Abstract:

Under "the Belt and Road" initiative, Chinese cultural and tourism enterprises "going global" is not only an objective need to meet international competition, but also a strategic requirement to give full play to their competitive advantages and achieve coordinated development with countries alongside "the Belt and Road". This paper adopts a longitudinal multi-case study method, selecting four typical Chinese cultural and tourism enterprises, and deeply analyzing the strategic environment of case enterprises "going global" in different stages from two perspectives of motivation and dilemma, as well as the strategic choices made based on this. The research results indicate that the process of Chinese cultural and tourism enterprises "going global" can be divided into three stages: the initial stage, the growing stage, and the mature stage. There are policy oriented and market oriented motivations for Chinese cultural and tourism enterprises to go global, facing both endogenous and exogenous dilemma. At different stages, the strategic choice of Chinese cultural tourism enterprises "going global" will change dynamically according to the difference of motivation and predicament, and it is necessary to make appropriate strategic choice through specific strategic analysis. In the future, Chinese cultural tourism enterprises should adopt centralization strategy in the initial stage, integration strategy in the growth stage, and platform or diversification strategy in the mature stage.

Key words: Chinese cultural and tourism enterprises, "going global", motivation, dilemma, strategic choices, "the Belt and Road"