Research On The Operation And Development Of Small Tourism Enterprises In The Old Town Of Lijiang Under The Background Of Integration Of Culture And Tourism

With the rapid development of global economic integration and the in-depth promotion of China's reform and opening-up policy,China's market environment and consumer demand have become increasingly complex and diversified.Due to the characteristics of small enterprises,such as flexible operation mode,less investment cost,low entry and exit threshold,and the policy support of encouraging innovation and entrepreneurship in China,small enterprises have developed rapidly in China.This is especially true in tourist destinations.With the continuous and vigorous development of tourism,in order to meet the growing and more diversified and personalized demand for tourism consumption,the number of small tourism enterprises is growing rapidly.The Old Town of Lijiang,as a cultural heritage site,is also an important tourist destination.A large number of small tourism enterprises exist.Small tourism enterprises are an important part of the tourism industry of the old town,an important display platform to reflect the culture of the old town,and an important place to enhance the cultural experience of tourists.The development of culture and tourism integration of small tourism enterprises will play an extremely important role in promoting the deep integration and development of culture and tourism of the old town.Under the background of the current integration of couture and tourism,choosing tourism small enterprises in the old town as the research object,and discussing the integration of culture and tourism in operation activities as an important measure to promote its sustainable development.This is a highlight of this article.It is also an objectiverequirements to deepen integration of culture and tourism under the current economic and social background,so as to realize the protection and inheritance of the culture and the sustainable development of tourism of the Old Town of Lijiang.Because of the operators of small tourism enterprises are not local in the Old Town of Lijiang,bring with the foreign culture and business ideas,the phenomenon of multiculturalism is prominent,the proportion of local cultural products is low,cultural tastes are insufficient,and the cultural consumption is insufficient.It doesn't match the status of The Old Town of Lijiang as the world's cultural heritage.Otherwise,in recent years,with the intensification of market competition,the change of tourists' consumption concept,and the rising pressure of rent in old town,the survival and development of small tourism enterprises are facing greater challenges,presenting the characteristics of short life cycle,low survival rate and fast turnover.How to improve the proportion of cultural products,enhance cultural taste,stimulating cultural consumption and help small tourism enterprises out of the predicament is an urgent problem.Due to the survival characteristics of small tourism enterprises,the operation and development of small tourism enterprises are not only affected by the internal operators and their operation behaviors,but also by the external environment market factors and macro management behaviors such as the overall planning and layout of government departments,policy-making,supporting measures and protection measures.Through interviews and questionnaires,this paper investigates and analyzes the operation of small tourism enterprises in the Old Town of Lijiang,and analyzes the influencing factors,finds out the existing problems in the operation of small tourism enterprises in the Old Town of Lijiang and the main factors restricting their operation,focuses on the relationship between the operation of small tourism enterprises and the display of local cultural characteristics of Lijiang,And from the internal and external factors to explore targeted measures to provide small enterprises and government departments with reference to decision-making,so as to promote the sustainable operation and development of small tourism enterprises in the Old Town of Lijiang.