A Study on the Integration of Culture Industry and Tourism Industry —— A Case Study of Yancheng City in Jiangsu Province〔* 〕

Gong Yan

(Business School Yancheng Teachers University，Yancheng Jiangsu 224002)

Ⅰ．The basis and problems of the integration development for culture industry and tourism industry in Yancheng

1．The basis of integration development

Yancheng，one of the coastal cities besides yellow sea in Jiangsu，locates in the central region of Jiangsu province．In 2013，the total income of tourism was 17．1 billion dollars，which was 2．41%of the total tourist income in Jiangsu．And tourist foreign exchange earning was 30 million dollars，only 1．26%of Jiangsu’s．Tourist income accounted for only 4．92%of the GDP，much less than the number of 11．98%in the whole province．〔1〕Therefore，integration of culture and tourism，which can promote tourist connotation，increase cultural tourist proportion in tourism and achieve tourist products transition and structure upgrade，will be the trend of tourism development in Yancheng．

The profound humanism establish Yancheng’s own system of cultural tourism，featured by sea salt，railway army，entertainment，wet land，yellow sea，food，celebrities．Yancheng owns 5 top 5A-class cultural tourist resources，12 good 4A-class tourist resources，and 123 cultural tourist resources．〔2〕

2．Existing Problems

Firstly，spatial arrangement is improper．The distribution areas of major cultural tourist scenic spots are board and uneven，more of them are in spots and regional development is uneven．Secondly，the products are not abundant，especially the key products．Thirdly，the popularity of the scenic spots is low and brand image is unclear．

Fourthly，the additional value of tourism is low．

Ⅱ．Development ideas for Yancheng’s integration of culture industry and tourism industry

1．Optimizing spatial arrangement of cultural tourism

According to the theory“point-axis gradual diffusion”，combined with Yancheng’s cultural tourist resources，transportation and exploration，Yancheng can structure a“3 centers，3 axes and 3 circles”cultural tourism layout，〔3〕which can give opportunities to each region to realize dislocation development by utilizing their own characteristics．In this way，Yancheng can optimize its spatial arrangement of cultural tourism and achieve the sustainable development of tourism．

“3 centers”refer to Yancheng downtown，Dongtai and Funing，which can accelerate all levels of areas’model-driven development．Located at center，southern and northern areas of Yancheng，these 3 areas integrated all characteristics of their own cultural tourist resources and became transportation junction and tourists’distributing center，drove the exploration and construction of the whole tourist zone and efficiently released the unbalanced situation of regional cultural tourist development．Sea salt historical cultural scenic spot and the New Fourth Army Memorial are the flagship cultural tourist products of Yancheng，showing the special feature of salt region．Dongtai owns many historical cultural resources like ancient towns，Buddhist temple and “Xiao Xian”culture，which can be the theme products of cultural tourism．Funing，as a rising star of cultural tourism in northern Yancheng in recent years，its comprehensive development mode uses Goldust lake tourist resort as main body and is a good example to learn from for other cultural tourist areas in northern Yancheng．It can be shaped as local folk custom cultural tourist area．

“3 axes”refer to coastal highway，Xinchang Railway and coastal advanced highway that throughout the whole Yancheng．Connecting several different-level downtowns，the 3 axes formed an industrial belt with relative crowded population．As the first cultural axis of this tourist area，coastal highway runs through Yancheng’s center from south to north，connecting Xiangshui，Binhai，Funing，Jianhu，Downtown，Dafengand Dongtai，gatheringmany key elements of Yancheng cultural tourist resources．

“3 circles”refer to the three cultural tourist circles at eastern，western and northern Yancheng，that is:the wet land resort circle formed by Sheyang，Dafeng and Dongtai，the local folk customs cultural circle formed by western Funing，Jianghu and Yandu，and the ancient path of Yellow River landscape circle formed by Xiangshui and Binhai．The layout of Yancheng’s cultural tourism exploration should analyze the tourist resources of each circle and fully tap the advantages and characteristics of their cultural tourist resources．

2．Reconstruction and exploration of cultural tourist products

(1)Infiltration reconstruction and exploration

Firstly，adding more film and television cultural projects to those scenic spots．Based on Dazong Lake，Chinese sea salt museum and the New Fourth Army Memorial，Yancheng can create a night performance named “ Impressions of Yancheng”to change the lack of entertainment products in its tourism．In this way，cultural resources can enter the tourists market，tourists can enjoy Yancheng’s typical culture day and night and will stay longer in the city．

