民族地区“非物质文化遗产”旅游开发的价值及其策略——以中国西北之魂——“花儿”为例

Value and strategy of tourism exploitation of non-material cultural heritage in ethnic areas——A case study of "flower"——the spirit of the northwest of China

被称为我国西北之魂的"花儿"是联合国教科文组织登录的"非物质文化遗产",具有重要的艺术学、社会学、历史学、文学、语言学、社会学等自身价值。"花儿"以其分布地域广、历史悠久、特点鲜明、价值丰富成为西北地区重要的旅游资源,具有独特的民俗风情、原生态、文化、宗教、会议商务等旅游价值,但在开发"花儿"时应该准确把握其形象定位、开发策略和宣传营销策略,才能做到科学发展。

＂Flower＂,which is called the spirit of the Northwest,is the nonmaterial cultural heritages registered by UNESCO.It has its own values of arts,sociology,history,literature and linguistics.Because of its wide distribution,long history,distinctive feature and rich value,it has become the important Northwest tourism resource containing rich tourism values such as unique folk custom,original ecology,culture,religion and meeting business.However,only by exactly mastering its image location and the strategies for developing,publicizing and marketing,can ＂flower＂ be developed scientifically.