From Intangible Cultural Heritage To Tourism Products: A Transformation Path Based On Online Text Analysis

Intangible cultural heritage(referred to as "ICH")mainly includes performing arts,rituals and festive events,traditional craftsmanship,as well as other forms of practices,expressions and skills.ICH is not only a precious heritage,but also a rare type of tourism resource that is popular to be developed all over the world.Although the development of ICH tourism products is leading the research hotspot in recent years,the current international and domestic research perspectives of ICH tourism are relatively shallow,lacking the overall framework and theoretical basis.Therefore,this study takes the online text analysis as the starting point,comprehensively using the research methods of Cite Space visualization analysis,content analysis,semantic network analysis,triangulation,interview survey and other methods to study the product transformation path under the development of ICH tourism.In this study,9039 ICH tourism-related Weibos posted from 2011 to 2020 were collected,coded,high-frequency word analyzed,framework and matrix constructed,which initially determined the dimensions and theoretical elements.Semantic network analysis was adopted to reveal the key steps and deeper relationship between dimensions in the transformation of ICH resources into tourism products,forming the transformation path from ICH resources to ICH tourism products.Then,this research took 26 travel notes relating to ICH tourism collected from "Ctrip" and "Qunar" platforms as analysis samples to demonstrate the rationality of the path;Field Research and Interview were also used in the case study of Splendid China and the related communities of Pingshan Qilin dance,where the path can be applied.The results show that the transformation path of ICH tourism products mainly includes two processes and seven dimensions.The two processes refer to the situation on the transformation path of ICH tourism products mainly consists of two parts: the part before the integration,combination,interpretation of resources and the tourism product part after integration,combination,interpretation;the governments and other relevant institutions play leading roles in this two processes.The seven dimensions include relevant institutions,ICH and inheritors,other ethnic cultures,festivals and seasons,tourism facilities and services,participants,relevant regions and ICH tourism products.Semantic network analysis shows that ICH and inheritors,ICH tourism products are essential in the transformation path of ICH tourism products.In the practice,application and evaluation process of the path,this paper affirms its significance and value via the ICH development of the city,a scenic spot and the ICH community.At the end of this study,the thesis formulates some strategies in the field of ICH and inheritors as well as ICH products according to the key points of the path studies.