Advances in Social Science, Education and Humanities Research, volume 466 Proceedings of the 2020 4th International Seminar on Education, Management and Social Sciences (ISEMSS 2020) Research on the Development Path of Culture and Tourism Integration in Zigong Section of Tuojiang River Basin Ping Zhao Yinxing Hospitality Management College of CUIT, Chengdu, Sichuan 611743, China [email protected] ABSTRACT Tuojiang River is a main tributary of the Yangtze River and a well-known water system in Sichuan. Zigong section of Tuojiang River Basin is an important part of social and economic development in Zigong, as well as a considerable node of Chengdu-Chongqing twin cities economic circle and Bashu cultural and tourism corridor. The integration of culture and tourism is of great strategic significance for improving the market influence, attractiveness, and competitiveness of the tourism industry in Zigong section of Tuojiang River Basin. Based on the systematic analysis of the development status, industrial chain and consumption conversion rate of tourism resources, this paper puts forward the specific path of the integration of culture and tourism. The purpose is to help Zigong City integrate into the Yangtze River economic belt and free trade zone, connect Chengdu-Chongqing twin cities economic circle, and finally become a characteristic tourist destination in Bashu cultural and tourism corridor. Keywords: Integration, culture and Tourism, development path, Zigong section, Tuojiang 1. INTRODUCTION 2. LITERATURE REVIEW The concept and operation of integration of culture and Western scholars' research on the integration of culture tourism has become a national strategic thinking. The and tourism can be divided into macro and micro levels. theme of China Tourism Day 2019 is “culture and tourism At the macro level, the research mainly focuses on the integration, a better life". It has become an urgent need for analysis of the reasons, driving factors, feasibility and so the development of tourism industry to further promote the on. The case studies mainly focus on the relationship integration of culture and tourism and lead high-quality between cultural industry and tourism development mode. tourism with culture. Besides, the integration of culture The selected cases are Cross River State of Nigeria and tourism is a new growth point and driving force for (Ogaboh Agba, Ikoh, et al, 2010) [1], Botswana (Saarinen, regional economic and social development. Tuojiang River Moswete and Monare, 2014) [2], Lithuania (Jureniene, is one of the main rivers in the hinterland of Sichuan 2011) [3], Southern Spain (Ballesteros and Ramirez, 2006) Province. It is an important channel connecting the middle [4], et al. For the driving factors of the integration of and lower reaches of the Yangtze River. Zigong section of culture and tourism, scholars believe that there are mainly Tuojiang River Basin has been listed as the core area of multi-level and high-quality demands of consumers for integrated industrial development of Neijiang and Zigong, tourism products, as well as the tourism attributes of which is an important part of social and economic historical and cultural resources themselves (Apostolakis, development in Zigong, as well as a considerable node of 2003)[5]. At the micro level, the research mainly focuses Chengdu-Chongqing twin cities economic circle and on the opportunity (Yu and Yen, 2012; Ling and Alan, Bashu cultural and tourism corridor. Zigong section of 2012)[6-7], specific ways and approaches (Juzefovic, 2015) Tuojiang River Basin is about 110.15km long, mainly of the integration of culture and Tourism[8]. involving 20 towns and townships flowing through the The research on Zigong section of Tuojiang River Basin in main stream of Tuojiang River, with an area of about domestic academic mainly focuses on the field of water 983.75km2. Based on the study of characteristics of ecological environment protection (Yang and Zhan, resources and spatial environment in Zigong section of 1995)[9]. There are some research on the integration of Tuojiang River Basin, this paper tries to construct the culture and tourism, which usually put forward the integrated development path of culture and tourism, to development and utilization of cultural resources to promote the high-quality development of Zigong's tourism achieve the development of tourism from the perspective industry, and help the section to become a characteristic of government management (He and Yang, 2016; Wang, tourist destination in Bashu culture and tourism corridor. 