This year's government work report proposed that "the recovery and expansion of consumption should be given priority". Promoting consumption in the three major areas of culture, commerce and tourism, which play an important role in consumption, will be the top priority to promote consumption. Promoting the integrated development of cultural and business tourism can enrich and optimize the supply of cultural and business tourism products and services, innovate and create new consumption scenarios, expand effective demand, improve the quality and efficiency of cultural and business tourism consumption, and better stimulate new vitality of consumption.
1. The integration of culture, business and tourism follows five major mechanisms
From the perspective of the internal and external factors affecting the integration of culture, business and tourism, driven by technological progress, format iteration, demand growth and other factors, the three major industries of cultural and business tourism produce the superposition and amplification effect of "1+1+1>3" through the crossing, penetration and reorganization of resources, factors, formats, markets and policies, and the integrated development of the three has five major mechanisms: resource integration, business format chimerism, market compounding, factor aggregation and policy integration.
(1) The integration of culture, business and tourism follows the industrial resource integration mechanism
Resource integration is the foundation for the integrated development of the cultural and business tourism industry. On the one hand, culture, commerce and tourism all have dependence on intangible resources such as cultural IP, intellectual property rights and brand influence, and by promoting the symbiosis and sharing of various intangible resources of cultural and business tourism, it can effectively drive product development, service supply and market consumption coordination, improve the efficiency of resource reallocation, and maximize the transformation and utilization of intangible resources in the three major industries. On the other hand, the cultural and commercial tourism industry has the dependence on tangible carrier resources such as cultural venues, cultural relics and heritage, commercial facilities, scenic spots, etc., and by implanting the business content of cultural and commercial tourism according to local conditions, it can promote the co-construction and sharing of various tangible resources, and maximize the utilization utility of tangible carriers and comprehensive business benefits. In addition, cultural and business tourism enterprises are the most fundamental management resources, and by promoting asset restructuring, strategic integration and business joint operation between enterprises, they can trigger the reengineering of business, processes and operating environment in all links of the cultural and business tourism supply chain.
(2) The integration of culture, business and tourism follows the business format chimerization mechanism
Business format chimering is the core of the integrated development of the cultural and business tourism industry. On the one hand, the three major industries of culture, commerce and tourism carry out multi-dimensional division of labor and cooperation through mutual embedding of development resources, mutual planting of service content, and mutual guidance of customer group flow, reconstruct the value chain, realize concentric cross-industry operation, enrich the connotation of the industry, and achieve scale effects. On the other hand, the cultural and commercial tourism industry chain realizes the reorganization of business formats through cross-extension, vertical and horizontal expansion, and superimposes business and profit model innovation, technological innovation, product and service innovation, format innovation, etc., to achieve the complementarity of business functions, further promote the birth of new business formats, products and services, and give the cultural and business tourism industry new added value and new development momentum, so as to realize the overall business format upgrading after the integration of cultural and commercial tourism formats.
(3) The integration of culture, business and tourism follows the market compound mechanism
Market complexity is the driving force for the integrated development of the cultural and business tourism industry. On the one hand, cultural and business tourism consumption itself has a strong correlation, and the business sites and consumer groups of the three major industries also have strong compounding, and can seek overlapping circles between the three major industries through the extension of the cultural and business tourism industry value chain to create a new cultural and business tourism consumption market. On the other hand, the cultural and commercial tourism industry also has its own unique consumption channels and publicity and promotion platforms, through the integration of channels and platforms, it can form a more effective supply of cultural and business tourism services, and cross-empower through the three platform channels, that is, marketing tourism products with the help of the communication channels of the cultural industry, marketing cultural and commercial products by means of promotion of the tourism industry, and marketing cultural and commercial products with the help of the business platform of commercial commerce, forming a new cultural and business tourism consumption platform after integration, so that the cultural and commercial tourism industry can obtain greater market space.
(4) The integration of culture, commerce and tourism follows the factor aggregation mechanism
Factor aggregation is the link between the integration and development of the cultural and business tourism industry. On the one hand, through virtual reality, augmented reality, blockchain, big data, artificial intelligence, Internet of Things, cloud computing and other technical elements to enter the field of cultural and business tourism, vertically integrate the industrial chain, value chain and spatial chain of cultural and commercial tourism, and improve the technical support capacity for the integrated development of the three major industries. On the other hand, by promoting the exchange and interaction of core industrial elements such as capital and talents in the cultural and commercial tourism industry, strengthening the interactive configuration of supporting factors among the three major industries, effectively improving the factor support capacity and development level of the cultural and commercial tourism industry, and on this basis, comprehensively driving the integration of the operation and management of the three major industries and improving the service level, so as to realize the upgrading of the factors of the cultural and commercial tourism industry.
