[Practice Methodology] Keeping integrity and innovation, and promoting the in-depth integration and development of culture and tourism.
[Learning Golden Sentences]
Adhere to the concept of "shaping tourism with literature" and "displaying literature with tourism" to promote the in-depth integration and development of culture and tourism.
— — On October 16, 2022, the report of the Supreme Leader in the The 20th National Congress of the Communist Party of China（CPC）.
[Practice sharing]
Promote the creative transformation and innovative development of excellent traditional culture.
Xi ‘an, Shaanxi Province relies on cultural resources to operate the theme block of Chang ‘an Twelve o’clock, with gray-black tiles, white walls and vermilion columns … … Walking into the block, tourists seem to have crossed back to Chang ‘an in the Tang Dynasty. Twelve o’clock theme block in Chang ‘an is an immersive theme block that integrates market experience, immersive performing arts, and hundreds of arts and crafts. Since its opening on April 28, 2022, it has received more than 7,000 tourists per day, and has received more than 3.5 million tourists so far, and has been included in the "Demonstration Case of New Format of Immersive Cultural Tourism".
"Non-legacy" helps to activate the new kinetic energy of tourism development
This winter, the "ice city" Harbin "fire" spread all over the country. Behind the surging new kinetic energy of tourism is the rich ice and snow culture in Harbin, among which there is a provincial intangible cultural heritage project in Heilongjiang with a long history — — Ice and snow carving skills. The skill of ice and snow carving is called "the art of subtraction". Innovating skills, developing characteristic products and carrying out research activities … … Ice and snow tourism continues to promote the inheritance of ice and snow carving skills. While enjoying the beautiful scenery of ice and snow, tourists can also intuitively feel the cultural charm and unique charm endowed by exquisite carving skills.
Promote the integration, innovation and development of culture and technology, and make cultural relics "live"
The professional digital team of Dunhuang Research Institute actively cooperates with scientific research institutions at home and abroad, and gradually establishes an accurate, authentic and high-definition "Digital Dunhuang" resource library, which has become a valuable resource to realize the creative transformation and innovative development of excellent traditional culture in the digital age. Today, "Digital Dunhuang" has become an important window and a well-known brand to spread Dunhuang culture to the whole world. The immovable grottoes in the past have been inserted into the wings of digital technology and flew to all parts of the world and entered thousands of households. In 2023, the participatory museum "Digital Sutra Cave" was launched, and people can start an immersive online cultural tour anytime and anywhere.
[Expert Interpretation]
Professor, PhD supervisor, School of History and Culture, Shandong University, vice president of Shandong University Cultural Industry Research Institute. Shao Minghua
In his important speech at the forum on cultural inheritance and development, General Secretary of the Supreme Leader pointed out: "Only by comprehensively and deeply understanding the history of Chinese civilization can we more effectively promote the creative transformation and innovative development of Chinese excellent traditional culture, and more effectively promote the cultural construction of Socialism with Chinese characteristics and build the modern civilization of the Chinese nation." This has pointed out the direction for the integration and development of cultural tourism in the new era. In order to achieve high-quality development, the integration of literature and tourism needs a comprehensive and in-depth understanding of the history of Chinese civilization and full research and excavation of cultural resources. China’s more than 5,000-year history of civilization has accumulated extremely rich cultural resources, which are the precious wealth of the Chinese nation, the unique advantage of developing the integration of literature and tourism, and the foundation for the realization and high-quality development of the integration of literature and tourism in China.
First, we should attach great importance to the research and interpretation of cultural resources. The study of cultural resources is the basis and premise of the content construction of cultural tourism integration. The study of cultural resources is a process of historical data construction, event restoration and theoretical analysis on a historical and cultural theme, mainly based on the research paradigm of historical disciplines, including the historical and cultural origin, the process of occurrence and development, the ideological and cultural implications and historical wisdom. If the integration of cultural tourism is superficial, it will be difficult for cultural tourism products to impress people. Let cultural relics "live", let history "live" and connect history with reality, which is the undoubted theme of the integration of cultural tourism and content production.
Second, we must speed up the construction of a database of cultural tourism resources. It is an important prerequisite to comprehensively sort out historical and cultural resources and build a database of cultural tourism resources to promote the deep integration and development of culture and tourism. To speed up the construction of cultural tourism database, the cultural and tourism departments should earnestly perform the duties of general survey, planning, development and protection of cultural tourism resources, make overall use of existing public cultural resources such as museums, cultural centers, non-legacy museums and libraries, and do a good job in general survey of cultural tourism resources at different levels. As the main body of the market, cultural tourism enterprises should give full play to their subjective initiative and build their own resource database. The cultural tourism resource database is an important part of the national cultural big data system and belongs to the new cultural infrastructure, which will lay a good foundation for promoting the construction of cultural tourism integration content with high quality.
