Introduction: The interaction between cultural creativity and tourism is to identify the advantages and disadvantages of value by subdividing the value in the respective industry value chain, and use the wisdom of cultural creators and new technical means to integrate value chains between industries Or extend the way to enter each other's traditional industrial fields, and then combine their internal values to optimize, reorganize, integrate and innovate the value activities of the two industries, and finally integrate them into 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 to the tourism value chain, which promotes the value-added and proliferation of the tourism industry value chain to achieve the sustainable development of resources, culture, ecology, economy and society .

Culture is the soul of tourism, and tourism is the carrier of culture. Anyone can say this sentence, but we can't just stay in rhetoric, can't talk about culture in terms of culture, and can't separate culture from life.

Tourism activities in the leisure age have already risen to the spiritual level, and spiritual activities must be endowed with culture. Therefore, culture and tourism have been inseparable for a moment, even in a purely natural scenic spot, as Liu Xie said in "Wen Xin Diao Long" Words: Mountain climbing is full of love in the mountains, while watching the sea is full of love in the sea.

As small as scenic spots and scenic spots, as large as tourist areas and destinations, there will be a core cultural theme, of course there can be more than one. The core themes involve product leadership, function focus and image enhancement, and the sub-themes involve product diversification and market diversification. With cultural themes, products and business formats are supported, functional layouts and travel routes are settled, and regional cultural products and activities have creative space.

With the gradual maturity of people’s concept of holiday tourism, tourism demand has generally emerged, and tourism forms have also shown a diversified trend. The original tourism products whose main purpose is sightseeing have also changed. Various special tours are increasing day by day. Participation and cultural The proportion of creative tourism is gradually increasing. Therefore, the interaction between cultural creativity and tourism is an inevitable trend and requirement of tourism development, and an important way to create social and economic value.

1. Related concepts

1. Cultural creativity

Cultural creativity refers to the provision of cultural experience for the public by taking creation, creation, and innovation as the fundamental means, with creative results as the core value, and intellectual property realization or consumption as the transaction feature.

2. Cultural and creative industries

The cultural and creative industry mainly refers to the promotion and re-creation of cultural resources in the framework of respecting intellectual property rights, with the help of modern high-tech and the wisdom of creative workers, to produce products with higher added value, which can create wealth and can Rejuvenate cultural industries. Including culture and art, press and 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 attract and receive tourists, and provide them with transportation, sightseeing, accommodation, catering, shopping, and entertainment. Chaopai Technology believes that today’s tourism industry elements need to be expanded into “food, housing, transportation, travel, shopping, entertainment, sports, meeting, support, media, organization, and distribution”. They are intertwined and combined to form a recreational industry and hospitality industry. Industry, transportation industry, commerce, construction industry, manufacturing industry, marketing industry, finance industry and tourism intelligence industry nine categories of industries form a tightly integrated pan-tourism industry chain.

4. Cultural tourism

Cultural tourism has only emerged and become popular in recent years, and its emergence is closely related to the changes in tourist demand. It is based on the viewing objects and leisure and entertainment methods created by tourism operators as the consumption content, so that tourists can obtain a collection of tourism activities rich in cultural connotation and deep participation in tourism experience.

2. Interactive features

1. Creative attraction

Cultural creativity is the foundation 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 cultural main line, achieve popular gathering, detonate the area, and create a sustained attraction to the tourism market.

2. Innovative travel experience methods

Traditional tourism projects are mainly static display, which only reflects the sightseeing function, and lacks experience and in-depth tour. 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 technical means, and adopt situational experience, cartoon images, creative concepts, and gameplay. , Film and television scenes, personalized creative products, ecological architectural landscapes and rich performing arts activate static cultural resources to present a perfect in-depth cultural experience for tourists.

3. Create a large industrial system

Under the guidance of cultural creativity, the tourism industry is the leading factor, and other related industries are combined to realize the mutual influence and mutual driving between tourism and cultural creativity, and form a variety of new tourism formats and tourism products. Through the tourism transportation effect, both Promoting the comprehensive consumption of tourism can also increase the added value of the cultural industry, extend the industrial chain, expand the industrial space, and truly achieve mutual integration and common prosperity between industries.

4. Create diversified profit channels

The creation of profit channels is an important link in the development of tourism. Generally speaking, the management and operation of cultural and creative industries have a certain public welfare. The process of productization and consumerization is also the process of cultural industrialization. After the interaction between cultural creativity and tourism , Through the establishment of a diversified profit model such as the profitability of the sale of real estate products, the profitability of the development of tourism business projects, the establishment of product brand profitability, and the profitability of value-appreciated products, etc., not only ensure the rapid return of project funds, reduce investment risks, but also ensure the long-term and continuous project Cash flow and appreciation of intangible and tangible assets.

3. Product form

1. Cultural performance

The organic combination of tourism and cultural creativity can promote the protection of cultural heritage, promote the promotion of cultural value, promote the protection and optimization of cultural resources, and make culture glow with unique charm. The tourism cultural performance is driven by the cultural and creative industry, which has the least damage to the environment and the largest radiation range of benefits. It is the best economic model for the interaction and integration of tourism and cultural creativity. It is recognized in the industry that the ratio of the direct benefits of cultural performances to the benefits of surrounding related industries is 1:7.

