Power Mechanism and Path of Deep Integration of Cultural Industry and Tourism Industry in the Era of Digital Economy

Culture is the soul of tourism. Cultural industry provides support for the development of tourism industry and enriches the connotation and extension of tourism industry. The cultural industry contains a large number of tourism resources, which are sustainable under the premise of reasonable protection. Incorporating a large number of cultural elements into tourism product development is of great significance in enhancing the attractiveness of tourist destinations and the competitiveness of tourism, and it also provides cultural added value and greater profit margins for the tourism industry.

The tourism industry is a platform and carrier for the development of the cultural industry, and the promotion effect of the tourism industry on the cultural industry is mainly reflected in the following two effects: 1)

Market effect. The development of tourism industry brings a large number of tourists to the destination, and these tourists not only bring the local tourism revenue, but also promote the growth of consumption of cultural products and cultural services.

The pull of market demand has fueled the integration of the culture and tourism industry. With the development of the social economy and the continuous improvement of people’s living standards, people’s consumption demand for tourism continues to increase. The traditional tourism industry has a single form and fixed mode, which can not meet people’s consumption demand, and people are more inclined to choose high-quality tourism products with personalized, diversified, experiential and rich cultural connotation.

The interactive integration of cultural industry and tourism industry can realize the innovation of tourism mode, enrich the tourism products, and satisfy the new tourism consumption concept that people want to get spiritual and cultural enjoyment through travel. It can be said that the continuous growth of people’s consumption of tourism and the continuous improvement of the quality of tourism requirements has contributed to the transformation and upgrading of the tourism industry, and the integration and development of the culture and tourism industry is the inevitable result of the transformation and upgrading.

Science and technology are the primary sources of productivity. Technological progress is the catalyst for the integration of the culture and tourism industries, and technological means diversify the way of integration of the culture and tourism industries, which is an important driving force to promote the integration and development of the two industries. In the era of artificial intelligence, big data and 5G, technology has brought infinite possibilities to the integration of culture and tourism industry, smart scenic spots, smart hotels and digital management optimize the consumption experience of tourists, and the immersive experience brought by VR technology makes the culture and tourism products constantly innovative and upgraded. Meanwhile, the development of high-speed rail and other modern transportation technologies has enabled the development of more cultural and tourism resources on one hand, and expanded the source market on the other.

The guidance of government policies has a far-reaching impact on the integration of the culture and tourism industry. By formulating favorable industrial policies, increasing financial support and deregulating the cultural and tourism industry, the government and relevant departments can provide a favorable policy environment for the integration of the cultural and tourism industry.

Industry-permeable integration mode refers to based on the industry characteristics of strong permeability and high correlation of culture and tourism industry, under the promotion of modern science and technology innovation, the two industries penetrate into each other, so as to produce new products and form new business forms, which contributes to the integrated integration and development mode of culture and tourism industry. The industrial penetration integration mode is shown in Figure 2. According to the direction of industrial penetration, it can be divided into two types: culture to tourism industry penetration and integration type and tourism to culture industry penetration and integration type. 1)

The cultural industry penetrates and integrates with the tourism industry. Under the modern technical support, cultural enterprises penetrate the cultural elements into the original traditional tourism product system through innovative expression methods and advanced production technology, breaking the original industrial boundaries, enriching the connotation of the value chain of culture and tourism industry, and realizing inter-industry interpenetration through the integration of channels and the integration of contents. On the one hand, tourist attractions, with the help of efficient multi-dimensional communication channels unique to the cultural industry, have realized the purpose of tourism promotion with wide dissemination surface and good dissemination effect, and increased the popularity of the attractions. On the other hand, the incorporation of cultural elements has given the tourism industry a unique cultural identity and contributed to the innovation of tourism products.

Figure 2.

Industry penetration fusion mode

The industry extension integration mode refers to the fact that, driven by interests, the culture and tourism industries realize functional complementarity and form a new integrated industrial system through the extension of each other’s industrial interaction chain. In this integration mode, the cultural industry plays the strongest extension role, and through the effective extension of the industrial chain, it transplants cultural resources and cultural products with strong attraction into the tourism industry, improves the quality of tourism products and services, and enhances the core competitiveness of the tourism industry.

Reorganization-type integration mode refers to breaking the boundaries of culture industry and tourism industry under the guidance of market demand, constituting a new industry chain through reorganization of their independent products and services, and thus realizing the integration and innovative development of culture and tourism products and services. In the process of this integration mode, market demand is the guide and product innovation is the core driving force, so it will promote the birth of new business operation modes. For example, through the reorganization of cultural industries such as convention and exhibition, music and festival and tourism industry, new cultural tourism business forms such as convention and exhibition tourism, music tourism and festival tourism can be formed. These new business models are highly competitive and commercially valuable, and can play a powerful role in driving local economic development.

