The mode and path of the integrated development of cultural industry and tourism industry, and the transformation conditions of cultural products.

The integrated development of culture and tourism industry is a strategic issue in the field of national economy, an inevitable requirement for the strategic structural adjustment of national economy in the post-financial crisis era, and a development trend that conforms to the characteristics of culture and tourism industry. The premise of the integrated development of cultural industry and tourism industry is that the industrial boundaries are clear and the industrial status is equal. Developing cultural tourism is the space and platform for the integration of the two industries. Taking Qinhuangdao as an example, this paper analyzes that the path of the integration of cultural industry and tourism industry lies in giving full play to the role of the government, building a cultural tourism creative industrial park and establishing a talent training system.

Keywords: strategic significance of cultural industry, interactive mode of tourism industry

China library classification number: F592.7

Document ID: a

Article number:1004-4914 (2012) 09-016-02.

The integrated development of culture and tourism industry is a strategic issue during the Twelfth Five-Year Plan period. During the "Twelfth Five-Year Plan" period, the development goal of the two major industries is to become the strategic pillar industries of the national economy, and the industrial integration development is also reflected in the national policy planning as a strategic task. The attention of national and local governments is a strategic opportunity for the interactive development of cultural industry and tourism industry.

First, the strategic significance of the integration and development of cultural industry and tourism industry

Industrial integration is an inevitable requirement for the strategic structural adjustment of the national economy in the post-financial crisis era. The correlation between industries and the pursuit of maximizing benefits are the internal driving forces of industrial integration and development. Industrial integration has created higher added value and bigger profit space, and the new products and services produced have objectively improved the demand level of consumers, promoted the upgrading of product and service structure, and contributed to the adjustment and optimization of industrial structure and the promotion of industrial competitiveness. The global financial crisis will accelerate the adjustment of China's economic structure, and the proportion of emerging service industries will increase. As an important part of the emerging service industry, cultural industry and tourism have played a powerful role in pulling related industries in response to the financial crisis, which is a new source of power for future economic growth and also brings new opportunities and challenges to the development of the two industries. The historical experience of the United States, Japan and South Korea shows that economic crisis or depression often becomes an important opportunity period for the rapid rise and leap-forward development of cultural industries. {1} Cultural industry has become a pillar industry in European and American countries, and its proportion in international trade is increasing. From 2002 to 2008, the global export of creative industries increased from $267 billion to $592 billion in 2008, and the annual growth rate from 2002 to 2008 was 14%. The proportion of cultural and creative products exported by developing countries in the global market increased from 37% in 2002 to 43% in 2008. {2} For China, the development of cultural and creative industries has become a new growth point of economic transformation in the post-crisis era.

Tourism and cultural industry belong to the tertiary industry of the national economy, which is comprehensive and highly related. Culture is the soul of tourism. Tourism without cultural connotation is tourism without core competitiveness, and its development space is limited. On the other hand, the benefits of cultural industries are often closely related to the development of tourism economy, and tourism is an effective carrier and platform for cultural industrialization and product marketization. Tourists are the main consumers of cultural products and services. The development practice of cultural industry and tourism economy proves that there are many points of convergence in their interactive development, and there are overlapping parts in products, markets, brands, publicity and marketing, infrastructure construction and so on. If the development of cultural industry and tourism economy can be closely combined, the economic and social benefits will be more obvious.

Second, the strategic orientation and interactive mode of the integration of culture and tourism industry

The premise of the integrated development of cultural industry and tourism industry is that they are different industries with clear boundaries, and the result of integration is not the same industry, but two different industries that cross and promote each other. Recognizing that the cultural industry and the tourism industry are in an equal and independent position, and there is no distinction between primary and secondary or high and low, which is the premise of the integration and development of the two industries. There are two ways for the result of integration. First, the industrial boundary is blurred or a new industry, namely cultural tourism industry, is formed, but the formation of this new industry will not replace tourism industry and cultural industry; Second, they maintain a clear industrial boundary, but they influence and promote each other. The interactive development of cultural industry and tourism industry involves two propositions: the mode of promoting the development of tourism industry with cultural tourism and the way of promoting the development of cultural industry with tourism. These two propositions are not completely separated, but closely related. In theory, industrial integration is not a vague or changing industrial boundary, but a phenomenon that the established economic activities of an industry coexist across industries in the real economy when the industrial boundary is clear. {3} No matter how integrated and developed, culture and tourism industry will not replace each other, nor will they eventually become an industrial form. But to maintain equality and complement each other.

