Research On The Development Of Intangible Cultural Heritage Tourism Products In Enshi Prefecture Based On RMP Analysis

Along with the integration of cultural tourism as a new tourism development in recent years,the “culture + tourism” model of exploitation has been expanded and updated.The ICH tourism resources of Enshi are rich in quantity and complete in types,with regional and ethnic characteristics.Promoting the close integration of ICH and tourism in Enshi has important theoretical and practical significance in promoting the inheritance and protection of local ICH and promoting the rapid recovery of tourism after the end of the COVID-19 epidemic.In this paper,Enshi ICH is chosen as the research object,and field survey and questionnaire survey method are used to analyse and study the current situation of ICH tourism product development in three aspects: R(resources),M(market)and P(products)(hereinafter referred to as RMP analysis method).It is found that the intangible heritage resources of performing arts,material bearing and folk festival in Enshi have significant advantages,and the regional characteristics and ethnic characteristics are outstanding.The tourist source market is mainly tourists from Hubei province and medium-and short-distance tourists from surrounding provinces and cities.In terms of product choice,tourists prefer dynamic experiential ICH tourism products.Further sorting out the current shortcomings in the development of ICH tourism,it is clear that there is a single type of product supply,a lack of cultural connotation,low market dynamics,rigid product development models,a lack of innovation,a lack of significant brand effect,and a mismatch between market supply and demand in the current market.Accordingly,it proposes the development of ICH tourism products in Enshi,starting from the enhancement of existing ICH tourism products and the targeted development of advantageous ICH resources,and building an ICH tourism development system consisting of four major development directions: tourism,leisure and holiday,cultural tourism and thematic tourism.And for the current situation of the development of NRM tourism products in Enshi Prefecture,a series of development measures are proposed in terms of government guidance,talent training,market orientation,brand building and product design.In terms of government guidance,new policies for tourism development are formulated in a timely manner,a legal protection system is constructed,financial investment is increased,and inter-regional exchanges and collaboration are promoted to facilitate the joint protection and development of NRM.In terms of talent cultivation,we have introduced professional talents,strengthened the cultivation of inheritors,and cultivated the living force through cooperation between schools and enterprises.Market orientation,follow the tourism hots pots,improve product quality and regulate market prices.Brand building,based on the ethnic culture of Enshi Prefecture,to create a well-known non-traditional tourism brand,through online and offline marketing,to develop the source market.Product design,deep excavation of non-heritage cultural connotation,promote cross-border linkage in multiple fields,and promote innovative product development.