Secondly，implementing the tourist’s intangible cultural heritage projects．〔4〕According to the characteristics of Yancheng’s intangible cultural heritage，intangible cultural products can be used to infiltrate to tourism by projects exploration，entertainment and performance，relaxation experience festival celebration and products expo．Yancheng can add some national intangible cultural heritages to scenic spots to transform them into normal tourist projects，such as The Legend of Dong Yong，Huai Oprea and acrobatics．These intangible cultural heritages are significant cultural elements of tourism，which can be a good method to achieve win-win situation．

Thirdly，exploration and promotion of tourist products．Practicable，portable and memorable tourist products with sea salt region’s characteristics should be created，such as Dongtai hair embroidery，Dafeng wheat-straw cut，Yancheng tiger shoed，dough modeling，wickerwork，Dongtai tangerine peel wine，Funing big cake and lotus root roll．Enterprises to produce Yancheng typical cultural tourist products with functions like creativity，production，publicity and promotion should be supported to increase the comprehensive benefits of cultural tourism economy．

Finally，to enhance the exploration of special catering culture．Based on the abundant sea and lake resources，and those unique creations，Yancheng can explore catering culture such as seafood，lake food，local cuisine of salt region and special snakes．Tourist catering’s cultural connotation and taste can be promoted by regu larly showing typical Yancheng to tourists，holding activities like cooking performances and matches，selling cooking books and videos．

(2)Extension reconstruction and exploration

Yancheng needs to enhance the integration of the existing tourist resources，extend the culture industry to be the product of cultural tourism．Learned from the successful cases of Yan Town of spring and autumn period and Joyland resort，Funing has built the Goldust Lake tourist resort successfully in recent years．Some tourist projects with high participation，experience and consumption for tourists have been added and some 3D products with local cultural characteristics have been created．Ticket economy has been transformed into industrial economy．Dafeng orient one creative industrial zone，combined industrial design with technology，finance，culture and tourism，has become the national science education base，industrial design modeling zone in Jiangsu and research and development base for tourist products in Jiangsu．It is the representative of Yancheng’s scenic spots of creative industrial zone．

On one hand，the exploration of extension cultural tourist products shows the broader market and stronger attraction of tourism’s function，compared with the traditional tourist products．On the other hand，it promotes the development of culture industry，adds the kinds of cultural products and broadens the scope of culture industry．In future，this exploration mode should be popularized in Binhai，Xiangshui at northern Yancheng，whose natural cultural tourist resources are rare，to improve the tourist prosperity in this areas．

(3)Recombination of reconstruction and exploration

Firstly，exploration ofcultural tourism along with festival celebration．Yancheng has held many kinds of tourist festival before，such as“Sea Salt Cultural Festival”，“Red-Crowned Crane Eco-Tourism Festival”and “Dongtai Marriage of the Fairy Princess Cultural Tourism Festival”．However，all these festival insisted on“tourism works for economy”，focused on promoting industrial investment and city construction，and ignored the development of tourism itself．Therefore，the real“festival for tourists and citizens”should be achieved by innovating the form and details of festival celebration，transforming the mode of government domination to government guidance，adhering to the market operation pattern．The festival celebrations will show the connotation and charm of Yancheng’s unique cultural tourism and they will be the carrier and platform for tourists and local citizens to learn，taste and experience Yancheng culture．

Secondly，Combination of cultural tourism with film and TV works．There are many successful cases of advertising tourist destination by utilizing TV and television works，for example，the movie Avatar showed the beauty of Zhangjiajie，and the movie If You Are the One showed the charm of Hokkaido．In three TV series customized for Dafeng，Northern Shanghai 1950，Northern Shanghai 1968 and Northern Shanghai 2010，many scenes will be shot in the educated youth farm in Dafeng，which will be beneficial to advertise the fame of Dafeng．Thus，Yancheng can learn from this to show its own cultural tourist resources by film and TV works，promote the development of cultural tourism industry．

Thirdly，Combination of cultural tourism with animation works and computer games．Cultural tourist scenic spots can advertise its real situation by utilizing animation works and computer games while animation works and computer games can use cultural scenic spots as the carrier to show its virtual content．By the coexploration of this two industry，animation works and computer games can get better real experience and market effects due to the popularity of scenic spots while cultural scenic spots can be more famous and its static products can be dynamic，which enrich the content of cultural tourist products．〔5〕