(5) The integration of culture, commerce and tourism follows the policy integration mechanism
Policy integration is the guarantee for the integrated development of the cultural, commercial and tourism industry. On the one hand, it is necessary to break the situation that the management of the cultural and commercial tourism industry is separate and fragmented, and through the reform of administrative management, realize the organic coordination of the administrative management of the cultural and commercial tourism industry, reduce the entry barriers and improper interest competition between industries, establish an organizational management framework suitable for the integrated development of culture, commerce and tourism, and promote the deep integration of the cultural and commercial tourism industry. On the other hand, by strengthening the top-level design, building a promotion policy system, development planning system, normative standard system, etc. for the integrated development of the cultural and commercial tourism industry, breaking various policy bottlenecks for the integrated development of the cultural and commercial tourism industry, establishing guiding policies for the interactive entry of the three major industries and multi-dimensional integration, forming policies, regulations and market supervision for the integrated development of the cultural and commercial tourism industry, and building a new market order with integrated policies.
Second, the foundation and current situation of the integration of culture, business and tourism
As the mainland's economy and society enter a new era, the three major fields of culture, commerce and tourism have achieved considerable development and have a solid foundation for development. Driven by the continuous upgrading of cultural consumption, commercial consumption and tourism consumption demand, driven by the scientific and technological innovation, management innovation and model innovation of the three major industries of cultural and commercial tourism, and the continuous promotion of various national policies, the pace of cross-border integration and diversified cooperation of cultural and commercial tourism has accelerated, and the trend of integrated development of the three has become more obvious.
First, the industrial foundation for the integrated development of culture, business and tourism is strong. The mainland has rich and diverse cultural, commercial and tourism resources. In recent years, the scale and level of cultural industry, commerce and tourism on the mainland have continued to expand, and the contribution rate to national economic and social development has been increasing. In 2019, the added value of mainland culture and related industries has reached 4.4 trillion yuan, the added value of tourism and related industries has reached 4.5 trillion yuan, and the added value of wholesale and retail trade, as the main field of commerce, reached 9.6 trillion yuan, and the added value of the three major industries accounted for nearly 19% of GDP that year. The three major industries of culture, commerce and tourism have a very strong development foundation and have great potential for integrated development.
Second, the environment for the integrated development of culture, business and tourism is increasingly optimized. In the context of focusing on expanding domestic demand, the state attaches great importance to the integrated development of culture, commerce and tourism, and regards it as an important measure to promote high-quality economic and social development and meet the needs of the people for a better life, and has issued a series of relevant laws and regulations, planning guidance, policy measures, etc. In 2009, the former Ministry of Culture and the former National Tourism Administration issued the Guiding Opinions on Promoting the Integrated Development of Culture and Tourism. In 2019, the General Office of the State Council issued the Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption, proposing for the first time to build a national demonstration zone for the integrated development of cultural industry and tourism industry. In December 2022, the Ministry of Culture and Tourism and other three ministries and commissions issued the Notice on Carrying out the Construction of the National Cultural Industry and Tourism Industry Integrated Development Demonstration Zone. At the same time, the introduction of a series of policy plans such as the Opinions of the General Office of the State Council on Accelerating the Development of Circulation and Promoting Commercial Consumption, the Implementation Opinions on Promoting the Expansion and Quality of Consumption and Accelerating the Formation of a Strong Domestic Market, the 14th Five-Year Plan for Cultural Development, and the 14th Five-Year Plan for Tourism Development have strengthened the top-level design and provided a good policy environment for the integrated development of culture, commerce and tourism.
