Research On The Development Of Rizhao Tourism Cultural And Creative Products From The Perspective Of Intangible Cultural Heritage Inheritanc

Intangible cultural heritage(referred to as "ICH")is an important ethnic treasure that has been passed down from one generation to another generation.With the introduction of concepts such as "cultural tourism" and "tourism plus",tourism has a crucial demand for cultural connotations,and intangible cultural heritage is an magnificient tourism resource.The development of ethnic and creative stuffs can not only benefit the living legacy of ICH,but also enhance the development of cultural and creative products.The development of regional tourism is more favorable to the deep establishment of ethnic self-confidence.Tourism is the carrier of development for shaping cultural self-confidence and building the spirit of the Chinese people.As the carrier of native culture,tourism cultural and creative products combine the development of cultural and creative products with tourism,and combine local culture with tourism product development creativity,which not only fits the material demands of consumers,but also enriches their initial needs.Rizhao has a long history and has obvious local cultural features.It has the well-known Dongyi culture,Ju culture,Haiqu culture,etc.,and has a quantity of ICH projects of different levels,which have great development forecasts and market development potential.This research reviews and analyzes relevant research at domestic and abroad,defines the related concepts of tourism cultural and creative products,and expounds the theoretical basis of various intangible cultural heritage and tourism cultural and creative products development.The survey of the basic situation of heritage and tourism cultural and creative products analyzes the development status of tourism cultural and creative products and ICH,and analyzes the importance and satisfaction of tourism cultural and creative products from the perspective of consumers.The research found that Rizhao tourism cultural and creative products are developing continuously,intangible cultural heritage tourism cultural and creative products have a certain audience value and expectation,and Rizhao intangible cultural heritage and tourism cultural and creative products have the basic conditions for integration and long-term development prospects.In addition,Rizhao has rich tourism resources,a good tourist base,excellent public facilities and excellent quality of services to offer.Finally,the consumers who buy Rizhao’s tourism cultural and creative products are mostly high-level people with a high level of education,which can promote the overall value of Rizhao’s non-traditional and tourism cultural and creative products.However,at the same time,however,Rizhao’s tourism cultural and creative products also face a series of difficulties that need to be solved urgently,such as a lack of awareness,a relatively homogeneous product type structure and a lack of brand image.To promote the development of Rizhao intangible cultural heritage tourism and cultural and creative products,taking “Guomenjian in Juxian”,“Black pottery in Rizhao”,“Legend of bald tailed Lao Li” as main cases to examine the development perspective,this study proposes to take the perspective of the two elements of the smile curve,from the front-end research and development,back-end marketing development strategy.And by choosing a development path of "classification & positioning & design & operation",a feasible plan for the development of Rizhao intangible cultural heritage tourism cultural and creative products is proposed,to enhance the market competitiveness of Rizhao intangible cultural heritage tourism cultural and creative products.