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Strategic thinking on realizing the upgrading and transformation of the tourism industry through cultural creativity

The importance of cultural creativity to the upgrading and transformation of the tourism industry

The integration of cultural creativity and tourism is positive It has become a new form of tourism that is increasingly emerging around the world and has achieved great success in developed countries. Cultural creativity is an inevitable choice to realize the transformation of my country's tourism industry from low-end to high-end, from quantity to quality, from domestic to international, from over-reliance on resource consumption and huge investment to reliance on industrial innovation and human resources. It is the key to realizing the upgrading and transformation of the tourism industry. only way.

1. Cultural creativity expands the scope of tourism resources and is conducive to the sustainable development of tourism. Resources are limited, creativity is unlimited. Cultural creativity is a path of sustainable development that is found and chosen when the tourism industry faces a series of problems such as environmental pressure and saturated carrying capacity. It is characterized by low consumption, low pollution, emphasis on creativity, and emphasis on wisdom to achieve a healthy tourism industry. The effective way of recycling is a true low-carbon economy, a resource-saving and environment-friendly green industry. Creativity can turn the intangible into something tangible and turn stones into gold. It is a new way for the tourism industry to tap, integrate and utilize resources from a broader scope and deeper level. Various tangible and intangible resources can be transformed into new tourism attractions and tourism operating capital through cultural creativity, achieving sustainable utilization of resources and becoming an unremitting driving force for the sustainable development and long-term prosperity of my country's tourism industry.

2. Cultural creativity enhances the cultural connotation of products and is conducive to the transformation of cultural resources into tourism products. Cultural creativity breaks through the previous narrow thinking of on-site management and management of cultural resources and cultural relics. Through innovation in form, content, business formats, etc., it expands the ways and channels for the utilization of traditional cultural resources. Integrate creativity into my country's diverse cultural resources, reinterpret and innovate past cultural resources in the current cultural context, reuse and rediscover the value of cultural resources, achieve innovation in inheritance, and develop in innovation. It is an important way to maximize the value of my country's cultural resources, enhance and recreate traditional culture, and transform the splendid and profound cultural soft power into economic hard power.

3. Cultural creativity has strong industrial integration power, which is beneficial to promoting the optimization and upgrading of the tourism industry. The penetration and integration of cultural creativity and all aspects of tourism can effectively lengthen the tourism industry chain. Cultural creativity breaks the barriers and boundaries between the cultural industry, tourism industry and other industries, realizes the reorganization and cooperation of different industries, departments and fields, innovates industrial forms, expands the tourism factor system, reorganizes the industrial market, and integrates different industries. The advantages of talents, markets, brands, information and services are integrated and penetrated into the tourism industry, forming a win-win situation of industrial linkage and cooperation.

4. Cultural creativity enables the tourism industry to continuously add value during its operation, which is conducive to promoting economic and cultural prosperity. The high value-added power of cultural creativity can increase the uniqueness and cultural and artistic elements of tourism products and enhance the added value of tourism products. All aspects of food, housing, transportation, travel, shopping, and entertainment can be innovated through cultural creativity. Every link of the industry chain such as tourist destinations, tourism resources, tourism activities, tourism planning, tourism marketing, tourism services, and tourism commodities can be innovated through cultural creativity. Cultural creativity can increase the value of concepts and create new economic benefits.

Strategic ideas for upgrading and transforming the tourism industry through cultural creativity

1. Government-led strategy. The development of creative industries in developed countries has benefited from the implementation of national strategies. Only when the government attaches great strategic importance to it can the cultural and creative industries develop and grow. Government leadership means giving full play to the government's functions. The first is to incorporate the creative industries into my country's overall tourism development strategy, set up a guidance and coordination agency for the development of China's cultural and creative industries, formulate an overall development plan and overall goals for future development, and make unified deployment of institutional settings and development strategies to form an organization led by the central government and responsible for local governments. , departments work together to implement a tourism reform promotion system with top management and top-down linkage to plan for the long-term and in-depth development of Chinese culture. The second is to build a good platform for cooperation between tourism and cultural and creative industries, optimize the internal and external environment for the development of creative industries, encourage cross-regional, cross-industry, and cross-ownership integration, mergers, and reorganizations, and set up tourism creative product displays. Center to create a creative trading platform. The third is to strengthen the selection, reference and promotion of excellent tourism cultural and creative products, expand brand influence through media publicity, international exchanges and other means, realize the value transformation of cultural and creative products, and increase the market influence and share of tourism cultural and creative products. The fourth is to increase investment in the creative industry, improve investment and financing systems and mechanisms, provide financial support for tourism enterprises’ creative attempts in R&D investment, market development and other aspects, and encourage the generation of excellent creativity. The fifth is to explore the market-oriented operation model of cultural creativity, cultivate a group of tourism enterprise groups with diversified investment entities that operate across regions and industries, break the institutional barriers of fragmentation, comprehensively operate creative projects, and form a system of government macro-control and enterprise autonomy. A cultural and creative tourism development mechanism with the participation of business operators and society. The sixth is to increase the protection of cultural and creative property rights, support creative patents to be discounted into equity and funds in proportion, and form a good development environment that respects, encourages and protects creativity.

2. Market-oriented strategy.

Cultural creativity must be guided by market needs, based on the premise of meeting the spiritual needs of contemporary tourists, based on scientific analysis of the macro-environment and market characteristics of tourism development, accurately grasp the market, and distinguish the demand characteristics of key markets, emerging markets and potential markets. , change patterns and development trends, actively develop the high-end tourism market, accelerate the cultivation of a number of emerging markets, deeply develop and enhance the traditional tourism market, and provide targeted creative tourism products for different tourists. A good idea must accurately grasp the point of convergence between its cultural characteristics and market needs, and accurately position it. It must comply with the three basic characteristics of being attractive to tourists, being able to be developed and utilized by the tourism industry, and being able to generate economic and social benefits. Before development, resources must be correctly evaluated and scientifically demonstrated, not only based on their historical significance and cultural value, but also on whether they can attract tourists and whether they can integrate food, housing, transportation, tourism, shopping, entertainment, etc. industrial development. It is necessary to conduct in-depth analysis of the market, not only to meet market demand, but also to guide and create market demand. Screening, planning, and development should be market-oriented. Subjective assumptions must not be made to avoid blind development and unnecessary waste.

3. Brand promotion strategy.

National tourist attractions are the main body of my country's best quality tourism resources and the best representatives of tourism brands. They are important for achieving the two strategic goals of China's tourism industry and building a world tourism power.