Understanding the connotation of culture and tourism integration in the mediatized society and the supporting structure: The framework of "unity in ambidexterity"

In the context of a mediatized society, the integration of culture and tourism has become a distinctive feature and advantage for the development of China's tourism industry, but it faces contradictions and challenges. On one hand, the development of technology has propelled new products and empowered the tourism industry; on the other hand, the emergence of internet-famous cities and products has led to issues such as resource misallocation and negative environmental impacts. The integration of culture and tourism needs to move from instrumental rationality to value rationality. This article proposes a framework of "unity in ambidexterity" for the integration of culture and tourism. This framework breaks the traditional binary opposition mindset and emphasizes the dialectical unity of culture and tourism. The integration of culture and tourism in the mediatized society is an integration of production and consumption, virtual and reality, margin and center, manifested as a co-creation of the host and guest, through dynamic competition, to achieve the process of value integration in the space of virtual and real mutual construction. In this framework, the governance of government emphasizes flexibility and focuses on resilience; enterprises should strengthen integration within the field and promote inter-field linkage to innovate; the society should emphasize diversity and inclusiveness, build consensus, and promote the construction of cross-regional communities and the training of innovative talents. The framework of "unity in ambidexterity" breaks free from the constraints of instrumental rationality, guided by value rationality, emphasizing the balance and synergy between tourism and culture, driving the destination to enhance quality and upgrade, and achieving a path of tourism development with Chinese characteristics.