Talk about the importance of the "four capabilities" cultivation from the integration of cultural tourism

Entering the "Fourteenth Five -Year Plan", the new development pattern of the development of domestic large cycles and the mutual promotion of domestic and international dual cycles has been accelerated. In the context of consumption upgrades, public tourism, global tourism, and digital economy, people's longing for a better life becomes More strong, the integration of cultural tourism stimulates the new kinetic energy of the high -quality development of the industry, and has entered a new stage of deep integration, two -way empowerment, and win -win situation. This article discusses the tight relationship between the strategic opportunities and talent training and its key dimensions from the perspective of cultural tourism enterprises. It hopes to help enrich the courage of thinking and innovation and entrepreneurship in the background of the new era.

The same frequency as the times, seize strategic opportunities

The "Fourteenth Five -Year Planning of the National Economic and Social Development of the People's Republic of China and the Outline of the 2035 Far View Target" pointed out that it has accelerated the construction of a new development pattern with the main body of domestic large cycles and promoting the mutual promotion of domestic and international dual cycles; promoting culture and tourism Integration development. Adhere to the cultural tourism experience of Chinese cultural tourism with Wen Plastics Travel and Traveling. Deeply develop mass tourism, smart tourism, innovate the tourism product system, and improve the tourism consumption experience. The development of culture and tourism has provided strong support for the comprehensive establishment of a well -off society. The "Fourteenth Five -Year Plan" Cultural and Tourism Development Plan has released a new signal to enhance the integration of cultural tourism. my country's cultural and tourism development is still in a period of important strategic opportunities; science and technology are fully integrated into all aspects of culture and tourism production and consumption, and comprehensively empower content production, products and formats, business models, and governance methods. ; Culture and tourism accelerate the integration and promote each other. The development foundation is more stable, and the dynamic vitality is increasingly bursting. The planning and deployment of the national level pointed out the direction of my country's economic and social development, and put forward the top -level design ideas for cultural tourism companies, and provided basic follow for the integration of cultural tourism. The platform.

Enterprise positioning should be consistent with the national strategy. The "double -cycle new development pattern" is the guiding ideology of my country's economic and social development during the "14th Five -Year Plan" period. "Beautiful life needs" is the fundamental purpose. Tourism companies closely follow these four themes and deeply think of planning, and have the bases that are in the spirit of the times and the same frequency resonance. Strategy, planning, talent, technology and strategy are all positioned. The planning and deployment should focus on this guiding ideology, and to guide the daily operations of the enterprise. This is the prerequisite for the growth and sustainable development of the enterprise, and it is also the starting point for the training and development of industry talents.

Actively find the combination of culture and tourism. Culture is the inherent attribute of tourism, and tourism is the vivid carrier of culture. Tourism companies should deeply excavate and actively contact various cultural nodes to make cultural tourism integration more refined, refined and precise. The so -called refinement is to make every kind of resources become tourism resources. Reflection is to make each scene design surprising. Precision is to allow each type of consumers to take their own needs and gain. Fully tap the potential of the integration of cultural tourism and turn the potential into real productivity. This is an important strategy for tourism companies to achieve a large domestic cycle, and it is also the end of the cultivation and development of industry talents.

Pay attention to the steering of tourism behavior in the intelligent era. "Make tourism a lifestyle and integrate leisure into the happiness index" has become the consensus of more and more people. This means that tourism has essential, self -nature, freedom, autonomy and life. With the continuous development of China's economy, the increasing maturity of Internet technology and intelligent technology, smart travel based on blockchain technology and weak centralization will become the mainstream tourism methods of the post -90s and post -00s generations. For tourism companies, it is necessary to re -position their roles and functions according to the steering of this travel behavior, and to speed up the current labor -intensive enterprises to intensive intelligent technology information -intensive enterprises, and match consumption -based consumption based on security, freedom, real -time, and sharing. Demand makes "travel is a way of lifestyle" truly becoming reality. This is also the prominent focus of industry talent training and development.

The "four capabilities" cultivation of strategic opportunities

There is no shortage of opportunities and platforms in the future of the cultural tourism market. What is lacking is the company with core ideas. What is lacking is high -quality products that correspond to huge consumer groups. Organic combination, but its essence is lack of talents. In other words, this is the opportunity and challenge of talent training and development of the cultural and tourism industry. Combined with long -term corporate management practice, the author believes that in the new development pattern, strategic ability, value -based, collaborative ability, and lean ability are the four important capabilities of talent training in tourism industry with strategic opportunities.

