非物质文化遗产旅游营销研究——以望奎皮影戏为例

On the Traveling Marketing of Intangible Cultural Heritages——Citing Wangkui Shadow Play as an Example

从文化产业视角来看,望奎县皮影文化旅游资源的经济优势没有得到充分发挥。因此,分析评价望奎皮影旅游资源优势,提出增强营销意识、做好心理营销、开发特色产品、进行创新性市场定位等相关营销策略,对提高皮影戏的知名度、促进皮影旅游发展具有较大意义。

Wangkui Shadow is one of Chinese intangible cultural heritages,whose economic force has not been given full play to.It is argued that analyzing and evaluating the resource advantage,proposing marketing strategy,strengthening marketing consciousness,doing well psychology marketing,developing characteristic products,and innovatively positioning market orientation are of significance to raise public awareness and promote the growth of Wangkui Shadow tourism.