Research On The Evaluation Of Intangible Cultural Heritage Tourism Development Potential

With the continuous improvement of material living standard and the change of people’s demand for tourism,the integration of cultural tourism has become the new trend of tourism development nowadays.As an important cultural resource,intangible cultural heritage("ICH")has high historical and cultural value and scientific research value,and is the treasure of human civilization.Combining the protection of intangible cultural heritage with tourism development can help solve the problems of "formalization" and "hollowing out" of the development of intangible cultural heritage resources,and can better realize the market-oriented use of intangible cultural heritage resources,which is an important way to carry out the living protection of intangible cultural heritage resources.Early evaluation of the development potential of intangible cultural heritage tourism can help to properly understand the suitability of intangible cultural heritage tourism development and clarify future development ideas.This paper first summarizes the current status of domestic and international research on intangible cultural heritage tourism and tourism development potential,and points out the shortcomings of existing research.Then,taking RMP theory,tourism system theory and tourism sustainable development theory as the theoretical support,based on the introduction and structural analysis of the influencing factors of tourism development potential of intangible cultural heritage,following certain principles,the evaluation system of tourism development potential of intangible cultural heritage is constructed with market supply and demand potential and support and guarantee power as the target layer,and the evaluation model is constructed using factor analysis and IPA analysis.For the empirical analysis,14 cities(county-level cities)and counties in southwest of E were selected as research objects,and the development potential of intangible cultural heritage tourism in each study area was evaluated using factor analysis,and these 14 areas were classified into four different development types: priority development type,auxiliary development type,long-term development type and undesirable development type by combining IPA analysis.Targeted development countermeasures are proposed according to the characteristics of different types of regions.Development priority areas need to create high-quality projects about intangible cultural heritage tourism,establish brand image and make reasonable use of modern promotion methods;long-term development areas need to continue to explore the connotation of intangible cultural heritage,carry out systematic planning and strengthen infrastructure construction;supplementary development areas need to improve the protection system of intangible cultural heritage,learn from the characteristics of other regions and continuously improve the service level of tourism.