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Abstract

The integrated development of culture and tourism public services can better enhance the value of scenic spots, promote the spread of Chinese excellent culture, and drive the development of tourism economy. Big data technology can predict the future development law of transactions based on historical data. It can meet the needs of tourists and tourism enterprises in a targeted manner. This paper aims at the integrated development practice of tea culture and tourism public services in the era of big data, analyzes the influencing factors of the integrated development of tea culture tourism and public services in Tianfu Tea Garden and the problems existing in the development process of Tianfu Tea Garden, and designs data analysis algorithms through big data technology, and put forward development suggestions combined with big data technology, mainly including improving the industrial chain; improving the overall development scope of the scenic spot; strengthening the quality training of tea garden employees; improving infrastructure; highlighting the connotation of tea culture in scenic spots; developing and researching new tourism products; increase the publicity and construction of scenic spots, so as to provide reference for the development of tea culture and tourism in Tianfu Tea Garden.

Keywords

Big data integration of culture and tourism public service development strategy

1. Introduction

Big data technology makes corresponding contributions to various industries by using data collection, data storage, data processing, and comprehensive data analysis. In the data collection part, tools such as Pycharm and spider are usually used to crawl the corresponding data from the corresponding data demand objects, and then store the data in an unstructured database, and then use data processing tools such as spark and hadoop, combined with the rules defined by the developer and database bridge tools such as navicat, to comprehensively analyze the relevant data, and finally obtain the decision that the analyst needs in conclusion. The application of big data technology to the reform of college English courses can obtain information on the actual needs of tourism enterprises, and provide more targeted assistance for tourism enterprises. Big data technology has become the focus of most industries in the era of social media with data explosion. Its powerful data analysis and prediction capabilities provide convenience for its application [1, 2, 3]. Applying big data technology to the difficulties encountered by the tourism industry will be able to efficiently and accurately solve related problems [4]. The advantages of applying big data to tourism enterprises are shown in Table 1.

Table 1
Advantages of applying big data to tourism companies

Advantage	Concrete embodiment
Analyze tourist needs	Big data can efficiently manage massive data and analyze user preferences from massive data
Analyze the development needs of scenic spots, rationally utilize hardware resources, and reduce operating consumption	Big data can obtain the demand content of scenic spot development through the storage, utilization and analysis of a large amount of scenic spot information
Scenic advertising	Through big data, users’ preferences can be analyzed and creative scenic spot advertisements can be generated
Provide convenient management and operation mode	Combining big data with the tourism industry can improve the information processing rate of the tourism industry and promote the management of the tourism industry

Under the background of the era of integrated development of culture and tourism public services, people’s living standards are constantly improving, and more and more people choose to travel. People pay more and more attention to their sense of travel experience and travel participation, and are more willing to spend time and money in some cultural tourism, to enhance their cultural self-cultivation, enrich their aesthetic awareness [5, 6, 7, 8].

Tourism enterprises have seized the wave of the integrated development of culture and tourism public services, focusing on the development of experiential cultural tourism. With the continuous construction of national tea culture tourism bases, places with developed tea culture tourism resources have gradually formed a set of special scenic spots for tea culture tourism. Tianfu Tea Garden has a vast area and beautiful scenery, but the development of tea culture tourism needs to be improved. The purpose of this paper is to take the integration development practice of tea culture tourism and public service in Tianfu Tea Garden as an example, to analyze the improvement that big data technology can make in the current predicament.

This paper aims to explore the role of big data in the integrated development of cultural and tourism public services, taking Tianfu Tea Garden as the research object. Tianfu Tea Garden is one of the largest tea production bases in China, and it is also the cultural and tourism business card of Sichuan Province. It is not only a comprehensive platform for tea planting, processing, sales and display, but also an important place to inherit and carry forward the tea culture in western Sichuan. The selection of Tianfu tea garden as the research object, mainly has the following two aspects: (1) Rich data resources. Tianfu tea garden involves many aspects of tea and tea culture, resulting in a large amount of data, including tea varieties, yield, quality, price, sales channels and other aspects of the data, as well as the history of tea culture, characteristics, activities, impact and other aspects of the data. These data can provide valuable information and reference for the integrated development of cultural and tourism public services. (2) Strong innovation ability. Tianfu Tea Garden constantly explores and practices the development mode of tea industry and tea culture, and uses modern scientific and technological means such as big data, cloud computing and Internet of Things to improve the quality and efficiency of tea and enrich the connotation and form of tea culture.

Domestic scholars analyzed the background of the integration of China’s cultural tourism industry, summarized the research status of the domestic cultural tourism industry integration through literature research, and analyzed the research hotspots, directions and characteristics of this field, in order to provide reference for subsequent scholars. Based on previous studies, this paper applies big data to the integration of cultural and tourism public services, improves the development of cultural and tourism integration from the technical aspect, and focuses on public services. Through research, this paper finds that there are many problems in the integration of cultural and tourism public services, and applying big data to this field can solve this problem. At the end of this paper, based on big data technology, suggestions for the integrated development of culture and tourism are put forward, which has certain practical significance.

2. Overall analysis

2.1 Research significance

Before the development and construction of Tianfu Tea Garden, the tea culture should be further excavated to enhance the cultural connotation of tea culture. Through the integration of local characteristics and tea culture, a unique local tea culture tourism is formed, attracting more tourists and creating a unique tea culture tourism brand. Analyze the problems existing in the integrated development of cultural tourism and public services in Tianfu Tea Garden from various angles, and further put forward development suggestions. For reference in the development of Tianfu Tea Garden.

