Zhoushan City Non-material Cultural Heritage Research Depth Of Tourism Development

The Intangible Cultural Heritage refers to all peoples from generation togeneration and closely related to the life of the masses. It has a variety of traditionalcultural expressions and cultural space. Intangible Cultural Heritage is not only thewitness of historical development, but it is also precious and of great value to culturalresources. China has a long history of ancient civilization, it not only has a largenumber of Material Cultural Heritage, but is also rich in Intangible Cultural Heritage.The diversity of Intangible Cultural Heritage, which created in the practice oflong-term production and daily life by People of all nationalities in our country, isboth the crystallization of the wisdom of the Chinese civilization, the link to thenational emotion and the basis of maintain national unity. To protect and make gooduse of China’s Intangible Cultural Heritage, is of great significance to implement thescientific concept of development, to build a nation which filled with power, and toachieve economic and social comprehensive, coordinated and sustainabledevelopment.As an island city of Zhou Shan has a rich and unique island culture, and retains alarge number of valuable islands of Intangible Cultural Heritage. With the continuousenhancement of people’s spiritual and cultural needs, and the continuous developmentof the tourism market, the Intangible Cultural Heritage has become another way oftourism income. But in recent years by the impact of the Intangible Cultural Heritagetourism development tide across the country, the Intangible Cultural Heritage tourismdevelopment in Zhou Shan began to appear some questions, like convergence, surfaceand other issues. This article is based on the height of the Zhou Shan IntangibleCultural Heritage tourism development, integrated use of marketing theory, theoriesof tourism products and cultural planning, proposed the idea of the depth of IntangibleCultural Heritage tourism development in Zhou Shan by the method of the depthdevelopment model and marketing model.Firstly, this article collate and analyze the Intangible Cultural Heritage of ZhouShan, then conducted field research in Dinghai, Putuo, Sheng Si, Daishan four regionsabout the tourist attractions and tourist souvenirs of point of sale; Secondly, theresearch results were detailed summary and classification, the Intangible CulturalHeritage tourism development of Zhou Shan were divided into three types of tourismdevelopment, valuable undeveloped and need the depth of tourism development; Went on to create the cultural heritage tourism resource value of the comprehensiveevaluation index table, through questionnaires, I analyzed the most potential forIntangible Cultural Heritage tourism development of Zhou Shan; Finally, I selectedtwo unique Intangible Cultural Heritage of Zhou Shan island characteristics to have adepth development of demonstration and put forward some countermeasures aboutIntangible Cultural Heritage Tourism development, hoping to provide a reference forthe other non-heritage development of Zhou Shan.