市场主体建设下文旅融合高质量发展的基本逻辑与政策建议

Basic Logic and Policy Suggestions on the High-Quality Development of Culture and Tourism Integration:a Perspective of Market Entities Construction

市场主体建设是促进文旅融合高质量发展的重要路径。然而,学术界尚缺乏关于该议题的专题研究。首先,基于系统论对文旅融合的概念进行了再定义,并从文化和旅游管理实践的层面出发提出了一个广义视角。其次,以“双向赋能”为核心论证对象,提出了文旅融合高质量发展的概念,并从供需两端围绕三大核心市场主体初步探讨了市场主体建设促进文旅融合高质量发展的基本逻辑。最后,围绕当前中国文旅融合发展市场主体建设面临的障碍,从管理体制机制完善、文化旅游企业培育、文旅产业数字化转型、文化旅游人才供给4个方面提出了政策建议。

Market entities construction is an important path to promote the high-quality development of culture and tourism integration. However, there is still a lack of special research on this topic. Firstly, the integration of culture and tourism is redefined based on system theory, and a broad perspective is proposed from the perspective of culture and tourism management practice. Secondly, the concept of high-quality development of culture and tourism integration is put forward, which focuses on bidirectional empowerment. The basic logic of promoting highquality development of culture and tourism integration through market entities construction is discussed preliminarily around the three core market entities from the supply and demand sides.Finally, with a focus on the problems existing in the current market entities construction of the culture and tourism integration development in China, policy suggestions are constructed from four aspects: the improvement of management system and mechanism, the cultivation of cultural and tourism enterprises,the digital transformation of cultural tourism, and the supply of cultural tourism talents.