How to integrate cultural creativity with tourism products?

The interaction between cultural creativity and tourism is to identify the advantages and disadvantages of the value chains of their respective industries by segmenting them, and then enter each other's traditional industries by integrating or extending the value chains between industries with the wisdom of cultural creators and new technical means, and then optimize, reorganize, integrate and innovate the value activities of the two industries in combination with their internal values, and finally integrate a new value chain covering the core values ​​of the two industries. Therefore, the essence of the interaction between cultural creativity and tourism is the penetration, radiation, and extension of culture and creativity into the value chain of tourism, which promotes the value-added and proliferation of the tourism industry value chain to achieve sustainable development of resources, culture, ecology, economy, and society.

Culture is the soul of tourism, and tourism is the carrier of culture. Everyone can say this, but we cannot just stay at the rhetoric, we cannot talk about culture in terms of culture, and we cannot make culture independent of life.

Tourism activities in the leisure era have long risen to the spiritual level, and spiritual activities must be endowed with culture. Therefore, culture and tourism have been inseparable, even in purely natural scenic spots, as Liu Xie said in "Wen Xin Diao Long": Climbing the mountain makes you feel full of the mountain, and watching the sea makes you feel full of the sea.

From small scenic spots and scenic spots to large tourist areas and tourist destinations, there will be a core cultural theme, of course, there can be more than one. The core theme involves product leadership, functional focus, and image enhancement, and the sub-themes involve product diversification and market diversification. With cultural themes, products and formats have a basis, functional layout and tour lines have a place, and regional cultural products and activities have creative space.

With the gradual maturity of people's holiday travel concepts, tourism needs are generally generated, and tourism forms are also showing a trend of diversification. The original tourism products that were originally purely for sightseeing have also changed. Various special tourism activities are increasing, and the proportion of participatory and culturally creative tourism is gradually increasing. Therefore, the interaction between cultural creativity and tourism is an inevitable trend and requirement for the development of the tourism industry, and an important way to create social and economic value.

I. Related concepts

1. Cultural creativity

Cultural creativity refers to providing cultural experience for the public with creation, innovation, and creativity as the fundamental means, with creative achievements as the core value, and with intellectual property realization or consumption as the transaction characteristics.

2. Cultural and creative industries

Cultural and creative industries mainly refer to industries that, in the framework of respecting intellectual property rights, use modern high-tech and the wisdom of creative workers to enhance and recreate cultural resources, produce products with higher added value, and can both create wealth and revitalize culture. Including culture and art, news publishing, radio, television, film software, network and computer services, advertising exhibitions, art transactions, design services, tourism, leisure and entertainment, and other auxiliary services.

3. Tourism

Tourism, known internationally as the tourism industry, is a comprehensive industry that relies on tourism resources and facilities to specialize in or mainly engage in attracting and receiving tourists and providing them with transportation, sightseeing, accommodation, catering, shopping, and entertainment. Chaopai Technology believes that the elements of today's tourism industry need to be expanded to "food, accommodation, transportation, travel, shopping, entertainment, sports, meetings, raising, media, group, and matching". They are intertwined and combined to form nine categories of industries, including recreation, reception, transportation, commerce, construction, manufacturing, marketing, finance, and tourism intelligence, forming a closely integrated pan-tourism industry chain.

4. Cultural Tourism

Cultural tourism has only appeared and become popular in recent years. Its emergence is closely related to the change in tourist demand. It is a collection of tourist activities that are rich in cultural connotations and deeply involved in the tourism experience, with the viewing objects and leisure and entertainment methods created by tourism operators as consumption content.

2. Interactive Features

1. Creative Attractions

Cultural creativity is the basis for the rapid and sustainable development of the cultural industry, and tourist attractions are the vitality of the tourism industry. The development of the tourism industry needs to integrate cultural resources with distinctive characteristics, create creative tourism projects around the main cultural line, achieve popularity, detonate the region, and create a continuous attraction to the tourism market.

2. Innovative tourism experience methods

Traditional tourism projects are mainly static displays, which only reflect the sightseeing function and lack experience and in-depth tours. With the advancement of technology and the diversification of people's needs, modern people have new requirements for tourism. If you want to give vitality to traditional culture and strengthen the competitiveness of tourism projects, you need to efficiently connect regional culture with world-class brands, technology and capital, introduce high-tech as a technical means, and use situational experience, animation images, creative concepts, game play, film and television scenes, personalized creative products, ecological architectural landscapes and rich performances to activate static cultural resources, to present tourists with a perfect in-depth cultural experience.

