Study On The Development Of Dongba Cultural Tourism Commodities Of Li Jiang Naxi Nationality

With the rapid development of Chinese economy,the people’s living standards gradually improve,tourism has become an important part of people’s life,tourism around the world is booming.As one of the six elements of traditional tourism,tourism shopping plays an important role for the development of quality tourism.At present,the development of tourism commodities in China fails to meet the growing needs of consumers and thus lags behind,becoming a short board to hinder the development of local tourism,resulting in a low level of economic benefits of the overall tourism industry.Lijiang is the main place where the Naxi people live and the tourism industry in Lijiang has developed unprecedentedly and successfully innovated the "Lijiang model".Lijiang has also become one of an important destinations for the development of Yunnan’s tourism industry.Dongba culture of Naxi minority is a kind of unique minority resources in Lijiang.However,during the process of developing its tourism commodities,the advantages of this resources has not been properly applied to the development of tourism commodities.On investigation it has been found that only 10%of commodities in Lijiang tourism commodity market have Dongba cultural characteristics and most of them are of serious homogeneity and lacking connotation of Naxi minority culture.At the same time,tourism commodity devolopment level is low.The operation of tourism commodities is mainly based on small family workshops,which fails to form an industrial system.Well-known Dongba cultural tourism commodity brand has not been established.The main reasons for those include:there are few influential local enterprises;the tourism commodity market system is not sound;there is a lack of effective incentive and standard mechanism;the professionals of tourism commodity development are scarce.Therefore,while following the principle of market demand orientation,highlighting the Dongba culture characteristic and regional principle,innovation principle,the principle of cultural inheritance,innovating the development of Dongba cultural tourism commodities from seven aspects including handicraft series,clothing series,food series and so on has become an important gripper of developing Dongba cultural tourism commodities.By perfecting the relevant government policies,strengthening market supervision,enhancing research and development ability and cultivating innovative talents,the development of Dongba tourism commodities can be guaranted.The study on the development of Dongba cultural tourism commodities of Lijiang Naxi ethnic group is expected to provide some references for the development of tourism commodities of other ethnic minorities.