Research On Tourism Development Countermeasures Of Weifang City Under The Background Of Cultural Tourism Integration

After the establishment of the Ministry of culture and tourism in 2018,the integration of culture and tourism has become a hot word in the industry,which has attracted wide attention from all walks of life,and the culture and tourism industry has entered a new era of integrated development.China’s tourism industry has experienced more than 40 years of development,from inbound tourism to domestic tourism,and the demand of tourists is constantly changing.After the 19 th National Congress of the Communist Party of China,it is clear that the main contradiction of the current society is the contradiction between the people’s growing needs for a better life and the unbalanced and inadequate development.In the new era,tourists’ requirements for tourism supply are constantly personalized and diversified,In addition,in 2020,COVID-19’s reverse competition catalyzed,a new era of high quality tourism,which is driven by the upgrading of demand side consumption,has come to us.In the face of new changes in the tourism market,how to transform and upgrade the tourism destination,how to deal with the development of regional tourism,cultural tourism integration brings a new perspective.Weifang City is rich in cultural resources,profound cultural heritage and outstanding characteristics.The proportion of tourism in the national economy is gradually increasing,but there are still many problems in the development process.Based on the background of the integration of culture and tourism,this paper makes a systematic study on the development of tourism in Weifang City by combing the relevant theories and domestic and foreign research literature.By using the methods of literature research,field investigation and comparative analysis,this paper comprehensively analyzes the current situation of Weifang’s tourism industry,and probes into the problems existing in Weifang’s tourism industry under the strategy of cultural tourism integration: the cultural tourism brand image is not bright enough,and the characteristics are not obvious;the share of Chinese elements in tourism products is insufficient,and the products are lack of experience;the integration degree of culture and tourism industry is not high,and the new industry is developing rapidly Tourism cultural and creative products are low-level,lack of creativity and single form.Secondly,the paper analyzes the causes of the problems in the integration of culture and tourism in Weifang City: the location shielding effect is serious,the publicity and marketing methods are not in place;the protection of cultural resources is insufficient,and the mining is not enough;the main body of culture and tourism market is not developed,and the investment and financing mechanism is not perfect;the vertical extension of the industrial chain is not sufficient,and the support of science and technology and talents for the culture and tourism industry is insufficient.Finally,it puts forward the integration path from tourism + intangible cultural heritage,tourism + cultural creation,tourism + performing arts,tourism + film and television,tourism + animation,tourism +book publishing and other aspects,and analyzes the development countermeasures of Weifang tourism in the context of cultural tourism integration: positioning the brand image with local characteristics,creating super cultural tourism IP,expanding publicity channels,integrating regional culture and tourism resources,and deeply excavating the cultural resources In order to promote and realize the high-quality development of tourism in Weifang City,we should make full use of the regional cultural characteristics,broaden the industrial chain and create high-quality cultural and creative products.