Tianfu Tea Garden has a high economic value in the production process of growing and selling tea leaves [9], but it lacks the excavation of tea cultural connotation and fails to provide the best public service during the tourist tourism process [10]. The research in this paper will serve as a guide for the development of tea culture tourism and tourists’ experience in Tianfu Tea Garden.

2.2 Research methods

The research methods involved in this paper are summarized in Table 2.

Table 2
Summary of research methods

Research methods	Concrete meaning
Document analysis	The analysis method that studies the collected literature data in order to ascertain the nature and status of the research object, and draws one’s own point of view from it. It can not only conduct quantitative or qualitative analysis on the content of the literature, but also analyze the structure and style of the literature, so as to make scientific understanding and judgment on the facts and phenomena.
Fieldwork method	The field investigation method is a qualitative research method borrowed from anthropology. It refers to conducting intuitive and local detailed investigations in order to understand the truth of a thing and the development process of a situation. The field investigation method can help researchers obtain vivid and specific social situations, and gain an in-depth understanding of the behavior and psychology of the research objects.
Inductive summary	Summarization is a method of learning and a method of writing. It refers to sorting out knowledge points, error-prone points, problem-solving skills, problem-solving methods, etc., to form the memorization, understanding, and application of the characteristics, center, and nature of knowledge. Inductive summary method is to draw general conclusions or laws through inductive thinking, from individual to general, from concrete to abstract, from perceptual to rational

Among them, the literature analysis method is to consult the data through the new media online. Such as CNKI, Wanfang Database, Baidu Academic, Imagination Star Electronics, Guotai a Database and a series of data resources. Carefully study the senior papers, learn the advantages, improve and broaden your horizons, so as to facilitate the next research. The field inspection method is to go to Tianfu Tea Garden to conduct a field inspection, and to understand the natural resources, traffic situation, infrastructure situation and the quality of service personnel of Tianfu Tea Garden more intuitively [11, 12, 13, 14]. From the perspective of tourists, what are the problems in the Tianfu Tea Garden Scenic Spot, and analyze the observation objects at any time during the observation process to enhance the reality and authenticity of this article. In addition, the inductive summary method summarizes and summarizes the knowledge content that needs to be constructed and expressed through the literature analysis method and field inspection method, and conducts further research.

2.3 Research content

The main contents of this paper are as follows: In the context of the integrated development of culture and tourism public services, the influencing factors of the development of tea culture in Tianfu Tea Garden and the problems existing in the development of tourism public services in Tianfu Tea Garden are mainly combined with big data technology design data Analysis methods, and then use the analytical capabilities provided by big data technology to propose tourism development suggestions.

2.4 The relationship between the integrated development of cultural and tourism public services and tea culture tourism

With the advent of the integrated development of culture and tourism public services, tea culture tourism alone can no longer meet the needs of tourists. Under the background of the integrated development of culture and tourism public services, tourists hope that they can be personally integrated into the customs of tea gardens. The public services that tourists most want to experience are shown in Table 3.

Table 3
Public services most desired by tourists

Num	Public service category
1	Diet
2	Stay
3	Entertainment

Tourists want to have a better travel experience. It can be seen that the relationship between the integrated development of culture and tourism public services and tea culture tourism is a relationship of mutual support and mutual support. Tea culture tourism takes the era of integrated development of culture and tourism public services as the background, and development makes tourists more Satisfactory tourism activities, and tea culture tourism is an important vein in the integration and development of cultural and tourism public services, and has made an immortal contribution to the development of the integration of culture and tourism public services.

3. Factors affecting the integrated development of tea culture and tourism public services – Taking Tianfu tea garden as an example

There are many problems in the development of the integration of culture and tourism. Most of the previous studies are general surveys. However, this paper takes Tianfu Tea Garden as an example and uses the analysis and processing capabilities of big data to analyze the favorable and unfavorable factors for the development of Tianfu Tea Garden. The analysis is more comprehensive. More precisely, by analyzing the influencing factors of the development of Tianfu Tea Garden and the problems existing in its development, it will pave the way for the solution based on big data technology in the following text.

The data used in this study comes from two main sources. First of all, we obtained hard data from the official website of Tianfu Tea Garden and related tourism departments, such as the number of visits to the tea garden, the consumption of tourists, and the environmental rating of the tea garden. In addition, visitors’ comments and evaluations on Tianfu tea gardens were collected through social media and online travel platforms to understand soft data such as tourists’ perception of tea culture and satisfaction with scenic spots. All of this data is collected in accordance with relevant ethical guidelines and privacy protection regulations, ensuring the legality and ethics of the research.

3.1 Favorable factors for the integrated development of cultural and tourism public services

3.1.1 Traffic factors

Good traffic conditions are one of the necessary conditions for a region to develop tourism, and the accessibility of tourist destinations is an important criterion for judging whether tourism resources can be developed. It is precisely Tianfu Tea Garden that has such a unique location condition – strong accessibility. Because it is located in the service area of the expressway, more people passing by here may choose to stay for sightseeing, thus promoting the development of local tea culture tourism. Because of the convenient transportation conditions of Tianfu Tea Garden, more travel agencies often include Tianfu Tea Garden as one of the destinations of the tour group [15, 16]. This is not only conducive to the development of tea culture tourism in Tianfu Tea Garden, but also makes a great contribution to the promotion of the local economy.