Those who need strategic ability. The theme idea of ​​running through the book in "Evergreen" is to have a core concept, which is the primary factor in the historical development of the excellent company. This core concept or strategic values ​​are a set of basic criteria. It is firmly buried in the land like the cornerstone, indicating that this is our true face, and this is our pattern and pursuit. For an excellent corporate organization, the core concept is its genes and culture. In practice, it is the top -level design. It is the tactical basis for mobilizing all resources in the organization. It is the core ability that competitors are difficult to imitate. The science plan of Professor Bao Jigang's team of Sun Yat -sen University's Tourism College is to make the "green water and green mountains" turn "Jinshan Yinshan", and set up a country where the "green water and green mountains" lived. The road leading to "Jinshan Yinshan". For cultural tourism enterprises, if the leader of the enterprise has strategic control, if the company's middle management backbone has strong strategic execution, if the employees of the enterprise are willing to try to understand the relationship between the work they are engaged in and the company's long -term goals, Then, this enterprise will definitely have a strong organizational driving force, and it can also build differentiated competitive advantages from the beginning of the planning starting point of the integration of the cultural tourism industry. This is the case for a company, and one scenic area and one project are also the same principle. Those who need to be valued. The core of the entrepreneur spirit is the customer first. Create value for customers, this is the core of supply -side structural reforms. Only by creating value for customers can investment value, capital value, corporate value and long -term value. Huawei's success is the result of long -term attention to customer interests. Serving customers is the only reason for Huawei. Why emphasize this is the only reason? Because only customers are satisfied with the products and services provided by the enterprise, can companies continue to survive. Ren Zhengfei even emphasized that all the business and management of the enterprise are closely operating around the customer -centric operation. No matter how important its significance is, it is not excessive, and no matter how difficult it is, it is not high. The talents of the cultural tourism industry must step out of the purely feelings of literary and artistic routes and go out of a new way for cross -border to create value. We must accept the challenges of competition in the market and the recognition of customers. The market attributes of cultural tourism companies determine. The author has proposed and practiced the construction of an innovative chain from innovation, entrepreneurship to innovation transformation in the company's operations. Its internal logic is to put the customer value under the unwanted service concept of the unshakable position. The results are transformed into a duty action. Heart to customers, when you see the flowers bloom, you can take the result. This is a compulsory course for the cultivation of talents in cultural tourism.

Those who need synergy. Whether it is "culture+" or "tourism+", it shows the super cross -border integration bearing capacity of the text travel industry. In the hot soil of the cultural tourism industry, most cultural tourism projects are complex for planning, construction and operation. Chain management and marketing chain offense must understand culture, tourism, and even understanding. It is necessary to systematically plan and be able to operate overall. With arduousness. Internal cooperation reflects synergy efficiency, external cooperation, and expand ecological construction. When the author and the team organized a protective development project in an ancient village in northern Guangdong, they proposed and realized that "connecting industrial poverty alleviation together, learning with red education, helping employment and entrepreneurship together, and developing ancient villages to develop one. And said that, "Agricultural Tourism Integration+Industrial Poverty Alleviation" model, which is linked to northern Guangdong, is a very strong collaborative integration capabilities.

Those who need to have excellence. It refers to the need to cultivate and condense talents who have persistent concentration, excellence, and pursuing excellence. People's longing for a better life is not only material life, but also spiritual and cultural needs. From whether it is good or good, from simple quantity to high quality, it is an important basis for meeting people's diverse, personalized, high -quality, and high -quality cultural needs. The author believes that there are multiple maintenance companies that evaluate high -quality development, but they can also focus on whether they can achieve extreme efficiency, limit costs, and excellent experiences. He Shenghe said: "Entrepreneurs want to observe the product carefully like a craftsman, listen to the crying sound of the product with the ears." Do not let go of every detail to build the industry's highest standards and best reputation products, dedication, focus, lean, quality, innovation, and perseverance on the road of pursuing excellence. Therefore, whether it is traditional or fashionable, online or offline, domestic or international, people with craftsmanship are particularly valuable.

(This article is one of the "Cultural and Tourism Industry Talent Training" series of "Cultural and Tourism Industry Talent Training" organized by the National Social Science Fund's major project "The Strategy, Path and Countermeasure Research" of the National Social Science Fund )

Editor -in -chief: Li Yang

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