Research On The Revitalization Of Intangible Cultural Heritage Tourism In Jinyun County

Intangible cultural heritage carries the historical memory and culture of the country and the nation.The five-thousand-year long history of the Chinese nation has given birth to a rich intangible cultural heritage.Since 2003,China’s academic circles have conducted systematic research on the protection and development of intangible cultural heritage,and have achieved fruitful results.Jinyun County is located in the hilly mountainous area of south-central Zhejiang Province,and has preserved many intangible cultural heritages,but the development and protection of these intangible cultural heritages are still not systematic enough,and there are problems such as over-exploitation,lack of reasonable planning and lack of brand products.Based on the existing research,this paper will solve the problems related to tourism development in Jinyun County,taking into account the actual development of intangible cultural heritage.This study investigates the development status of intangible cultural heritage in Jinyun County through questionnaires and understands tourists’ knowledge and willingness to visit intangible cultural heritage in Jinyun County.According to the results of the survey,the study concluded that there are problems in the development of intangible cultural heritage tourism resources in Jinyun County,such as insufficient excavation of intangible heritage connotation,insufficient publicity and promotion,and narrow customer sources due to geographical environment.The reasons for these problems include five aspects:insufficient financial investment,insufficient promotion,lack of professional talents in ICH tourism development,many ICH facing inheritance crises,and lagging government protection progress.The paragraph discusses how non-material cultural heritage tourism can be utilized in Jinyun County,China.The study suggests that non-material cultural heritage tourism should follow five principles: protective use,authenticity,innovation,experience,and comprehensive benefits.In terms of utilization models,Jinyun non-legacy can be divided into three categories: non-material cultural heritage that is relatively mature and can be fully commercialized;non-material cultural heritage that has potential markets and can be used for existing utilization plans;and non-material cultural heritage that is on the verge of extinction and requires key protection.The study also suggests that in order to further revitalize non-legacy,it is necessary to improve the non-legacy resource protection system to ensure the rational use of non-legacy resources;expand the participation of non-legacy revitalization;deeply explore Jinyun’s non-material cultural heritage tourism resources;form a reasonable mechanism and enhance the role of inheritors in non-legacy tourism.