Tourism Value and Development of Intangible Cultural Heritage (Ⅱ)
Core Tip: Intangible cultural heritage is the spiritual home of people in a country, a nation or a region. We should fully understand its tourism value, conduct a general survey and correctly evaluate its tourism resources. In the process of developing intangible cultural heritage resources, we should develop tourism scientifically and reasonably, and protect it effectively, which is also a watchful eye for its spiritual home, so as to truly realize the sustainable development of intangible cultural heritage tourism resources.
The factors affecting the above situation are roughly as follows:
1. The investigation of intangible cultural heritage tourism resources is insufficient. The investigation of intangible cultural heritage resources in tourist destinations has not been fully carried out. Investigation of tourism resources is one of the basic tasks of tourism development and utilization and tourism development planning. It is the premise of developing marketable tourism products and plays a vital role in the whole process of tourism development. In the past, tourism developers only paid attention to the collection of tangible tourism resources, while ignoring intangible intangible cultural heritage resources, especially intangible culture hidden among the people, so that its value was not fully utilized, and even in the process of tourism development, it was superficial and distorted. This will inevitably affect people to better understand its value and realize its preciousness, which is not conducive to better protection in the process of developing intangible cultural heritage resources.
2. The inheritors of intangible cultural heritage do not pay enough attention to and protect it. Governments at all levels and tourism departments do not pay enough attention to the protection of intangible cultural heritage inheritors, which makes the inheritors seriously lacking. Many places have not put the cultivation and protection of inheritors on the important agenda of tourism development. The inheritance of intangible cultural heritage is people-oriented, and strengthening the protection of representative inheritors of intangible cultural heritage projects is the key link of its protection. As we all know, cultural tourism can become the first choice for today's tourists because many folk inheritors participate in tourism activities, which will leave a deep memory for tourists to come here and lay a good foundation for revisiting and driving others to travel in the future. However, in order to satisfy tourists' curiosity, some national customs have been transformed, exaggerated and even barbaric and vulgar in tourism development. Excessive market-oriented business atmosphere has seriously damaged the cultural connotation and significance, and the stable spiritual beliefs and national cohesion of ethnic minorities will also be affected.
3. The laws and regulations system of intangible cultural heritage protection is lagging behind. Up to now, there are no perfect legal provisions on the scope of destroying intangible cultural heritage and the legal responsibilities that should be borne by destroying intangible cultural heritage. There are no strict system requirements for protection, especially the protection standards and target management are not standardized: the participation of all sectors of society is uncoordinated and uncoordinated, and there is no policy and legal encouragement and guarantee measures. Therefore, changing this situation has become an objective and inevitable requirement of current policy formulation and legislative practice.
4. The government's administrative protection of intangible cultural heritage needs to be improved. The so-called administrative protection refers to the administrative actions of the government and the state in protecting intangible cultural heritage, such as conducting general survey, filing, research, preservation, inheritance and promotion, and the financial, administrative and technical measures provided to realize these protective actions. Generally speaking, administrative behavior is a compulsory social organization management behavior. However, the biggest feature of administrative protection behavior is that it can effectively protect or preserve the object. Therefore, fundamentally speaking, it should be a service behavior, or a security behavior. Administrative protection must never be equated with administrative approval or improper intervention. For thousands of years, intangible cultural heritage mainly depends on the natural survival and inheritance of national folk soil. Once the administrative means are excessively or rudely intervened, the social environment on which it depends will be destroyed, and the result will often be counterproductive. In reality, there are many similar problems. Therefore, it needs to be emphasized that an important nature of administrative protection is administrative guarantee, that is, various financial, policy and means guarantees provided by administrative departments for protection work.