3.1.2 Tea garden scenery

The beautiful scenery of tea gardens is also a major factor in attracting tourists to visit. If a place can develop into a tourist destination, its tourism resources must be attractive. Tea culture tourism is based on ecologically beautiful tea gardens, and the scenery of tea gardens is also an important factor affecting the development of tea culture tourism. The terrain of Sichuan is complex. The west is highland, and the middle has various terrains such as plains, hills, and basins. The land is relatively fertile and has the geology suitable for tea growth. Tianfu Tea Garden is located in a hilly area. The land is extremely suitable for tea growth, with suitable climate and water and heat conditions. Better, rich in bamboo leaf green, good quality, exported to Southeast Asia. Leshan Jiajiang Tianfu Sightseeing Tea Garden is a tea garden invested and built by Taiwanese businessmen, covering an area of nearly 400 mu. There are almost all trapezoidal tea fields in the garden, with a grand and spectacular scale. There is also other plant scenery in the garden except tea trees [17].

3.1.3 Cultural connotation

It is not enough for tea culture tourism to rely on natural resources. There are many tea gardens in China and even in Sichuan. It is not enough to attract tourists only by the scenery of tea gardens. To dig and develop the connotation of tea culture in depth is a major focus of developing tea culture tourism. The most prominent cultural connotation of tea culture tourism is experiential. A series of activities to experience tea culture, such as going deep into the tea garden to experience picking, entering the tea factory to experience tea making, watching tea art performances in the tea garden, and so on, are an important part of tea culture tourism. The people in Sichuan and Sichuan have a special feeling for tea, and the people in Jiajiang County are the same. The proverb says that tea, rice, oil, salt, sauce and vinegar tea, tea is an indispensable necessity in everyone’s life. Like rice salt, it has the same status. With the continuous progress of society and the continuous improvement of people’s living standards, tourists’ demand for tea is increasing in quantity and quality, and the experience requirements for tea culture in scenic spots are also increasing. The emergence of Tianfu Tea Garden is meeting people’s growing demand for tea and knowledge of tea tasting culture [18, 19].

3.1.4 Government support

The stable and sustainable development of tourism in a scenic spot is inseparable from the help of the government. The government plays a certain leading role in the development of the entire tourism industry and has important guiding significance for the healthy development of the tourism industry. At this stage, the development of tea culture tourism is not very mature, and it is affected by many factors. Policies are of great decisive significance to the development of tourism. Some policies can promote the development of tourism, while some policies restrict the development of tourism. Jiajiang County Government has provided a better environment for the development of tea culture tourism in Tianfu Tea Garden and maintained a stable tourism market order. Tianfu Tea Garden also contributes to the local economy. Government support is extremely necessary for the regional development of tea culture tourism.

3.2 Unfavourable factors affecting the integrated development of tea culture and tourism public services in Tianfu Tea Garden

3.2.1 Incomplete infrastructure

The infrastructure is divided into the infrastructure within the tea garden and the public infrastructure. The imperfection of public infrastructure is reflected in the special location of Tianfu Tea Garden, which is located at the entrance of the expressway service area. For tourists with private cars or tourists with a group, it is a good choice to travel to Tianfu Tea Garden, but tourists who do not have a car want to It will be difficult to get to Tianfu Tea Garden. There is no bus to reach Tianfu Tea Garden, which will discourage potential tourists who want to go but do not have a car. The imperfect infrastructure in the park will also affect the development of Tianfu Tea Garden to a certain extent. The Tianfu Tea Garden Scenic Spot is large and there are few pavilions for tourists to rest. Most of the scenic spots are tea hills and tea gardens. The tea plantation area is wide, and the infrastructure for viewing the tea gardens is not yet perfect. Only the main road part and some newly built landscape parts are cement roads. The road signs, road signs and other facilities in the scenic area still need to be improved. The park has not yet been equipped with professional instructors, and the schematic diagram of the scenic area is not detailed enough [20].

3.2.2 Comprehensive quality of service personnel in scenic spots

The quality of scenic spot service personnel is also a major factor affecting the development of tourist scenic spots. The service quality in the scenic spot is low, and there is no systematic training, or the training is only training, and there is no good detection of whether the employees really understand and know the training content, and they cannot answer questions for tourists or have no sense of service, which will cause tourists to be satisfied with the scenic spot. The decline will affect the evaluation of scenic spots, cause unnecessary negative effects, and there are certain unfavorable factors for the development of tourist scenic spots. The age of employees in Tianfu Tea Garden is roughly as shown in Table 4 [21].

Table 4
Age ratio of employees in Tianfu Tea Garden

Age	Proportion
Under 30	0.09
Between 35 and 50 years old	0.61
Over 50 years old	0.30

These data are derived from the official statistics of Tianfu Tea Garden, and a comprehensive employee age structure survey was conducted in cooperation with the management of the tea garden. Most of them are over 35 years old, and there are only a small number of young scenic spot service personnel under 30 years old. Generally, employees over 35 years old are not particularly good at learning, and their service awareness is not very strong. When receiving professional training, it is easy to be lazy, resulting in ineffective training. Most of the employees under the age of 30 are performers, receptionists or greeters. Improving the quality of service personnel in the scenic spot is one of the elements of in-depth development of the scenic spot [22].

Based on specific examples, this paper uses big data technology to analyze the data of Tianfu tea garden. The data mainly come from official records of scenic spots, tourist satisfaction surveys and cooperation with local transportation and accommodation departments. Through big data analysis, it is found that traffic factors, tea garden scenery and cultural connotation are important factors affecting the development of tea culture. The unfavorable factors for the development of Tianfu tea garden include imperfect infrastructure and the comprehensive quality of scenic service personnel. By clarifying the advantages and disadvantages of the development of Tianfu tea garden, the development of Tianfu tea garden can be further promoted.

