| With the continuous development of social and economic development and the improvement of people’s spiritual and cultural needs,the development,utilisation and innovative transformation of folklore and cultural tourism resources are of great significance.The value of the excellent folk culture of traditional ethnic villages lies in their historical and cultural accumulation and uniqueness,so they need to be innovated and transformed in line with the needs of the times in order to continuously enrich their connotations and achieve sustainable development.If we do not innovate and transform with the times,then the excellent folk culture will lose its "foundation" and there is no way to talk about inheritance and development.The study takes the Goulan Yao Village in Jiang Yong as the research object.Through interviews with local residents and a questionnaire survey,the study analyses how tourism can promote the innovative transformation of Goulan Yao Village’s folk culture from the perspective of the local government,tourism enterprises,residents,foreign tourists and online media.The following results are obtained through quantitative analysis: firstly,local government,tourism enterprises,local residents,foreign tourists and online media are all influential factors in the development of each subject to promote each other;secondly,local government is the core cause of folk culture innovation and transformation;tourism enterprises are the primary cause of folk culture innovation and transformation;local residents are the heavy cause of folk culture innovation and transformation;foreign tourists are the secondary cause of folk culture innovation and transformation;online media are the secondary cause of folk culture innovation and transformation.The local government,tourism enterprises,local residents,foreign tourists and online media all contribute to the promotion of folklore tourism in Goulan Yao Village.Specifically,the local government plays a core role in the innovative transformation of folklore tourism in Goulan Yao Village through policy drive,infrastructure and financial support;tourism enterprises play a primary role in the innovative transformation of folklore tourism in Goulan Yao Village through the attractiveness of the tourism market,updating of content,and promotion of skills training;local residents play a primary role in the innovative transformation of folklore tourism in Goulan Yao Village through identification with their own culture,updating of knowledge reserves,and transformation of tourism concepts.The local residents play an important role in the innovation and transformation of folklore tourism in Goulan Yao Village through the identification with their own culture,the updating of their knowledge reserves and the transformation of their tourism concepts;foreign tourists play a secondary role in the innovation and transformation of folklore tourism in Goulan Yao Village through the intermingling of ideas and tourism needs;and the network media play a secondary role in the innovation and transformation of folklore tourism in Goulan Yao Village through the expansion and innovation of heritage and connotation expression.Therefore,we propose five ways to optimise the mechanism for promoting folk culture innovation,namely,optimising the local government’s guarantee mechanism to strengthen the leading coordination power;optimising the tourism enterprises’ coordination mechanism to reveal the reinterpretation power;optimising the residents’ adjustment mechanism to open up the synergistic evolution power;optimising the tourists’ participation mechanism to enhance the main-guest integration power;and optimising the network media’s connection mechanism to embed the complementary power.The new mechanism of perfect cooperation in rural tourism is a win-win situation. |
