[Keywords:] Scientific Outlook on Development; Tourism culture; Sustainable tourism development
In recent 20 years, with the deepening of reform and opening up, the tourism industry in China has developed rapidly. After rethinking the traditional concept of development, people realize that growth is only a means, economic development is the goal, and the sustainable development of tourism has become the central issue of general concern. Scientific Outlook on Development was put forward at the Third Plenary Session of the 16th CPC Central Committee, which pointed out a bright road for the future development of tourism. To implement Scientific Outlook on Development, the tourism industry must dig deep into the connotation of tourism culture, create new advantages in tourism development, and realize comprehensive, coordinated and sustainable development of tourism.
First, the interpretation of cultural connotation
Tourism is a comprehensive mass activity that people actively pursue a higher quality lifestyle after their basic living needs are met. Cultural factors have a great influence on tourism activities.
The connotation of culture has always been a controversial issue. Based on the views and understanding of many scholars, the author roughly draws the following understanding of cultural connotation:
1. Cultural extensiveness. Culture is a big category, including the sum of material wealth and spiritual wealth created by human beings in the process of practice. People's multi-angle and multi-faceted cultural views also illustrate the richness and extensiveness of culture. Culture can be subdivided from different angles, and tourism culture is one of them.
thesis
2. The hierarchy of culture. Culture has a unique hierarchical structure, including surface material culture, core spiritual culture, intermediate system culture and intermediary culture. Therefore, "material culture and spiritual culture are the unity of opposites in the whole tourism activities." System culture and behavior culture are the intermediate transition links from material state to mental state, and they have irreplaceable functions of connecting the preceding with the following. Institutional culture is an essential factor to ensure service quality, improve tourism level and promote the healthy development of tourism, which has the significance of ensuring direction and guidance. Therefore, the in-depth exploration of the connotation of tourism culture should be multi-faceted and multi-level thinking.
3. The fuzziness of culture. Because culture covers a wide range, some scholars suggest that culture is a vague concept, and its content is both concrete and abstract. "The fuzziness of culture and the fuzziness of culture make us sometimes have to seek a solution when we understand and study culture." To understand and master the connotation of tourism culture, we must classify it step by step.
4. Cultural differences and development. Culture is the product created by all ethnic groups in various regions in the historical development, and there are obvious differences. Under the trend of global economic integration, culture, as a dynamic and open system that constantly exchanges materials and information, constantly realizes self-preservation and self-renewal in the opposition between stability and development. In the development process of keeping pace with the times, people occupy a central position. People-oriented, we should objectively look at the cultural exchanges brought about by the flow of tourists. The cultural differences between tourist sources and destinations do not explain which culture is better or worse.
Understanding culture in combination with tourism industry, tourism culture is not a simple superposition of tourism and culture, it is not only confined to the field of national traditional culture, nor is it only concerned with cultural tourism, a tourism form with obvious cultural characteristics, but it is necessary to take tourism as a cultural phenomenon and further reveal its internal essence in order to facilitate its sustainable development. Tourism culture, like general culture, also includes a multi-level structure system of material culture, spiritual culture and institutional culture. "It not only involves the cultural fields of tourism objects such as history, geography, ethnic religion, catering service, garden architecture, folk entertainment and landscape; It also involves cultural subjects such as tourists' own cultural qualities, hobbies, behaviors, thoughts and beliefs; It also involves service culture, commodity culture, management culture, tour guide culture, policies and regulations and other tourism intermediary cultures. "A comprehensive and profound understanding of the cultural connotation of tourism will make the construction of tourism culture more purposeful, targeted and practical. thesis
Second, the position and role of culture in the sustainable development of tourism
1. Advanced tourism culture leads the development direction of tourism. Tourism is an economic industry with strong culture, and culture is the soul of tourism. The essential characteristics of tourism culture inevitably require giving priority to the development of tourism culture in the process of developing tourism, and leading the sustainable development of tourism with advanced culture. Modern tourism is an advanced consumption implemented by tourists to meet their spiritual and cultural needs. The biggest gain of tourists is spiritual pleasure and unforgettable memories, so there is no tourism without culture, and the economy and culture of tourism products and tourism industry are unified. Only by paying full attention to the cultural attributes of tourism products, excavating their cultural connotation, displaying their cultural characteristics and improving their cultural taste and connotation can we attract tourists and bring about the vigorous development of tourism.