3.2.3 Managers focus more on selling tea rather than selling services

Tianfu Tea Garden is not only a national AAAA-level scenic spot, most of the tea produced in the tea garden is sold to Southeast Asia, and a small part is purchased by tourists. Therefore, Tianfu Tea Garden is further divided into a tea sales market and a tea culture tourism market. Due to the insufficient development depth of tea culture tourism in Tianfu Tea Garden at this stage, the economic benefits are not as fast and good as selling tea, so the managers of Tianfu Tea Garden focus more on selling tea rather than selling services. Once there is a deviation in the manager’s thinking, it will become difficult to develop the scenic spot. Without an excellent manager taking the lead and leading everyone to think about how to develop the scenic spot and how to overcome these difficulties, the development of the scenic spot will become difficult.

3.3 Reasons for choosing Tianfu Tea Garden as the case study

The selection of Tianfu Tea Garden as the representative case of this study is not accidental, but based on the comprehensive consideration of the following aspects:

First of all, Tianfu Tea Garden is one of the important representatives of Chinese tea culture, which has both the natural scenery of tea garden and the humanistic charm of tea culture. Its tourism resources are rich, not only the natural beauty of the scenic spot, but also the unique tea culture. Therefore, the selection of Tianfu Tea Garden as a case is helpful to further study the typical model of combining tea culture and tourism. Secondly, although Tianfu Tea Garden has rich tourism resources, there are still some challenges and problems in the development of tea culture tourism. Through the field investigation and in-depth analysis of Tianfu tea Garden, we can reveal the specific implementation path and potential difficulties of tea culture tourism integration of public services, which has a strong practical guiding significance. Thirdly, as a well-known scenic spot, the corresponding data of Tianfu Tea Garden are relatively complete and easy to collect and analyze. This includes not only hard data such as the number of tourists in the scenic spot and income, but also soft data such as the connotation of tea culture and the management mode of tea gardens. Therefore, the selection of Tianfu Tea Garden as the research object is conducive to a more comprehensive and accurate assessment of the role of big data technology in the integrated development of cultural and tourism public services. Finally, the tea culture tourism mode of Tianfu Tea Garden has universality and extensibility in many aspects. Through the case analysis of Tianfu Tea Garden, it can provide reference for other similar tea culture tourism areas and promote the overall improvement of tea culture tourism.

To sum up, the selection of Tianfu Tea Garden as the study case of this paper not only reflects the typicality and uniqueness of the scenic spot, but also considers the practical significance of the study, the availability of data and the universality of promotion. This choice will help to deeply explore and understand the role of big data in the integration and development of culture and tourism public services, and provide useful enlightenment for practice.

4. Problems in the Integrated development of cultural and tourism public services

4.1 The industrial chain is not perfect, and the degree of development integration is not high

There are two main industrial chains in Tianfu Tea Garden at this stage. One is tea planting, tea picking, tea making, and tea selling, which is a standard tea farmer industrial chain. The other is to combine tea and sightseeing to form an industrial chain form in which tourists watch tea gardens, tourists experience tea making, tourists watch tea art performances, and tourists buy tea. On the basis of the original tea chain, tea culture tourism has expanded the tea agricultural product industry chain. Generally speaking, this industry chain is complete, but after subdividing the industry chain, it will be found that there are many defects and omissions. The industrial chain of Tianfu Tea Garden is shown in Table 5.

Table 5
Tianfu Tea garden industry chain involves

Num	The industry chain involves
1	Tea
2	Appreciate tea
3	Watch tea ceremony

At the current stage, Tianfu Tea Garden is still unable to link a series of tourism products and tourism activities such as diet, accommodation, tea tasting, tea tasting, tea appreciation, and viewing tea art performances, and the industrial chain is not perfect. The basic sales industry chain of tea has been basically formed after years of improvement and revision. However, the industrial chain of tea culture tourism is still under constant exploration. Under the background of the integrated development of culture and tourism public services, tea culture tourism must be deeply integrated with the tertiary industry, and there are still many projects in the tea culture tourism industry chain of Tianfu Tea Garden, such as tea song, Ornamental tea culture tourism products such as tea dance and tea food, such as bamboo leaf green wine, tea cakes and other edible tourism products [23].

4.2 The quality of employees in scenic spots is generally not high

The quality of employees in a scenic spot affects the image of the entire scenic spot. Especially in the context of the integrated development of cultural and tourism public services, tourists pay more attention to the quality of services. However, the quality of service personnel in Tianfu Tea Garden Scenic Spot is generally not very high, and there are very few practitioners who can calmly and correctly introduce the situation of the entire scenic spot. The scenic area is large, but the staff in the park is unevenly distributed, and there are no service staff in some places, which leads to a decline in the satisfaction of tourists and affects the reputation of Tianfu Tea Garden. Tianfu Tea Garden does not have a clear definition of the staff training cycle, and does not pay much attention to the assessment of staff after training, resulting in staff not listening carefully during training, resulting in invalid training and low quality of employees in the scenic area [24].

