Study On The Problems And Countermeasures Of The Integrated Development Of Culture And Tourism In Gaoyou City

With the rapid development of China’s tourism market,the trend of blurring industrial boundaries has intensified.The integration of culture and tourism,which has become the future development direction of China’s tourism industry,and which has become the key node to promote the supply side reform.In 2019,the Culture,Radio,Television and Tourism Administration of Gaoyou City was established,the cultural departments and tourism departments co operated,and the departments were reorganized.The integration awareness of cultural cadres and tourism cadres was increasingly strong,which laid a good foundation for the integration of culture and tourism in Gaoyou City.Gaoyou has rich tourism resources and distinctive cultural characteristics.The integration of culture and tourism is of great significance for accelerating the transformation and upgrading of Gaoyou’s culture and tourism industry.The development of Gaoyou’s tourism market is still in the embryonic stage,and the overall level is faced with the problem of "people flow,no one stays,prospects,no money",which seriously hinders the in-depth promotion of Gaoyou’s cultural and tourism integration.Therefore,to find out the problems and constraints of the integrated development of culture and tourism in Gaoyou City,and to further promote the integrated development of culture and tourism in Gaoyou City,has become an urgent research topic.This paper adopts the writing framework of "current situation-problems-causes-countermeasures",combs the relevant literature of cultural tourism integration at home and abroad through the literature research method,summarizes and studies,defines the relevant concepts of culture,tourism,cultural tourism and cultural tourism integration,and uses the case study method to learn from Kumamoto County,Japan and Giverny Town,France Based on the advanced experience of cultural and tourism integration at home and abroad in Lingshan,Wuxi and Pingyao Ancient City,the research on the problems and countermeasures of cultural and tourism integration development in Gaoyou City is carried out.Firstly,it introduces the current situation of cultural and tourism integration development in Gaoyou from the aspects of mechanism,motivation,mode,subject and effect of cultural and tourism integration;Secondly,it comprehensively uses interview,questionnaire and online text analysis to investigate the problems and constraints of the integration of culture and tourism;Specifically,indepth interviews were used to investigate the relevant responsible persons of the government and enterprises,and it was recognized that there were obstacles in the system,mechanism and supporting elements of the integrated development of culture and tourism in Gaoyou City;The questionnaire survey method is used to investigate and analyze the staff of cultural and museum venues and tourists coming to Gaoyou to understand the pain points of the integrated development of Gaoyou culture and tourism;The online comments of Gaoyou tourists are analyzed by using the online text analysis method,and the content,quantity,quality and value of Gaoyou’s cultural tourism integration are obtained;In order to find out the problems of single form,insufficient depth,low level and insufficient effect of cultural and tourism integration development,the restricting factors mainly include system and mechanism obstacles,factor support obstacles and product innovation obstacles,which restrict the upgrading of cultural tourism industry and the supply of high-quality cultural and tourism products in Gaoyou City;Finally,based on the above investigation and analysis,using the theoretical achievements of new public management,industrial integration and industrial chain,the paper proposes the optimization path of administrative system,market mechanism and product supply for the cultural and tourism integration development of Gaoyou City;As well as the development countermeasures of optimizing the system and mechanism,strengthening the element support,and deepening product innovation,which can form a useful reference for the in-depth promotion of the cultural and tourism integration development of Gaoyou City.