SWOT Analysis and Development Research of Chinese Historical and Cultural Street Under the Background of Rural Revitalization: A Case Study of Ziyang Street in Taizhou

 Under the guidance of the rural revitalization policy, each historical and cultural ancient street scenic spot, with its own advantages, strives to build a leisure culture and rural tourism industry rich in regional characteristics, trying to revive the tourism industry as soon as possible. Ziyang Ancient Street in Linhai, Taizhou has attracted many tourists to visit the area with its unique charm, which brings great business opportunities for the sustainable development of Ziyang Street. In the above background, this paper analyzes the strength, weakness, opportunities, and threats with regard to the current situation of rural tourism marketing in Ziyang Street Scenic Area of Linhai, to deeply understand the state of tourism development in Ziyang Street.