4.3 Incomplete infrastructure

4.3.1 The infrastructure in the scenic spot is not perfect

In the context of the integrated development of cultural and tourism public services, people pay more attention to their experience and participation in scenic spots. Whether the infrastructure in a scenic spot is perfect can be seen from the degree of construction and development of the scenic spot. The infrastructure of Tianfu Tea Garden still needs to be improved. Because Tianfu Tea Garden covers a large area, it is difficult to build infrastructure. The specific difficulty is that less economic resources are allocated to infrastructure. Tourists enter the tea garden from the service area of Tianfu Expressway. There are no tourist vehicles in the scenic area, so tourists need to walk to watch. The scenic area is large, and it is difficult for tourists to watch it on foot. Just after watching the whole tea garden, it will make tourists miss a certain tourism experience. There are also fewer pavilions built around the trapezoidal tea garden. If the number of tourists increases, the pavilions will not be able to accommodate the number of tourists at all. The unbalanced mentality of the tourists who did not rest in the pavilion, resulting in lower tourist satisfaction, is a major problem in the current tourism development of Tianfu Tea Garden [25].

4.3.2 Incomplete public infrastructure

Tianfu Tea Garden is located at the expressway service station. It seems to be an advantageous geographical location, but in fact there are some drawbacks. The imperfect public infrastructure is mainly reflected in the imperfect public transportation facilities. There is no direct bus to Tianfu Tea Garden in Jiajiang County. Except for self-driving tour to Tianfu Tea Garden, other travel methods to reach Tianfu Tea Garden are more expensive. The cost of taking a taxi to the tea garden is about 100 yuan. There is no need for tickets to watch the tea garden. Potential tourists who want to visit have chosen to give up because they do not have private cars or cheaper transportation facilities, resulting in the loss of some tourists in Tianfu Tea Garden.

4.4 The tea culture connotation advantage of the scenic spot is not obvious

4.4.1 The original tea culture connotation in the scenic spot is not prominent

The main purpose of attracting tourists to visit Tianfu Tea Garden is to buy tea, not the tea culture itself. The activities in the tea garden are very quiet, there is no tea song and tea dance, and the only tea art performance is in the tea ceremony classroom. It is relatively simple, and the whole activity is boring, which cannot well arouse the tourists’ love for tea culture. There is no good integration of tea and the tertiary industry, the cultural connotation of tea itself has not been highlighted, and there is no fundamental understanding of the organic integration of tea culture and tourism industry under the background of the integration and development of culture and tourism public services. Although the tea garden covers a wide area and has good resource advantages, it does not know how to dig deep into the connotation of tea culture [26].

4.4.2 The tea culture has no local characteristics, and the homogenization is obvious

Tianfu Tea Garden Scenic Spot has no established theme features, and the homogeneity is obvious. Under the background of the era of integrated development of culture and tourism public services, people’s satisfaction is often not as high as that of tourist attractions without characteristics. There is a Chinese Tea Culture Museum in Tianfu Tea Garden, but there is no local tea culture development in the museum. In addition to the tea culture museum, a series of tourism products such as other tea culture handicrafts and tea culture food are also obviously homogenized, with less local characteristic elements added.

4.5 Single tourism product in the scenic spot

There are few tourist product sales points in Tianfu Tea Garden, and most of the tourist products sold can also be bought in other places in Leshan, lacking the characteristics of tourist products themselves. Most of the tourism products in Tianfu Tea Garden are finished tea for sale, and there are few other tea products for food processing. Under the background of the era of integrated development of culture and tourism public services, tourism products are one of the important sources of income for tourist attractions, and a single tourism product in Tianfu Tea Garden cannot generate more economic sources for scenic spots [27].

Tianfu tea garden in the development process there are many problems, the industrial chain is not perfect, the development of integration is not high, the quality of the scenic area practitioners in general is not high, the infrastructure is not perfect, the scenic tea culture connotation advantage is not obvious, the scenic area single tourism products and so on. The rapid development of big data technology brings an opportunity to the development of these problems. Based on big data, we construct the public service integration development strategy of Tianfu Tea Park, improve the supply chain of tea industry, use big data analysis to analyze users’ preferences, develop products that meet users’ preferences, and use big data technology to enrich the connotation of tea culture.

4.6 Insufficient brand building and publicity methods fail to integrate with new media

In today’s era of integrated development of culture and tourism public services, people choose tourism destinations more often through new media. disuse. According to the data, the brand building of tea culture tourism development in most parts of the country is not strong enough, and the brand of "tea culture" has not been well established. And a single way of publicity has made tea culture tourism, which has not established a brand, even worse in terms of popularity, and has become a niche tourism method [28]. The brand building of Tianfu Tea Garden is not strong enough, and what it creates is only the type of tea culture farmhouse tourism, which does not well combine its own brand characteristics. The propaganda method of Tianfu Tea Garden is also very simple. The propaganda film has a small scope, and it is not integrated with the emerging media propaganda methods, which leads to the situation that Tianfu Tea Garden is “unattended”.

5. Integrated development strategy of cultural and tourism public services based on big data technology

5.1 Combining big data technology to improve the integrated development strategy industry chain of cultural tourism public services

Big data technology can provide data analysis support for the development of tea gardens and the development of the industrial chain. The historical data is stored in the database and combined with the algorithm designed in this paper to analyze the development needs of the optimal industrial chain. The following is the mathematical expression of the designed algorithm:

The integration formula of tourism and service industry is shown in Eq. (1) below:

$\displaystyle\textit{tour}-\textit{service}\ast\ell=\textit{staff}\sum\lambda\ast\exp$ (1)

Among them, tour represents the tourism industry, service represents the service industry, staff represents employees, $\ell$ and $\lambda$ is an adjustment parameter.

