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The Tao and Art of the Fusion of Culture and Tourism
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The Tao and Art of the Fusion of Culture and Tourism

  • Categories:News
  • Time of issue:2021-11-05 11:26
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(Summary description)

The Tao and Art of the Fusion of Culture and Tourism

(Summary description)

  • Categories:News
  • Time of issue:2021-11-05 11:26
  • Views:
Information

Marked by the merger of the former Ministry of Culture and the former National Tourism Administration to form the Ministry of Culture and Tourism in 2018, the integration of culture and tourism has become a major national cultural strategy, and the culture and tourism industry has entered a new era of integrated development of culture and tourism. "The Fourteenth Five-Year Plan for the National Economic and Social Development of the People's Republic of China and the Outline of Long-Term Goals for 2035" proposed to promote the integrated development of culture and tourism. Insist on using culture to shape tourism and to promote culture to create a unique and charming Chinese cultural tourism experience. The integrated development of culture and tourism has experienced spontaneous exploration in the industry since the reform and opening up, and today it has become an important strategic arrangement for the country's "14th Five-Year Plan" and the 2035 long-term goal, which has received extensive attention from the academic community. The "Culture and Tourism Integration Research: Intrinsic Logic and Policy Path" (hereinafter referred to as "Integration Research"), co-authored by Professor Fu Caiwu of Wuhan University and Associate Researcher Zhong Sheng Efforts to explore the theoretical connotations, institutional mechanisms and policy paths of the integration and development of culture and tourism in the new era have deeply revealed the "dao" and "techniques" of the integration of culture and tourism.

Culture and tourism have multiple and cross-relational attributes, which are embodied in multi-level and multi-form integration, including industry concepts, institutional mechanisms, planning standards, resource products, industrial formats, space carriers, management systems, etc., as well as government levels, enterprises Multi-level integration of the level and the consumer level. The book "Integration Studies", through the superficial discussion of the integration of culture and tourism, goes deep into the academic level, and don't open up new ideas.

The "Tao" of the integration of culture and tourism in "Integration Studies" is different from the well-known "cultural tourism dichotomy" interpretation framework. The author has made a theoretical breakthrough by establishing an interpretation framework based on cultural experience and cultural identity. The industry boundary of culture and tourism connects the connotation of culture and tourism in connotation. As the author said, as the two basic cultural lifestyles of human beings, culture and tourism are separated at the foot of the mountain (social and economic structure) and meet on the top of the mountain (cultural identity). The internal logic of the integration of culture and tourism is embodied as a cultural tourism device with a material and symbolic spatial structure, which uses cultural tourism consumption behavior as an intermediary to play the "channel value", allowing tourists to have cultural experiences such as gaze and immersion. This internal logic systematically puts forward the concept of cultural tourism installation, and carries the space-time form of cultural and tourism integration, which is a key and solid step in the research of cultural and tourism integration. As an industrial form and policy object, the integrated development of culture and tourism must be embodied as a considerable and tangible carrier. The author further deconstructs this cultural tourism installation into a symbolic meaning system on specific time and space locations. Its core content is the cultural memory carried by the life scenes of historical and cultural heritage, including the special time and space structure of historical cultural heritage and modern life scenes. Carry and inspire this cultural memory. In cultural studies, the author inherited Maurice Hawabuch’s "collective memory" theory, Jan Asman's "cultural memory" theory and Stuart Hall's "cultural identity and cultural identity", etc. Theories merge into the theory of cultural experience and cultural identity construction in the tourism scene. When this theory is applied to culture and tourism practice, it merges into the conceptual design of cultural tourism installations.

The exposition of "technique" in "Convergence Research" is embodied in the author's in-depth exploration of the value of cultural and tourism consumption in guiding the reform of the cultural supply side. The author believes that as an experiential cognitive process, the integration of culture and tourism activities is not only beneficial to economic and social development, but also beneficial to the construction of national cultural soft power. The policy principle of “Fusion is suitable for integration” and “Achievement for integration” is essentially a “limited integration” based on acknowledging industry differences and respecting the characteristics of the industry's main body; the main body of tourists and the objects of cultural tourism installations, through cultural tourism consumption behavior Achieving connectivity is manifested in the cultural experience of individual "immersion" and "gaze" at the micro-consumption level, and has the policy function of connecting cultural undertakings, cultural industries and tourism at the macro-management level.

Based on this theoretical result, the author draws a clear road map for the promotion of cultural and tourism integration from five aspects: cultural and tourism integration planning, cultural and tourism financial policies, cultural and tourism integration technology, information platforms, and industrial funds, and proposes cultural and tourism integration. Specific application measures such as the planning content system, open government financial management methods, cultural and tourism cloud platform technical architecture and application systems, and cultural and tourism industry fund operation models have a wide range of practicality and practical value.

Case analysis is the characteristic and bright spot of "Convergence Research". The author selects the Hexi Corridor as an example to illustrate the functions of cultural tourism installations carrying ethnic cultural memories and cultural symbol systems; using the experience of cultural consumption pilots in Wuhan and Zibo to illustrate the policy functions of cultural consumption connecting cultural undertakings, cultural industries and tourism; Cultural tourism is a typical case to explore the gaze experience of tourists; in-depth analysis of the form and connotation of the immersive experience in the cases of "Impression · Sanjie Liu", "Eternal Love of Songcheng", "Zhiyinhao" and other cases; select Jingzhou Jinan Ecological and Cultural Tourism Area as an example , To demonstrate the mechanism of cultural and tourism integration as an important engine and structural force for regional transformation and development; take Wuhan’s Yangtze River civilization theme cultural strategy as an example to illustrate the important role of cultural and tourism integration in promoting urban cultural identity. These case studies are full of field survey data and planning texts, with pictures and texts, and detailed narratives. They raise the current practical experience of cultural and tourism integration in my country to the theoretical level, and undoubtedly benefit the policy design and system innovation of cultural and tourism integration in my country.

Since the reform and opening up, China has achieved world-renowned achievements. In 2020, the total economic volume will exceed 100 trillion yuan, and the per capita GDP will exceed 10,000 US dollars for two consecutive years. With economic and social development and the improvement of people's living standards, people's spiritual and cultural needs are increasing, and tourism products with cultural connotations are becoming more and more popular. According to survey data from research institutions in my country, the number of domestic tourists during the National Day Golden Week in 2019 is about 800 million, of which 66.4% of tourists have visited cultural tourist attractions. my country's statutory holidays have reached 115 days, and the paid leave system has been gradually implemented, forming a huge market demand for cultural and tourism consumption. This requires opening up the boundaries between the cultural and tourism industries and fully releasing the potential of cultural and tourism consumption. Through the development of tourism economy, the exchange and mutual learning between different countries and different cultures will be further promoted, so that tourism will become an important window for publicizing the achievements of splendid civilization and modernization, and an important way to promote my country's excellent traditional culture and enhance the cohesion and influence of Chinese culture. 

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