Research On The Interactive Relationship Between The Management Of Rural Tourism Enterprises In Ethnic Areas And The Protection Of Intangible Cultural Heritage

With the continuous improvement of the economic level,culture and tourism have become the most concerned topics of people.The interaction between the two has become more and more frequent and has become a product of the rapid development of the industry.With the rich and colorful cultural resources of ethnic minorities,cultural tourism in ethnic areas has grown stronger,and unique and unique ethnic customs have become more and more popular among tourists.However,with the development of tourism,the influence of foreign culture on the culture of the nation has also expanded,which has continuously impacted the development of national cultural tourism,seriously affecting people's confidence in their own culture,and the phenomenon of national culture is broken.However,intangible cultural heritage The core tourism products with ethnic characteristics are an important cornerstone for the continuous and sustainable development of tourism in ethnic areas.If we continue to allow the deepening of foreign cultures,whether it is the economic development of ethnic areas or the cultural spread of ethnic tourism destinations,it will have adverse effects,which will lead to the decline of society and seriously affect the tourism of ethnic cultural tourism areas.Healthy development.Minority people are the main body of local intangible cultural heritage protection,and the most common and direct way for local residents to participate in tourism is to participate in the operation of local tourism enterprises.The protection of intangible cultural heritage in Jianshui County,Honghe Yi Autonomous Prefecture,Yunnan Province has been widely concerned.In this study,Jianshui County as a case,Jianshui County tourism enterprise operators and local residents as the object of investigation,we explore the question is,first of all,whether the development of rural tourism enterprises will play a positive role in the protection of intangible cultural heritage.Secondly,whether the local protection of local intangible cultural heritage is conducive to the management of rural tourism enterprises.By exploring the relationship between the two,a good interaction modelis established to realize the sustainable development of culture and economy,so as to achieve the management and immaterial management of rural tourism enterprises.A win-win situation for the protection of cultural heritage.Based on the combing and learning of the related literatures on the management of rural tourism enterprises and the protection of intangible cultural heritage,this paper constructs an interactive mechanism for the management of rural tourism enterprises and the protection of intangible cultural heritage,using a combination of questionnaire survey and field interviews.The case study was carried out on the spot,and finally the statistical tools were used to conduct descriptive analysis and reliability analysis on the data collected by the survey visit,and the following conclusions were obtained: First,the protection subject,protection method and protection field of the intangible cultural heritage The domain is affected by the operation of rural tourism enterprises.Secondly,the market environment of rural tourism enterprises,such as the market environment,supplier factors,whether they have enterprise awareness,economic development,social progress and government policies,are affected by the protection of intangible cultural heritage.Among them,the “ corporate awareness ” influenced by the protection of intangible cultural heritage plays an active role in promoting the business performance of rural tourism enterprises.The “economic” and “social” factors increase the annual income level of rural tourism enterprises,and the business operators ' Satisfaction with the development of economic factors has also increased.Finally,rural tourism business operators have a higher awareness of the protection of intangible cultural heritage than ordinary ordinary residents,and it is conducive to raising the annual income level of business operators.In addition to drawing conclusions,this paper also puts forward policy recommendations for the management of rural tourism enterprises and the protection of intangible cultural heritage,and constructs a benign interaction model between the two to promote and develop each other.