世界文化旅游名城建设视角下的丽江文旅产业融合发展研究

On the Integrated Development of Lijiang Culture and Tourism Industry from the Perspective of the Construction of World-famous Cultural Tourism City

文化与旅游产业的融合发展,是提升丽江旅游品质,实现丽江文旅产业高质量发展,建成世界文化旅游名城的主要途径。基于已有研究,文章从世界文化旅游名城建设的视角出发,从丽江文旅产业融合发展经历的主要阶段,提出丽江文旅融合机制为:旅游消费需求的升级是内在拉动力、激烈的市场竞争是内在驱动力、数字信息技术的创新是外在支撑力、政策保障是外在推动力;丽江文化和旅游产业经过多年融合发展,形成了六种主要模式:“遗产+旅游”传承模式、“演艺+旅游”商业模式、“节庆+旅游”体验模式、“体育+旅游”参与模式、“影视+旅游”传播模式、“文创+旅游”创新模式。最后提出推动丽江文旅产业融合发展的对策建议。

The integrated development of culture and tourism industry is the main way to improve the tourism quality of Lijiang, to realize the high-quality development of Lijiang’s culture and tourism industry, and to build Lijiang into a world-famous cultural tourism city. With this goal in mind, by analyzing the main stages of the integrated development of culture and tourism industry in Lijiang, the article draws on the findings of the existing research and summarizes the integration mechanism as follows: the upgrading of the tourism consumption demand is growing within, the fierce market competition is the internal driving force, the innovation of the digital information technology is the external support, and policy support is the external driving force.After years of integrated development, six main models can be identified in Lijiang’s culture and tourism industry, namely: “heritage+tourism” inheritance model, “performing arts+tourism” business model, “festival+tourism” experience model, “sports+tourism” participation model, “film+tourism” communication mode, and“cultural creation+tourism” innovation model.Finally, it puts forward countermeasures and suggestions to promote the integrated development of Lijiang culture and tourism industry.