Research On The Development And Innovation Of Western Hunan's Batik Tourism Products

This thesis researches into the development and innovation of western Hunan's batik tourism products.With the development of China' s tourism products and the constant changing of tourism consumption demand,western Hunan' s batik is receiving more and more attention of foreign and domestic tourists.How to reasonably develop western Hunan' s folk art resources into tourism products with national characteristics is of great research value.This thesis uses multidisciplinary theories and ways to research into western Hunan's batik.Firstly,it analyzes the research status of western Hunan,s batik at home and abroad;and,taking western Hunan's batik as an object of study and based on theories of market orientation,product innovation and marketing,it also conducts a theoretical analysis of the basis of product development.Secondly,it conducts a multifaceted analysis and study of the present situation and many restrictive factors of product development,and proposes that an integrated model of product development should be adopted.Lastly,this thesis puts forward strategies and suggestions concerning market orientation and marketing of western Hunan,s batik tourism product.This thesis innovates and enriches related theories of art and ethnology from the perspective of combining national folk art and tourism product development.It explores systematic development and related strategies,and provides a theoretical and realistic basis for the local government's formulation of relevant policies and creation of a national product brand.