非物质文化遗产的异地旅游化利用——以山东台儿庄古城景区扎染体验项目为个案

The Utilization of Intangible Cultural Heritage in Tourism——A Case Study of Tie-dyed Experience Project in Taierzhuang Ancient Town of Shandong Province

在文旅融合理念指引下,将非物质文化遗产移植到异地进行旅游化利用的现象变得越来越常见。以山东台儿庄古城景区内的扎染体验项目为个案,在实地调查和深入访谈基础上,剖析了扎染传统手工艺异地旅游化利用的内在逻辑。深刻反思非物质文化遗产异地旅游化利用实践,发现旅游化利用过程使原生文化失去了原真性,非物质文化遗产展示与实践因脱离原生环境而成为舞台化的产品,旅游经济功能远大于文化传承与传播功能。基于此提出改良建议:保留原生文化基因,塑造原生文化空间氛围,旅游化利用与文化传播并重。

Under the guidance of the integration of culture and tourism, it is not uncommon for intangible cultural heritage to be transplanted to other places for tourism utilization. Taking tie-dyed experience project in Taierzhuang ancient town scenic spot as a case, based on field investigation and in-depth interview, this paper analyzed the internal logic of tie-dyed traditional handicraft in different places for tourism. It is found that the process of tourism utilization of intangible cultural heritage makes the original cultural elements lose their authenticity. The exhibition and practice of intangible cultural heritage become staged products because they are separated from the original environment. The tourism economic function is far greater than that of cultural inheritance and communication. Based on the above analysis, it puts forward some suggestions for improvement: the gene of the original cultural elements be retained;the space atmosphere of the original culture be recreated;equal importance be attached to tourism utilization and cultural communication.