The definition of cultural tourism

First, the status of tourism culture in the development of tourism

With the rapid development of modern society, cultural tourism is becoming a popular and dynamic form of tourism. The influence of cultural factors on modern tourism activities will be more profound and far-reaching. To accelerate the development of China's tourism industry and improve its international competitiveness, we must attach great importance to the construction of tourism culture. This is the inevitable requirement of the essential characteristics of tourism culture.

"Modern tourism phenomenon is actually a comprehensive mass activity based on spiritual and cultural needs and enjoyment, involving economic, political, social and international exchanges."

(Noe: Yu Xuecai: A Summary of Tourism Culture Research in Recent Seven Years [J], Tourism Economy, No.2, 1997. )

Cultural factors permeate all aspects of modern tourism activities. "Culture is the starting point and destination of tourists, the source of attraction of tourism landscape and the soul of tourism."

(Note: Ma Bo: Modern Tourism Culture, Qingdao Publishing House, 1998. )

Tourists' travel behavior is a kind of cultural consumption behavior, and their motivation and purpose of traveling abroad is to obtain spiritual enjoyment and psychological satisfaction; In order to make a profit, tourism operators must provide a kind of tourism product that can satisfy tourists' cultural enjoyment.

Whether it is natural tourism resources or humanistic tourism resources, in order to attract and stimulate tourists' travel motivation, they must have fascinating and unique national and local cultural connotations to meet people's different needs in science, history, literature, art and sociology. Therefore, the cultural essence of tourism inevitably requires giving priority to the development of tourism culture in the process of developing tourism.

Secondly, tourism culture is the decisive factor for a country's tourism industry to maintain its own characteristics. People often say: "National things are unique, and the spread of culture is long-lasting."

(Noe: Sun Yubo: "Showing the profound cultural heritage-the enlightenment of Beijing Hutong tourism" [N], Economic Information Daily, June 1995, June 17. )

If a country's tourism industry lacks its own traditional culture, it will lose its characteristics, its unique spiritual connotation and its strong attraction. Practice shows that "any country with a prosperous tourism industry is bound to win with tourism culture."

Austrian tourism is almost always closely related to Austrian musicians such as Strauss.

The naming of streets in Paris always contains historical anecdotes of the French nation.

(Noe: Xu Zongyuan: "On the Status of Tea Culture in Tourism Culture" [J], quoted from Yu Xuecai's Summary of Tourism Culture Research in Recent Seven Years [J] Tourism Economy No.2, 1997. )

Therefore, tourism culture is an inevitable requirement for a country to maintain its own national characteristics in the process of developing tourism. Thirdly, tourism culture contains great economic potential. "Tourism is a cultural economy that attracts tourists to earn foreign exchange with the unique culture of a country and a nation."

(Note: Li Gang: "Religious Culture-Important Tourism Resources" [J], Tianfu New Theory,No. 1990+0. )

To this end, many countries with developed tourism in the world have successively implemented the new strategy of "cultural economy".

Robert Barre, head of cultural tourism in Los Angeles, said: "Cultural tourism is probably the fastest growing tourism project in the United States. Because every city can get considerable income by developing cultural tourism.

(Note: Yu Dong: Cultural Tourism, the fastest-growing project of American tourism [N], Beijing Daily,1June 26, 997. )"

After a comprehensive and systematic calculation of the input and output of Italian cultural heritage, it is concluded that the annual value-added tax revenue collected by the state for cultural tourism is 27.5 times of the protection cost, which can provide jobs, promote construction, commerce and transportation, and promote the development of science and culture. They believe that "cultural heritage is the richest wealth of the country, which contains huge economic potential and is an inexhaustible financial source for the government. It should be regarded as an important part of strategic resources and the basic production structure of the country. They decided to implement the new national strategy of "cultural economy" from 65438 to 0985, killing three birds with one stone, protecting culture, promoting themselves and benefiting the economy.

(Note: You Tian: Sonata of Emerging Industries [J], Journal of Beijing Institute of Finance and Trade, No.5, 1994. )"

South Korea has also actively taken various measures to vigorously develop cultural tourism, "intending to cultivate culture and tourism into a national strategic industry in the 2 1 century".

(Noe: Qin Ling: Cultural Tourism: National Strategic Industry in the Next Century-South Korea Vigorously Develop Cultural Tourism [N], Science Times,19991.5. )

Judging from the practice of China's tourism development, "building a stage with culture and singing opera with economy" has become a major feature and one of the main experiences in developing tourism.

Third, culture is the key to improve people's quality and management level. Tourism culture is largely embodied in tourism managers and their employees. Its cultural quality and management level directly affect whether tourists can get good aesthetic enjoyment and spiritual satisfaction, whether tourism resources can be rationally developed and utilized, and then affect the development of tourism.

In the future, the competition in tourism will mainly be in tourism culture, and people's demand for tourism resources and services will tend to be cultural, high-tech and participatory projects. Therefore, the cultural quality and management level of tourism managers and employees must be improved accordingly, so as to be in line with international standards and meet the requirements of the times and make China's tourism industry invincible.

Finally, culture is a magic weapon for tourism to build famous brands and improve its competitiveness. In tourism activities, the material needs of tourists are low-level and easy to meet, while the spiritual and cultural needs are high-level, complex and difficult to meet, but they affect the overall situation.

