Research On The Development Of Lishui Guyan Huaxiang From The Perspective Of Cultural And Tourism Integration

With the merger and reorganization of the cultural and tourism departments in the reform of national institutions,the joint development of "culture" and "tourism" has fully opened the grand prelude of the integration of culture and tourism in the new era and new background.The integration of culture and tourism can promote the optimization and upgrading of the traditional industrial structure and innovate the original industrial development model,which is an inevitable choice for the development of the cultural tourism industry.Therefore,the development concept of "promoting tourism with culture and promoting culture with tourism" should become an important guide for the future development of tourism.Lishui Guyan Huaxiang is the place where General Secretary Xi sent his affectionate message.Over the past 15 years,the scenic spot has always followed the important entrustment of General Secretary Xi’s "Clear water and lush mountains are invaluable assets,especially for Lishui",and integrated the "Two Mountains Theory" into the ecological economy,ecological system and ecological culture to promote The integrated development,characteristic development and innovative development of "cultural,ecological and business formats" in the scenic spot have achieved obvious results in the early stage of the scenic spot’s development.With the development of the times and the progress of society,the development of Guyan Huaxiang and even the entire Lishui tourism industry has been unable to meet the increasing demands of consumers.The development model of scenic spots needs to be changed urgently.With the advent of a new era of cultural and tourism integration,Guyan Huaxiang embraces rich cultural and tourism resources and ushered in the second spring of reform and development.Taking advantage of the east wind of the policy environment,how to seize the opportunity to break through the bottleneck is currently placed in the scenic spot.The most important issue before management.The research of this thesis is to analyze the development status of Lishui Guyan Huaxiang from the perspective of cultural tourism integration,find out the problems existing in the integrated development of cultural tourism in the scenic spot,analyze the deep-seated reasons behind the existing problems,and find out an effective way to solve the problem.,to provide opinions and suggestions for the high-quality development of cultural tourism in Guyan Huaxiang,and also provide reference for Lishui to promote the upgrading of industrial structure and promote the deep integration of culture and tourism.On the basis of previous research,the author selects Guyan Huaxiang as a research object,and conducts research by combining theory and practice with various methods such as literature search,questionnaire survey,field inspection,SWOT analysis and case comparison.The SWOT analysis is carried out on the current development of Guyan Huaxiang,and it is clarified that the development of the scenic spot has the advantages of beautiful natural ecology,superior regional conditions,outstanding cultural characteristics,and rich cultural and tourism resources.There are many constraints,lack of high-end hotels,geographical Underdevelopment,noisy transit traffic and other disadvantages,among external factors,we should seize opportunities such as rising tourist demand for vacations,increasing urban brand influence,rapid improvement of regional traffic environment,and strong support provided by multiple levels to meet resource pressure,market competition,and functional transformation and other challenges.Carry out tourist satisfaction surveys and interviews with some industry insiders,Analyze the needs of cultural and tourism integration in Guyan Huaxiang,and comprehensively investigate the results to find out the problems existing in the integrated development of culture and tourism in Guyan Huaxiang: Including low relevance of cultural and tourism products,lack of iconic image of scenic spots;insufficient product integration and development,insufficient immersive experience for tourists;single marketing channel,weak cultural and tourism integration innovation;lack of comprehensive supporting facilities,ignoring the diverse needs of tourists.The lack of creative and the neglect of tourists’ experience are the main factors leading to the lack of motivation for the integrated development.Based on the above research,this thesis considers and implements the following projects to promote the integrated development of culture and tourism in Guyan Huaxiang:First,the cultural construction project: dig deep into the excellent traditional culture;second,the product building project: realize the tourism product system Iterative upgrade;the third is the marketing promotion project: comprehensively strengthen cultural tourism marketing;the fourth is the facility improvement project: improve the infrastructure construction of scenic spots.At the same time,it is guaranteed in four aspects: implementing multi-line management and control,sticking to the bottom line of integration;rationalizing the mechanism and system,optimizing the integration environment;introducing social forces to consolidate the foundation of integration;implementing double recruitment and double introduction,and strengthening integration conditions.Finally,conclusions and prospects are presented.The research is expected to provide reference and reference for promoting the integrated development of culture and tourism in Guyan Huaxiang.