3．Highlighting the brand image of culture theme

Yancheng is the only city named after salt in China，while its propaganda slogan cannot well reflect the peculiar culture it has．To bring up competitive brand of cultural tourism，it should bring the“salt”back to the city by highlighting its profound sea salt culture and promoting the culture grade，and building the cultural tourism brand system themed by “Taste the head of five flavors，taste the Yancheng with four colors”．It builds the brand image by developing the four colors brand cultural tourism products，especially“White Yancheng ”，the culture subject and culture essence of Yancheng，reflecting the white sea salt culture along with the city．“White Yancheng”，themed by the sea salt history of China，means to develop historical culture tourism products;“Red Yancheng”，themed by the activities after the New Fourth Army rebuilding army headquarters in Yancheng，means to develop red culture tourism products;“Green Yancheng”，sets the biggest coast wetland in the west coast of Pacific as the theme，means to develop ecological culture tourism products;“Blue Yancheng”，sets the582 miles long coastline of Yellow Sea as the theme，means to develop sea culture tourism products．To build the cultural tourism brand，it needs a wide range of market infrastructure and diversified marketing channel，mainly includes the following several aspects:

Firstly，developing the marketing of festival celebration．Relying on its abundant cultural tourism resources，Yancheng can highlight the locality，culture and folk of travel festival and meeting，and conduct the development of productization，marketization and specialization through a series of festivals and meeting，such as Salt Folk Cultural Festival，Iron Army Cultural Exhibition，Yancheng Gourmet Festival，Jiangsu Coastal forum，Sea Salt Culture Seminar，Yancheng Solonchak Ag riculture Exposition，China Yancheng Sea Salt Culture Festival Fireworks Show．

Secondly，taking full advantage of new media marketing．One of the methods is to build the new marketing platform by modern media，such as website，Weibo，WeChat，Micro Film and Micro Ads．Besides，we can use carrier like mobile terminal，multimedia information display or tourism website to provide intelligent and convenient travel tourism elements information service for tourists，〔6〕during which it not only disseminates the culture resources of Yancheng but also achieves the goal“taste Yancheng with one cellphone．”

Thirdly，using the new airline marketing actively．It could expand the inbound tourism source markets by using existing international airlines in Yancheng，collaborating with air transport department and port cities likes Beijing and Shanghai．It would focus on developing the markets of South Korea，Taiwan，HK and Macao，actively expand the markets of East Asia and Southeast Asia，and also take other source markets into account，such as Europe，Australia，India and Russia．

Finally，developing the film，television and performance marketing．We need fully explore the historical culture resources，and carry forward the traditional culture．The intangible culture heritage resources of Yancheng can be reflected by forms like film，television and performance，through which we can produce several nationally influential“blockbuster，full-scale drama，great work”and therefore effectively raise the cultural tourism industry competitiveness of Yancheng．

4．Strengthen the collaboration of cultural tourism area

We should accelerate regional tourism integration among Yancheng，Natong，Lianyugang and their surrounding provinces and cities and promote common development and prosperity of domestic traveling hot spot cities with a view to realize the benefits-sharing in cultural tourism resources，product，market，information and customers．Focused on 4 colors，we take the advantage of traveling shinkansen in Jiangsu Province and its complementary cooperation with other counterparts to build high-profile regional brand．The tourism sectors of the three coastal cities(Natong，Yancheng and Lianyugang)jointly launch a special offer of One-Tourist card involving 300 scenic resorts to establish a barrier-free tourism demonstration zone．It will provide an inexpensive and convenient tourism service through regional cooperation．

(1)The cultural tourism collaboration in Yancheng

Based on main transportation network and tour cooperation of 4 colors，we promote balanced development of the southern，central and northern areas in Yancheng．We should increase the integration of city＇s cultural tourism resources and break the deadlock respectively for its own development．We guide and coordinate comprehensively the facilities constructions of various areas and develop cultural tourism products to exploit the market together．

(2)The cultural tourism collaboration of Jiangsu coast

We build a network system of cultural tourism with Nantong and Lianyungang，jointly develop products and recommend marketing to enhance cooperation．We should highlight the features of local cultural resources，such as regional celebrities，folk customs，famous towns and villages to provide different types of tourism which classified by historical figures，local folk，architectural art and red culture．We will make most of Jiangsu＇coastal environment to join efforts in developing the market of South Jiangsu and Shanghai．

(3)The cultural tourism collaboration with other regions

First，we cooperate with Yangtze River Delta region;second with other domestic areas;then with three places(Taiwan，Hongkong and Macao);finally，we seek international tourism cooperation．Focused collaboration of interworking can be carried out in the above regions in aspect of network，tour route，information，customers and criterion．

Ⅲ．Conclusion

In one word，“Tourism is an industry with high features of culture，whatever its‘form’or‘content’，the various cultural characteristics are the attraction to the tourists．”〔7〕The integration development of culture industry and tourism industry can meet tourists’demand for spiritual culture and it is also an important path to carry forward the ethnic culture and regional charm．Nowadays，as the international tourism trends towards cultural tourism，Yancheng tourism should also focus on cultural tourism to realize the rapid sustain able development of tourism industry．

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