2. Culture is the core of tourism economic competition. The competition of tourism is essentially the competition of culture, and cultural factors have become the decisive factors for the development of tourism economy. In tourism activities, tourists' material needs are low and easy to meet; But its ultimate goal is spiritual and cultural needs, which are advanced, complex and difficult to meet. Because the cultural differences between different regions and ethnic groups are often unique to a region and a nation, it is difficult to imitate and copy, and the comparability is low. It is easy to create their own characteristics and brands and form a strong competitive ability to develop tourism. The unique cultural information of nationalities and regions is often non-renewable and irreplaceable. It is the key to cultivate the core competitiveness of tourism economy to highlight the characteristics of tourism culture and form regional cultural characteristics. With the gradual development of tourism, culture dominates tourism economic activities like an invisible hand. Only through cultural innovation can we maintain the evergreen foundation of tourism economy. thesis
3. Culture is the driving force for the sustainable development of tourism. The integration of knowledge economy and cultural economy is the inherent requirement of social development, and it is a worldwide phenomenon to attach importance to the role of cultural factors in economic and social development. In a report, UNESCO emphasized that the driving force of development actually lies in culture, and culture is the cradle of development. The experience of international tourism development shows that the income of tourism does not depend on the increase of the number of people, but comes from tourism products and special tourism services with multicultural content. The higher the degree of integration between tourism and cultural exchange, the more tourism cultural factors and the more developed the tourism economy. Taking Beijing Grand View Garden as an example, starting from the cost of making TV series A Dream of Red Mansions of 654.38+06,000 yuan, the culture of a Dream of Red Mansions is continuously explored, and the banquet and dance of a Dream of Red Mansions are developed according to the recipes in the novel A Dream of Red Mansions. By excavating the cultural connotation, it has developed into a well-known brand of domestic tourism enterprises. After tourism resources have gone through the stage of national development, culture has become an important driving force for tourism development.
4. Cultural tourism is the development direction of tourism. The rapid development of tourism in China in recent years has largely benefited from the long and profound cultural resources of China. In 2002, overseas tourists were most interested in the investigation of tourism resources. Among the five types of tourism resources that tourists are most interested in, cultural types account for four. Among them, cultural relics ranked first in the survey of overseas Chinese. This reflects the dependence of tourism on culture and its own cultural attributes. China's unique historical and cultural continuity, profound national cultural heritage and various cultural resources are conducive to the development of tourism products with perfect structure and wide adaptability and the formation of high-quality brands. The development of cultural tourism market is in the ascendant. Vigorously developing tourism culture and developing tourist attractions and activities with cultural characteristics can meet the high-level cultural needs of tourists and is an inevitable choice for China's tourism industry to face the international market and competition. Only by promoting the development of cultural tourism can China become a powerful tourist country from a big tourist country. thesis
5. Interaction between tourism and culture. Tourists learn about the culture of the destination through tourism activities, and at the same time bring their local culture to the residents of the destination, and spread and exchange the cultures of the two places. At the same time, in order to attract tourists, tourist destinations pay more and more attention to the development and protection of cultural resources, which undoubtedly plays a positive role in the development of culture. However, the relevant research results of many anthropologists and sociologists show that this kind of large-scale continuous visit by tourists has more negative effects on the culture of tourist destinations, most obviously the abnormal commercialization of local culture. This change is fatal to those destinations that once attracted tourists with their unique culture and local social customs. It will make these destinations lose their original attraction and the foundation of sustainable tourism development, and even maintain their basic survival.
Thirdly, the construction of tourism cultural connotation promotes the sustainable development of tourism.
The key to realize the maximization and sustainable development of tourism industry lies in developing and utilizing various cultural resources, meeting people's cultural needs for tourism products and services, and establishing a benign internal operation mechanism and external development relationship in the process of deeply excavating the connotation of tourism culture, so as to improve industrial quality and obtain sustainable development.
1. Change the concept of tourism development under the guidance of Scientific Outlook on Development. China tourism started late. Under certain historical conditions, the development ideas such as "supporting tourism by traveling" and "five things at once" have played a positive role, making people's understanding of tourism from foreign affairs reception to career to industry gradually clear, and some projects have also achieved good economic benefits in a certain period of time. However, this extensive development of extensional expansion, one-sided pursuit of economic benefits, is difficult to be used to destroy the natural resources and social and cultural resources of tourist destinations. Scientific Outlook on Development put forward the concept of people-oriented, comprehensive, coordinated and sustainable development, demanding that the development of tourism should be changed from quantitative to quality and efficiency, and that the added value of products should be enhanced by excavating the connotation of tourism culture.