Third, the innovative practice of the integrated development of culture, business and tourism is active. The integrated development of culture, commerce and tourism has gradually evolved from the "cross-border" to the "unbounded" of the market, forming a development pattern of deep integration, all kinds of market entities actively explore new paths, new models and new formats, and new brands, new projects and new scenarios of cultural and commercial tourism integration continue to "break the circle" and "go out of the circle". For example, Shenyang Middle Street, by encouraging cultural tourism elements and cross-border integration of business, promoting the construction of demonstration blocks for the innovative and integrated development of cultural and commercial tourism, creating new consumption scenes, activating the fireworks of streets, alleys and hutongs, and turning "flow" into "retention", the number of tourists during this year's Spring Festival holiday reached 1,758,400, 2.3 times that of the same period last year. Another example is the "2023 Super Cultural Tourism Carnival/Cultural Tourism Market Series Activities" launched by Guangzhou, which brings together various cultural and creative activities, creative handicrafts, tide play, intangible cultural heritage experiences, band performances and other contents in Guangzhou, and has successively entered major business districts, parks and scenic spots in Guangzhou, becoming a new practice for the integrated development of culture, commerce and tourism. Beijing Shijingshan Mokou, Shanghai Disneyland, Chengdu Tianfu Panda Tower, Xi'an Tang Paradise, Yunnan Pujihei Scenic Area, etc. have all become models of integrated development of business travel in the past two years.
Fourth, the problem of integrated development of culture, commerce and tourism is still prominent. The theoretical research on the integrated development of culture, business and tourism is not in-depth and systematic enough, the policy support is not accurate and effective, the resource integration is not sufficient and efficient, the format innovation is not diversified and flexible enough, and the service quality is not high-quality and professional. These problems and challenges restrict the quality and level of the integrated development of culture, commerce and tourism, and need to be further solved and overcome.
3. Measures and suggestions to promote the integration of culture, commerce and tourism
In the process of promoting the integrated development of culture, commerce and tourism, it is necessary to take reform and innovation as the fundamental driving force, improve the interactive empowerment mechanism of the cultural and commercial tourism industry, promote the integration of cultural and commercial tourism resources, strengthen the integration of business formats, promote market compounding, promote the aggregation of factors, implement policy integration, innovate to create new scenarios of consumption, and fully activate high-quality characteristic cultural and commercial tourism consumption.
(1) Promote the integration of resources in the cultural and commercial tourism industry
Break down industry barriers and promote the sharing and optimal allocation of cultural and business tourism resources. Explore the establishment of a national cultural and business tourism resource information platform, sort out, classify and label cultural resources, commercial resources and tourism resources in various regions and fields, and form a dynamically updated, open and shared database. Comprehensively promote the transformation and upgrading project of cultural and commercial tourism carriers nationwide, carry out functional expansion and format innovation for various shopping malls, scenic spots, cultural venues, etc., promote cultural consumption into shopping malls and scenic spots, guide traditional shopping-type supermarkets with conditions to upgrade to cultural and commercial tourism service complexes, promote cultural venues to increase characteristic cultural leisure and characteristic commercial consumption content, and create more comprehensive consumption spaces and scenes. Promote the construction of a nationwide alliance of cultural and commercial tourism enterprises, encourage all types of enterprises to carry out intra-industry or cross-industry cooperation, and achieve cross-operation, complementary reciprocity, and win-win development. Launch the national cultural and commercial tourism IP mining and transformation project, carry out in-depth excavation and creative development of cultural elements, commercial brands, tourist attractions, etc. with the characteristics of the times, regional characteristics and cultural characteristics, form a number of cultural and commercial tourism IPs with intellectual property rights and commercial value, and realize the creative transformation and innovative development of cultural and commercial tourism IP through authorized transactions, product design, content incubation, etc.
(2) Strengthen the integration of cultural and commercial tourism formats
Relax market access for the cultural and commercial tourism industry in accordance with laws and regulations, promote mutual channeling of traffic, mutual embedding of resources, and mutual planting of services in the cultural and commercial tourism industry, and form an integrated industrial chain of cultural and commercial tourism with complementary advantages. Promote the development of "culture + tourism + commercial business" business formats, focus on promoting the development of cultural performances, cultural preservation and cultural museums, art trading, distribution and screening, cultural brokerage and other subdivided formats that most intersect culture and tourism and commerce, and promote interaction with customer groups, services and resources of the business travel industry. Promote the development of "tourism + culture + commercial commerce" business formats, support the development of a number of cultural tourism experience products that reproduce themed images, customs and environments, historical stories and virtual time and space, increase the marketing network layout of characteristic tourism commodities in local tourist attractions, commercial blocks, cultural parks and other stores, strengthen tourism commodity formats, support various regions to plan diversified, quality, and scenario-based themed shopping season activities, and strengthen shopping and tourism formats. Promote the development of "commercial business + culture + tourism" business format, adapt to the trend of commercial transformation and upgrading, promote the introduction of cultural resources and cultural leisure formats into the commercial service system, promote the introduction of tourism customers into commercial carriers, and continuously improve the level of commercial consumption. Vigorously develop emerging business formats that integrate and iterate culture, business and tourism, promote the application of 5G, virtual reality, artificial intelligence, cloud computing, Internet of Things, blockchain and other new-generation information technologies, strengthen policy support and guidance, promote the in-depth integration and development of cultural and business tourism industry and science and technology, and comprehensively cultivate the "digital cultural and business tourism" service brand.
