Tourism Management in the Context of Cultural‑Tourism Integration: Current Issues and Optimization Strategies

Abstract

The integration of culture and tourism has become a core driver for the high-quality development of China’s tourism industry. Meanwhile, the global expansion of integrated cultural-tourism products is crucial for enhancing the nation’s international cultural soft power. As a key link connecting the supply of cultural and tourism resources with market demand, the effectiveness of tourism management directly affects the depth of cultural and tourism integration and the success of its global expansion. Currently, tourism management in the context of cultural and tourism integration faces multiple bottlenecks. For instance, insufficient cross departmental coordination in the management system, resulting in weak overall planning for the globalization of cultural tourism;  superficial exploration of cultural resources and severe homogenization of cultural tourism products, coupled with inadequate international adaptability; a shortage of interdisciplinary talent possessing cultural interpretation skills, tourism operation experience, and an international perspective; and low levels of international adaptation and digital intelligence within the service system. To address these issues, it is necessary to promote the optimization and upgrading of tourism management by establishing a collaborative and efficient management system; deepening the exploration of cultural resources; innovating products to meet international demand; cultivating interdisciplinary talent; enhancing an internationally oriented intelligent service system; and strengthening communication and risk control mechanisms for the globalization of cultural tourism. This initiative will not only resolve the obstacles to the integrated development of domestic culture and tourism but also provide solid support for the globalization of cultural‑tourism, contributing to the high-quality development of the tourism industry and the building of China’s cultural soft power.