Rizhao Dongyi Culture and Marine Tourism "Dual Core Drive" Model Innovation Research

Aiming at the homogenization of marine tourism in Rizhao City and the insufficient revitalization of Dongyi culture, this study constructs a "dual-core drive" model to promote the deep integration of culture and tourism. By decoding the oceanic genes of Dongyi culture, a synergistic framework of "cultural nucleus - tourism nucleus" is proposed: the cultural nucleus transforms Dongyi cultural symbols into tourism IPs through the three-phase transformation of decoding - translation - empowerment; the tourism nucleus promotes the transformation of marine tourism from sightseeing to immersive experience through the reconstruction of scenarios, digital technology and ecological integration. The proposed cultural eco-park co-construction, marine festival revitalization and non-heritage experience base construction provides an operable program for Rizhao City to build a "Dongyi culture + marine tourism" feature system, which has demonstrative value for similar cities to realize the protection of cultural heritage and upgrading of the tourism industry, and injects new kinetic energy into the enhancement of the core competitiveness of the regional culture and tourism.