文旅产业中在地非遗的主角化趋势——以疫情倒逼产业升级为视角

The Leading Tendency of Local Intangible Cultural Heritage in Culture-Oriented Tourism--On the Tourism Upgrading Driven by the Retroactive Force of Covid-2019

文旅产业是产业结构升级预设中的重要支柱产业,文旅融合是旅游产业升级为文旅产业的关键,其中非遗可以扮演的角色十分重要。但现实情况存在很大问题,产业升级处于瓶颈期,其原因在于对文旅融合、文化驱动以及非遗角色的认识偏差。此次疫情,旅游行业受冲击最大,反向作用力亦会最大。而疫情给产业环境带来诸多变因,其中:消费拉动时代的开启,消费观向精神层面的转化,文化取向的回归,使产业升级需要的内因条件得到了满足。这意味着文旅产业有机会在蛰伏到复苏期时发生爆发,当然这还取决于产业自身必须产生蝶变,即文旅融合的数个问题在非常态下得以突破,旅游业升级为真正的文旅产业。文、旅互为动能,文化成为核心驱动力,非遗特别是在地非遗在文旅中主角化。

Culture-oriented tourism serves as a significant pillar in the presupposed industrial structure upgrading.Culture-tourism integration remains the key to the upgrading shift from mere tourism to culture-oriented tourism,among which intangible cultural heritage plays a critical role.However,many problems exist in current bottlenecked tourism,which partially results from misunderstanding concerning culture-tourism integration,cultural drive and the role of intangible cultural heritage.Tourism has been hit the hardest among all industries faced up with the global pandemic covid-2019.Hopefully,it is bound to represent the strongest retroaction.This pandemic results in many unpredictable changes to the industrial environment.It initiates a consumption-driven era and fosters a culture-oriented regression,where consumption behavior shifts from material to spiritual satisfaction.Thus,several internal conditions for tourism upgrading have been well satisfied.This means that culture-oriented tourism has obtained the opportunity to prosper from its dormancy,which depends on its own metamorphosis in the first place.Many culture-tourism integration problems have been tackled with under these abnormal circumstances,so that mere tourism can be upgraded to a genuine culture-oriented tourism.Culture and tourism jointly promote each other,and culture becomes the core driving force.Local intangible cultural heritage would surely play its leading role.