Research On The Development Of Intangible Cultural Heritage Tourism Souvenirs And The Construction Of Their Brand Image In Rizhao Cit

With the development of culture tourism industry,souvenirs with local culture play an increasing important part in the tourism industry.As an important carrier of intangible cultural heritage,souvenirs’ popularity has increasing recently.But there are still some obstacle factors during the brand building process.Clarifying the current of intangible cultural heritage souvenirs,analyzing the obstacle factors,and researching the optimize strategy,is a theoretical and practical problem that need to be solved.Choosing black pottery,farmer drawing(embroidery)and green tea as intangible cultural heritage souvenir representatives,this thesis using the theories such as industrial integration theory,cultural capital theory and tourism image theory,with the way of questionnaire survey,in-depth interview and field research,analyzing the development status of intangible cultural heritage souvenirs in Rizhao.Emphatically,the in-depth study on the three representatives defines the obstacles to the integration of intangible cultural heritage culture into tourism image construction in Rizhao,and puts forward the development and tourism image construction strategies of major intangible cultural heritage tourist souvenirs in Rizhao.This thesis founds that intangible cultural heritage souvenirs in Rizhao have a low sales volume and a low name recognition,the number of relate manufacturing enterprises are still insufficient,while the lacking extension of industrial chain leading to less diversified products and low-end products.Intangible cultural heritage can’t highlight its unique features,nor meet the needs of tourists.Recently,with the effort of the government,The new intangible cultural heritage products can meet the demand of tourists,but still have a low level of purchase.The leading causes are: lacking of intangible cultural heritage,poorly-development of souvenir market,and illegibility of market orientation.Based on the research and analysis results,focusing on black pottery,farmer painting,and green tea,this thesis give some relevant advice about intangible cultural heritage souvenirs,such as new product development,tourism image construction,guidance of the government,and multiple-media advertising.The result has a great important to the regional tourism development and city tourism image construction of Rizhao.