The summary formula of tourism income and expenditure is shown in Eq. (2) below:

$\displaystyle\sigma(\textit{income},\textit{tourist})=\textit{entr}||K||-({D_{% e}})$ (2)

$\sigma(\textit{income},\textit{tourist})$ is an expression that summarizes the business data of the tourism industry and the income data of $\textit{entr}||K||$ . $D_{e}$ represents the non-essential expenditure of the scenic spot.

The function of big data on tourism is shown in the following Eq. (3):

$\displaystyle J(\textit{Bigdata})=\frac{K({\omega=\textit{income}_{j}})}{% \textit{Ktourist}}$ (3)

Where, $J(\textit{Bigdata})$ it represents the action function of big data on the tourism industry, and $\omega=\textit{income}_{j}$ the weight is considered as income. $K$ represents the capital invested in the scenic spot.

The integrated development formula of culture and tourism is shown in the following Eq. (4):

$\displaystyle\Psi({\pi\inf\textit{rastr}})=\frac{D({X_{i}=x_{i},\textit{% service}=\textit{staff}_{j}})r}{D({E=e_{j}})j}$ (4)

Among them, $e$ represents the level of public service, and $D$ represents the comprehensive index of public service of cultural tourism in scenic spots. $\textit{service}=\textit{staff}_{j}$ represents the service of multiple employees, $\Psi({\pi\inf\textit{rastr}})$ represents the integration of culture and tourism.

These formulas together constitute a mathematical model of the integrated development strategy of cultural tourism public services based on big data technology. Through these expressions, we can more accurately quantify the interaction between tourism and service industry, the balance between tourism income and expenditure, the impact of big data on tourism, and the integration and development of culture and tourism.

Enlarging and widening the industrial chain of Tianfu Tea Garden is the main goal at this stage. Increasing the existing tea farmer industry chain can integrate tourism and tea culture into the tea farmer industry chain, and enrich and increase the content of the industry chain through big data technology. Join activities such as tea art, tea song, tea dance, tea tasting, and tea, and analyze the accommodation needs of tourists with big data to improve the accommodation conditions around the scenic spot, create accommodation with tea culture characteristics, and enhance the empathy of tourists based on the analysis of the personality characteristics of big data technology. Sense and enrich the content of the tea culture industry chain. Not only that, but also connect all tourism industries together to form a complete industrial chain. Through the investigation of tourism enterprises that combine big data technology, it is found that their industrial chain integration efficiency is higher. The specific situation is shown in Fig. 1.

Figure 1.

Changes in the efficiency of industrial chain integration.

In view of the problem that the overall development of Tianfu Tea Garden Scenic Spot is not high, rational development should be suggested based on big data, and many unnecessary scenic spots should not be added blindly. Focus on local tea cultural attractions, such as Jiajiang New Year Picture Teahouse, Porcelain Tea Cultural Institute and other attractions with local characteristics, to improve their aesthetic experience. In today’s era of integrated development of cultural and tourism public services, people’s economic level is getting better and better, and the level requirements for things they want to experience are getting higher and higher. A perfect industrial chain and well-developed scenic spots will make them more willing to spend money in scenic spots. Through the investigation of tourism enterprises that combine big data technology, it is found that the development rate of their scenic spots has been greatly improved. The specific situation is shown in Fig. 2.

Figure 2.

Development rate of scenic spots.

5.2 Strengthen the quality training of cultural tourism practitioners based on big data technology

In the era of integrated development of culture and tourism public services, tourists pay more attention to their own subjective experience. The service staff in Tianfu Tea Garden are the first group facing the guests, and their impression among tourists is equivalent to the impression of the whole scenic spot among tourists. Therefore, it is very important to improve the quality of service personnel in scenic spots. In order to strengthen the quality of tea garden practitioners, it is necessary to carry out systematic training. Big data technology can analyze the personnel training data of other excellent tourism companies, and design the training method that is most suitable for this tourist attraction. Special training is required for tea artisans, as well as special training for greeters, including tea pickers. There should be a fixed training cycle, and the results should be tested, and the training should not be invalid. Improve the cultural literacy of employees in the tea garden, thereby enhancing the cultural connotation of the entire tea culture tourism. Through the investigation of tourism enterprises that combine big data technology, it is found that the overall quality of their personnel has been greatly improved. The specific situation is shown in Fig. 3.

Figure 3.

Changes in the comprehensive quality of scenic spots.

5.3 Using big data technology to improve the infrastructure of cultural and tourism integration

5.3.1 Improve the infrastructure construction in the scenic area

Big data technology can collect tourists’ willingness to demand infrastructure in scenic spots, and through the acquisition of social media data, find the infrastructure that tourists most need, and then carry out corresponding facility construction. The infrastructure in Tianfu Tea Garden is equivalent to the foundation when building a house. If you want the house to be built high and well, you must first lay the foundation. According to statistics, under the background of the integrated development of culture and tourism public services, the better the infrastructure of the tourist destination is, the more tourists visit. That is to say, tourist destination infrastructure. There is a positive correlation with tourists visiting tourist destinations. This shows the importance of infrastructure construction in tourist destinations. The infrastructure construction in Tianfu Tea Garden mainly includes the following three points. The first point is the traffic construction in the scenic spot. Tianfu Tea Garden is relatively large, and there are no cement roads in some places. It is necessary to build a more accessible route for tourists to attract tourists to continue or repeat the tour. The second point is the construction of rest pavilions in the scenic area. The pavilions in the scenic area are far apart, which cannot well satisfy the desire of tourists to take a rest when they are tired from walking. The third point is to build tourism product stores. There are few tourist product stores in the park. Increasing the construction of tourist product stores can not only increase the income of the park, but also broaden the horizons of tourists and satisfy their desire to shop. Through the investigation of tourism enterprises that combine big data technology, it is found that the integrity of their infrastructure construction has been greatly improved. The specific situation is shown in Fig. 4.