1)

Data standardization

Indicator system exists in the difference indicators, respectively, represent the differentiated scale and units, so in the study there is a standardized transformation, that is, into relative quantities. The analysis in this paper to do the polarization with dimensionless, but also to study a method, specifically, the variable value and its minimum value is subtracted, after being divided by the maximum variable value and the minimum variable value subtracted from the value of the value. I.e.: (1)Uij=xij−xjminxjmax−xjmin(i=1,2,3⋯,m;j=1,2,3⋯,n)$${U_{ij}} = \frac{{{x_{ij}} - {x_{j\min }}}}{{{x_{j\max }} - {x_{j\min }}}}\left( {i = 1,2,3 \cdots ,m;j = 1,2,3 \cdots ,n} \right)$$

Eq. (1) where U_ij is the x_ij contribution, 0 ≤ U_ij ≤ 1. x_ij is the initial data of the j indicator in i. x_jmin is the minimum value of i. x_jmax is the maximum value in i. 2)

Principal component analysis method to determine the weights

Coupling degree model analysis to do weight determination for each system’s indicators. Therefore become the primary criterion of the analysis method, this analysis is to determine the weights through the principal component analysis method, the first point is to standardize the data analysis to achieve the variance maximization rotation [17]. The second point determines the score of each principal factor and the contribution of the equation.

The principal components can be expressed as: (2)Fj=β1j*X1+β2j*X2+β3j*X3+……+βnj*Xn,(j=1,2,⋯,m)$${F_j} = {\beta _{1j}}^*{X_1} + {\beta _{2j}}^*{X_2} + {\beta _{3j}}^*{X_3} + \ldots \ldots + {\beta _{nj}}^*{X_n},\left( {j = 1,2, \cdots ,m} \right)$$

Eq. (2) where X₁, X₂, X₃, ⋯, X_n is each indicator and β_1j, β_2j, β_3j, ⋯, β_nj is the coefficient score of each indicator in the principal component day with.

Finally, the weight of indicator X_i is calculated: (3)ωi=[(mΣj)βij*ej]/[(nΣi)(mΣj)βij*ej]$${\omega _i} = \left[ {\left( {m{{\Sigma }_j}} \right){\beta _{ij}}^*{e_j}} \right]/\left[ {\left( {n{{\Sigma }_i}} \right)\left( {m{{\Sigma }_j}} \right){\beta _{ij}}^*{e_j}} \right]$$

where e_j denotes the equation contribution of F_j.

1)

Comprehensive evaluation function of cultural industries: (4)G(y)=∑j=1nwjqij(i=1,2,3,⋯,m;j=1,2,3,⋯,n)$$G(y) = \sum\limits_{j = 1}^n {{w_j}} {q_{ij}}\left( {i = 1,2,3, \cdots ,m;j = 1,2,3, \cdots ,n} \right)$$

In equation (4), G(y) is the comprehensive index, w_j is the weight of cultural industry j indicators, and q_ij is the standard value of i system j indicators. The size of the G(y) value indicates that the overall situation of the cultural industry is good or bad, showing a positive correlation. 2)

The comprehensive evaluation function of tourism industry: (5)F(x)=∑j=1nwjpij(i=1,2,3,⋯,m;j=1,2,3,⋯,n)$$F(x) = \sum\limits_{j = 1}^n {{w_j}} {p_{ij}}\left( {i = 1,2,3, \cdots ,m;j = 1,2,3, \cdots ,n} \right)$$

In equation (5), F(x) is the comprehensive index, w_j is the weight of tourism industry j indicators, and p_ij is the standard value of i system j indicators. The size of the F(x) value indicates the overall situation of the tourism industry, showing a positive correlation.

Coupling is a phenomenon in which two or more systems, in the process of development, are interrelated and interact with each other under the action of internal and external factors such as industry, technology and resources. When this kind of correlation and influence promotes the development of the system, the coupling at this time belongs to the benign coupling. When this mutual influence, interaction manifested as an obstacle to the development of the system and system elements, called bad coupling. The coupling degree is used to specifically quantify the interaction trend between systems or between system elements [18]. In this paper, based on the coupling theory, the cultural industry and tourism industry are treated as two independent and interacting systems, and two mathematical models are used to quantitatively analyze the influence between the two systems and system elements, and the two models are the coupling degree and the coupling coordination degree, respectively.

