Research On The Development Path Of Shanghai Characteristic Cultural Venues Under The Background Of Cultural And Tourism Integration

The establishment of the Ministry of Culture and Tourism in 2018 indicates that the integration of culture and tourism has become a reality.In recent years,tourism has become an important carrier of cultural industry,and culture has become an important cornerstone of tourism industry.Characteristic culture,as the embodiment of the cultural connotation of a city,usually participates in the integration of culture and tourism in the form of cultural venues.Therefore,exploring the attraction factors of characteristic cultural venues to tourists can help us design the future development path of venues in a more targeted way,which is of great significance for promoting cultural and tourism integration.This paper takes the characteristic cultural venues of Shanghai as the research object.The review text of relevant venues is obtained from the tourism website,and triple coding operation is carried out by referring to the grounded theory method.Finally,the attraction evaluation system of characteristic cultural venues is concluded.Based on this evaluation system,this paper selects 20 representative characteristic cultural venues in Shanghai,and uses fs QCA to explore the necessary conditions and configuration path for characteristic cultural venues to participate in cultural and tourism integration.In the end,the paper puts forward suggestions for characteristic cultural venues from three dimensions: venue construction,brand image and tourist perception.This paper draws the following conclusions:(1)Attraction evaluation system of characteristic cultural venues is mainly divided into venue dimension and tourist dimension,corresponding to eight factors.The dimension of venues include tourism environment,tourism projects,collection display,tourism services and humanistic atmosphere,while the dimension of tourists include image cognition,tourist experience and sense of gain.(2)The realization of the high tourism popularity of characteristic cultural venues is the result of the joint action of multiple components,and a single element cannot make them realize the high tourism popularity.There are three configuration paths for characteristic cultural venues to participate in cultural and tourism integration: venue advantage prominent type,venue-perception balance type,tourists perception prominent type.Among them,the construction of collection resources and image publicity are important factors affecting the tourism popularity of characteristic cultural venues.When the cultural heritage of the venues is not strong,we can focus on the collection and publicity as the starting point,supplemented by intimate service and high sense of gain,so as to help the venues show more excellent performance.Based on this,this paper puts forward the following suggestions:(1)Venue construction:promoting the smart transformation of venues,strengthening the construction of collection resources and tourism services,and paying attention to the internal details of venues.(2)Brand image: actively integrating media resources,innovating the way of publicity,and building a characteristic cultural brand in line with its own characteristics.(3)Tourists’ perception: focusing on tourists’ micro perception,arousing emotional resonance,and enhancing tourists’ sense of acquisition.