Study On Non-commercial Tourism Development Of Intangible Cultural Heritage

Intangible cultural heritage is very important to the whole human society. Due to its unique local charm and great cultural value, intangible cultural heritage has been increasingly taken as tourism resource and exploited in tourism. However, in recent years, the tourism development of intangible cultural heritage has emerged over-commercial tendency, and some developers ignored the authenticity principle of intangible cultural heritage, which makes a number of intangible cultural heritage destroyed. In view of this, I presents non-commercial tourism development of intangible cultural heritage, which focus on the protection of intangible cultural heritage.Non-commercial tourism development of intangible cultural heritage can be achieved through a variety of ways. I tries to construct a non-commercial non-material cultural heritage tourism development model. I also proposed that exploit intangible heritage in its primitive site by cooperating with the museum, and design elite cultural products or emotional tourism products for tourists.Non-commercial tourism development of intangible cultural heritage needs the government's strong support and public's active participation. The government department should vigorously promote social marketing to make this idea more widely agreed.