The coupling degree model of multiple systems is as follows: (6)Cn=(U1×U2×⋯⋯Un)1/n/(U1+U2+⋯⋯+Un)$${C_n} = {\left( {{U_1} \times {U_2} \times \cdots \cdots {U_n}} \right)^{1/n}}/\left( {{U_1} + {U_2} + \cdots \cdots + {U_n}} \right)$$

From equation (3), the binary coupling degree model of cultural industry and tourism industry is as follows: (7)C2=(U1×U2)1/2/(U1+U2)$${C_2} = {\left( {{U_1} \times {U_2}} \right)^{1/2}}/\left( {{U_1} + {U_2}} \right)$$

Where C₂ represents the coupling degree of culture and tourism system, U₁ and U₂ represent the culture industry system and the tourism industry system respectively. Where Ui=1,2=∑uijwij$${U_{i = 1,2}} = \sum {{u_{ij}}} {w_{ij}}$$, ∑wij=1$$\sum {{w_{ij}}} = 1$$, the two respectively represent the comprehensive development level of cultural industry and tourism industry, u_ij is the value of the data after the standardization of dimensionless processing, w_ij is the ith system of the jth indicator weight.

The value of coupling degree C can reflect the coupling level of the two systems of tourism and culture, but it is impossible to accurately judge the degree of coordination between the two systems. There are two possibilities when the value of coupling degree C is very large: firstly, in the early stage of development, the coupling degree shows a high value due to the fact that the two systems of tourism and culture are at a low level of development. The second is a high coupling at a later stage of development due to the fact that both tourism and culture have reached a high level of development. In order to distinguish between the different coupling situations, a coupling coordination model [19] is introduced as follows: (8)D=(C×T)1/2$$D = {(C \times T)^{1/2}}$$

Where D is the degree of coupling coordination, T = αU₁ + βU₂, T is the comprehensive evaluation index of tourism industry and cultural industry. In the process of developing tourism industry and cultural industry, they interact and influence each other. Therefore, this paper assigns the values of α and β to 0.5 and 0.5 respectively after consulting relevant experts and professors on the basis of existing researches.

According to the above model, the coupling coordination degree D of tourism and culture is calculated, and based on the research of related scholars, the coupling coordination degree is graded, and the stage of the development of the tourism-culture system is judged and analyzed.

When the coupling coordination degree D∈[0,0.3)$$D \in \left[ {0,0.3} \right)$$, it indicates an extremely dysfunctional coupling. When D∈[0.3,0.5)$$D \in \left[ {0.3,0.5} \right)$$, it indicates a mildly dysfunctional coupling. When D∈[0.5,0.8)$$D \in \left[ {0.5,0.8} \right)$$, it indicates a primary coordinated coupling. When D∈[0.8,1]$$D \in \left[ {0.8,1} \right]$$, it indicates highly coordinated coupling.

In summary, the coupling coordination degree D∈[0,1]$$D \in \left[ {0,1} \right]$$, as the D value rises the level of coupling coordination between the systems grows. When the value of D is 0 it indicates that the system is in a completely disordered state. When D = 1, the coupling coordination level of the tourism-cultural system is the highest, at this time the two systems of tourism and culture promote each other, each other, with the optimal coupling state. The coupling and coordination level between the tourism system and the cultural system is a development process from low to high and gradually coordinated.

According to the coupling degree model formula (7), the coupling degree of the cultural and tourism industries of 14 cities and states in Hunan Province from 2013 to 2022 is calculated as shown in Table 4.

Through Table 4, it can be found that the level of coupling degree of 14 cities and states in Hunan Province is very high during the ten years, except for Zhangjiajie, the coupling degree of the rest of the cities and states is above 0.9, some even reach 1, and the average value of each year is also more than 0.9. This indicates that there is a close connection between the culture industry and tourism industry in Hunan Province. However, at the same time, this paper finds that the coupling degree cannot fully reflect the integration and development of the two industries between regions, for example, the comprehensive development level indexes of the culture industry and tourism industry in Zhuzhou City in 2013 were 0.197 and 9.214 respectively, while the coupling degree calculated on this basis was 0.991, while the comprehensive development level indexes of the culture and tourism industries in Hengyang City in 2013 were higher than those of Zhuzhou City The calculated coupling degree is 0.963, which is lower than Zhuzhou City, so it is extremely unreasonable and inconsistent with the reality that on the one hand, there is a low level of comprehensive development level index and a high level of coupling degree, while on the other hand, there is a situation in which the coupling degree of a city with a low level of development is relatively high. So on this basis, it is necessary to continue calculating the degree of coupling and coordination between the two industries.

Firstly, using formula (8), the value of the coupling coordination degree of culture and tourism industry in 14 cities and states in Hunan Province is calculated as shown in Table 5.

Then, based on the mean value of the coupling coordination degree of Hunan Province in each year, the coordinated development of culture and tourism industry in Hunan Province during the decade was plotted as shown in Figure 5.

Figure 5.

