土家织锦旅游商品开发研究

Study on Tujia Brocade Tourism Product Development

土家织锦,土家语称为"西兰卡普",它是土家族女性在生产生活中集体智慧的结晶,与云锦、蜀锦、宋锦、壮锦并称为五大名锦。作为一种具有代表性的手工艺品,土家织锦具有很高的旅游开发价值。近年来,土家织锦作为一种手工艺品参与旅游的发展过程中存在一些问题。文章运用昂普(RMP)分析模式,在对土家织锦进行资源分析、旅游商品市场分析的基础上,提出了土家织锦旅游商品分类,最后从研发设计、生产、销售、政策四个方面提出了土家织锦旅游商品的开发策略,为土家织锦旅游商品的开发提供依据。

Tujia brocade, a crystallization of the collective wisdom of Tujia women in their production and life, ranks among top 5 together with Yun brocade, Shu brocade, Song brocade and Zhuang brocade. It has high tourism values as a typical hand-made product. However, a number of problems arise in its tourism develop- ment. This paper conducts analyses of its resources and markets based on RMP, and proposes strategies for its tourism development in terms of design, production, sales and policies.