Figure 4.

Integrity of infrastructure construction.

5.3.2 Seek help from local government and build public infrastructure reasonably

Big data technology can analyze the current trend of government work, and find the best time and way for tourism enterprises to cooperate with government and enterprises. From the perspective of the integrated development of cultural and tourism public services, government support is extremely important for the construction of tourism destinations. Tianfu Tea Garden has a special location. It is located at the entrance of the expressway service area and has an advantageous geographical location. However, the public transportation has not been developed yet, which makes it impossible for some potential tourists to visit the tourist attractions. In response to this situation, we should actively contact government departments and try our best to obtain government support. The opening of the bus line will not only benefit the income generation in the scenic area, but also help to spread the tea culture of Tianfu Tea Garden, expand the reputation of Tianfu Tea Garden, drive the development of various industries around Tianfu Tea Garden, and achieve a win-win situation between the government and the scenic spot. Through a survey of tourism companies that combine big data technology, it is found that their government-enterprise cooperation rate has increased significantly, as shown in Fig. 5.

Figure 5.

Changes in the rate of government-enterprise cooperation.

5.4 Combining big data technology to highlight the connotation of tea culture in scenic spots

The study adopted a comprehensive evaluation model based on big data analysis to evaluate the performance and potential of Tianfu tea gardens in the integration of culture and tourism. This model not only makes full use of the advantages of big data, but also combines the advanced technology of statistics and artificial intelligence to provide scientific decision support for the integration of culture and tourism.

5.4.1 Highlight and expand the cultural connotation of tea culture in scenic spots

Today, in the era of experience, a single tea culture tourism can no longer meet the needs of tourists for self-improvement. The construction of highlighting and expanding the cultural connotation of tea culture in the scenic spot is imminent. Big data technology can obtain the needs of tourists, so it is recommended to expand tea culture from all aspects, highlighting the important position of tea culture in tea culture tourism. Tea has a history of 5,000 years since its discovery. Since the 5,000-year history of the Chinese nation, many scholars and writers have enthusiastically praised tea, leaving behind a lot of cultural heritage. These are the most precious treasures left to us by the ancients. Use this wealth to highlight the cultural connotation of tea culture, so that tourists can learn and understand the history of tea in my country and the poems that literati describe about tea during the tour. It not only helps to improve the cultural quality of tourists, but also enhances tourists’ understanding and love of tea culture.

Expanding the cultural connotation of tea culture in the scenic area mainly focuses on two aspects. The first is to build a series of signs about tea culture with the infrastructure department to form a corridor for the construction of tea culture. Link all the infrastructure or building facilities in the scenic area to design a series of constructions such as architectural slogans or paintings rich in tea culture. Let the tourists feel that they are surrounded by the tea culture atmosphere. The second is to enhance the original tea culture connotation. In the final analysis, the joint construction of linkage infrastructure and tea culture is external. If you want to truly highlight the connotation of tea culture, you must first start from the inside. Hold a series of activities related to tea culture to engage the whole people. For example, the first tea picking festival held in Jiajiang County in 2020 will be held in Tianfu Tea Garden, holding tea picking activities, tea art performances, and poems about tea culture. Creative activities, etc. It enriches the spirit and aesthetic world of tourists, and also enhances the popularity of Tianfu Tea Garden and the connotation of tea culture.

5.4.2 Highlight the local characteristics of tea culture and avoid homogenization with other places

Big data technology can analyze the characteristics of other cultures, so as to design unique solutions for the development of their own enterprises. There are more than 15,000 tea bases in the country. In order to stand out from the more than 10,000 tea bases, it must become a unique tea culture tourism base. Nowadays, people are constantly chasing the requirements for experience, and becoming a characteristic tea culture tourist attraction should be linked to the era of integrated development of culture and tourism public services. Tianfu Tea Garden is located in Jiajiang County, and the surrounding scenic spots include Dongfengyan and Qianfoyan scenic spots. You can choose to link these two scenic spots for joint development and highlight the local tea culture characteristics. For example, it is linked with Qianfoyan to form a unique Zen tea culture, creating a theme of self-cultivation and peace of mind. Combined with the development history of tea in Jiajiang County, a unique tea culture corridor is formed. Only by developing its own characteristic tea culture tourism can it avoid homogenization with other places and allow tourists to have a new tea culture experience, rather than just visiting the same thing in another place.

5.5 Develop new products for the integrated development of cultural and tourism public services

Big data technology can comprehensively analyze the latest tourism products of various tourist attractions and the new products required by tourists of tourism enterprises, and design the products most needed by tourists. The development and research of new tourism products mainly include two categories. The first category is tourism commodities with local characteristics. With the continuous development of the integration and development of cultural and tourism public services, the continuous improvement of people’s living standards, and the continuous enhancement of consumption power, when going to a tourist destination, more or less people will buy tourist commodities, and research new and local characteristics. Tourism products can also stimulate tourists’ desire to buy, so as to achieve economic income and increase the income of scenic spots. Tianfu Tea Garden mainly recommends research and development of tourism commodities such as tea food, such as bamboo leaf green wine, green tea cake, tea-flavored ice cream, tea-flavored candy and a series of tourism commodities containing tea, which not only highlights the cultural characteristics of Tianfu Tea Garden, but also increases to generate income from tourism, kill two birds with one stone. The second is to develop and innovate tourism routes. A single tourist attraction route may cause tourists to have aesthetic fatigue. Link with other scenic spots, such as Leshan Giant Buddha, Emei Mountain Tourist Scenic Spot, Qianfoyan Scenic Spot and a series of scenic spots to jointly develop, innovate travel routes, and give tourists a different experience. Through the investigation of tourism enterprises that combine big data technology, it is found that the production rate of their new products has increased significantly. The specific situation is shown in Fig. 6.

