非遗旅游迷思生产:从民间传承、舞台展演到文化旅游节——以鄂尔多斯婚礼为例

Production of Tourism Myths of Intangible Cultural Heritage in the Process from Folk Inheritance,Stage Performances to Cultural Tourism Festivals:The Case of the Ordos Wedding

非遗旅游迷思是非遗旅游项目引发人们产生旅游想象而形成的旅游吸引力。在实地考察、研读史料和相关文献基础上,根据罗兰·巴特思的迷思学理论思想对民俗类国家级非遗鄂尔多斯婚礼从民间社区走上文艺舞台、景区舞台以及形成文化旅游节的实践历程剖析发现:非遗旅游迷思包括本真性迷思、地方专有性迷思和神圣仪式性迷思,是旅游目的地迷思的重要组成部分;旅游目的地以民间社区传承为本底,将当地的仪式、乐舞和礼仪等文化元素通过文艺舞台和景区舞台展演以及举办文化旅游节等形式创新生产形成非遗旅游迷思;当地居民、政府、旅游企业与艺术团体、游客、传播媒体等多主体共同参与非遗旅游迷思生产并共创非遗旅游迷思经济效应。在新时代,非遗旅游迷思生产应以促进民族交往交流为指引,在文化本真性传承基础上不断挖掘时代元素,与旅游目的地迷思相协同并从时空与产业层面强化迷思效应。

The tourism myth of intangible cultural heritage is the attraction formed by the tourism projects of intangible cultural heritage that evoke people s imagination of tourism.On the basis of the field investigation,the study of the relevant literature and historical records,this paper uses Roland Barthes theory of mythology to analyze the process of the national intangible cultural heritage Ordos Wedding from the folk community to the theater stage,the scenic spot stage,and the formation of a cultural tourism festival.It has the following conclusions:firstly,the tourism myths of intangible cultural heritage include authenticity myths,local exclusivity myths,and sacred ritual myths,which are important components of destination tourism myths;secondly,based on the inheritance of folk communities,the tourism destination innovatively produces the tourism myth of intangible cultural heritage by showcasing local cultural elements such as rituals,music and dance,and etiquettes through artistic and scenic stage performances as well as cultural tourism festivals;thirdly,local residents,governments,tourism enterprises,art groups,tourists,media,and other entities jointly participate in the production of the tourism myths of intangible cultural heritage and create corresponding economic effects.In the new era,the production of the tourism myths of intangible cultural heritage should be guided by promoting ethnic communication,exchange and integration,continuously exploring the historical elements based on authentic cultural inheritance,coordinating with destination tourism myths,and comprehensively strengthening the myth-induced effects from the spatiotemporal and industrial perspectives.