It is also said that tourism and cultural integration are integrated

Wen Yue Ye Liping

Since the reform of national institutions in 2018, the merger of the former Ministry of Culture and the National Tourism Administration, the integration of culture and tourism has become a hot topic. Three years have passed, and the heat is still unabated.

Although culture and tourism are both social phenomena, in general, they are two different categories of concepts, with different correspondences or frames of reference, and different emphases.

Culture, that is, "civil rule and indoctrination" and "related to humanities, in order to transform into the world", has a broad and narrow meaning. Culture in the broad sense is the sum of the material and spiritual wealth created by human beings in the process of social and historical development, that is, "humanization" or "human culture". Culture in the narrow sense is the spiritual activity and product of human society relative to the political and economic ecology, that is, spiritual wealth, which is an important aspect of the overall layout of the "five-in-one", which is divided into material culture and intangible culture, and its mass expression is language and writing, literature and art, education and scientific knowledge, etc. The emphasis is on cultural people, and the core is the "three views" of values, world outlook and outlook on life. Widely circulated on the Internet is Liang Xiaosheng's syllogism: that is, culture is "a cultivation rooted in the heart, a self-consciousness without reminders, freedom premised on constraints, and kindness for the sake of others." (Note 1) The common values of all mankind are peace, development, fairness, justice, democracy, freedom, kindness, wisdom, courage, and diligence. There are cultural issues in all walks of life, such as politics, economy, society, ecology, and tourism.

Tourism, travel is travel, displacement, travel is entertainment, leisure, there are also broad and narrow meanings. Tourism in a broad sense is a spatial concept relative to the home, place of work and other permanent residence, that is, travel, all activities that leave the place of habitual residence are, whether it is business, studying abroad, finding a job, meeting, business trip, etc., "all who come are guests", also known as "visitor economy". No traffic is not tourism, that is, settlement is not tourism. In addition to space, tourism in the narrow sense also has a problem of motivation and purpose, that is, the activity of leaving the place of habitual residence for the purpose of entertainment (Note (2)), which is a concept relative to work, study and other activities. Tourism itself is entertaining and educational, and can engage in study tourism, but studying abroad lectures is not tourism itself; when traveling for business, you can travel by the way, engage in business tourism, incentive tourism, but business travel itself is not tourism. There is a popular saying on the Internet "the world is big, I want to go and see". Su Dongpo said"Happy, Youhu! (Note (3)). Yudaf said, "The so-called tourism is to see other people's dull places from the place where you are bored" (Note (4)). The core of tourism lies in coming out of regular life and work, relaxing and relaxing, to experience different natural geographical environments and different production and lifestyles (i.e. big culture) in exotic places(i.e., big cultures), to enhance or restore physical fitness and spirit, and to forge or find the best of themselves.

Tourism activities are composed of three parts: the main body - tourists (tourists), media - tourism, and objects - tourism resources (attractions), with information, transportation, food, accommodation, tourism, shopping, entertainment, safety and other N elements (Note (5)). From the nature of resources, it can be divided into natural ecological tourism, cultural tourism (including red tourism, religious tourism), composite (social) tourism or rural tourism, industrial tourism, business tourism, sports and leisure tourism, health tourism, special tourism, etc. From the organization or tour method, it can be divided into sightseeing tourism, leisure and vacation tourism, experience tourism, thematic tourism or group tourism, individual tourism, self-driving tourism, family tourism, or inbound and outbound tourism, domestic tourism, regional tourism, etc. Tourism activities are both economic, social and cultural activities. The main body of the tourism industry is a modern service industry, which is essentially a "value-added industry" with the integrated development of primary, secondary and tertiary industries, which must be integrated with transportation, propaganda and culture, agriculture and rural areas, commerce, ecology and so on.

As far as China is concerned, the integration and development of tourism and culture is very critical, and it is the only way for the mainland's modern economic and social development. It is not only the need for the people's yearning for a better life and the changes in the basic contradictions of the mainland society after the comprehensive well-off and food and clothing have been solved in the new era; it is also the need for the people's friendly exchanges and cultural mutual learning, further expanding opening up to the outside world, allowing oriental civilization to go out more and build a community with a shared future for mankind; it is also the need for the complementary shortcomings of culture and tourism. Many of our current cultures are high, or shelved, or obscure, have no service, lack "temperature"; many tourism have no characteristics, lack themes, and the homogenization tendency is very serious, and it is necessary to learn from each other's strengths.

