Research On Tourism Revitalization Of Intangible Cultural Heritage Of Straw Weaving In Shandong Province

Intangible cultural heritage is the precious wealth of human society and has rich economic,cultural and social value.However,with the current social development and the changes of the times,the original living environment and usage scenarios of many intangible cultural heritage have changed,which has caused many heritages to become a static culture that lacks vitality in modern life.How to rejuvenate the intangible cultural heritage is an important issue.With the proposal of the integration of culture and tourism,intangible cultural heritage has entered the vision of more people.Reviving intangible cultural heritage in modern life through tourism activation has become an important direction.As an important folk handicraft in Shandong Province,straw weaving has a long history of inheritance,wide distribution and unique cultural value.The tourism activation of straw weaving intangible cultural heritage has positive significance for promoting the high-quality integration of cultural tourism in Shandong Province and realizing rural revitalization.However,how to promote the tourism activation of straw weaving intangible cultural heritage by further innovating the tourism activation path and method of straw weaving intangible cultural heritage is a problem that needs to be solved urgently at present.Based on cultural reproduction theory,stakeholder theory,sustainable development theory and other multidisciplinary theories,this paper analyzes the characteristics of straw weaving intangible cultural heritage,and constructs a mechanism for tourism activation of straw weaving intangible cultural heritage.This mechanism analyzes the role of each core stakeholder in the activation of intangible cultural heritage tourism,proposes three paths for tourism activation of intangible cultural heritage:real-time demonstration of skills,development of experience projects,development of tourism products,and summarizes the mode of tourism activation that is applicable to straw weaving intangible cultural heritage: "Intangible cultural Heritage + cultural innovation" mode,museum mode,"Intangible cultural heritage + festival activities" mode,folk culture tourism village mode.On this basis,the author goes to the areas（Yantai,Qingdao,Binzhou,Linyi and Jinan）where the straw weaving intangible cultural heritage is concentrated in Shandong Province to conduct research,obtains the first-hand data of the research,and analyzes the overall status and existing problems of the tourism activation of straw weaving intangible cultural heritage in Shandong Province.The research finds that:（1）Straw weaving is an important intangible cultural heritage in Shandong Province,and all regions attach great importance to its protection and development.With the deepening of tourism development,all regions have begun to explore the integration path of straw weaving intangible cultural heritage and tourism.On the whole,the current tourism activation of straw weaving intangible cultural heritage in Shandong Province is in the initial stage,and certain results have been achieved.Tourists are generally satisfied with the tourism activation of straw weaving intangible cultural heritage.The survey finds that there are still many problems in the process of promoting the activation of straw weaving intangible cultural heritage tourism in most areas of Shandong Province,which are mainly reflected in the single activation method,insufficient innovation,inadequate marketing,and shortage of talents.These problems restrict the development of the tourism value of straw weaving intangible cultural heritage.Based on this,this study proposes strategies to promote the deep tourism activation of straw weaving intangible cultural heritage in Shandong Province:（1）Promote the in-depth integration of draft intangible cultural heritage and tourism,balance the interests of all parties,expand tourism activation methods,enrich the tourism product system,and establish a scientific and effective tourism activation mechanism.（2）Pay attention to marketing and talent team building to ensure the healthy operation of tourism activation of straw weaving intangible cultural heritage.The innovations of this study are as follows :（1）The tourism activation mechanism suitable for the intangible cultural heritage of straw weaving is constructed.The role of the core stakeholders in the straw weaving intangible cultural heritage tourism field is positioned,and three paths for tourism activation are proposed.On the basis of summarizing the existing excellent activation modes of intangible cultural heritage tourism,the suitable mode of straw weaving intangible cultural heritage tourism activation is proposed.（2）Based on the regional characteristics of Shandong,the method of sustainable development of straw weaving intangible cultural heritage through tourism activation is explored.The method of field investigation is used to deeply analyze the current situation of tourism activation in the main straw weaving producing areas in Shandong Province,summarize the current problems of straw weaving intangible cultural heritage tourism activation,and put forward strategies for straw weaving intangible cultural heritage tourism activation to achieve a win-win situation in both social and economic benefits of straw weaving intangible cultural heritage.