the process, leverages on the national cultural position to create a creative product of national culture. Starting from the actual situation in the region, innovation on the combination of national culture and other tourism resources can optimize the cultural experience mode of featured towns on the basis of highlighting characteristics, enhancing attraction and improving tourist taste.

On the basis of strengthening the overall efficiency, it will build distinctive brands and follow the principle of management in development and development in protection and require all localities to pay attention to the macro-control policies, directions, efforts and measures of town construction and development in the process of building featured towns. It is necessary to make clear the macro-control policies, directions, efforts and measures for the construction and development of various featured towns. In this regard, relevant departments also need to carry out promotion and investment attraction work on the basis of a clear definition of the size and development orientation of various types of towns so as to make the featured town system present the characteristics of consistent function and scales.

4.2 Innovate Tourism Behavior Patterns and Tourism Experience Mode

The combination of industrial advantages, geographical features, urban development effectiveness and motivation guarantee can provide guarantee for the sustainable development of featured towns. In the mode of tourism behavior, the featured town cultural and creative experience mode can help form the cultural memory through the tourism elements such as food, accommodation, transportation, shopping and traveling, and so on. Taking Tengchong in Yunnan as an example, the natural ecological resources represented by the volcano group and the historical and cultural resources represented by the anti-Japanese war culture are the basic elements of the local cultural and creative experience mode. In the field of tourism, volcanic hot spring landscape has become a famous tourist brand in the region. The project of National Martyr Cemetery and Western Yunnan War Memorial Museum has become a carrier for understanding the expeditionary force of China and understanding the role of the Kuomintang army in the anti-Japanese war. In the process of constructing the cultural and creative experience mode of featured towns, the following creative design modes can be adopted by the local people to carry out cultural and creative experience activities: First, with the help of local products such as Songhua cake, brown rice and other local specialty, build a catering culture with local characteristics; second, build a tourism accommodation service system with homestay form as the mainstay. Based on the homestay project, the local characteristic resources are effectively used, so that visitors can be familiar with the local culture in the process of living with the local residents. Thirdly, the tourism service form represented by “caravan travel” is constructed in the historic and cultural core protected area of Heshun Ancient Town. The use of such horse-riding excursions will allow local residents to increase their incomes and allow visitors to increase their knowledge of the local culture during the tour. At the level of shopping and consumption, the local area can construct some creative products such as ethnic craft making workshops and artificial paper making workshops. This measure can provide tourists with knowledge of the local traditional craft culture and experience of local craft culture and this experience can also enable local residents to better inherit the local culture [4].

Agricultural tourism experience activities at this stage have become a new mode for some regions to promote the development of tourism economy. Some cities in China have carried out a series of experience activities such as rice planting. Taking Heshun Town in Tengchong City as an example, the construction of the farming and education culture experience mode is an effective measure to innovate the local tourism experience mode. From the construction process of tourism, the locals can build a cultural and creative experience mode with ancestral temple study hall experience mode, reception-style living patterns, autonomous tourism patterns, residential construction tours, library learning patterns, park recreation patterns and wetland tourism patterns as the representative. For example, after the construction of ancestral temple study hall experience mode, the local can invite some of seniors of some surnames to carry out school education for their offspring in the hall. Some foreign visitors can also participate in teaching activities. Some local poems are compiled into a public offering to allow visitors to experience this unique traditional culture. Heshun Ancient Town Library is a historic village library in China. The construction of the experience mode based on the library learning mode allows visitors to experience the atmosphere of reading and studying of local peasants in the library. During the excursion, the local can focus on the history of the ancient town of Heshun, the development of caravan culture and jade culture and others to set quiz activities, so that visitors can take the initiative to follow the local history and culture and can be awarded with prizes of local specialties (such as rice paper and oiled paper umbrella) so as to allow tourists to form a cultural memory of Heshun. The construction of wetland tourism mode can provide visitors with ideal space for sketching. The protective development of some historical sites can also make tourists aware of the consequences of ignorance of cultural protection (Fig. 3).

Fig. 3.
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Tengchong traditional culture representatives

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4.3 Give Full Play to Role of Colleges and Universities in the Cultural Town Tourism Management

At this stage, the state has set up tourist police teams in Yunnan, Hainan and Beijing (such as Sanya Public Security Bureau Tourism Police Detachment and Beijing Municipal Public Security Bureau Central Food and Drug Administration Security Corps). In my opinion, using the law enforcement force of the police to standardize the environment of tourism and security can provide certain protection for the normative development of the tourist industry. Tourism function is a major feature of the town. In the cultural town tourism management, the relevant departments can also give full play to the role of institutions of higher learning in tourism management [5]. Leveraging on the innovative features of colleges and universities to optimize the creative experience mode can bring visitors a unique experience of tourism consumption.

Taking Tengchong City as an example, the area has a number of honors including national historical and cultural towns, beautiful national towns and villages, the national 5A scenic areas and national industry demonstration base. The principle of economic development in towns with the core of “protecting the style, showing culture, supporting properly and developing harmoniously” is an important factor to promote the development of local tourism and cultural industries. To promote the development of local tourist industry, International Cultural and Creative Ice Town project is the creative mode that gives play to the innovation role of colleges and universities. This project includes indoor skating, skiing and other recreational projects, which can bring to the locals and surrounding region’s people a unique ice and snow experience. In this creative experience mode, visitors can also learn about the unique craft such as oil paper umbrella, Dai brocade and tin foil making, and feel the traditional local culture of Tengchong such as Dongjing Ancient Music and Wa Qing Opera. Through business investment, business strategy, collection of Tsinghua University and Tus Resources, the town has introduced more than 30 units such as Tsinghua University’s life science and technology, Thailand’s Lanshi University Oriental Medical School, Tsinghua Internet Industry Research Institute, Tsinghua University Academy of Social Sciences, Tsinghua University Academy of Fine Arts, Central Academy of Fine Arts, Fengma Music Festival, Kang Hui Tourism, Tujia and Tsinghua University Cultural and Creative Academy. The construction of business format of three-in-one and coordinated development of “Technology park (Cao)+ Technology industry (Feng)+ Technology finance (Shi) and Tus “Park+ Industry+ Finance, Technology+ Capital+ Industry, Government+ Enterprise+ University” can effectively promote the transformation and upgrading of local industries.

5 Conclusion

The cultural and creative experience mode of featured towns has some positive effects on promoting the development of tourism economy and improving the quality of life of the masses. According to the experiences gained in Tengchong, Yunnan and other places, the construction of a sustainable tourist industry cluster plays an important role in the process of constructing the cultural and creative experience mode of featured towns. The reasonable development of the national culture value can strengthen the regional cultural characteristics of the featured town. Giving play to the role of institutions of higher learning in the construction of experience mode, allows visitors to experience a unique consumer experience. Experience mode based on historical and cultural resources can help people to deepen their understanding of the regional cultural characteristics.