Although culture and tourism are two different concepts, the two are closely related - culture is passed on by travel, travel is based on culture, culture and plastic tourism are used, and travel is used to show culture. Cultural tourism is an important part of tourism, the integration of culture and tourism development can not be referred to as cultural tourism, if so, the tourism is biased, small, small, and natural ecological tourism? The ultimate purpose of tourism is to entertain and relax, so that the body and mind are happy and healthy. In essence, tourism is a kind of cultural and spiritual consumption. Without characteristics, there is no attractiveness, and without humanistic services, value cannot be realized. Tourism is an important market force, through the flow of people can spread, appreciate, highlight the exotic culture. Tourism culture is composed of three parts: the culture of the source area (including the culture of daily life, work and leisure and entertainment of tourists), and the culture of tourism services culture and tourism.

The key to the integrated development of culture and tourism is to identify and clarify the product theme, strengthen the construction of the characteristic culture of tourism destinations, build an image, establish a brand, and create a tourist destination.

Not all the resources of the tourist destination are tourism resources, only those that are attractive to tourists, and there must be enough attraction to let him or her or them make the trip. No attraction without difference. What's the difference? In the shape of mountains and rivers, hydrological vegetation, celestial climate, customs and religious history, work style, clothing legends, food and snacks, art and music, etc. Differentiation is the soul of tourism, and if there is no feature, do not do tourism. Tourism is typically more economical. Extensive and in-depth research and horizontal comparisons should be carried out. In what range to carry out tourism activities in what range is compared, the emphasis and the source of tourists than the ratio, people have no self, people have my essence, it is best to have uniqueness or monopoly position; to be grounded, it is grown from this land, that is, "in the ground", other places can not or difficult to copy, the focus is on special natural geographical factors and historical and cultural traditions, operation methods, etc., the most earthy is the most world. Natural landscape gardens are originally Chinese characteristics, but in the mainland city construction in recent years, it mainly uses Italian Taiwanese gardens and French symmetrical gardens or gardens, regardless of north and south, street trees also follow the trend, from plane trees, banyan trees, ginkgo biloba to the current jacaranda, cut planted, planted, not only a thousand cities, a thousand villages, and the east to apply the effect, painting tigers do not become anti-dogs, such construction is no tourism value. Why is there a homogeneous farming museum and folk museum everywhere in a geographical unit? Why can't you do the "Potato Museum" and I do the "Baogu Museum"?

Characteristics of this thing, can be large or small, as big as the stars, Oceania, Eastern Buddhist civilization, Western Christian civilization, etc., as small as a little, a branch and a leaf. Within the control of most people, the smaller and more specific, the better. The smaller it is, the easier it is to grasp, and the more specific it is, the easier it is to operate. Through comparison, the most attractive things for tourists are found and turned into products (services, line project activities). Once the characteristics are found, all local tourism products must be done around this thing, forming an industrial chain, first doing fine, others are not easy to imitate, and then systematizing (forming a theme) mass production. Give cultural connotations to natural ecological resources, refine historical and cultural resources and social resources for leisure (entertainment), and strengthen the construction of leisure culture in tourist destinations. In the past two years, primary and secondary schools have been in the "double reduction", the tourism industry used the term "study tourism", it is recommended to change to "study tourism" or the ancients called "study tour" as appropriate, "research" word is too specialized and too serious, contrary to the original intention of tourism. It is necessary to highlight the characteristics, distinguish the theme, build a logo, tree image, establish a brand, integrate nearby resource products, string points into lines, expand lines into surfaces, and create tourist destinations. The destination is the first tourism strength (including cultural and spiritual values, services, marketing and other soft power). The term "global tourism" is an emergency measure to solve the "ticket economy" in previous years, it is troublesome to explain or understand, and it is not in line with the international standard, or it is better to return to the "destination".

Second, attach great importance to the construction of tourism service culture, starting from the humanistic feelings, "brothers in all corners of the world" (Note (6)), standardize, set standards, strong software, and provide fine services to make culture have "temperature".