5. The interests of government departments at all levels affected by intangible cultural heritage tourism are not harmonious. Tourism involves many departments. Because tourism-related departments have their own interests, for example, cultural departments emphasize protection and think that tourism development will destroy intangible culture, but they don't realize that tourism development will bring them economic benefits and be more conducive to their protection. However, the tourism sector is too commercialized and blindly pursues economic benefits, thus ignoring the importance of protection and not realizing that only by seriously protecting intangible cultural heritage can it be used sustainably. In addition, the subjective constraints of government personnel and the unclear responsibilities of various departments lead to the interweaving of multiple interests, such as the local and the whole, the higher and lower levels, and the lack of coordination mechanism, which leads to the dislocation of government functions and the division of responsibilities, which is not conducive to the protection and utilization of intangible cultural heritage.
Verb (abbreviation of verb) tourism development measures of intangible cultural heritage
1. Seriously carry out the general survey of intangible cultural heritage.
To develop intangible cultural heritage, we should fully understand and master the types, quantity, distribution, living environment, protection status and existing problems of intangible cultural heritage resources of all ethnic groups in various places. It is necessary to conduct a detailed field investigation on all the intangible cultural heritage tourism resources in the place where it is located, and establish an intangible cultural directory system. We should use modern high-tech means, such as writing, audio and video recording, digital multimedia and so on. The intangible cultural heritage is truly, systematically and comprehensively sorted and recorded, and files and databases are classified as tangible and visual resources for tourism development. We can learn from the management information system of "Digital Jiuzhai" (full name: "Digital Jiuzhai Comprehensive Demonstration Project"). In 2006, the Ministry of Construction started the pilot project of 18 "digital scenic spot", in which 1/3 scenic spot is a world heritage site; Then, the pilot unit of digital scenic spot construction was expanded to 24 scenic spots (including two demonstration sites of Jiuzhai and Huangshan). Basically form a pilot system for digital construction of national-level scenic spots with world heritage as the mainstay. It is a Chinese world heritage and a typical case of independent innovation and practical exploration through digital management in national scenic spots. By learning from the "Digital Jiuzhai" management information system, the digital construction of intangible cultural heritage tourism resources is more perfect, thus showing the management effect of "collaborative" protection and development. Rq can better adhere to the policy of "protection first, rescue first, rational utilization, inheritance and development". So as to effectively protect its historical, scientific research, education, culture and aesthetic tourism value.
2. Highlight the original ecology and carefully design tourism products.
The design of tourism products should highlight the characteristics and individuality of tourism resources to meet the needs of the tourism market. In accordance with the principles of rational distribution, key development, well-founded and orderly development, realize the economic value of intangible cultural heritage. At present, the carrier forms of intangible cultural heritage entering tourism products include intangible cultural heritage Expo Park, folk culture village, national handicraft tourist souvenirs and live-action stage plays, among which the live-action stage plays, represented by Impression of Third Sister Liu, are becoming more and more popular. This new intangible cultural heritage is transformed into a tourism product model, which has obvious market effect. Based on the basic framework of RMTP (Resources, Market, Theme, Product) theory, starting from the principle of tourism product development, the paths of transforming intangible cultural heritage resources into tourism products are: intangible cultural heritage museum, intangible cultural heritage exhibition park, national handicraft tourist souvenirs and live-action stage plays relying on scenic spots. The exhibition form of the museum is monotonous, and if it is supplemented by modern animation exhibition technology, it will have certain effect. Theme parks, such as jinniu district, are designing theme intangible cultural heritage parks, but it is difficult to carry them, and it is easy to simplify and vulgarize the intangible cultural heritage. The necessary premise of transforming intangible cultural heritage into tourism products is an effective carrier. The success of Zhang Yimou's Impression Series shows that the "carrier" effect of the large-scale live stage performance formed by the close combination of intangible cultural heritage and large-scale natural landscape resource entities is very remarkable, which is a successful way to transform intangible cultural heritage into tourism products. Because intangible cultural heritage has original ecological genes, we should make full use of its unique original ecological nature to innovate and design tourism products in tourism development. At the same time, intangible cultural heritage has diversity. When planning and developing intangible cultural heritage tourism, we should highlight its most distinctive key development and pay attention to rational development and protection.