3. Create a large industrial system

Under the guidance of cultural creativity, with tourism as the leading factor, combined with other related industries, realize the mutual influence and mutual drive between tourism and cultural creativity, and form a variety of new tourism formats and tourism products. Through the tourism transportation effect, it can not only drive the comprehensive consumption of tourism, but also enhance the added value of the cultural industry, extend the industrial chain, expand the industrial space, and truly realize the integration and common prosperity between industries.

4. Create multiple profit channels

The creation of profit channels is an important part of tourism development. Generally speaking, the management and operation of cultural and creative industries have a certain public welfare nature. The process of productization and consumption is also the process of cultural industrialization. After the interaction between cultural creativity and tourism, it can be achieved by building a diversified profit model, such as selling real estate products for profit, developing tourism business projects for profit, establishing product brands for profit, and increasing product value for profit. It can not only ensure the rapid return of project funds and reduce investment risks, but also ensure the long-term and continuous cash flow of the project and the appreciation of intangible and tangible assets.

III. Product form

1. Cultural performance

The organic combination of tourism and cultural creativity can promote the protection of cultural heritage, promote the improvement of cultural values, promote the protection and optimization of cultural resources, and make culture shine with unique charm. Tourism cultural performances are driven by cultural and creative industries, which have the least damage to the environment and the largest range of benefits. It is the best economic model for the interactive integration of tourism and cultural creativity. It is generally recognized in the industry that the ratio of direct benefits of cultural performances to the benefits driven by surrounding related industries is 1:7.

2. Cultural theme park

A cultural theme park focuses on cultural display. It is both a cultural theme park and a cultural theme expo park. The storyline of the entire theme park unfolds under only a cultural theme. It is based on one or several cultural contents, and through the design and production of realistic scenic spots, and the on-site amusement projects with strong ornamental, entertaining, and experiential features, it creates a tourist place where visitors can be immersed, forget themselves, and enjoy themselves. Chinese-style cultural theme parks are attracting more and more people's attention. In the future, cultural theme parks will become the highlight of the interactive development of tourism and cultural creativity.

3. Historical and cultural blocks

Historical and cultural blocks are an important part of urban cultural resources and can reflect the profound cultural heritage of a city. It has a long history, has formed a strong historical and cultural atmosphere, and has recorded the development of a certain city period. It still reflects a specific humanistic environment and customs, and has become a "miniature" of the city's history and culture, with the potential for tourism attraction. The historical block itself carries a lot of information, including history and present, material and spirit, architecture and life. It is a valuable tourism resource. Through reasonable development and strict management, it can not only handle the relationship between protection and development, but also achieve better comprehensive benefits such as economy, society and environment. Moreover, with the continuous improvement of cultural quality, people are more and more fond of going to ancient blocks to experience their rich cultural connotations. Such as Qianmen Cultural Block, 798, Songzhuang, and other blocks.

4. Cultural Festivals

Festivals are the most concentrated expression of unique regional culture, urban culture, and folk customs. When festivals are integrated with modern tourism, new economic and cultural carriers of tourism and cultural festivals are formed. At present, the more typical developments include the Harbin Ice Lantern Festival and Qingdao International Beer Festival.

Fourth, Interaction Path

The interaction between cultural creativity and tourism is to identify the advantages and disadvantages of value by segmenting the value on the value chain of each industry, and using the wisdom of cultural creators and new technical means to integrate or extend the value chain between industries, enter each other's traditional industry field, and then optimize, reorganize, integrate and innovate the value activities of the two industries in combination with their internal values, and finally integrate the new value chain covering the core values ​​of the two industries. Therefore, the essence of the interaction between cultural creativity and tourism is the penetration, radiation, and extension of culture and creativity into the tourism value chain, which promotes the appreciation and proliferation of the tourism industry value chain to achieve sustainable development of resources, culture, ecology, economy, and society.

