Research On Tourism Activation Of Traditional Arts And Cultural Heritage

The firing technique of Nixing pottery is one of the traditional Chinese ceramic production techniques,which was included in the list of the world’s intangible cultural heritage in 2015.Through the efforts of several generations of Nixing pottery people,it has gradually become a local pillar industry,attracting a large number of tourists to Qinzhou and driving the local economic development.As an important way of inheritance,tourism has its unique features compared with other ways of protection and inheritance.From the perspective of tourism activation,resource status,tourism environment and other factors are selected as the main evaluation factors,and the Analytic Hierarchy Process(AHP)is used to obtain relevant data through questionnaire surveys,and 4 comprehensive evaluation layer indicators,13 element evaluation layer indicators,30 factor evaluation layer indicators,build a judgment matrix for importance comparison,and obtain a hierarchical structure model.On this basis,use the fuzzy comprehensive evaluation method to calculate the tourism activation degree of Nixing pottery firing technology,and the influence of Nixing pottery firing technology Evaluation of tourism activation level.Through the research,the tourism activation value of Nixing pottery firing technique is 71.03,which shows that the tourism activation degree of Nixing pottery firing technique in Qinzhou is not high.The main reason may be that the product homogenization rate is high,the product lacks creativity,and tourists are not willing to pay for it;the integrity and authenticity of Nixing pottery protection are relatively good,but the popularity and reputation are not high,and there is a lack of necessary The brand and necessary publicity;the training of reserve talents mainly depends on the cultivation of successor studios,and the training method is relatively simple.Therefore,the tourism revitalization of Nixingtao in Qinzhou can start from the following aspects: first,innovate products,improve the quality of tourism products and enhance tourism attractiveness by improving the structure of tourism products;second,clarify market positioning,standardize market management,and expand publicity The third is to strengthen the training of tourism talents by establishing and improving the protection mechanism of ceramic art culture and the identification mechanism of inheritors,so as to ensure that there are successors of Nixing pottery.