文旅融合视角下非遗进景区的发展模式与优化策略

On the Development Model and Optimization Strategy of Bringing Intangible Cultural Heritage into Tourist Attractions from the Perspective of Culture-Tourism Integration

非遗进景区是文旅融合发展的生动体现,为文旅融合发展开辟了新路径。文章基于文旅融合视角,分析非遗进景区的发展背景,总结政府主导型、旅游景区主导型、非遗传承人主导型、民间社会团体主导型四种非遗进景区的组织形式;通过结合非遗文化资源和旅游景区资源的特征,分析特定空间模式和无限定空间模式两种非遗进景区的发展模式,从政策保障、市场化运作、创新驱动、发展机制、宣传营销方面提出促进非遗进景区发展的优化策略。

Bringing intangible cultural heritage into tourist attractions is a vivid embodiment of the development of culture and tourism integration.From the perspective of culture-tourism integration,this paper analyzes the background of bringing intangible cultural heritage into tourist attractions and summarizes the four organizational forms,including government-led,tourist attraction-led,intangible cultural heritage inheritor-led,and civil society-led.By combining intangible cultural heritage resources with the characteristics of tourist attractions,this paper analyzes the two development models of bringing intangible cultural heritage into tourist attractions:a specific spatial mode and an infinite spatial mode.The optimization strategies for bringing intangible cultural heritage into tourist attractions are as follows:policy guarantee,market operation,innovation drive,development mechanism,and promotional marketing.