The integration of cultural tourism is the mutual infiltration and organic integration of culture and tourism, presenting historical and cultural resources and telling historical stories through different forms of carriers, and providing consumers with more thoughtful, cultural and valuable emotional experiences through cultural tourism products. At present, there are roughly five creative transformation modes for the integration of cultural tourism.
First, the brand-new scenic spot creativity. Excavate local cultural resources and create brand-new scenic spots, such as Nishan Holy Land relying on Nishan, the birthplace of Confucius, to build a large-scale Confucian cultural tourism destination, Wuxi Nianhuawan Town relying on Lingshan Buddhist culture to build a characteristic town with Zen culture as the theme, and Datang Furong Garden relying on Datang Shengshi Culture to build a large-scale royal garden-style cultural theme park showing the style of the prosperous Tang Dynasty. This kind of creative transformation mode often has strong driving force and can produce remarkable social and economic benefits.
Second, the story scene is creative. This kind of creativity mainly combines local cultural resources to reproduce specific historical scenes through story telling, such as "Impression Series" such as Impression Liu Sanjie and Impression Wulong, "See You Again Series" such as Pingyao and Dunhuang, and "Only Series" such as Only Henan and Only Emei Mountain.
Third, wenchuang product creativity. In recent years, the creative products of scenic spots in China have achieved remarkable results, especially those represented by the Forbidden City Wenchuang, Henan Museum Archaeological Blind Box, Yuanmingyuan Wenchuang Ice Cream, Chengdu Giant Panda Wenchuang, etc., which have produced good economic benefits and extensive social influence through IP empowerment.
Fourth, study the creativity of tourism. As early as 2016, the Ministry of Education and other 11 departments issued the Opinions on Promoting Study Travel for Primary and Secondary School Students, which provided an important opportunity for the rapid development of study travel. At present, red research, cultural research, rural research and other research tourism activities are popular, and many cultural tourism enterprises have also launched a series of innovative research tourism products that meet different age groups and different needs in combination with regional culture.
Fifth, the creative planning of cultural tourism festivals. Planning creative festivals with local characteristics, such as Qufu International Confucius Culture Festival, Weifang International Kite Festival, Henan Luoyang Peony Culture Festival, Qingdao International Beer Festival, Wuzhen Drama Festival, Xitang Hanfu Culture Festival, Tianshui Fuxi Cultural Tourism Festival, Nanning International Folk Song Art Festival, etc., will improve the visibility and influence of local cultural tourism.
Among the above five types of creativity, the first belongs to assets and big investment, the second belongs to large-scale production and big investment, and the latter three types of investment are relatively small, but the common feature is that based on local unique historical and cultural resources, creativity is transformed into cultural tourism products of different scales and shapes, in which creativity plays a key role. The creative transformation mode of cultural tourism integration includes but is not limited to the above five categories. Especially with the application of high and new technologies such as 5G, blockchain and artificial intelligence in cultural tourism integration, cultural, scientific and technological creativity has also shown a rapid development trend.
Creativity is an important attribute of cultural industry, and successful creativity is the result of many complex factors. The content production of cultural tourism integration depends on creative transformation, but how to generate creativity and realize creative transformation is not easy, which requires multi-level conditions.
First, uphold risk awareness and fault-tolerant thinking. The biggest problem of creativity is that there is uncertainty and uncontrollable to some extent. Not all creativity is suitable for transformation, and not all transformed creativity can succeed. Encouraging creativity and allowing failure are the attitudes necessary for developing cultural industries.
The second is to provide a good employment environment for talents in cultural and creative industries. In recent years, Shanghai, Beijing, Zhejiang and Jiangsu provinces have successively introduced new policies for cultural and creative industries or cultural industry talents, and increased the introduction of cultural and creative talents, which has played a good demonstration role in the whole society.
The third is to strengthen the cultivation of cultural and creative talents. Colleges and universities are the main positions for personnel training, and they should pay attention to the cultivation of interdisciplinary talents in the cultural industry, and tilt them in terms of system design, discipline planning and resource investment.
Fourth, pay close attention to the application of digital technology in the creative content of cultural tourism integration. To a certain extent, the history of cultural industry development is a history of technological development. Technology has changed the existing forms and ways of cultural products, and every great innovation in the field of technology has brought profound changes to the cultural industry. The combination of content creativity and technology can not be ignored, and digital travel products have huge market consumption demand.