文旅融合背景下海派传统工艺美术IP资源开发策略研究

A Research on the Development Strategies of Shanghai-Style Traditional Arts and Crafts IP Resources in the Context of Culture-Tourism Integration

传统工艺美术IP资源开发是激活文旅产业的密钥,亦是推动非遗文化由资源变资产、遗产变财产的产业化发展重要途径。文旅融合背景下海派传统工艺美术IP资源开发可以从产业融合、交流融合、服务融合、空间融合四个维度进行:一是继续开发开放海派传统工艺美术IP资源,协同推动文旅产业深度融合发展。二是用好用活"节、赛、会"资源,加快推进长三角"非遗+旅游"交流融合。三是积极推动数字新基建建设,构建海派非遗文旅融合生态服务体系。四是坚持功能提升,增加城乡区域文化辐射力,推动海派非遗文旅空间融合。

The integrated development of intangible cultural heritage and tourism is a new form of consumption, which can not only activate the stock of intangible cultural heritages and enrich tourism supplies but also act as a new momentum for the protection, inheritance and revitalization of intangible cultural heritages. Since 2019, the first year of the integrated development program, Shanghai has fully played its leading role in the integrated development of the Yangtze River Delta. It has displayed the profound meaning and contemporary values of its intangible cultural heritages, continuously improving the protection and inheritance system to enhance its international influence, promote the revitalization of the countryside and elevate Shanghai as a tourism city. In the post-epidemic era, it is worthy of our attention to properly handle the relationship between intangible cultural heritages and innovation, to enrich the approaches for the supply and dissemination of cultural and creative products, and to enhance the cultural meaning of tourism products and the tourism competitiveness of Shanghai and even the Yangtze River Delta. Based on the above, the author has collected information from the official platforms and public cultural service institutions such as official web portals of the Shanghai Municipal People’s Government, the Bureau of Culture and Tourism, the Intangible Cultural Heritage Network, art museums and museums in the past three years in working out specific strategies for the deep integration and development between traditional arts and crafts IP resources and tourism in four aspects: industrial integration, communication integration, service integration and spatial integration.(1) Industrial integration. Driven by innovation, Shanghai has selected and fully examined intangible cultural heritage IP resources that can be developed sustainably, and which meet market demands, to improve the quality and added value of cultural and tourism products. It has focused on establishing the first regional project regarding the culture-tourism integration named “Picturesque Jinshan”, bringing the heritages and facilities displayed in museums and art galleries into tourism products and routes. Meanwhile, it has carried out activities such as “one million people watching operas in Shanghai”, “Readable Architectures” and “Intangible Cultural Heritages in Communities” and developed various night-time consumption projects, such as night tours on the Huangpu River, visiting museums and markets of intangible cultural heritage, etc, to enhance the charm and cultural connotations of the traditional arts and crafts IP resources of Shanghai.(2) Exchange and integration. Shanghai has made better use of its rich cultural and tourism resources by opening up stores and fairs of Shanghai traditional crafts at major international festivals,competitions and meetings. It has accurately sorted out the exact needs of the consumers, put Shanghai’s traditional arts and crafts IP resources into tourism, and launched various tourism routes and international cultural exchange activities. While strengthening “bringing in” and “going out”, it has built direct selling platforms, publicity platforms and industrial clusters for high-quality tourism products in the Yangtze River Delta, to accelerate the region’s exchange and integration.(3) Service integration. In line with the requirements of providing refined, convenient and international services, Shanghai has constantly improved the layout of public cultural venues and counseling centers in scenic areas. It has been working on training better community volunteers and tour guides to provide diversified services at transportation hubs and to display the charm of the intangible cultural heritage crafts. Tow public service platforms, “Shanghai Culture Cloud” and “Shanghai Tourism”, have been chosen to improve cultural services at tourist destinations and distribution centers.In the post-epidemic era, Shanghai has successively launched a number of cloud tourism and immersive activities which allow for a closer experience of intangible cultural heritage so that visitors can understand the culture in a three-dimensional way regardless of where they are.(4) Spatial integration. Shanghai keeps enhancing its functions when putting in place pandemic prevention and control. Aiming at becoming “the first destination for leisure”, the city has comprehensively promoted the integration of tourism and culture via modern technologies and one-stop service platforms. While considering the concept of quality life promoting cultural and tourism consumption, the city, being market-oriented, has established a complete industrial ecological chain centered on Shanghai’s traditional arts and crafts IP resources. It has launched a number of new urban spaces that meet the standards of business, tourism and cultural integration, in order to explore new areas and routes for consumption on intangible cultural heritages and tourism. These measures are expected to contribute to shaping a model for invigorating city development and in-depth cooperation in integrated development of the Yangtze River Delta.