文旅融合背景下城市旅游地文化软实力评价与发展策略研究

The Evaluation and Development Strategy of Cultural Soft Power of Urban Tourism Destination under the Background of the Integration of Culture and Tourism

城市旅游地文化软实力是具有旅游吸引、旅游接待和游客集散等功能的城市所具有的文化软实力;在城市文化软实力的形成和发展过程中,更多地体现了文化软实力的旅游属性以及文化与旅游的协同作用。在文旅融合的时代背景下,打造城市旅游地文化软实力,可以发挥文化软实力优化人文环境、加强文化建设、塑造旅游形象和扩大对外影响等功能,实现城市旅游地的高质量发展。通过分析研究文献、征求专家意见,构建了城市旅游地文化软实力评价指标体系,基于案例先进性、类型多样性和地域平衡性原则,选择北京、上海、深圳、杭州与成都五个城市进行评价研究。结果发现,五个城市的旅游地文化软实力发展处于较低水平,没有拥有与城市政治和经济地位相匹配的文化软实力。文化底蕴是城市旅游地文化软实力的产生源头,但不是决定因素,可以通过持续的文化发展投入、发展环境改善和文化生产促进等措施弥补;文化发展成果会塑造未来的文化遗产,优化城市环境,扩大城市影响力;文化影响由城市文化传播、文化辐射以及对外吸引水平等因素共同决定,文化交往与旅游活动是提升城市文化影响力的重要途径。深圳等年轻城市在尊重发展规律、吸收优秀文化成果、夯实文化发展基础、满足群众文化需求、大力发展文化生产的前提下,文化软实力也能后来居上。我国城市旅游地需要通过弘扬地域文化,增强文化资源的转化与利用能力,完善文化与旅游发展环境,提高政府治理水平,增加文化惠民措施,提高文化产业、科技产业与旅游产业的发展效率,促进文化与旅游融合发展、提振文旅消费信心,加强对外交流、丰富文化传播手段、开展城市旅游整合营销等方面的措施,不断增强城市旅游地文化软实力,实现文旅融合时代建设社会主义文化强国和旅游强国的奋斗目标。

The cultural soft power of urban tourism destination is the special cultural soft power,which is possessed by cities with functions of tourism attraction,tourism reception and tourist distribution.In the process of the formation and development of the urban culture soft power,the cultural soft power of urban tourism destination embodies more tourism attributes and the synergy of culture and tourism.Under the background of the integration of culture and tourism,building the cultural soft power of urban tourism destinations can play the functions of cultural soft power to optimize the cultural environment,strengthen cultural construction,shape tourism image and expand external influence,and realize the high-quality development of urban tourism destination.By analyzing the research literature and seeking experts’advice,this paper constructs the evaluation index system of cultural soft power of urban tourism destination.Based on the principles of the advanced nature of case,the diversity of types and the principle of regional balance,five cities including Beijing,Shanghai,Shenzhen,Hangzhou and Chengdu are selected for evaluation study.The results show that the development of cultural soft power in five cities is at a low level,and there are not cultural soft powers matching their political and economic status.Cultural details are the source of cultural soft power of urban tourism destination,but it is not the decisive factor.It can be made up by continuous investment of cultural development,improvement of development environment and promotion of cultural production.The achievements of cultural development can shape the future cultural heritage,optimizing urban environment and expanding urban influence.Cultural influence is determined by the factors of urban cultural communication,cultural radiation,and the level of external attraction.Cultural exchanges and tourism activities are important ways to enhance the influence of urban culture.If young cities such as Shenzhen respect the law of development,absorb outstanding cultural achievements,consolidate the foundation of cultural development,meet the cultural needs of the people,vigorously develop cultural production,the cultural soft power will also be able to catch up from behind.In order to continuously enhance the cultural soft power of urban tourism destinations and realize the goal of building a strong socialist cultural country and a strong tourism country in the era of integration of culture and tourism,China’s urban tourism destinations need to carry forward regional culture,enhance the transformation and utilization ability of cultural resources,improve the cultural and tourism development environment,improve the level of government governance,increase measures for cultural benefits to the people,and improve the development efficiency of culture industry,science and technology industry and tourism industry,promote the integration of culture and tourism,boost people’s confidence in cultural and tourism consumption,strengthen foreign exchange,enrich cultural communication means,and develop integrated marketing of urban tourism.