Research On Tourism Development Of Traditional Art Cultural Heritage

Intangible cultural heritage is an important part of human culture and the fundamental source of culture,which condenses the wisdom of the group and preserves valuable accidental discoveries in human history.As one of the earliest member states to accede to the United Nations Convention for the Safeguarding of the Intangible Cultural Heritage,China has continued to invest in inheriting and carrying forward the traditional culture of the Chinese nation and strengthening the protection of intangible cultural heritage.At present,the activation and utilization of intangible cultural heritage and the strengthening of the cultural identity of the Chinese nation have become new challenges in the field of culture and tourism in the new era,and have also brought new opportunities for the economic and tourism development of intangible cultural heritage sites.How to scientifically and effectively develop intangible cultural heritage has attracted extensive attention from scholars at home and abroad.Qinghai Province is rich in intangible cultural heritage resources,and rational development of intangible cultural heritage tourism has become one of the important topics to promote local production,ecology and life.Taking Qinghai Rebgong art as the research object,this paper constructs a value evaluation system for the tourism development of traditional art and cultural heritage by using the research methods of documentary data,fieldwork,expert interview and analytic hierarchy,and then studies the development of Rebgong art tourism resources.The study regards intangible cultural heritage as "intangible cultural capital" in the economic field,and the process of tourism development is the transformation process of partial value commodification of intangible cultural capital,affirming the value transmission therein,and especially emphasizing the derivation ability of traditional art intangible cultural heritage resources in the visual field.Firstly,starting from the overview of heritage sites and Rebgong art and cultural heritage resources,and analyzing the geographical environment of Rebgong art and culture,the coexistence mechanism of natural geographical environment and cultural dynamics was clarified.Then,through the evaluation of four indicators of resource attraction,validity,carrying capacity and derivative function,the excellent development value of Rebgong art tourism resources was determined.On the basis of this research,we adhere to the principle of sustainable development of cultural heritage tourism,and explore the path of Rebgong art tourism development from the perspectives of tourists and local residents.After the questionnaire survey of tourists in Rebgong Cultural Reserve and the investigation of the livelihood mode and cultural dimension of local residents,it is found that Rebgong art tourism has the problems of insufficient explanation of Rebgong art,few tourists participating in experience,and lack of routes and related tourism commodities with Rebgong art as the theme.In terms of community participation of local residents,it is recommended to adopt cross-cultural management strategies that guide team members to focus on goals higher than their own cultural groups,establish behavioral norms for communication and resolve members’ negative emotions in a timely manner,so as to better promote the development of Qinghai Rebgong art intangible cultural heritage tourism.