2018)[10-11]. In the study of Zigong tourism development, some studies have involved in the integration of culture and tourism of ancient towns along the Tuojiang River in Copyright © 2020 The Authors. Published by Atlantis Press SARL. This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 713 Advances in Social Science, Education and Humanities Research, volume 466 Zigong, mainly in the following two aspects. One is to woodland, orchard and farmland all over the area. The carry out tourism image positioning and tourism product ancient towns along Tuojiang River are linear and densely development around Zigong's tourism resources of salt, distributed. The section is a V-Class river course with dragon and lamp (Lai and Yang, 2009; Li and Liang, outstanding water energy resources, which is navigable to 2011)[12-13]. The other is the study of tourism 300 ton ships. At present, there are two navigation power development strategy for tourism enterprises (Wang, 2014; stations and multiple wharves. The waterway upgrading Zou and Wang, 2015)[14-15]. project of Zigong section of Tuojiang has been constructed In conclusion, the research on the integration of culture since January, 2020. It is planned to renovate 103.9 and tourism in Zigong section of Tuojiang River Basin is kilometers of waterway, with a total investment of about still blank. The relevant research focus on the development 7.8 billion yuan. The waterway will bear a shipping of tourism resources and the design of tourism products, capacity of 1000 tons in the future. Therefore, Zigong lacking of in-depth study of cultural connotation and close section of Tuojiang River Basin can rely on the advantages relationship between culture and tourism. Therefore, it is of spatial environment, integrate cultural and tourism not able to build a system of integrated development of resources along the river, and develop a number of culture and tourism, and effectively solve the problem of featured tourism products. separation of culture and tourism. From the development of tourism resources to the upgrading of culture and tourism consumption, this paper regards culture and 3.2. Current Situation of Culture and Tourism tourism industry as the formation of a new industry from Resources the perspective of industrial integration. This paper intends to build a normalized integrated development path of The culture and tourism resources of Zigong section of culture and tourism to realize the value of new industry of Tuojiang River Basin are scattered along the whole culture and tourism. By extending the culture and tourism waterway and tributary areas within the flow range of industry chain, the rich cultural heritage and high tourism hundreds of kilometers of Tuojiang River. At present, the value of Zigong section of Tuojiang River Basin can be developed tourism resources include Gexian Mountain, explored. Niufo ancient town, Shishi ancient town, Zhaohua ancient town, Miaoxian Lake, the hometown of Liu Guangdi, Fushun West Lake and Confucious' temple, Qingshanling 3. CULTURE AND TOURISM Forest Park, etc. Among them, the ancient towns have the RESOURCES IN ZIGONG SECTION OF most development potential value, which are also the main TUOJIANG RIVER BASIN support for the integrated development of culture and tourism in Zigong section of Tuojiang River Basin. Niufo A comprehensive analysis of the state of tourism resources ancient town is located in the middle and upper reaches of and spatial environment is the basic work to determine the Tuojiang River, which is an important town and ferry in development direction of cultural tourism integration in the north of Zigong section of Tuojiang River Basin. The the Zigong section of Tuojiang River Basin. The section is town was built in the period of Emperor Wu of the the lower reaches of the Tuojiang River and involves Northern Zhou Dynasty, with a history of more than 1000 Da'an District, Yantan District and Fushun County. Zigong years. In the early Qing Dynasty, it had a grand occasion is a famous historical and cultural city and an excellent of nine streets and eighteen lanes. Lcated on the East Bank tourist city in China. It is located in the middle of of Tuojiang River, Shishi ancient town was built in the Chengdu-Chongqing twin cities economic circle and the Song Dynasty. It was the only important wharf for Zigong geometric center of southern Sichuan urban agglomeration. to sell salt in the Qing Dynasty. It was rated as a provincial The Zigong section of Tuojiang River Basin has better famous historical and cultural town in 2009. Zhaohua resources and space conditions for the development of ancient town is not only prosperous because of salt, but leisure tourism. also famous for the only production and sales of silk in the ancient towns along the river, and enjoys the reputation of "the transportation hub on the ancient salt road". The town 3.1. Spatial Environment of Culture and is close to mountains and rivers, about 70% of which are historical buildings of Ming and Qing Dynasties. It was Tourism Resources rated as a national famous historical and cultural town in 2010. Zigong section of Tuojiang River Basin is high in the northwest and low in the southwest. Tuojiang River runs through this area from north to south. The landform is mainly hills with an average altitude of about 260-400m.