Mean value of coupling coordination degree

Then, combined with the evaluation index system of the development level of cultural industry and tourism industry, the corresponding coordinated development intervals of each city and state are derived, and in order to more clearly and intuitively show the changes in the time sequence, this paper intercepts the coupling coordination degree of 14 cities and states in Hunan Province in 2013, 2016, 2019 and 2022, and organizes to get the coupling coordination degree level of these four time points as shown in Table 6 Shown. Extreme dysfunction, mild dysfunction, primary coordination and high coordination are represented by L1~L4, respectively.

Combining Table 5 and Table 6, it can be found that: 1)

In terms of time series, the value of the coupling coordination degree of the cultural industry and tourism industry in most cities in Hunan Province during the ten-year period has been steadily increasing, gradually moving from the disordered state of disorders to the transition stage, and its average value has been between 0.3-0.5, that is, in the transition stage from disorders to the orderly and coordinated development, and the level of coordination is not particularly high, and the overall trend, although showing growth, is more fluctuating. This indicates that in 2013-2022, the cultural industry and tourism industry in Hunan Province in the process of integration and development, there is a certain resistance, so that the level of integration and development of the two is sometimes high and sometimes low, and the stability is poor. However, with the development of the economy and society, the influence between the cultural industry and tourism industry deepens day by day, and some unstable factors gradually disappear. Therefore, from 2019 to 2022, the development trend of the integration of the two industries in Hunan Province is obviously more stable than in previous years, gradually transitioning to an orderly and coordinated development, and the quality and quantity of the integration has been improved.

To summarize, the integrated development level of culture and tourism industry in most cities has improved in the past ten years, thanks to the introduction of relevant national policies and the improvement of people’s income and consumption level. Based on the improvement of the external environment and consumer demand, the coordinated development of the cultural industry and tourism industry in Hunan Province has been improving, but most cities have not realized the coordinated development, and the development difference between regions tends to narrow, but there are still significant gaps, Changsha City is far ahead of the development of other cities and states has not been significantly changed.

Based on the analysis of the coupling coordination degree, according to the model formula (9) of the relative development degree, the relative development index of the cultural industry relative to the tourism industry in 14 cities and states in Hunan Province from 2013 to 2022 is calculated, while four time nodes, namely 2013, 2016, 2019 and 2022, are still selected to obtain the development of the cultural industry in Changsha and other 14 cities and states relative to the tourism industry and the development of the industry and the location of the type as shown in Table 7. Where D indicates the degree of coupling coordination and E indicates the degree of relative development. Meanwhile, the development of cultural industry relative to tourism industry in Hunan Province can be divided into three states (hereinafter referred to as cultural lagging state, synchronized state, and tourism lagging state) in which the development of cultural industry lags behind tourism industry, the development of cultural industry is synchronized with that of tourism industry, and the development of tourism industry lags behind cultural industry, respectively, with.

Analyzing Table 7, it is found that there are more cities in Hunan province that are in lagging development of tourism industry.In 2013, only Zhangjiajie is in cultural lagging development, Changsha, Xiangtan, Yiyang and Chenzhou are in synchronous development, and the other municipalities are in tourism lagging development.In 2016, Chenzhou and Zhangjiajie are in cultural lagging development, and except for Changsha, Yueyang and Changde are also in synchronous development, and the other municipalities are in Tourism lagging development.In 2019, Changde and Zhangjiajie are in cultural lagging development, Changsha and Chenzhou are in synchronized development, and the other ten cities and states are in tourism lagging development.In 2022, Zhangjiajie and Chenzhou are in cultural lagging development, and Changsha, Shaoyang, Yueyang, and Changde have achieved synchronized development, while the other cities are still in tourism lagging development.

Synthesizing the years 2013-2022, it can be found that during the ten-year period, except for Changsha City, which has been in synchronous development, Zhangjiajie, which has been in cultural lagging development, and Yongzhou, Huaihua, Loudi, and Xiangxi Prefecture, which have been in tourism lagging development, the development of other cities has been poorly stabilized. Therefore, how to ensure the coordinated development of the situation, so that the degree of synchronized development of the culture and tourism industry in Hunan Province is achieved, cities and states need to think carefully.

Combining the analysis of coupling coordination degree and relative development degree, it can be seen that the development of culture and tourism industry in Changsha City has been in the V4 type, that is, the state of synchronized development under the high level of coordination, which indicates that the integration level of the two industries is high, and the synergistic effect between the industries is strong. As for other cities, they are all in an antagonistic or grinding state due to the low coupling coordination level, and the development gap between cities and states is obvious. On the whole, the type of coordinated development of cultural industry and tourism industry in Hunan Province is low, and the depth of integration still needs to be deepened.