Research On The Development Of Hunan Intangible Cultural Heritage Educational Tourism Products

For the past few years,the Chinese government has vigorously promoted the development and innovation of educational tourism,a series of policies has also been issued in succession in order to facilitate the high-quality development of educational tourism.Intangible cultural heritage is one of the cultural resources for tourism development,and they have a good foundation for integration.It is a new form for integration between culture and tourism to promote the development of educational tourism relying on intangible cultural heritage,which conforms to the trend of future tourism.It is also a new form of life education,which brings new contents for elementary education,broadens the way of social education and improves the lifelong education system.Hunan province,possessing more than 400 national and provincial intangible cultural heritages which contain ten types,is a province with abundant cultural resources.That’s why it has a good resource base and social advantages for developing intangible cultural heritage educational tourism.Based on RMP theory,the paper firstly explores intangible cultural heritage’s connotations and educational tourism’s concepts and characteristics,demonstrates the feasibility of the integration between intangible cultural heritage and educational tourism.By analyzing educational tourism’s product types,market demands and product development in Hunan province from three aspects:markets,resources and products,the paper demonstrates that Hunan province has abundant intangible cultural heritage resources which have the advantages of deep cultural connotation,high artistic value and strong entertainment experience.However,resource distribution in Hunan province is unbalanced because these resources relatively concentrated in the west of Hunan,Huaihua and Shaoyang.According to the regional characteristics and regional cultural characteristics,the paper divides intangible cultural heritage resources into five cultural areas: Dongting Lake Culture Area,Changzhutan Culture Area,Southern Hunan characteristic Culture Area,Meishan Chiyou Culture Area and West Hunan Ethnic Culture Area.Combining the intangible cultural heritage resources and cultural themes of the five cultural areas,the development and promotion of themed products are carried out.The paper analyzes the present intangible cultural heritage resources and educational tourism market in Hunan,explores the development rules of intangible cultural heritage educational tourism products,puts forward product development strategies in terms of development concept,cultural theme,educational tourism brands,product plans,product types,product designs,product qualities,and promote some insurances on promotion,talent team construction,market investment and other safeguards.The research results broaden the research field of educational tourism,bring new impetus for the development of Hunan’s tourism,and offer theoretical and practical references to Hunan intangible cultural heritage educational tourism.