Tourism promotes the cultural inheritance and development and culture promotes the upgrading of tourism. It is not simply to combine them but form new growth level full of local cultural connotations through further integration of culture and tourism.


In recent years, the industries of culture and tourism are increasingly important to our economic growth. Tourism provides effective carriers and great opportunities for the spread of culture while the culture provides the impetus for the upgrading and sustainable development of tourism. In 2009, the former Ministry of Culture and National Tourism Administration laid out "Guidelines on Promoting the Integration of Culture and Tourism" in order to promoting this integration in line with standardized road. Currently, I do believe that some ways of developing this integration are as follows:


Firstly, it is the integration of tourism and culture based on local spirits-Historical and Cultural Blocks. Featuring historic constructions and rich legacies, these blocks can truly reflect complete historic spots because of their strong historic atmosphere of culture. The historical and cultural blocks characterized by the city culture are closely connected with the urban life. On the basis of preserving the historical features and the traditional folk culture, it explores commercial effects, conducts innovative construction through the introduction of restaurants, accommodation, entertainment and other forms. It commits to establishing modern public leisure space combined with traditional culture and embarks on the transformation from single geography to the consumption of tourism culture so that a bridge between people and history and culture is built in the process of innovating cultural experience. Meanwhile, the scene of life culture is activated in the interaction of “inheritance and consumption”. Urban spirit is shaped in the unique cultural space of historical and cultural districts to recreate the historical and cultural memories of the city. It also carries on the urban culture and enhances the attractiveness of tourism. The coordination between protection and development allows traditional culture to be closely linked to the eating, living, traveling, purchasing, and entertainment of tourists. They have become one of the most recognizable cultural symbols of city. 


Secondly, it is the combination of tourism and culture based on the construction of industrial value network-Tourism Town. Tourism town refers to the space carrier with tourism service as the main business on the basis of developing local ecological culture and humanistic social culture. The construction of this town should be integrated with the plan of tourism industry. Under the guidance of a clear cultural theme and the needs of tourists, the value network of tourism industry should be constructed in the form of “tourism plus” within the reasonable space. It is necessary to integrate existing cultural elements to build tourism projects and upgrade tourism industries, such as folk halls, theme homes, cultural and art festivals and e.t.c.; it is necessary to integrate production, living, ecological space and tourism space. With the introduction of characteristic industries including agriculture, industry, leisure and other differentiated industries, we should deeply explore cultural connotations in order to create cultural experience projects. It is necessary to ensure the expansion of “ecological-production-living space” to the tourism space and explain the local  culture to the tourists so as to enhance the economic and social benefits.


Thirdly, it is the integration of tourism and culture based on theme culture interpretation - Theme Park. With more than thirty years’ development, China's theme parks have evolved from simulated landscapes, miniature landscapes, playgrounds to theme parks. From landscape reproduction to device entertainment and to story implantation, the core of the theme park transformation is the deep exploration of cultural values. By the end of 2017, the number of theme parks in China has reached more than 2,500, and there are 13 of the top 20 Asian theme parks in china in terms of tourist number. Local theme parks, such as Overseas Chinese Town, Huaqiang Fant, Wanda and Changlong, accelerated their expansion and they are flourishing. The most important thing in the construction and operation of the theme park is to adopt the popular theme culture IP within a specific space so as to perform real and effective interpretation through technology. This conforms to the time mission of telling Chinese stories well. Based on Chinese traditional culture, Huaqiang Fangt tells the Chinese story through three strategies of content creation, technological research and construction, and builds cultural IP to promote the sustainable development of theme parks through the integrated industry chain of “innovation, research, production and sales”. This IP is implanted into the tourism elements of park to form a whole process platform of “cultural supply—local branding—cultural display—cultural output”, which creates emotional resonance between tourists and local culture.


Fourthly, it is the integration of tourism and culture based on innovative space-Cultural and Creative Industry Park. In October 2007, ten parks including “21st Century Summer Resort” won the qualifications for the first National Cultural Industry Demonstration Parks. It adsorbs multiple financial investments in the integration of land and tourism resources within in special region. Local infrastructure and culture are improved and activated through the effect of tourism development. Sound social environment is created to attract cultural enterprises and supporting system companies to settle in. Cultural space and multifunctional park are formed by gathering tourism ideas around local tourism resources. Based on the rich cultural heritage of Xi'an, Xi'an Qujiang Cultural Industry Group built the cultural tourism industry chain with the development concept of “Culture plus Tourism plus City”, and it has become the most innovative and fastest-growing cultural tourism brand in the west.


Fifthly, it is the integration of tourism and culture based on the stage of reproduction-Grand Live Show.  The tourism show relies on the scenic spots with some reputation to display local characteristic culture in a grand way of narration, and enhance the stage effect with sound and electronic technology at the same time. Through the expression of innovative cultural content and the stunning spatial visual effects, it revitalizes the traditional culture and creates an all-day tourist experience-Daytime Viewing and Night Watching. The tourism can be divided into three categories: real-life performing arts venues, theme park performing arts venues, and performing arts theaters. The real performing arts field takes the natural landscape of the scenic spot as the background, and the whole place forms an independent tourist attraction characterized by “Impression” series; The theme park performing arts field is led by performing arts projects, creating theme parks centering on the performing arts and extending the industrial chain characterized by the series of “Eternal Love”; the performing arts theater mainly relies on the indoor theater of the scenic spot as a link to the daytime sightseeing activities, enriching the cultural connotations of the scenic spot, which is characterized by "  A Dream Returning to Tang Dynasty" produced by Xi'an Qujiang Cultural Tourism Co., Ltd.


Tourism promotes the inheritance and development of culture and culture promotes the upgrading of tourism. It is not simply to combine them but form new growth level full of local cultural connotations. In the era of "user and experience are privileged", it will seize the essence of the integration of culture and tourism if we make sure every work of local culture is done to good with the approaches of exploring and processing content and emotion that add stories and temperature to the tourism experience. We should also inject vitality into tourism products in a way that the people like to see and hear. This deep integration is conducive to forming a number of powerful cultural and travel brands. By virtue of inheriting Chinese culture and telling Chinese stories well, Chinese culture will go global and the soft power of national culture will be increased as well; meanwhile, the injection of culture ensures the improvement of tourism attractiveness, the creation of a new form of tourism, and the transformation and upgrading of tourism.



Tourism promotes the inheritance and development of culture and culture promotes the upgrading of tourism

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2018-08-21

Updated