Tourism competition pays more and more attention to the competition of cultural connotation, and the development and utilization of cultural factors in tourism resources make cultural tourism a commercial category. The United Nations World Tourism Organization defines cultural tourism as the movement of people with cultural motivation in essence, such as study tours, art performances and cultural parades, trips to festivals or other activities, visits to historical sites, trips to study nature, folklore or art, and religious pilgrimages. As a type of tourism, cultural tourism mainly pays attention to the cultural resources and environment of tourist destinations, including static museums, celebrities' former residences and historical sites, as well as dynamic art exhibitions, art performances and art festivals with the theme of international vision and local customs. Whether it is a static cultural heritage tour, a dynamic art entertainment tour or a cultural festival tour, it is inseparable from the promotion of the cultural industry. The development and utilization of cultural factors with distinctive regional and ethnic characteristics in tourism resources by cultural industry endows museums and cultural relics with distinctive characteristics of the times, and promotes each other with cultural protection, further enriching tourism resources. At the same time, the cultural and entertainment industry has become an important pillar of tourism. Impression of Third Sister Liu is a realistic landscape musical based on the real scenery of a tourist destination, which has attracted more than 4 million viewers and earned more than 800 million yuan at the box office in eight years. Beautiful scenery and performing arts programs depend on each other and promote each other, which makes a constant stream of tourists from all over the world, enhances the attraction of local tourist destinations and enriches the cultural life of tourists. In China, the proportion of domestic tourist entertainers is 49%, and the income of tourist entertainers reached 22.7-29.2 billion yuan in 2008. {4} China's live performance has become a new economic growth model of interactive integration of tourism and cultural industries in China.

Although cultural tourism has made great progress, it still cannot meet the huge market demand of tourism culture. The cultural relics department of the government is still not aware of the cultural tourism industry. In the development structure of China's industrial system, the development of cultural tourism is in the primary spontaneous stage. The number of cultural tourism production and operation units is small, the competitiveness is not strong, and there is a lack of personalized cultural products. Only when cultural industry and tourism are deeply integrated in planning, policy support, standard formulation, market management, publicity and product innovation, and play an important role in the allocation of cultural tourism resources, can they promote the sound and rapid development of cultural industry and tourism.

Third, the path choice of the integration of culture and tourism industry —— Taking Qinhuangdao as an example

Qinhuangdao, a tourist city rich in cultural resources, takes the development of a strong cultural city and a strong tourist city as its strategic goal. The National Development and Reform Commission and the National Tourism Administration have identified Qinhuangdao as the first batch of pilot cities for comprehensive tourism reform in China. In the Twelfth Five-Year Plan for Tourism Development in Hebei Province, Qinhuangdao should be built into an international tourist city and a characteristic coastal tourist area. Under the guidance of national policies and driven by major projects, the interactive integration of Qinhuangdao cultural industry and tourism industry is the development focus during the Twelfth Five-Year Plan period. The integrated development of Qinhuangdao cultural industry and tourism industry has explored some successful experiences in practice, and even achieved good results in some fields. According to the per capita daily expenditure of overnight tourists in Qinhuangdao in 2009, the per capita daily expenditure of cultural/sports/scientific and technological exchanges was 202.5 yuan, which was much higher than the per capita daily expenditure 163. 19 yuan, and cultural consumption ranked first among all expenditures, higher than other tourist cities in Hebei province. However, tourists in the domestic tourism market mainly go to the seaside for the summer on weekends. The single tourism product and the low consumption level of tourists also reflect the problems existing in the development of Qinhuangdao cultural tourism resources. Generally speaking, the system and mechanism of the integration of cultural tourism and cultural industry are not perfect, and the institutionalized design is still in the stage of "shallow trial", and the development status of cultural tourism is not fully adapted to the growing market demand.