The Studying On The Tourist Merchandise Innovative Development In The Ethnic Regions Of China

Hotel , traffic , travel agency , tourist merchandise are known as tourism industry four major pillar trades. With the constant development of the touristm industry of our country, the former three grow very fast, but tourist merchandise is always entitled the " soft rib " " short leg "" short board "" weak link " of tourism industry. Such appellations are not accord with its important status in tourism industry.So tourist merchandise has become the focuse that academia, government and enterprise pay close attention to.There are 55 ethnic minorities in our country, various nationalities have formed unique and extremely attractive national culture in the long history, which is a priceless treasure .With the unique culture and rich natural resources, the ethnic regions have the advantage of developing tourist merchandise .But at present, tourist merchandise is also a weak link in ethnic regions's tourism industry. Because of the particularity, ethnic regions can not apply the development models of tourist merchandise of other areas. So the author suggested in the paper that the ethnic regions should adopt the innovative development model of tourist merchandise in line with the local conditions.It is not only significant to the tourism industry of ethnic regions , but also contribute to the theory and practice of developing tourism merchandise in our country.According to cultural anthropology theory , innovative theory and sustainable development theory, on the basis of summarizing relevant research results of domestic and international tourism merchandise, the paper have analysed the necessity and feasibility of the developing tourism merchandise in ethnic regions at first. And then present the innovative development model of the tourist merchandise in the ethnic regions: "Culture area"model, that is, in a culture area ,take the market and resource investigation, tourist merchandise design, tourist merchandise selling as a whole, and make the culture merge into every part of development of tourist merchandiseAt last,take the Dong culture area of Guizhou ,Guangxi and Hunan Province as a case to study.The purpose is that offer a new view for studying the tourist merchandise and offer a new practical way for developing tourist merchandise in ethnic regions. At the same time, can be drawn lessons from by other areas.