The tourism industry is an intermediary, without which the wishes of tourists and the value of tourism resources and products cannot be realized. Tourists are foreigners, can not understand the local dialect, do not fully understand the local culture, the first time is not familiar with the local geographical environment, need to have a guidance system or someone to lead the way, the language is not translated can not be understood, the culture is not interpreted, do not know, do not know why. Tourism resources can only be transformed into products if they are developed and services are provided. Service is the first productive force of tourism, and the cultivation of humanistic feelings and attitudes is crucial. "No smiley face should not open a shop", a smile should become the standard style of tourism practitioners, so that tourists are like a spring breeze. It is necessary to firmly establish the people-centered development ideology and the concepts of "life is service" (Note (7)), "brothers in all corners of the world", "the world is the same", "the customer is God", standardize, set standards, accurate, efficient, thoughtful and meticulous, and provide personalized and customized services on the basis of standardization, at least for what they are worth, so that tourists can linger. Our Peking Opera is the essence of the country, but how many young people are deeply impressed by it? Sanxingdui culture is vast and profound, but how many people know its impact on Chinese civilization and even world civilization? Qu Gao and Widow, how to get off the altar and go to the public? How to popularize the modernization of the times? At present, most museums in the mainland can only stand and visit, "dry" turning, why can't we make everyone more comfortable, comfortable, sit down and slowly taste deeply? Tourism itself has the saying that "travel should be fast, travel should be slow", which is itself a slow life and deep experience, and itself is a recipe for treating the fast-paced and fast-food culture of this society.

The guidance system is the first system of tourist areas, scenic spots, and hotels, online, offline, and tour guides are very important, and there is no sense of direction that is a headless fly, which is to hit a wall. The guidance system of our tourist areas, scenic spots and hotels is to facilitate tourists and strengthen the awareness of the Chinese national community, not to declare sovereignty. At present, in some of our ethnic areas, no matter how many tourists there are in our own ethnic group, and no matter how many people of our own ethnic group know our own national script, we must add ethnic characters to the introduction system, which is very complicated, not only superfluous, but also populist or ultra-nationalist. National language is an important connotation of national culture, which should be displayed in tourism resources and tourism ultimate products.

Tourism economy is a typical process economy, many things production and consumption are at the same time, especially experience tourism, such as tea planting tourism, mountaineering tourism, riding tour, fruit picking tourism, etc., the necessary tools, such as shoes, gloves, towels, hats, baskets to be provided, and even transportation, diet, handwashing, necessary training, coaches and other services to be developed, which contains "Zen tea taste (Note 8)" "Mountaineering is full of love in the mountains (Note 9)", "will be at the top (Note 10)", "Labor Glory" "Fruit" (such as "Ode to Oranges") Culture also needs to be integrated. Some activities, the way is the purpose, such as the "drive to spring" Jiayang small train, such as Chengdu to Daocheng, Kangding, Lhasa, Nyingchi, and then to Kathmandu and other routes, as well as the Conch Ditch Ropeway, on the way to see the snow mountain, more exciting than watching at the foot of the mountain, but unfortunately there is no relevant guidance or service on the flight and ropeway.

Travel agencies (travel agents) are the most tourism logo industry, and are still the well-deserved leader of the tourism industry, the organizer of tourism, the key factor, the line that strings together all aspects of tourism, and should be a resilient "golden thread". Among them, route planning, event organization, and tour guide explanation are very important. "Beautiful or not, it all depends on the tour guide's mouth." It was originally an agent (Agent, Agence), but it was translated into a service at the beginning, taking on too much unbearable weight. For example, safety, as long as you have handled the travel agency liability insurance or accident insurance, rented qualified vehicles, aircraft, ship berths, hotels, restaurants, etc., in transportation, scenic spots, hotel catering and other links, it is not a problem of travel agencies. Now affected by the new crown epidemic, travel agencies are struggling, and they are the industry most affected by the new crown epidemic, and they are in urgent need of care and support from all walks of life.

