Research On The Tourism Activation Of Intangible Folk Cultural Heritage Under The Background Of Cultural And Tourism Integration

With the development of science and technology and the enhancement of comprehensive national strength,China has made the great achievements in economic construction,political construction is prosperous,the progress of infrastructure construction requires the superstructure--cultural construction continue to follow up,and the importance of cultural construction has become more and more important.In response to this situation,the Party and the state attach great importance to it and have emphasized it at various important meetings.Tourism,as an important part of the tertiary industry,is closely related to cultural construction.Secretary of the Party Group and minister of the Ministry of Culture and Tourism made a speech in the "2018 Tourism Group Development Forum" on December 10,2018,pointing out that it should be clear that Industries that are suitable for convergence should integrate with each other as much as possible,promote the development of tourism through culture and highlight the charm of Chinese culture through tourism.The working idea is to enhance the spreading power and influence of Chinese civilization and create new brilliance of socialist culture.Shanxi is a province with rich history and culture,with a number of valuable cultural heritage.The Integrate tourism with intangible cultural heritage,especially folk intangible cultural heritage,and it is conducive to the preservation and inheritance of culture,so that the culture can be protected more flexible,and at the same time,it can improve the cultural confidence of the Chinese people.In this case,this paper takes Huairen Wanghuo Custom,which a national intangible cultural heritage,as the research object,and sorts out the historical origin,development status,resource characteristics of this custom.At the same time,according to the relevant literature and customs forms to determine the appropriate theoretical basis--tourism activation theory.The activation analysis is carried out from the perspectives of activating existing measures and difficulties,activating modes,activating values and market demands.The current measures are classified into three groups: macro-regulator,protection subject and participant.The activation mode includes the static museum-style objectivism mode and the stage-representation formalism mode.Value evaluation involves cultural value,artistic value,social value and economic value.Market analysis can be summarized into objective factors,inferential factors and restrictive factors.Then,according to the activation analysis,the tourism activation path of Huairen Wanghuo custom under the background of cultural and tourism integration is constructed: the activation path model based on the cultural cycle theory,and the specific activation development strategy are proposed from the two perspectives of product and market.The product activation design should pay attention to the cooperation of various stakeholders,and the market activation development should clarify the market positioning and a variety of marketing means.Wanghuo custom is a kind of national folk custom product spread from ancient after a variety of cultural exchanges and integration,which has important value and significance.This paper hopes to explore this case to find a good way to effectively protect and inherit the same type of intangible cultural heritage tourism activation utilization,maximize the value and benefit,and provide a practical reference for subsequent activation and development.