If tourism enterprises can't meet the spiritual and cultural needs of tourists, they will lose the value of existence. At the same time, because culture has the characteristics of regionality, nationality and inheritance, it is often unique to a country and region, and it is difficult to imitate and copy. Therefore, it reduces the comparability in the competition, has a monopoly position, and is easy to form a strong competitive ability and create its own characteristics and brand-name effects. Famous brand is an invisible force in tourism competition, and it is also a valuable cultural resource to promote tourism to embark on the road of sustainable development.

In short, if China's tourism industry wants to achieve greater development and rank among the world's tourism powers, it must attach great importance to the construction of tourism culture, dig deep into the connotation of tourism culture, create a tourism culture atmosphere, and establish a set of tourism culture system with China characteristics to provide services and guidance for the development of tourism. Tourism culture is an indispensable cultural heritage and soul of China's tourism industry, and it is the key for China's tourism industry to maintain China characteristics and improve its international competitiveness.

Second, the connotation and classification of tourism culture

The essence of culture lies in innovation. Tourism culture is not a simple addition of tourism and culture, nor is it a hodgepodge of various cultures. It is a brand-new cultural form that combines traditional culture with tourism science.

For tourism culture, other cultures are "raw materials". In tourism activities, the original cultural factors such as ideas, psychological characteristics and ways of thinking in tourists' minds collide and combine with the heterogeneous cultural factors in the destination, and gradually form a new cultural form.

Tourism operators have devoted themselves to studying the traditional culture of their own nation, made appropriate choices, absorbed some foreign cultures, and after careful processing, sorting and development, they have become tourism cultural products for tourists to watch or appreciate, creating tourism culture; The tourist object itself reflects people's wisdom and strength and has considerable cultural factors. It is the external expression of people's inner values, aesthetics and other spiritual factors, and it is also an indispensable part of tourism culture.

Therefore, the so-called tourism culture is actually based on the intrinsic value of general culture, relying on the six elements of travel, food, housing, transportation, shopping and entertainment, and based on the relationship between tourism subject, tourism object, tourism media and tourism research, the sum of ideological forms and their external manifestations that have been formed in the process of tourism activities. It is both material and spiritual.

The connotation of tourism culture is very rich and its extension is quite extensive. "Cultural fields involving historical, geographical, ethnic and religious, catering services, landscape architecture, folk entertainment, natural landscape and other tourist objects; It also involves cultural subjects such as tourists' own cultural qualities, hobbies, behaviors, thoughts and beliefs; It also involves service culture, commodity culture, management culture, tour guide culture, policies and regulations and other tourism intermediary cultures. "

(Noe: Lin Yongkuang: "Promoting Excellent Culture and Strengthening Position Consciousness" [N], China Tourism News, 2000, 1, 17. )

In addition, it involves tourism, tourism psychology, tourism marketing, tourism management, tourism sociology, tourism culture, tourism aesthetics and other comprehensive fields to study tourism activities.

From the structural system of tourism culture, it should include the outermost material culture, such as architecture, gardens, utensils, tools, food, clothing and so on. These are tangible and have physical forms that can be felt by human sensory organs.

The middle level of tourism culture includes system culture and behavior culture.

Institutional culture is the product of tourists and tour operators dealing with the relationship between individuals and others, individuals and groups, including the laws, regulations and professional ethics that participants in tourism activities should abide by. It is a rigid, programmed and moralized tourism behavior, which is mainly formulated and implemented by the government, organizations and institutions by compulsory means.

Tourism behavior culture mainly refers to the customary behaviors of tourists and tour operators in tourism activities, such as customs, etiquette, folk customs, folk customs, behavior methods and service methods. In fact, it is the spontaneous behavior of tourists or tour operators, and it is the expression of their internal values, aesthetic tastes, ways of thinking and other factors in action.

The core layer of tourism culture is spiritual culture or mentality culture, which is the cultural mentality and ideological expression of participants in tourism activities, including social psychology and social ideology, and is composed of main factors such as values, aesthetic pursuit, moral emotion and way of thinking.

From the object to the subject, the four relations are closely linked and indispensable. Material culture is the external manifestation or external materialization of tourism culture, which can be directly perceived by people and is easy to imitate and create because of its materiality. But to really attract people, it is necessary to reflect the spirit, concept and pursuit of the creator behind materialization.

Mentality culture is the core of tourism culture, which must be consciously externalized in the material state in order to be perceived and understood, and to make one's own thoughts, pursuits, interests and emotions arouse others' voices. Therefore, material culture and spiritual culture are the unity of opposites in the whole tourism activities.

System culture and behavior culture are the intermediate transition links from material state to mental state, and they have irreplaceable functions of connecting the preceding with the following. Institutional culture is an essential factor to ensure service quality, improve tourism level and promote the healthy development of tourism, which has the significance of ensuring direction and guidance.

Behavior culture is also indispensable for improving the management level of tourism, ensuring the quality of service and enhancing competitiveness. The standard and elegant service of tourism service personnel can make tourists feel great happiness during their travels; Good behavior of tourists is not only a symbol of human civilization, but also can reduce unnecessary conflicts with residents in the reception area.

Correctly and profoundly understanding the connotation of tourism culture and scientifically classifying it is the premise for us to strengthen the construction of tourism culture, which will make the construction of tourism culture more targeted, purposeful and practical.