Recently, the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the "14th Five-Year Plan for Cultural Development" (hereinafter referred to as the "Plan"). Once the "Planning" was issued, it caused heated discussions in the industry. Everyone said that the "Planning" insisted on using culture to shape tourism and promote literature through tourism. A separate chapter will promote the integration of culture and tourism on a wider, deeper and higher level. development to make special deployments. In the next step, in accordance with the relevant requirements of the "Planning", we will further promote the integrated development of culture and tourism, and create a unique and attractive Chinese cultural tourism experience.

　　Comprehensively enhance the cultural connotation of tourism development

　　The "Planning" makes clear requirements for enhancing the cultural connotation of tourism development, such as cultivating tourism products and improving tourism tastes by relying on cultural resources, so that people can appreciate the beauty of nature and appreciate the beauty of culture and the beauty of the soul.

　　Song Yangyang, deputy dean of the Institute of Creative Industry Technology of Renmin University of China, believes that the "Planning" clarifies the direction, path and focus for the in-depth integration and development of culture and tourism. The industry can focus on three areas. One is to enhance the cultural connotation of existing tourism products, and to develop new tourism products by mining cultural characteristics to form high-quality supply; A new experience space for travel consumption; the third is to comprehensively improve the hardware facilities, strengthen the software environment such as service experience, and create a high-quality tourism environment.

　　Li Guang, vice president of the Tourism Law Research Association of the Beijing Law Society, said that in the context of the "14th Five-Year Plan for Tourism Development", the Central Office and the State Office jointly issued the "Plan", with a special chapter emphasizing "promoting cultural and "Integrated development of tourism", which reflects the central government's emphasis on the integrated development of culture and tourism. In particular, the specific requirement of "improving the cultural connotation of tourism development" provides a spiritual core for the development of the tourism industry. The "Planning" gives the industry full confidence in the deepening of cultural and tourism integration, the optimization of the structure, and the strengthening of the intensity.

　　Li Ling, general manager of the cultural tourism industry of China Unicom Group, believes that under the guidance of the "Planning", the industry will pay more attention to the inheritance and innovation of culture and the in-depth sharing of cultural and tourism resources. China Unicom will enhance the cultural connotation of tourism development with new digital infrastructure and innovative technology, and promote the integrated development of culture and tourism. Relying on the existing tourist online service platform and digital public cultural service platform construction service experience, integrate and build a cultural and tourism digital public service platform.

　　Further enrich the supply of high-quality tourism

　　The "Planning" puts forward specific requirements for enriching the supply of high-quality tourism, such as adapting to the new requirements of the mass tourism era, promoting tourism for the people, promoting the construction of a tourism supply system with diverse types, balanced distribution, distinctive features and high quality, and promoting the integration of culture and tourism. , product integration, market integration, etc.

　　"The core of enriching high-quality tourism supply lies in optimizing the tourism experience of tourists, focusing on releasing the innovation ability of market players, and devoting to promoting the breakthrough of the bottleneck of policies and regulations." Professor of Beijing International Studies University, Ministry of Culture and Tourism "14th Five-Year Plan" "Li Xinjian, a member of the Planning Expert Committee, believes that it is necessary to highlight the concept of tourism for the people, actively adapt to the new requirements of the mass tourism era, and encourage and support various tourism destinations and tourism enterprises to innovate tourism products. At the same time, increase financial and policy support for areas with strategic potential for tourism development.

　　Zhang Xiongwen, member of the party committee, director and deputy general manager of Zhejiang Tourism Investment Group, secretary of the party committee and chairman of Zhejiang Qin Group, said that the introduction of the "Planning" has made the direction, path and path of how to promote the integration of culture and tourism clearer. More confidence. The group will build a high-quality main platform for tourism investment and financing in the province, formulate an all-round action plan to help "common prosperity" to promote tourism, enrich the people, and actively participate in the construction of large gardens, so as to strengthen and optimize the development and operation of hotels and tourism destinations. Six core businesses, including business and logistics services, promote the integration of cultural tourism, business tourism, and health tourism.

　　Peng Yanshu, director of the strategic investment department of Beijing Fengtai Culture and Tourism Group, said that during the "14th Five-Year Plan" period, the group will update and integrate regional history, culture and other resources in accordance with the "Planning", relying on policy advantages and space foundation, to major cultural and cultural resources. The tourism project has been excavated in depth, and the planning and construction of the "Lugouqiao National Cultural Park Area" has been actively promoted. Embed cultural consumption into cultural tourism towns and build a new space for living and sharing life. At the same time, taking advantage of opportunities such as the Service Trade Fair and the China (Beijing) Digital Finance Forum, a series of tourism consumption benefit activities were held.