2. Cultural theme park

The cultural theme park focuses on cultural display. It is both a cultural theme park and a cultural theme expo park. The story line of the entire theme park is unfolded under a unique cultural theme. It is based on one or several kinds of cultural content as the theme, through the design and production of realistic scenic spots, and with on-site amusement projects with strong viewing, entertainment and experience, to create immersive, forgetful, and enjoyable visitors Tourist place. 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 district

Historical and cultural blocks are an important part of a city's 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, recorded the development of the city in a certain period, and still reflects the specific humanistic environment and customs. It has become a "miniature" of the city's history and culture, and has a tourist attraction. potential. The historical block itself carries a lot of information, including history and present, material and spiritual, architecture and life. It is a precious tourism resource. Through reasonable development and strict management, not only can the relationship between protection and development be handled well, but also better comprehensive economic, social and environmental benefits can be achieved. And with the continuous improvement of cultural quality, people increasingly like to go to the old neighborhoods to experience its rich cultural connotations. Such as the cultural block of Qianmen, 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 merge with modern tourism, a new economic and cultural carrier tourism and cultural festivals are formed. The current development is more typical such as Harbin Ice Lantern Festival, Qingdao International Beer Festival, etc.

Fourth, the interactive path

The interaction between cultural creativity and tourism is to subdivide the value in the respective industry value chain to identify the advantages and disadvantages of value, and to use the wisdom of cultural creators and new technical means to integrate or extend the value chain between industries Enter each other’s traditional industrial fields, and combine their internal values ​​to optimize, reorganize, integrate and innovate the value activities of the two industries, and finally integrate them into 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 to the tourism value chain, which promotes the value-added and proliferation of the tourism industry value chain to achieve the sustainable development of resources, culture, ecology, economy and society .

1. Use creativity to excavate tourism resources to optimize the combination of resources and reshape the foundation of the industrial brand

Tourism is a resource-dependent industry based on real or virtual tourism "resources". Mining national cultural tourism resources with creativity includes not only the rescue, sorting and presentation of resources that have been lost in real life with tourism development value, but also the exploration, research and creative integration of deeper cultural values ​​of the developed and utilized national cultural resources , To achieve the goal of optimizing the combination of tourism resources. On the basis of excavation and sorting, highlight the national flavor and intimacy, and screen out the core cultural values, focusing on the full display of visual cultural carriers, focusing on the full display of its interactive value, and focusing on the satisfaction of tourists' mood experience. The important thing is to develop hierarchical, serialized and high-quality cultural tourism products around core values, and to reshape national cultural tourism products and industrial brand image.

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

Creating cultural tourism products with creativity mainly starts from the following three aspects. One is to select the right entry point to highlight the level of the product; the second is to refine the theme and highlight the serial nature of the product; the third is to enrich the cultural connotation and highlight the high taste of the product Sex. Highlight the cultural nature of tourism products and tourism scenes or tourism environment, highlighting the care and satisfaction of creative tourism products for the diverse "cultural levels" of cultural tourism needs. In short, the more distinctive the theme of tourism products, the more it will be beneficial for creative subjects to display and design at different levels and from multiple perspectives. Through creative methods such as strengthening, enriching, tailoring, coordinating, and contrasting, the connotation can be fully displayed and created for tourists. Produce rich and profound travel experience products.

3. Use creativity to create a tourism environment to promote environmental beautification and increase tourism attractiveness

With the development of society and the improvement of people’s taste in cultural tourism, the planning and design of today’s tourism overall environment should pay more attention to the excavation of cultural and humanistic connotations, so as to enhance tourists' spiritual and spiritual experience and feelings while traveling. This requires a new way of expression in the entire tourism environment, creative culture, cultural innovation; innovative ideas, 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

In order to better develop the tourism industry, in addition to designing attractive and creative products, it is also necessary to strengthen marketing. The first is to build a product competitive advantage and create tourism products with creative thinking through experience. The so-called "The best advertising is satisfied customers, and the best marketing is the reputation of tourists." The reputation of tourists comes from the experience of tourism products. Therefore, experience marketing requires tourism companies to transform from producers of tourism products and services to experience planners, and appeal to the creation of tourism products such as the feelings, feelings and even thinking of tourists to build a competitive advantage. The second is to establish brand loyalty in the target source market and use marketing strategies with flexible thinking. For different source markets, different tourist groups, and different product systems, different marketing strategies are used in terms of marketing themes, marketing content, marketing forms, and marketing channels.

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

Tourism is "transportation". Through the transportation of tourists and consumption power, it forms a gathering of consumption, a gathering of people, and a gathering of industries. How does the development of tourism rely on cultural creativity to achieve the transport effect? As commodities become more 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, feeling, feeling, interest, and meaning, and vigorously pursue them. On the one hand, creative tourism can increase the cultural content of tourism product consumption and help promote the transformation of consumption patterns and the upgrading of consumption structure; on the other hand, tourism consumption is hierarchical, and creative tourism can stimulate tourists’ potential consumption desires. Improve the level of consumption and expand the consumption space. This plays an important role in attracting investment, realizing a virtuous circle between consumer demand and the development of tourism economy, and will help to further promote the optimization and upgrade of the tourism industry structure, and realize the 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 the economic development of many countries and regions. In its development, the tourism industry plays the role of participant and exhibitor. With the increasing rise of cultural and creative industries, cultural and creative thinking and development models 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 tourism 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 to inject more national cultural connotations, and promote cultural creativity While the industry is developing in a healthy and orderly manner, speed up the development of the tourism industry and build a sustainable and harmonious society.

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