Research On The Influence Mechanism Of The Internet On The Integration Of Culture And Tourism

Fully tapping the potential of the domestic market.expanding domestic demand,and vigorously developing service consumption such as culture and tourism are the new requirements put forward by the country’s 14th Five-Year Plan.The integration of culture and tourism is a natural attribute of the development of culture and tourism industry,and it is also an inevitable trend of market supply and demand.What’s more,it can promote the release of cultural tourism consumption potential and greatly stimulate cultural tourism consumption.Therefore,promoting the in-depth integration of cultural and tourism is a necessary move to tap consumption potential and expand domestic demand at this stage.Our country is rich in cultural and tourism resources and has a good foundation for cultural and tourism integration.However,there are some problems that restrict the integration of cultural tourism development.In addition,these problems include insufficient influence,scattered cultural and tourism resources,imperfect services,etc.In the new era.the development of cultural tourism industry is increasingly dependent on the Internet.Specifically,the Internet can help the cultural and tourism industry broaden publicity channels,integrate cultural and tourism resources,and establish intelligent services.In other words,the Internet is an effective means to solve the above problems.Therefore,it is very necessary to analyze the influence mechanism of the Internet on the integration of cultural and tourism in depth and concrete,and then to propose policy recommendations that can promote the integration of cultural and tourism in my country.This is of great practical significance to promote the rapid and high-quality development of the integration of cultural and tourism in my country.On the basis of sorting out the mechanism of cultural and tourism integration,this study explores the direct impact of the Internet on cultural and tourism integration from the perspectives of coordinated industrial development and industrial chain integration.At the same time,from the perspective of the motivation of cultural and tourism integration,we try to explore the specific role of the Internet influencing the integration of cultural and tourism from the aspects of "demand expansion"."technological innovation" and "network effect".Then,we empirically test the above-mentioned theoretical mechanism by econometric regression method.In this part,we construct a comprehensive evaluation index system for the development of tourism and cultural industries,draw on the coupling coordination degree model,and scientifically measure the degree of cultural and tourism integration in my country.And then,we select the balanced panel data of 31 provinces in my country from 2008 to 2018.and comprehensively use multiple regressions Methods,build a mediation effect model and a threshold effect model to empirically test the demand expansion mechanism.technological innovation mechanism,and network effect mechanism.The thesis found that the Internet can significantly promote the integration of culture and tourism.In other words,the Internet can promote the coordinated development of the cultural and tourism industry and promote the integration of cultural and tourism.And the Internet can improve the efficiency of industrial chain integration to promote cultural and tourism integration.In terms of the influence mechanism of the Internet on the integration of cultural and tourism,there are three paths for the promotion of the integration of cultural and tourism by the Internet.including a demand expansion mechanism,a technological innovation mechanism,and a network effect mechanism.Specifically,for the demand expansion mechanism,the Internet can promote the upgrading and expansion of cultural and tourism consumption demand from the technology side,data side,demand side,and supply side.On the technical side.the Internet can be used to protect cultural relics,provide high-quality materials for cultural tourism product design.On the data side,the Internet can accurately capture personalized needs,so as to meet the needs of cultural and tourism consumption,and help upgrade cultural and tourism consumption.On the supply side,the Internet can cultivate a market for cultural tourism consumption.On the demand side,the Internet can expand cultural tourism consumption demand and promote cultural tourism consumption upgrades.As for the technological innovation mechanism,the Internet can promote technological innovation by gathering high-level talents and optimizing management systems.The application of technological innovation in the cultural and tourism industry can promote the integration of cultural and tourism products,enterprise integration and market integration,and ultimately promote the integration of culture and tourism.It can be seen that demand expansion paths and technological innovation paths are important channels for the Internet to promote the integration of culture and tourism.As for the network effect mechanism,the influence of the Internet on the integration of cultural and tourism is non-linear,and with the growth of Internet penetration,the promotion effect is more significant.Based on the above research conclusions,we propose the following suggestions to promote the integration of culture and tourism.Firstly,we can expand the Internet penetration rate and build smart cultural and tourism scenic spots.Secondly,establishing the Internet marketing system and improving the operation level of cultural and tourism projects are also necessary.Thirdly,we should accelerate the application of the Internet in cultural and tourism enterprises and improve the level of Internet-based services for cultural and tourism enterprises.Finally,we also should speed up the innovative application of Internet technology and improve the quality of cultural tourism products.