Figure 6.

Production rate of new products.

5.6 Combining big data to build a cultural and tourism fusion brand, and increase the promotion and construction of scenic spots

Big data technology and personalized recommendation system are usually used together. The scenic spot can collect the information of tourists who have the intention to visit, and carry out big data tea culture propaganda to tourists through social media. If Tianfu Tea Garden Scenic Spot wants to stand tall and far, it is necessary to Build your own brand. What tourists are now pursuing is an experience with special value. According to this characteristic, we will create a characteristic folk tea culture in Jiajiang County, and combine Buddhist culture to create a characteristic Zen tea culture or culture. Combined with eco-tourism, rural tourism creates rural tourism with characteristic tea culture. It is very important to have its own brand characteristics. In today’s experience era, most of the main ways people choose travel destinations are through the Internet. Combined with this situation, the publicity method of Tianfu Tea Garden Scenic Spot should expand online publicity. Innovate new publicity models, such as cinema publicity, Douyin Kuaishou short video publicity and a series of emerging publicity methods to expand the influence and popularity of Tianfu Tea Garden [27, 28].

6. Conclusion

Tea culture tourism is a new form of tourism, with profound historical and cultural deposits. Under the background of the integrated development of culture and tourism public services, Tianfu Tea Garden has outstanding potential and characteristics. Through the big data analysis of Tianfu Tea Garden, this paper reveals the key problems in the development process of the scenic spot, and puts forward a series of targeted and practical suggestions. This includes working with local farmers and cultural institutions to improve the industrial chain; Strengthen the planning of scenic spots, rationally allocate resources to improve the overall development scope of scenic spots; Develop regular training plan to strengthen the quality training of tea garden staff; Invest in upgrading transportation, accommodation, catering and other infrastructure to provide a convenient and comfortable tourism environment; Through exhibitions, activities, interactive experiences and other ways to deepen tourists’ understanding and appreciation of tea culture, highlight the connotation of tea culture in scenic spots; Cooperate with scientific research institutions to develop tea culture products with local characteristics; Actively promote through social media, tourism platforms and other channels to create a distinct brand image. These suggestions not only help promote the tea culture, but also promote the overall development of the scenic spot, and provide an operational reference scheme for the government and enterprises. In the integrated development of tourism, the application of big data technology can provide accurate decision support for the government and enterprises, and contribute to the sustainable development of the cultural and tourism industry.

Footnotes

Acknowledgments

Yantai Nanshan University Youth Fund Project: Research on the Integrated Development of Culture and Tourism Public Service System in Shandong Province (NO. 2021QSK02).

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The role of big data in the integrated development of culture and tourism public services

Abstract

Keywords

1. Introduction

Table 1 Advantages of applying big data to tourism companies

2.1 Research significance

2.2 Research methods

Table 2 Summary of research methods

2.4 The relationship between the integrated development of cultural and tourism public services and tea culture tourism

Table 3 Public services most desired by tourists

3.1 Favorable factors for the integrated development of cultural and tourism public services

3.1.1 Traffic factors

3.1.2 Tea garden scenery

3.1.3 Cultural connotation

3.1.4 Government support

3.2 Unfavourable factors affecting the integrated development of tea culture and tourism public services in Tianfu Tea Garden

3.2.1 Incomplete infrastructure

3.2.2 Comprehensive quality of service personnel in scenic spots

Table 4 Age ratio of employees in Tianfu Tea Garden

3.3 Reasons for choosing Tianfu Tea Garden as the case study

4. Problems in the Integrated development of cultural and tourism public services

4.1 The industrial chain is not perfect, and the degree of development integration is not high

Table 5 Tianfu Tea garden industry chain involves

4.3 Incomplete infrastructure

4.3.1 The infrastructure in the scenic spot is not perfect

4.3.2 Incomplete public infrastructure

4.4 The tea culture connotation advantage of the scenic spot is not obvious

4.4.1 The original tea culture connotation in the scenic spot is not prominent

4.4.2 The tea culture has no local characteristics, and the homogenization is obvious

4.5 Single tourism product in the scenic spot

4.6 Insufficient brand building and publicity methods fail to integrate with new media

5. Integrated development strategy of cultural and tourism public services based on big data technology

5.1 Combining big data technology to improve the integrated development strategy industry chain of cultural tourism public services

5.3.1 Improve the infrastructure construction in the scenic area

5.4.1 Highlight and expand the cultural connotation of tea culture in scenic spots

5.4.2 Highlight the local characteristics of tea culture and avoid homogenization with other places

5.5 Develop new products for the integrated development of cultural and tourism public services

6. Conclusion

Footnotes

Acknowledgments

References

Table 1
Advantages of applying big data to tourism companies

Table 2
Summary of research methods

Table 3
Public services most desired by tourists

Table 4
Age ratio of employees in Tianfu Tea Garden

Table 5
Tianfu Tea garden industry chain involves