　　Continue to optimize the tourism development environment

　　The "Planning" makes detailed arrangements for optimizing the tourism development environment, and proposes to take service quality as the core competitiveness, carry out in-depth quality improvement actions, promote the improvement of the service quality of tourist destinations, promote the creation of civilized scenic spots, continue to deepen the toilet revolution, and improve the tourist service system. , to ensure public services for the disabled and the elderly.

　　In this regard, He Qiongfeng, director of the Data Analysis Institute of China Tourism Academy, said that the key to optimizing the tourism development environment is to improve the core competitiveness of tourism service quality. We should adhere to bottom-line thinking, do a good job of risk warning and precise prevention of epidemic prevention and control and tourism safety, and increase punishment for violations of laws and regulations related to travel; adhere to innovation-driven, and use cutting-edge scientific and technological means and policy tools to crack the tourism development environment. Pain points, difficulties and blocking points; adhere to demonstration and leadership, increase the promotion of mature cases, models and standards; adhere to the people-centered, and continue to do a good job in monitoring and evaluating the quality of tourism services.

　　The relevant person in charge of China Travel Scenic Spot Investment Co., Ltd. said that optimizing the tourism development environment can provide a more solid foundation for promoting the integration of culture and tourism. The improvement of tourism hardware and the standardization, systematization and humanization of services are conducive to enhancing the popularity, influence and reputation of the tourist attractions themselves. At the same time, it should also be noted that optimizing the tourism development environment requires multiple efforts, and optimization and improvement plans and schemes should be done in combination with the actual situation.

　　"Optimizing the tourism development environment is of great significance." The relevant person in charge of China Tourism Group Travel Service Co., Ltd. said that China Travel Travel will continue to strengthen institutional norms such as the "Detailed Rules for the Implementation of Civilized Tourism", "Code of Conduct for Tour Leaders" and "Professional Ethics for Employees in the Travel Agency Industry". The tour guide leader's awareness of civilized tourism guidance; set up a team to be responsible for consulting services, complaint handling, etc., and timely formulate rectification measures for the common problems involved in complaints, improve service quality, optimize service experience, and improve consumer satisfaction in an all-round way. At the same time, strengthen the promotion of civilized tourism.

　　Innovative and integrated development system and mechanism

　　The "Planning" clearly states that the central and local tourism development work systems and mechanisms will be improved, the cultural and tourism integrated development systems and mechanisms will be improved, and the industry management responsibilities of the cultural and tourism departments will be strengthened. Innovate the management system of scenic spots and explore the establishment of a cultural evaluation system for scenic spots.

　　"The "Planning" will provide a more complete institutional guarantee for the deep integration and innovative development of culture and tourism, so that all sources of creativity that are conducive to the integration and development of culture and tourism will fully flow." The relevant person in charge of the Tourism Research Institute of OCT Group said that it is recommended to strengthen the guidance of policies and regulations , study and formulate relevant support policies and supporting measures to provide policy support for the integrated development of culture and tourism; plan and design a number of important projects, key projects, and major measures to create high-quality cultural and tourism integration.

　　Lin Jiang, deputy secretary of the Party Committee of Guilin Tourism Institute, suggested that the system and mechanism of integrated development can be innovated from four aspects. The first is to build an integrated development mechanism for culture and tourism, strengthen top-level design, and coordinate cultural and tourism work. The second is to establish a capital guarantee mechanism for the integrated development of culture and tourism, integrate and set up a unified investment fund for the integrated development of culture and tourism, and make overall plans to support the integrated development of culture and tourism. The third is to establish an efficient mechanism for the protection and utilization of cultural and tourism resources, innovate and integrate cultural tourism brand standards, and enhance the cultural function and cultural connotation of tourism brands. Fourth, encourage and support museums, cultural centers, etc. to build cultural tourism brands and enhance the tourism function of cultural brands.

　　Li Baiwen, a professor at the School of Tourism of Beijing Union University, said that the "Planning" will promote a clearer boundary between central and local tourism work, and help to build a management and working mechanism with clear rights and responsibilities and smooth operation. The "Planning" proposes a cultural evaluation system for scenic spots, which will help to form a more scientific and systematic way of using cultural tourism. The "Plan" also proposes to innovate the integrated development system and mechanism, and proposes to establish a cultural and tourism integrated management system of "resource sharing, capital exchange, joint law enforcement, and business independence".