文旅深度融合下市场主体融通创新战略及其实施路径研究

Study on Innovation Strategy of Market Player Integration and Its Implementation Path under Context of Deep Integration of Culture and Tourism

文化旅游深度融合发展需要重视和发挥文旅市场主体的创新驱动作用。文章提出文旅市场主体采用融通创新战略是推动文旅融合走向深入的重要战略,基于融合创新视角,构建了市场主体融通创新战略及价值共创和数智化赋能两条实施路径的理论框架,进而分析旅游演艺市场中三个典型案例实践。

Forthe deep integration development of culture and tourism,it is necessary to emphasize and play the innovation-driven role of culture and tourism marketpalyers.This study proposes that the adoption of integration and innovation strategy by the cultural and tourism market players is an important strategy to promote cultural and tourism integration to a deeper level.From the integration and innovation perspective,it constructs a theoretical framework of integration and innovation strategy of cultural and tourism integration market players and two implementation paths of value co-creation and digital intelligence empowerment,and then analyzes three typical cases in the tourism and performing arts market.