Analysis On The Path And Mode Of The Integration Of Cultural Industry And Tourism Industry In Gansu Province

Tourism is an important carrier of culture, while culture is the soul of tourism development, between them there is both a close relationship and natural fusion.In recent years, along with the further development of the social economy, the proportion of culture and tourism industry accounted in the national economy has witnessed a further increase, consequently, the demand for tourism and culture from the vast number of consumers has further increased, characterized by personalized and differentiated requirements which are gradually enhanced. Under the impetus of these changes, the integration of culture and tourism industry thus has become an inevitable trend.In 2009, The Cultural Industry Revitalization Plan and Views on Accelerating The Development of The Tourism Industry promulgated by the State Council In 2009 clearly regarded the culture and tourism industry integration and development as a direction of future development of culture and tourism industry, promoting the integration of these two industries from the national strategic level. Gansu, known as one of the birthplace of Chinese civilization, is located in the golden section of the Silk Road Economic Belt and is abundant in natural and cultural tourism resources. In January 2013, the construction of Chinese Civilization Heritage Innovation Area project of Gansu province was officially approved by the State Council, marking Gansu cultural tourism industry got into the fast lane. However, due to various factors, the development of cultural tourism industry in Gansu province is still in the primary stage and the initial stage. Under this background, actively carrying out culture and tourism integration development strategy and strategic research in its direction and mode and putting forward some policy recommendations with feasibility and perspectiveness to suit the Gansu cultural tourism industry and its enterprise practice would certainly has reference significance to promote the construction of Gansu as a major cultural tourism province as well as the development of cultural enterprise.Enterprise is the main body of industrial development and implementation of industrial integration. Based on the theory of industrial fusion theory, innovation theory and the theory of value chain, from the perspective of enterprise and market front, using literature analysis method, system analysis method and empirical research combined with examples, the thesis aims to process and analyze the current situations, existing problems and the fusion mechanism, path, pattern and so on in Gansu cultural tourism industry and enterprise development and put forward specific countermeasures and suggestions. Specific ideas are as followed. Firstly, based on the industry fusion theory, it is to define the industrial integration theory and cultural industry, tourism industry boundary, characteristics,concept and theory of fusion mechanism, by looking up relevant literature resources.Then, with the research status sorted out on integration of culture and tourism industry at home and abroad, draw a conclusion on the evaluation of the research and development status of cultural tourism industry integration both at home and abroad. Furthermore, combined with the current situations of Gansu culture, tourism industry and the development of related enterprises, a delicate analysis will be made on the fusion mechanism, path and pattern of the development of cultural tourism industry in Gansu province, finally a corresponding conclusion will be drawn.Based on industrial convergence theory, economies of scale theory and industry value chain theory combined with empirical research, the thesis draws the following study conclusions on Gansu provincial cultural industry and tourism industry fusion:Firstly, under the premise of admitting the relatively independent positions of cultural industry and tourism industry, respect objective laws and market demand, encourage and support the continuous cross fusion, the benign development of the industry will actively promote the coupling effect, as a result, these two industries will ultimately produce a new form of industry, cultural tourism industry, moving from interdependence to mutual integration, by promoting and affecting each other.Secondly, carry out actual empirical research aimed at Gansu culture, tourism industry and enterprise practice, then put forward that under the premise of such integration paths as resource integration, product integration and capital integration, the cultural tourism enterprises can establish large cross cultural tourism industrial group and achieve integration in following nine modes: integration of tourism scenic spots and cultural products, integration of tourism and cultural creative industrial park module, integration of tourism and construction of the village, integration of tourism entertainment and cultural products, fusion, integration of tourism catering and regional cultural elements,integration of traffic tourism and cultural products, integration of tourist commodities and creativity, integration of tourism products and characteristic experience, integration of tourism and traditional folk festivals. Finally, the countermeasures and suggestions are put forward from such three aspects as policy system support, power mechanism construction and safeguard measures.