In May 2019,General Secretary Xi Jinping inspected Jiangxi and made important instructions to "build the Jingdezhen National Ceramic Culture Inheritance and Innovation Pilot Zone and create a new platform for foreign cultural exchanges".In the same year,the "Jingdezhen National Ceramic Culture Inheritance and Innovation Pilot Zone Implementation Plan" was issued,proposing the strategic positioning of "two places and one center",and planning to build Jingdezhen into a national ceramic culture protection,inheritance and innovation base,a world-famous ceramic culture tourism destination,and an international ceramic culture.As an exchange and cooperation trading center,Jingdezhen ushered in a major opportunity period for the integrated development of culture and tourism.Ceramic art avenue Cultural and Creative District has achieved outstanding results in the exploration of Jingdezhen ceramic culture inheritance and innovation and integrated development of culture and tourism.It has developed into a new cultural landmark and a new city name card in Jingdezhen.It has a unique heritage style,diversified brand formats,active youth entrepreneurship,extensive international exchanges,and cultural and cultural heritage.The tourism resources are of high quality,the leisure system is sound,and the cultural and recreational activities are normal.In 2020,it was rated as a national-level cultural industry demonstration park,which is representative,typical and inspiring.This paper takes Ceramic art avenue Cultural and Creative District as a typical case,and starts from the perspective of cultural tourism integration.It uses literature analysis method,on-site research method,and open interview method to collect materials,and uses the theory of industrial integration,experience economy,and tourism elements to analyze the case Through research,it was found that Ceramic art avenue integrates 9 ceramic cultural elements(ceramic history,ceramic utensils,ceramic craftsmen,ceramic ruins,ceramic craftsmanship,craftsmanship,Aesthetic point of view,ceramic life,ceramic trade)and 6 tourism elements(food,housing,travel,travel,entertainment,shopping)and X other elements(management culture,architectural culture,technology,Internet new media,cultural and creative related culture,etc.)organically.Explored and constructed the power mechanism for the integrated development of Ceramic art avenue culture and tourism,that is,the tourist demand of tourists constitutes the gravitational subsystem,the profit needs of enterprises and entrepreneurs constitute the thrust subsystem,and the development of social culture,economy,political environment and science and technology constitute the supporting force system.The analysis found that Ceramic art avenue has problems such as insufficient use of cultural and creative products in catering,accommodation,transportation,and entertainment scenarios,lack of competitive products,high prices of cultural and creative products,long intervals between cultural and entertainment activities,and the popularity of the park is significantly affected by the activities.In response to the problems,countermeasures and suggestions are put forward from four aspects: promoting the "full coverage" of Ceramic art avenue’s IP,cultivating the "leader" in the cultural and creative industry,enriching the "product line" of ceramic cultural and creative activities,and creating a "kaleidoscope" of cultural and entertainment activities. |