Tourism Souvenir Development Of Intangible Cultural Heritage Based On The Inheritance Angle

Intangible cultural heritage is the important national wealth, the important foundation of every national culture for the development, and also a more important part of Chinese culture’s maintenance and rehabilitation. With the modernization process forward, a huge number of intangible cultural heritage face the situation of being lost. How to effectively protect both the authenticity of intangible cultural heritage, and rational development of the modern value of intangible cultural heritage, condensating in the past, breeding in the future, paying attention to tourism is a practical wayIn the current rapid development of tourism, as an important part of the tourism product, the tourist souvenirs however do not get much development. Only by positive breakthrough and solution of the current problems and weaknesses of tourist souvenirs, combing with the intangible cultural heritage, the thesis was looking forward to relying on the precious core of intangible cultural heritage and huge consumption potential of the tourism market not only to popularize its mass social identity, shape its contemporary aesthetic and practical value, continue its invisible spiritual soul, but also to enrich tourists’ travel experience and harvest, perfect local tourist souvenir market development standards and promote the development of local tourism.Based on the academic research of both intangible cultural heritage and tourist souvenirs,the thesis explained the relationship between the combination of both, and listed and summarized the practice cases and experiences home and abroad. The paper focused on the perspective of intangible cultural heritage, carrying out specific research on the tourist souvenir by taking Suzhou Qiaosheng Lu as an example. After introducingits historical development and cultural connotation, clearing the brand concept and market positioning,the thesis finally proposed some developing countermeasures on support system, product system and communication and marketing system.