张家界民俗文化旅游发展困境及突破路径

Communication Difficulties and Breakthrough Approaches of Tourism Resource on Folklore Culture of Zhangjiajie

张家界拥有丰富的自然和民俗文化旅游资源,但在旅游资源传播过程中,民俗文化旅游资源受到民俗文化旅游的同质化、主体不重视、旅游路线分散、民俗文化传承难等因素的影响,地区民俗文化旅游效果不佳,民俗文化旅游发展也远不及自然风景旅游。要提升张家界民俗文化旅游的影响力,应该构建政府、社会、全民参与的宣传模式;民俗文化旅游凸显差异化;打造智慧民俗旅游,树立民俗文化品牌;打破代际传递断层现象,培养“守艺人”。

Zhangjiajie has owned rich natural and folklore culture tourism resources.However,in the process of tourism resources transmission,the communicating effect of regional folk culture tourism resources is unsatisfactory due to homogenization,lack of attention of communication subjects,scattered tourism routes,and no successors to the folk culture.The development of folk culture tourism is far from natural scenery tourism.In order to expand the spread of Zhangjiajie folk culture tourism,the breakthrough approaches are as follows:expand the differentiation of folk culture tourism and build a publicity model involving the government,society and the whole people;emphasize the differentiation of folk culture tourism;create smart folk tourism model and establish folk culture brand;break the phenomenon of intergenerational transmission fault,and cultivate"guarding artists".