| Dai nationality’s “Shenyu Festival” originates in Menglian Country of Yunnan province and is a kind of local sports cultural activity which takes “Shenyu” as the center connecting with sports, culture and economy as one group. Since 2004, the “Shenyu” Festival, hosted by the People’s Government of Menglian County, has brought enormous benefits for the local economy and greatly promoted the local economy to develop. The “Shenyu” Festival is one of the most important cultural heritages and cultural resources of human being. By the way, folk sports not only function as relaxation, entertainment and fitness, but also has a great potential in market economy conditions. This paper, takes “Shenyu Festival” of Menglian County as a case study, aims to make a complete investigation into the characteristics and development significance of cultural resources in ethnic minorities areas and this high quality of research undertaken in a wide range of development mode, operation mechanism and combined marketing strategies so as to form a platform to protect and inherit the sports cultures. The author also tries to explore the ways to promote the development of local tourism industry, local economy and sports brands. |
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