Innovation is an important guarantee for the quality development of culture and tourism integration in the new era, and the introduction of the 14th Five-Year Plan for culture and tourism development is of great significance in guiding the integration of culture and tourism and will guide the healthy development of culture and tourism industry in the coming period. The first step in the process is to make sure that you have a good understanding of what you are doing and how you are going to do it.

1. Tourism industry innovation

Around the "eat, live, travel, travel, shopping, entertainment, toilet, guide, wisdom" and other nine basic elements, "business, nourishment, learning, blessing, love, strange, culture, sports, agriculture," and other nine development elements. "The company's business model is based on the idea that it is the best way to create a new business model and create a new dynamic of consumer expansion.

2. Tourism product innovation

Including single-industry product innovation, tourism integrated product innovation, tourism line product innovation and other three aspects.

(1) Single-industry product innovation: based on the "18 elements" of tourism to form a personalized, high-quality single-industry products, such as toilet restaurants, tree house hotels, specialty shopping, low-altitude flights, ecological toilets, AR guides, AI companions, intelligent management system.

(2) Comprehensive Tourism Product Innovation: It refers to the innovation of tourism products based on comprehensive development architecture, realizing a variety of single products and service functions in one, including scenic spots, resorts, tourism complexes, small towns with special characteristics, and innovation of rural tourism products.

(3) Tourism line product innovation: refers to the segmentation of the population, innovation theme, etc., to achieve to meet the personalized, diversified needs of tourists unique line combination product innovation.

3. Application of technological innovation

Comprehensively utilizing the four major technological innovations of new network information technology, exhibition and interactive experience technology, new technology of resources and environmental protection, and new technology of design and manufacturing, to promote the high-quality development of cultural and tourism integration planning in terms of product design, scenic spot construction, service enhancement, and management upgrading.

4. Culture and Tourism IP Innovation

The essence of culture and tourism IP innovation is cultural enhancement, and IP importation is an important tool to promote the development, construction and operation of tourism-led happiness industries, culture and tourism complexes and culture and tourism destinations, and an important means to revitalize the existing stock of assets and promote the healthy development of these industries.

(1) Industrial IP: Including manufacturing, handicrafts, tourism, culture and entrepreneurship, health and pension industry, education industry, sports industry and so on.

(2) Project IP: including specialty towns, restaurants, hotels, folklore, etc., such as Kumamoto Bears, movie-themed restaurant - Congee Stars, Hello Kitty theme hotels and so on.

(3) Service IP: including community education, commerce, finance, decoration service, creative home, parenting, mother and child service, green food, property management, etc.

(4) Cultural IP: including literature, games, animation, film and television, such as Dream of the Red Chamber, World of Warcraft, Batman, Inception, Godzilla and so on.

(5) Operational IP: including parks, scenic spots, business, real estate, conferences and other aspects of operational IP, such as Wuxi Film and Television City, Wanda Real Estate, OCT Happy Valley, Disneyland and so on.

5. Cultural tourism business model innovation

For example, *** enjoy economic model, creator model, club model, crowdfunding model, decentralized vacation model ------

6. Cultural tourism marketing innovation

The cultural tourism marketing innovation mode is to Various new media as the main means of communication and promotion, from the content, form, channels and other multi-angle, multi-faceted innovation. The new media marketing approach, the establishment of a multi-faceted, all-round integrated marketing system, to enhance brand influence, increase the economic benefits of tourism, social benefits of multiple roles.

(1) Marketing content innovation: cultural and creative IP marketing; event marketing...

(2) Marketing form innovation: VR/AR experience marketing; variety marketing; precision marketing based on big data and LBS; circle marketing...

(3) Marketing channel innovation: "Netflix+Short Video+Live Streaming" marketing; Self-media marketing...