Industrial Convergence Of Tourism Industry And Cultural Industry In Guilin

It is an inevitable trend that cultural industry and tourism industry are integrated due to some similarities and relevance between them. In recent years, some policies are issued to guide the integration of cultural industry and tourism industry. In September2009, the Ministry of Culture and National Tourism Administration issued "the Guidance to Promote the Development of Culture and Tourism", which marked the integrative development of these two industries has moved into a new stage. Experts and scholars both at home and abroad make research on industrial convergence from different points of view. The study fields include agriculture, finance and information communication, etc. For tourism and culture related fields, yet there is no theoretical framework. In the paper, the author combined theories and actual cases together, trying to further improve the theoretical system of the industrial convergence. The aim is to optimize the composition of cultural industry and tourism industry, promote the interactions between industries, provide more innovative ideas for managers, as well as meet the higher spiritual demand of consumers.Based on the academic research, the author thinks that the integration development of tourism industry and cultural industry mainly relies on two aspects of motivation:the intrinsic ones and the external ones. The intrinsic factors include the need of the development of their own industry, correlation between industries, and the demand for economic effect. The external motivations are divided into political, economic, social, technology factors. The process of industry convergence can be divided into four stages, including technology integration, product integration, enterprise integration, market integration. The industry convergence of tourism industry and cultural industry is divided into three categories:expanded industry convergence, integrated industry convergence, infiltration industrial convergence.Through the analysis of the specific case of Guilin, the author thinks, both tourism industry and cultural industry have made varying degrees of progress; however, there are some problems respectively. Especially in cultural industry, for example, the overall development level is low, the internal structure of cultural industry is irrational, and the source of finance is relatively single therefore, it is inevitably to merge the relatively strong industry, tourism industry, to enhance its market competitiveness. Some aspects--A good policy environment, the steady economic base, urbanization construction, infrastructure construction and technical support-have created conditions for the integration development of tourism industry and cultural industry of Guilin. After entering the90’s, these two industries showed signs of integration. Four levels of convergence--technology, product, enterprise and market-are developed step by step. In Guilin, the expanded industry convergence represented by tourism performing arts and the integrated industry convergence represented by convention and exhibition events are relatively mature, while the infiltration industrial convergence is still weak. Two industrial convergence in the process of development, However, there are some problems existing in the development of industrial convergence, for instance, urbanization lag hinders the integration, products become similar, cultural resource is not rational exploited, etc.In the case study of Guilin, the author mainly analyzed the live show tourism product called "The Impression, Liu Sanjie". The success of the product relies on the use of the "three combination" mode:the combination of Guilin landscape and culture brand, the combination of government guidance and enterprise operation, and the combination of celebrity effect and original design. Eventually, the product not only brings huge economic benefits to the company, but also brings social and economic benefits to Yangshuo County, with greatly improvement of living standard of the surrounding residents. The success of "Impression, Liu Sanjie" is not an accident, but closely connected with many aspects, for instance, superior geographical conditions, rich ethnic culture, broad tourist base, active government support, the forefront of artistic innovation, flexible market operation, etc. So, each place explores the distinctive local culture elements, deeply exploit ethnic cultural resources, and highlight the links with social and economic benefits.The author has explained the suggestions on the industrial convergence of cultural industry and tourism industry from three aspects:government, enterprise, and market. The government should strive to establish long-term coordination mechanism, promote diversified financing channels, innovate investment mode, set up the cultural creative industrial park, and strengthen exchanges and cooperation between regions; Enterprises should actively develop cultural resources, foster new integration points of cultural industry and tourism industry, absorb foreign experience, innovative business cooperation mode; In the market, we should actively guide consumers to form a diversified product demand and create brand effect through integrated marketing methods.