Overnight stays are the core factor of tourism and the most important source of income for the tourism economy. Sleep is the best way to relax, "food supplement is not as good as sleep supplement". Modern society is entangled, anxious, overworked, inward-coiled, and then insomnia, delusions, and urgently needs a "sleep revolution". There are at least five health cares: sleep maintenance, food maintenance, art maintenance, animal maintenance, and convalescence (Note 11). It is necessary to attach great importance to the construction of hotels, resorts, homestays and camps, especially the core products - the creation of guest rooms. It is necessary to attach great importance to the sleeping environment, that is, the comfort of the guest room (dry humidity), the purity of the air, oxygen and negative oxygen ions, illuminance, sound insulation or background music, hue, the softness and smoothness of the cotton products on the bed, the height of the pillows, the raw materials, the quality of toiletries, etc. Only overnight can bring systematic tourism, can bring a series of tourism consumption, the World Tourism Organization's statistics on the number of overnight people are scientific, and our current statistics on the number of tourists and income including "day trips" are debatable.

Of course, services on board, on board, on board, etc. cannot be ignored.

Third, in-depth study of the culture of the source of tourists, market orientation, in-depth docking link connectivity, according to the situation, follow the trend, create, provide and adjust tourism products, and constantly expand the breadth and depth of the source market.

Tourism is a typical visitor economy, and the product does not move tourists, door-to-door consumption. Identifying and targeting the main source markets is a key move in tourism development, or the top priority. To conduct in-depth investigation and research, you can collect online, you can also entrust specialized agencies, but also to visit the field, feel, clearly segment the source market, according to the needs of the main customer group, combined with the local advantages to create, produce, provide marketable, tourists like to hear the tourism products. Since the beginning of modern tourism in the mainland in 1978, the biggest shortcoming is that the main body of tourist activities such as tourists (tourists) has not been studied enough and not paid enough attention. Some places do not adhere to the market-oriented, did not according to the needs of the market, that is, the preferences and requirements of tourists to explore, develop tourism resources, create tourism products, especially the ultimate products, self-explosion, self-righteousness, do not do in-depth and meticulous market research, I have what I sell, a rush up, a rush up. From the antique fever and cave fever of the 1980s and 1990s to the theme park fever, ancient town fever, farmhouse fever, leisure vacation real estate fever in the new century, slogans flying in the sky, some have not been asked for by anyone so far, and some have not broken the problem so far, and they have not seen the actual products, and the lessons are very profound.

The best tourism products (service route project activities) are "both familiar and unfamiliar", "both reasonable and unexpected", and to chase new curiosities in a safe and reliable environment. In this way, it is necessary to dock, correspond, and link with the culture of the source area, the behavior habits of tourists, cultural background, preferences, etc., which vary from person to person, take advantage of the situation, and guide the time (Note 12), guide tourists to appreciate the culture and natural ecology of the tourist place, and experience the beauty and happiness of sharing it. It is necessary to go deep into the main source areas and multi-channel, widely understand the cultural heritage, education level, consumption habits, preferences, excitement points of the main customer groups, especially the vacation system, so as to position tourism products and sales methods. After the positioning is clear, it will be released in the source market in a timely manner. Destinations should have permanent offices in the main source markets, or purchase services for a long time, dynamically grasp relevant information, adapt to the needs of the development and change of the source market, timely adjust product development and marketing strategies, speak out in the source areas, and continuously consolidate and expand the source market.

Exegesis:

1 Liang Xiaosheng, November 17, 2005, gave a lecture on "The Current Situation of Chinese Culture" at the "Fengzejiang Lecture Hall" of Shaoxing College of Arts and Sciences.

2 Hu Bin, Introduction to Tourism (Sichuan People's Publishing House, 1993).

3 Su Shi of the Northern Song Dynasty, "The Record of transcendental platform".

4 Yu Dafu, "Autumn in the Old Capital".

5 Hu Bin, June 4, 2019 at Sichuan Tourism Institute "Beauty and Happiness to the End" lecture.

6 Confucius, Analects of Yan Yuan.

7 American "father of modern hotels" Statler famous quote.

8 Song Dynasty monk Yuan Wu Ke Qin tea tasting summary.

9 Southern Liang Liu Xun, "Wenxin Carved Dragon Divine Thought".

10 Tang Dufu, "Wangyue".

11 Hu Bin, May 19, 2018, delivered a keynote speech on "Achieving the Maximum Demographic Dividend" at the Shiyan Development Summit in China (Sichuan).

12 Dujiangyan Erwang Temple stone carvings, Dujiangyan water conservancy project "eight character tips".