2. Adhere to government leadership and give full play to industrial functions. Under the conditions of China's current productivity and tourism development level, a government-led tourism development model has been formed, and an industrial development trend of government-led, market-led, national operation and national participation has been formed. In tourist destinations, the interests of tourism investment operators, tourists and local residents are intertwined, and only the government can coordinate their realistic contradictions and pursue and realize the unity of interests and cultural benefits. Therefore, government management departments should improve the professional and cultural level of management, abandon short-term behavior, be the representative of advanced culture, and guide the healthy and sustainable development of local tourism, so as to give full play to the functions of tourism.
3. Build tourism enterprise culture and create a harmonious tourism environment. With the gradual improvement of China's tourism legal system construction, the standardization of the tourism market environment has been promoted, but various short-term behaviors such as vicious competition, false advertising and contract fraud in the tourism industry are still eroding the unhealthy body of the tourism economy and seriously threatening the long-term development of tourism. Creating an honest and fair business environment and enhancing the image of the tourism industry are problems that tourism enterprises must face and think about. Managing tourism according to law and improving the construction of tourism laws and regulations can standardize the market order to a certain extent. More importantly, relying on the self-discipline of tourism management enterprises, we can advocate honest and law-abiding management by building the corporate culture of tourism management enterprises.
4. Deeply develop tourism resources and promote development with brands. The development of cultural connotation in the development of tourism resources is an important means of differentiated competition. The core of the development and utilization of tourism cultural resources is cultural creativity. On the basis of local context, determine the development direction and theme style of culture, clearly position and organize around the theme, and then reflect it through tourism products, constantly enrich cultural connotation and upgrade creativity. Among them, it is the key to perceive and grasp the cultural theme of tourism resources and display it through tourism products. Its essence is to summarize, explore and sublimate tourism cultural resources, and finally condense the personalized spirit of regional characteristics. Then, through materialization and innovation, we can achieve deeper integration, infiltrate and express cultural connotation at all levels of tourism products, form characteristic brands and strengthen tourism attraction. thesis
5. Pay attention to the foresight of tourism to social culture. China's tourism industry started late, its economic foundation is relatively weak, and it lacks the ability to expand the market in depth; On the other hand, its wings are not yet full, and it coincides with the great changes after China's entry into WTO. Just as a toddler, it faces the challenge of informationization and globalization, which objectively makes it impossible for China's tourism industry to copy the development model of western developed countries step by step. At the same time, it is precisely because of the short development time of tourism in China that the focus of tourism development is concentrated in the economic field. In addition, the impact of tourism on social culture is not as direct and easy to detect as the impact on economy and environment, and it often takes a long time for the results to gradually appear, but once the results appear, the consequences will be irreversible. It is worth noting that the research in this field in China lags far behind the research on the impact of tourism on economy and environment. We must pay attention to this phenomenon and do a good job of forward-looking research. At present, the research contents mainly include the commercialization of social culture, the decline of traditional culture, the alienation of national culture and the cultural influence of cultural demonstrations brought by tourists on tourist reception areas. People engaged in these studies include not only tourists, but also anthropologists and sociologists, so we should also pay attention to the enjoyment of the results and the promotion of the research results in practice.
6. Accelerate personnel training and lay a solid foundation for tourism development. Tourism industry chain is long and belongs to labor-intensive industry. To realize the sustainable development of tourism, we must speed up the training of talents, improve the quality of workers and give full play to China's rich advantages in human resources. For a long time, China's tourism major has been placed in the category of economics, tourism culture is not an independent discipline, and insufficient attention has been paid to improving the cultural quality of tourism talents. In fact, tourism product design, resource development and planning, and tourism services are all based on culture. However, the cultural level of tourism professionals is low, their cultural awareness is not enough, and the "whitening" link of tourism cultural connotation is missing, which can not help tourists with different cultural backgrounds understand the cultural connotation of tourism products. Tourism activities can only stay on the surface of sightseeing and cannot meet the requirements of tourism development. Therefore, we must speed up the training of tourism talents, gradually shift from pure productive investment to human capital investment, improve the professional quality of tourism professionals, and improve their understanding of the history, culture and folk customs of their environment. We should be good waiters and commentators, and give tourists all-round material and spiritual enjoyment through the words and deeds of every tourist worker, so as to enhance the cultural taste of tourism. thesis
Tourism has four functions: economy, culture, society and environment. However, the phenomenon of blindly pursuing economic benefits while ignoring cultural functions exists in many places to varying degrees. The moderate development and sustainable utilization of tourism resources need to improve industrial quality, integrate cultural elements and carry out brand management. Under the guidance of Scientific Outlook on Development, we should study spiritual culture, develop material culture, build system culture and management culture, and upgrade education culture. With the joint participation of the government and relevant parties in the tourism industry, we should dig deep into the connotation of tourism culture, actively practice tourism culture, and promote the mature, sustainable and healthy development of tourism.
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