Study On The Evaluation And Exploitation Of Intangible Cultural Heritage Tourism Value In Dulong Traditional Culture Reserve

Intangible culture heritage is an advantage for the ethnic minorities to develop itslocal tourism. In recent years, ethnic minority villages have make full use of itsminority culture to turn the village in to a charming destiny for modern travelers.With the back ground of harmonious society and the development of minorityeconomy, the Yunnan province devoted itself to tourism based on minority villageculture, which is regarded as the secondary entrepreneurship as well as an effectiveway to boost local economy and culture heritage. Recent years have witnessed theuprise of the minority culture tourism. During the development of the tourismindustry, on the one hand, it requires the minority region to keep it owncharacteristics(like originality, locality and special features，on the other hand theimproper development has posed a negative effect on the invaluable culture heritage.Collisions and challenges are caused to its own minority features. It exists a subtlebalance between resource protection and development.Based on the above mentioned issues, my paper focuses on the Drung rural areaof Gongshan county in Nujiang state located in Yunnan, the area is mainly inhabitedby Drung ethic group. The Drung area was listed as the first batch of intangibleculture heritages and was named the Drung traditional culture protection area. Withthe population of4305(according to the statistics in2013), Drung county,as acommunity, has certain symbolic meaning in religion, ethic group relations,mode ofproduction, marriage and education. it provides resources for Gongshan county todevelop tourism with unique features. With booming tourism in Drung county and thefinished project of Gaoligong Mountain tunnel, more attention should be paid to theintangible culture of Drung minority and how to develop and protectBased on the current situation of Drung traditional culture and the method toclassify intangible culture heritage, my paper tries to take a deeper and clearer look ofthe intangible culture existing in the protection area, the evaluation factors are chosenunder the principles which should be objective,scientific and operational. Theevaluation system is set up to protect the intangible culture and its value in tourism is assessed by analytic hierarchy process. With the analysis of the current situation,thehelp of stage reality theory and semiotics, my paper proposes to develop tourism inmacro-vision and hierarchy way,while to develop intangible resources in micro-vision and the experience method. In addition, hunger marketing can be used todemonstrate the new concept of Drung tourism development and protection, it isimportant to build Drung travel symbols to strengthen its special tourism image. Thedevelop mode should include travel products on ecology and culture experience,protection measures should be made based on all of the factors to effectively bringprosperity to Drung minority tourism, the organic connection should be build amongthe culture resource protection,the modernization of the village and the coordinationof groups. The paper tries to help the minority group the deal with the protection anddevelopment properly in current booming...