(3) Promote the market integration of the cultural and commercial tourism industry
Improve the complexity of the cultural and business tourism market, amplify the effect of related composite consumption, build a national cultural and business tourism publicity and promotion platform, and use various media and channels to carry out all-round, multi-angle and multi-level publicity and promotion of cultural and business tourism products and services in various regions and fields, so as to expand the influence and attractiveness of the cultural and business tourism market. Accelerate the construction of a unified national cultural and business tourism information platform and smart management platform, promote the sharing and interconnection of cultural and business tourism data resources, and strengthen the collection, analysis, and processing of cultural and business tourism supervision data. Plan to promote national cultural and business tourism consumption activities such as "China Consumption Season", "China Huimin Cultural Consumption Season" and "China Night Economic Season", combine the characteristics and advantages of each region and season, create a number of cultural and business tourism consumption theme activities with local characteristics and influence, and stimulate consumption enthusiasm. Promote innovation in cultural and business tourism consumption, and use new technologies, new models and new formats to provide more convenient, safe, personalized and intelligent cultural and business tourism consumption services such as online booking, online payment, online guided tour, and online interaction. Focus on the intersection of cultural and business tourism markets, promote online and offline platform-based publicity and promotion of cultural and business tourism resources, products, services and brands, and improve the consumption promotion system.
(4) Promote the aggregation of elements of the cultural and commercial tourism industry
Strengthen the innovation of cultural and business tourism industry factors, focus on improving the enabling role of technical elements, and focus on strengthening the support capacity of talents, capital and other factors. Promote the construction of a scientific and technological innovation system for cultural and business tourism, strengthen cooperation with science and technology enterprises, innovation platforms, business parks, etc., increase investment in the research and development and application and promotion of key technologies, core technologies and cutting-edge technologies, and provide technical support for the integrated development of culture, business and tourism. Promote the construction of a talent training system for cultural and business tourism, strengthen cooperation with universities, scientific research institutions, industry organizations, etc., cultivate a group of compound talents with interdisciplinary, cross-field and cross-industry knowledge and capabilities, and provide talent guarantee for the integrated development of culture, business and tourism. Strengthen the construction of the financial service system for cultural and commercial tourism, strengthen cooperation with financial institutions, provide diversified, flexible and customized financial products and services for cultural and commercial tourism enterprises, and solve problems such as difficult and expensive financing for cultural and commercial tourism enterprises.
(5) Increase the integration of cultural and commercial tourism industry policies
Formulate national-level plans or outlines for the integrated development of culture, commerce and tourism, and provide overall strategic guidance and action plans. Explore the establishment of a national leading group or coordinating body for the integrated development of culture, commerce and tourism, headed by senior leaders and with the participation of relevant departments, responsible for coordinating and promoting the integrated development of culture, commerce and tourism, coordinating and solving various problems, and forming synergy and efficiency in work. Improve policy support for the integrated development of culture, commerce and tourism, and introduce more accurate and effective laws and regulations, support policies, incentive mechanisms, etc., to provide more powerful policy guarantees for the integrated development of culture, business and tourism. Promote the construction of the national system of laws and regulations for cultural and commercial tourism, standardize the order of the cultural and commercial tourism market, and protect the legitimate rights and interests of cultural and commercial tourism enterprises and consumers; Promote the establishment of a national security risk prevention and control system for cultural and commercial tourism, establish and improve mechanisms such as risk assessment, early warning, monitoring, and disposal of cultural and commercial tourism, and improve the ability and level of cultural and commercial tourism to respond to various emergencies and crises.
(Author Li Daojin Unit: Investment Beijing International Co., Ltd. Research Center)
Source: China Tourism News