Research on the Activation, Inheritance, and Innovative Development Paths of Rizhao's Excellent Traditional Culture from the Perspective of the Integration of Culture and Tourism

This research revolves around the paths of revitalization and innovative development of traditional culture under the background of cultural-tourism integration in small and medium-sized coastal cities. It zeroes in on the transformation mechanisms and development strategies of regional cultural resources like Dongyi culture, sun culture, and fishing and salt culture in the tourism industry of Rizhao City. The article constructs a three-circle theoretical model of “dynamic protection—scenario reconstruction—value symbiosis”, making it clear that cultural activation can be realized through the trinity approach of cultural gene digitalization, tourism scenario translation, and industrial value release. The research uses methods such as literature analysis, on - site interviews, questionnaires, and big - data analysis to systematically assess the tourism compatibility of traditional culture in Rizhao City, and puts forward a closed-loop development logic of “cultural gene database construction—immersive experience development—cultural creative product extension—digital platform expansion”.The research found that Rizhao City currently faces issues such as intangible heritage inheritance gap, cultural product homogenization, a low technological empowerment level, and insufficient community participation. To address these problems, it is proposed to establish a cultural protection fund, construct a multi-stakeholder collaborative mechanism, implement the "tidal development strategy", and adopt the brand integration approach. The aim is to promote the coordinated development of cultural heritage and the tourism economy, and enhance the sustainability and effectiveness of cultural resource activation.