Analysis On Current Situation And Strategic Reasearch Of The Intangible Cultural Heritage-Centered Dongnong Ethnic Village Tourism Development

With the development of the protection of intangible cultural heritage and tourism industry in China, the current tourism development and protection of minority villages including the development and protection of intangible cultural heritage in particular is catching more and more attention. Jingning, Zhejiang is currently the only one She Autonomous County in China, is also committed to creating tourism of minorities to promote economic development as a typical example of ethnic village tourism development in China. Dongnong village in Jingning is currently one of the most important villages of the tourism development of "Jingning She style tourist resort",the tourism development path of its ethnic village is quite representative and typical. Based on the above reasons, this article will take Dongnong village as the main object, using methods of literature study, fieldwork, combining with the theoryies of tourism, folklore, sociology and other disciplines, to analyze its current situation of the intangible cultural heritage-centered Dongnong ethnic village tourism development, in order to figure out how to use various elements to create an intangible cultural heritage tourism development as the center of all the tourism elements in the process of Dongnong ethnic village tourism development. While trying to contribute suggestions and strategies for the intangible cultural heritage-centered Dongnong ethnic village tourism development and providing some references for tourism development of other ethnic villages in China.The first chapter is an introduction, starting from the theories and current situations of international and domestic protection of intangible cultural heritage, particularly focusing on the theories and current situations about the tourism development and protection of ancient villages in China to sort out several groundworks for later writing.The second chapter describes the overview and history of Jingning county and Dongnong village, the possibility, necessity and advantages of tourism development. Analyzing the five advantages of Jingning tourism development:She Culture, natural resources, location, infrastructure, economy with the industrial structure, in order to highlight how the overall tourism development of Jingning She Autonomous County brings advantages as background to the tourism development of Dongnong ethnic village. At the same time getting an overview about the position of Hexi town which includes Dongnong village in the the overall tourism development of Jingning and how the location advantage of the coexistence of old and new Dongnong villages, well-preserved cultural landscape and natural ecology and the vast amount of intangible cultural heritages in Dongnong village, more conscious awareness of cultural protection and tourism development, comparing with other villages etc to bring advantages to the intangible cultural heritage-centered Dongnong ethnic village tourism development.The third chapter focuses on analyzing the brand creating of intangible cultural heritage tourism development of Dongnong village. Starting from the main projects of intangible cultural heritages as tourism resources in Dongnong village, a detailed analysis on the constructions of "Dongnong village with an original ecology of culture and art " and "Zhejiang intangible cultural heritage tourist attractions" is also given in this chapter. And this chapter also points out that the government’s dominant position in the process of the brand creating of intangible cultural heritage tourism development of Dongnong village, and the resulting problems and defects.The fourth chapter analyzes the current situation and the interaction of other tourism factors under the background of the intangible cultural heritage-centered Dongnong ethnic village tourism development. The analysis Includes the four categories of tourism resources in Dongnong village and related divisions of tourist area, planning and construction. The development of industrial structure of Dongnong village including agricultural products and tourism development of farmhouse under the background of intangible cultural heritage tourism development and the relationship between the development of the industrial structure and intangible cultural heritage tourism development and protection are discussing in this chapter. How the internal tourism resources of Dongnong village interact and integrate as a whole power to develop Dongnong village’s tourism, and How the construction of "Jingning she style tourist resort" integrate the external tourism resources to strengthen the power of Dongnong village’s tourism development is also one part of this chapter.According to the problems and deficiencies which are analyzed by above chapters in the intangible cultural heritage-centered Dongnong ethnic village tourism development, combining with the theories of "front" and "back" stages in tourism development, productive protection of intangible cultural heritage and tourism product development, the three main developers of intangible cultural heritage tourism development and autonomous tourism development of village and other related theories, suggestions and strategies about development of intangible cultural heritage performances in front stage, backstage protection of intangible cultural heritage projects; intangible cultural heritage-related tourism product development through the productive protection; the weakening of government’s dominance as one of the tourism developers, the strengthening of Dongnong villagers’ autonomy in the village tourism development are brought up in the chapter, hoping to be able to strengthen Dongnong village tourism development.