1. Use creativity to explore tourism resources, optimize resource combinations, and reshape the foundation of industry brands

Tourism is a resource-based industry, which is built based on tourism "resources" that are real or virtual. Using creativity to explore ethnic cultural tourism resources includes both the rescue, sorting and presentation of resources with tourism development value that are lost in real life, and the exploration, research and creative integration of the deeper cultural value of the developed and utilized ethnic cultural resources, to achieve the purpose of optimizing the combination of tourism resources. Based on excavation and sorting, highlight the ethnic flavor and intimacy, select the core cultural value, focus on the all-round display with the help of visual cultural carriers, focus on the full play of its interactive value, and focus on the satisfaction of tourists' state of mind experience. It is important to develop hierarchical, serialized and high-quality cultural tourism products around the core value, and reshape the image of ethnic cultural tourism products and industry brands.

2. Use creativity to create tourism products to promote industry value-added and enhance core competitiveness

Use creativity to create cultural tourism products, mainly from the following three aspects: first, choose the right entry point to highlight the hierarchy of the product; second, refine the theme to highlight the series of products; third, enrich the cultural connotation and highlight the high taste of the product. Highlight the cultural nature of tourism products and tourism scenes or tourism environments, and highlight the care and satisfaction of creative tourism products for the diverse "cultural levels" of cultural tourism needs. In short, the more distinct the theme of the tourism product, the more conducive it is for the creative subject to display and design in a hierarchical and multi-perspective manner. Through creative techniques such as strengthening, enriching, cutting, coordinating, and setting off, its connotation can be fully utilized to create a rich and profound tourism experience product for tourists.

3. Use creativity to create a tourism environment to beautify the environment and improve the attractiveness of tourism

With the development of society and the improvement of people's requirements for cultural tourism taste, the planning, design, and creation of the overall tourism environment today should pay more attention to the excavation of cultural and humanistic connotations, and enhance the spiritual and spiritual experience and feelings of tourists while traveling. This requires the entire tourism environment to have new ways of expression, creative culture, cultural innovation, innovative ideas, and creative boutiques. Make the entire tourism environment creative and cultural, to support local tourism boutiques and become a beautiful business card for local external promotion.

4. Use creativity to strengthen tourism marketing, increase product channels, and expand the source market

To better develop the tourism industry, in addition to designing attractive and creative products, it is also necessary to strengthen marketing. First, build product competitive advantages and create tourism products with creative thinking of experience. The so-called "best advertisement is a satisfied customer, and the best marketing is the word of mouth of tourists", and the word of mouth of tourists comes from the experience of tourism products. Therefore, experiential marketing requires tourism enterprises to transform from producers of tourism products and services to planners of experience, and appeal to tourists' feelings, feelings and even thinking in the creation of tourism products to build competitive advantages. Second, establish brand loyalty in the target source market and use marketing strategies with flexible thinking. Different marketing strategies are used in marketing themes, marketing content, marketing forms, marketing channels, etc., for different source markets, different tourist groups, and different product systems.

5. Use creativity to lead tourism consumption, upgrade consumption structure, and enhance tourism fashion

Tourism is "transportation". By transporting tourists and consumption capacity, consumption aggregation, crowd aggregation, and industry aggregation are formed. How can the development of tourism rely on cultural creativity to achieve the transport effect? ​​As commodities become increasingly abundant and tend to be homogenized, people are more likely to "resonate" and identify with some intangible additions contained in commodities or services, such as taste, feelings, sensations, interests, and meanings, and they are more likely to pursue them. On the one hand, creative tourism can increase the cultural content in tourism product consumption, which will help promote the transformation of consumption methods and the upgrading of consumption structure; on the other hand, tourism consumption is hierarchical, and creative tourism can stimulate tourists' potential consumption desire, improve consumption levels, and expand consumption space. This plays an important role in attracting investment and realizing a virtuous cycle between consumer demand and tourism economic development, which will help further promote the optimization and upgrading of the tourism industry structure and achieve sustained growth of the tourism economy.

The cultural and creative industry is known as one of the most promising industries in the world in the 21st century, and has become a pillar industry for economic development in many countries and regions. In its development, the tourism industry plays the role of a participant and exhibitor. With the growing rise of the cultural and creative industries, the way of thinking and development of cultural creativity will inject new impetus into the development of the tourism industry and become a new growth pole for the tourism industry. Therefore, the interaction between cultural creativity and the tourism industry is to use cultural creativity to activate the potential value of tourism resources, use cultural creativity to lead the development of the tourism industry, and insist on relying on local tourism resources, inject more national cultural connotations, and promote the healthy and orderly development of the cultural and creative industries while accelerating the development of the tourism industry and building a sustainable and harmonious society.

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