3. Pay attention to the talent team construction of intangible cultural heritage inheritors.
The inheritor is an individual or group (group) who directly participates in the inheritance of intangible cultural heritage and enables it to be passed on. It is the most important living carrier of intangible cultural heritage. In order to increase the tourism attraction of intangible culture, tourist destinations should highlight the distinctive features, unique personalities and original ecological genes of their tourism resources, so that tourists can make tourism decisions among numerous tourism publicity information. Intangible cultural heritage has a long history, passed down from generation to generation, and is facing the impact of foreign culture and commercialization. In many places, the inheritors of folk art, folk songs and dances and acrobatic dramas have been seriously lost or outdated. In order to pursue the highest tourism income, some tourist attractions temporarily put together non-inheritors to perform folk songs and dances and acrobatic dramas. If you fool tourists like this for a long time, the result will inevitably lead to the destruction of the image of the tourist destination, the decrease of tourists and the obvious decline of tourism income. From the point of non-renewable tourism resources of intangible cultural heritage, all localities and tourist areas should cultivate all kinds of specialized talents in folk art, folk songs and dances, acrobatics and drama, which is conducive to protecting intangible cultural heritage and its tourism economic value. Provide sufficient human resources support for the utilization of intangible cultural resources.
4. Establish and improve laws and regulations on intangible cultural heritage.
The protection of intangible cultural heritage in some foreign countries mainly depends on government policies, measures, laws and regulations, such as Japan and South Korea. As early as 1950, Japan began to implement the law on the protection of intangible cultural property, and the government set up a full-time department to manage it. Our government should formulate more detailed laws and regulations from administrative law and civil law to provide legal guarantee for the protection of intangible cultural heritage. Administrative regulations define the administrative actions of the government, such as census, filing, research, preservation, inheritance and promotion, as well as the financial, administrative and technical measures provided to realize these protective actions. Civil law provides a kind of civil protection, that is, it guarantees the realization of the spiritual rights and property rights of the relevant intellectual property owners. At the same time, the government should also formulate detailed industry regulations to regulate the behavior of the tourism market. It is also necessary to establish a coordination mechanism between the development of tourism industry and the protection of intangible cultural resources, and clearly define the responsibilities, powers and relationships between tourism administrative departments and intangible cultural heritage protection departments. So as to avoid the situation of "first-class resources, second-rate development and third-rate products".
5. In the development of intangible cultural heritage tourism resources, we should give full play to the role of government administrative protection. From the perspective of government functions, as the representative and exerciser of public rights, the government has the obligation and responsibility to manage public affairs in social development. Intangible cultural heritage, as an important part of national public cultural undertakings, its diversity, complexity and fragility determine the importance of its protection. The government mainly protects intangible cultural heritage resources through two main ways: "preservation" and "inheritance", so as to better guide development. The characteristics of intangible cultural heritage determine the way and content of protection. For all cultural heritage, the primary meaning of "protection" is "preservation", that is, taking various measures to effectively preserve its existing material form and make it exist forever. These measures include archaeological excavation, archiving, collection and restoration, exhibition and utilization. Zhu Bing, director of the Cultural Office of the Education, Culture and Health Committee of the National People's Congress, believes that the government should establish a protection list system and a inheritance guarantee system to realize the administrative protection of intangible cultural heritage from the policy level, which can alleviate and change the current endangered state of intangible cultural heritage, which is undoubtedly the most operable and effective method. This can effectively prevent low-grade, blind, quick success and destruction in the development of intangible cultural heritage tourism, protect intangible cultural heritage resources from the policy level, and better guide the healthy development of intangible cultural heritage resources.
Conclusion of intransitive verbs
Intangible cultural heritage is the spiritual home of people in a country, a nation or a region. We should fully understand its tourism value, conduct a general survey and correctly evaluate its tourism resources. In the process of developing intangible cultural heritage resources, we should develop tourism scientifically and reasonably, and protect it effectively, which is also a watchful eye for its spiritual home, so as to truly realize the sustainable development of intangible cultural heritage tourism resources.