Research On The Integration Development Of Ningxia Wine And Cultural Tourism Industry Under The Background Of Rural Revitalization Strategy

The 19th National Congress of the Communist Party of China proposed to implement the Rural Revitalization Strategy,focusing on solving the "three rural" problems,promoting the coordinated development of all aspects of rural areas,and constantly narrowing the gap between urban and rural areas.Rural Revitalization Strategy is one of the important national strategies in the new era.Rural Revitalization and industrial prosperity are the key points.Ningxia is in the "golden zone"of wine grape planting in the world.After years of development,Ningxia has formed five winery clusters.Nowadays,the wine industry is not only the characteristic industry of Ningxia rural economic development,but also one of the characteristic advantage industries of Ningxia.At the same time,Ningxia has a profound historical and cultural heritage,rich cultural tourism resources,cultural tourism industry is another characteristic advantage industry in Ningxia.There is a strong correlation between wine industry and cultural tourism industry.It is an important path to realize rural revitalization in Ningxia to dig deep into the connotation of wine culture and promote the integration of wine industry and cultural tourism industry.However,there is a lack of research on the integration development of wine industry and cultural tourism industry in Ningxia by domestic scholars.Therefore,it is of great significance to study the integration development of wine industry and cultural tourism industry in Ningxia to promote the development of rural areas in Ningxia and realize the revitalization of rural areas in Ningxia.This study takes the strategy of rural revitalization as the research background,and takes the integrated development of wine industry and cultural tourism industry in Ningxia as the research object.Using literature research method and interdisciplinary research method,after carefully combing and analyzing the existing relevant scientific research results,the field survey is carried out.The intuitive data information is obtained by questionnaire.Through SWOT analysis,the advantages,disadvantages,opportunities and challenges of the integrated development of wine industry and cultural tourism industry in Ningxia are deeply analyzed.Finally,the suggestions for the integrated development of wine industry and cultural tourism industry in Ningxia are put forward.The main conclusions of this study are as follows:Firstly,there is a close relationship between wine industry and cultural tourism industry.The development demand of the industry itself is the internal driving force of the integration of the two industries,and the progress of science and technology,government policy support and market demand are the external driving force of the integration of the two industries;The main paths of the two industries integration are resource integration path,technology integration path,product integration path,format integration path and market integration path.Secondly,through the SWOT analysis of the integration development of wine industry and cultural tourism industry in Ningxia,it is found that its advantages mainly include good natural conditions,policy support,rich land,labor force and tourism resources;The disadvantages include high cost of wine production,lack of professionals and insufficient development of tourism products;One belt,one road,one high speed,the other is the main opportunity.The main opportunities are the upgrading of domestic consumption structure,the healthy and rapid development of Ningxia’;economy,the new opportunities brought by the Ningxia’s wine producing area,which has been recognized by both domestic and foreign enterprises,and the policy of "one belt and one road" and "high speed rail era".The main challenges are fierce competition in domestic market and foreign enterprises entering Ningxia market.Thirdly,according to the above analysis,some suggestions are put forward to promote the integration of wine industry and cultural tourism industry in Ningxia;Increasing investment in scientific research and creating characteristic products;Increase capital investment and improve supporting facilities;Strengthen vocational training and increase talent reserve;Strengthen marketing and brand marketing;Enhance environmental awareness and strengthen ecological protection.