How to evaluate the role of cultural communication in the integrated development of tourism and communication

Abstract: There is a close connection between tourism and culture, and the development of the two is interdependent and mutually reinforcing. At a stage when my country's economy and culture are developing rapidly, culture and tourism have a closer relationship, and the integration between the two is getting closer and closer. Therefore, studying the integration path of culture and tourism and understanding the integration rules between them will be of great help in grasping the development trends of culture and tourism and actively guiding them.

Keywords: culture; tourism; policy; development

1. The importance of integrated development of culture and tourism

Integrate tourism and culture and coordinate the two The development of tourists is the main direction of current tourism development and the main line of cultural tourism industry development. The integration of culture and tourism not only promotes the development of tourism, but also promotes national culture. At the same time, it can also stimulate the development of the tertiary industry, allowing tourists to feel the charm of national culture while enjoying leisure and entertainment. At the same time, this memory will be deepened in the heart through the tertiary industry. In traditional tourism, tourists only visit scenic spots and eat and drink. This method does not play a big role in the spread of culture. Therefore, in order to promote the integration of culture and tourism, we should start from the source of culture and explain the historical allusions of the scenic spots to tourists in detail, so that tourists can not only understand the history and culture related to the scenic spots, but also deepen their impression of the scenic spots.

Through the integrated development of culture and tourism, we will launch more cultural and tourism products. We must create a more comfortable and convenient tourism environment and achieve safe and civilized tourism. Achieve coordinated and sustainable development of culture and tourism.

2. Integrated development path of culture and tourism

(1) Optimizing the integration of resource development

In the process of resource development and integration, relevant departments should consider To the interconnected development of industries, actively communicate and work together to increase industrial investment and achieve interconnected development of industries. In the development of tourism, in order to promote the continuous development of the industry, relevant departments should incorporate the cultural industry into tourism planning, do a good job in the development, promotion and sales of related products, realize the organic combination of culture and tourism, and promote the close integration of the two. . On the other hand, relevant departments should grasp the entry point of culture to achieve a seamless connection between culture and tourism. In particular, they should integrate and utilize unique cultural resources to improve the cultural depth of the tourism industry and realize the shaping of local cultural tourism brands. , establish a win-win situation.

(2) Based on cultural marketing, improve the quality of tourism

Minister Luo Shugang once said: "Some works of art are obsessed with formal techniques and have empty content; some pursue luxury With big scenes and big productions, they create so-called visual feasts, but their thoughts are poor and their spirits are pale; some even dissolve the sublime and distort values. Such artistic works that one-sidedly pursue form first and form for form’s sake, no matter how gorgeous the scenes are. , No matter how novel the design, no matter how skilled the skills are, they can only be like a body without a soul and a lifeless artificial flower, and cannot have long-term vitality.”

First of all, each region can hold a local exhibition. A unique tourism and cultural festival, turning it into a new tourism project. For example, the Red Culture and Education Base "Maixin Memorial Hall" located in Kailu County, Tongliao City, visitors can learn about Comrade Mai "Military Song of the National Revolution", "Overcome Difficulties and Welcome the Light" and other clarion calls to encourage the people to resist Japan and kill the enemy), understand the great contributions made by the older generation to New China, and let tourists deeply understand the meaning of "never forget the original intention and keep the mission in mind". meaning.

Secondly, do a good job in promoting cultural tourism. Relevant tourism companies or relevant departments should increase cooperation with local mainstream media, increase publicity efforts, and use a variety of publicity methods and channels to effectively publicize and promote local characteristic cultural tourism projects and establish a new tourism destination. image. Through publicity during prime time periods, more people can learn about local cultural tourism projects and accept local cultural tourism. At the same time, through advertising, we can expand the audience scope and lay a good foundation for attracting a large number of tourists.

Finally, realize the "marriage" with online media and develop e-commerce in the tourism industry through online channels. In the information age, the development of all walks of life is inseparable from the Internet. The tourism and cultural industries should also keep up with the pace of the times, conform to the trend of the "Internet +" era, and use network channels to expand the marketing time and time of cultural tourism products. space. Through the Internet, we provide tourists with information inquiry, online booking, agency services and other services. Through the tourism e-commerce system, product quality and product services have been greatly improved. In recent years, the scenic spots themselves are no longer the only selling point of tourism. With the diversification of people's choices, the demand for spiritual attractions has become increasingly strong. In recent years, tourism performing arts and tourism B&Bs have gradually heated up and continued to attract people's attention. With the rise of the cultural industry, the infusion of cultural thinking may bring surprises to the tourism industry.

For example, the Mongolian Style Park of Habtuhasar Holy Land, located in Liaohe Town, Tongliao Economic Development Zone, is mainly composed of the Mongolian Culture and Art Exhibition Hall, the Mongolian Culture and Art Creation Base, the Youth Archery Training Base and the Bow and Arrow Museum, Horqin Humanities Ancestor Habtu. Hasar Sacrifice Hall, Health Experience Hall, Mingu Cultural Experience Area, Intangible Cultural Heritage Master Studio, Hasar Culture Research Junior High School Base, Equestrian Performance Venue, Mongolian Folk Culture Tourism Product Production and Shopping Area and other cultures Chain: relying on Horqin folk songs; operation chain: culture + performing arts + tourism + catering; market chain: linking to tours across the country through the Internet (winter). It mainly builds Tongliao City’s city business card, urban leisure complex, Horqin folk culture and nomadic nationality (representative) complex, and cultural metropolis.

Produce corporate web pages through the Internet to promote cultural tourism to tourists through photos, videos, etc., and at the same time, introduce travel routes on the web page to save tourists time.

(3) Make full use of the platform of tourist resorts and extend the cultural industry chain as much as possible

In the process of promoting the coordinated development of culture and tourism, we cannot just stay in low-end industries At this stage, it should develop towards the high-end direction of the industrial value chain, which requires that the integration of culture and tourism is not just a superficial integration, but also an integration of the core layer, peripheral layer, and related layers to promote the mutual integration of the industrial chain. At present, national-level tourist resorts have good resource environment, complete service facilities, and provide tourists with a variety of leisure methods. It can be seen that the creation of national-level tourist resorts is an important means of tourism transformation and upgrading, and is beneficial to the economy. The development of the city, the promotion of the city, and the promotion of culture are all of great significance. Especially in cultural and creative projects, the integrated development of culture and tourism is most likely to produce beautiful flowers.

3. Pass the test of brand building

Led by planning, supported by resource integration, aiming to highlight characteristics, and focusing on history, culture, ethnic customs, folk culture, desert grasslands , and other cultural tourism as the focus, adhere to the principles of highlighting the original culture, absorbing foreign essence, and facing future needs, integrate culture into tourist attractions, brand routes and various tourism activities, strive to build high-quality scenic spots, and create more comfortable and convenient tourism throughout the region The environment and high-quality routes provide a solid foundation for safe and civilized tourism. Focusing on the idea that tourism is a typical eyeball economy, image economy, and open economy, we will build a publicity and promotion mechanism that combines government and enterprises, departments, and top-down linkage, unify tourism and cultural image brands and slogans, and use authoritative media and traditional media from the country and autonomous regions. and various new media to increase the publicity, marketing, and promotion of cultural tourism brands, scenic spots, and routes to form positive online and offline interactions and enhance the attraction and popularity of cultural tourism in our region.