Research On Business Model Of Cultural ＆ Tourism Integration Project Under The Background Of Rural Revitalization ——A Case Study Of Wulin Traditional Village In Jinjiang

With the development of global knowledge economy,cultural industry has a profound impact on economic growth and social development.China’s 14 th five year plan requires a sound cultural industry system and puts forward the road of "cultural tourism integration and Rural Revitalization".China’s rural culture has a profound accumulation,which is native and original.Between the soul coupling of culture and tourism,it is the trend of the times to expand rural characteristic industries,enable the integrated development of cultural and tourism industries,and convert resource advantages into value advantages.Due to the differences of local cultures,the attraction of cultures in different regions is also different.According to the cultural characteristics of different regions,building the competitiveness of tourism industry and cultural inheritance mode with unique local characteristics is conducive to promoting rural economic growth.This paper studies the operation management of village cultural tourism integration project by analyzing the case of Tsingpu Cultural Hall in Wulin village,Jinjiang.Wulin Traditional Village is located on the coast of southern Fujian,where the fusion of overseas Chinese culture and southern Fujian culture after hundreds of years of evolution is the main basis for its inclusion in the "Fourth Batch of Chinese Traditional Villages List".In November 2019,Jinjiang government signed a contract with Beijing Tsingpu Tourism and Culture Development Co.,Ltd.to integrate ancient houses,foreign buildings and land,build traditional intangible cultural heritage experience workshops and immersive drama performance sites,which will be introduced and displayed by original residents,create an incubation platform for local specialties,and form a new business card for urban cultural tourism live cultural experience.After combing the history and style of the preserved century old buildings,Tsingpu operation team of Wulin village gives each building different cultural expressions,and constructs a living village vacation operation system with "experience" as the core.This paper objectively analyzes the development overview,cultural background,business model and experience of Tsingpu Cultural Hall in Wulin village through various methods such as data search,field investigation and commercial canvas analysis,guided by theory and combined with practice.Based on the above research,this paper puts forward four suggestions: Led by Jinjiang Municipal government,Tsingpu operation team of Wulin village will carry out specific implementation to promote the joint participation of local residents and improve the utilization rate of resources;Promote industrial integration and sustainable development by strengthening capital supply and improving relevant supporting facilities system;Protect and optimize the natural environment,control the erosion of the humanistic environment of modern society to the countryside,and optimize the tourists’ sense of experience;Expand marketing means,highlight resource characteristics,enrich products,establish brands,and truly invigorate the tourism economy.Finally,based on the analysis of the operation and management of Wulin cultural tourism integration project,this paper summarizes and extracts the experience and suggestions in order to promote the development of cultural tourism industry integration better.