Abstract
In recent years, Sichuan Province has vigorously promoted the integration of cultural and tourism development and actively guided the transformation and development of the tourism industry in various regions. The development of the homestay industry has ushered in new development opportunities. Based on the research and analysis of the development status of the homestay industry in the ancient town of Dujiangyan, this study puts forward the path exploration of the integrated development of the homestay industry and the cultural tourism industry based on the background of the integration of cultural and tourism development, it is expected to serve as a reference for the development of the local homestay industry. Through literature research, field research and in-depth interviews and other research methods, it is found that Dujiangyan ancient town homestay exists in the development:(1) Single homestays are in their own ranks, and brand awareness is weak; (2) The market access threshold is low and lack of professional talents; (3) The regional cultural characteristics are not obvious, and the convergence of products and services is gradually revealed; (4) The uneven operation level of shared homestay network. In order to promote the development of the local homestay industry in ancient towns, it is recommended that homestays and cultural industries be integrated and developed. Through the forms of homestay + regional culture, homestay+ digitalization, homestay + brand culture, etc., promote the transformation and upgrading of the homestay industry, broaden the homestay industry chain, and promote the integration of tourism and regional economy in the ancient town.
Highlights
Under many favorable conditions to promote the development of tourism economy, the development of tourism homestay industry in Dujiangyan Ancient Town is facing new development opportunities as well as new challenges
With the continuous enhancement of the country's soft power and the continuous upgrading of the consumer market, the integration of culture and tourism has become an inevitable trend in the tourism market and a necessary way to promote the transformation and upgrading of the tourism industry in the new era
Under the background of the integration of culture and tourism, promoting the deep integration of characteristic cultural tourism and homestays requires the joint efforts of the government, society and homestays, building homestays according to the ideas of quality, aggregation and art, and taking standardization and personalization as the industry consensus
Summary
Sichuan has accelerated the construction of a strong cultural province. In 2019, the "Medium and Long-term Planning Outline for Building a Cultural Province (2019-2025)" [1] "Opinions on Vigorously Developing the Cultural Tourism Economy and Accelerating the Construction of a Cultural Province and Tourism Province" [2] "Sichuan Province A Level "Implementation Measures for the Integrated Development of Cultural and Tourism Scenic Spots" [3] and other policies, focused on the development goals and new tasks of cultural tourism, vigorously promoted the high-quality supply of cultural tourism resources and products, promoted the innovation of cultural tourism products, improved the quality of cultural tourism services, and guided local governments to actively transform and develop. In August 2020, the Sichuan "Great Irrigation District" Cultural Tourism Development Alliance was established in Dujiangyan City, Chengdu. Considering the tourism development of Dujiangyan, the tourism of the ancient town should be cultural tourism [4], In addition, young consumers have become the main consumers in the market, and they are pursuing individuality and quality, "culture + tourism + accommodation" has become the choice of more and more tourists and the target of more and more operators, and the size of homestays has gradually increased
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