Investigation And Research On Miao Ethnic People Celebrate Ganqiu Festival Activity In Huayuan Xiangxi

Miao’s Ganqiu Festival in Huayuan County has been selected into the World Heritage List with China’s “24 Solar Terms”.Meanwhile,Ganqiu inherits more than 30 national and provincial non-heritage projects,such as Miao drum dance and Miao dragon dance,with high level of cultural value and social significance.There are a number of folk tales about the origin of Ganqiu Festival,which can be sorted into five categories: love seeking,mourning,grateful,anti-riot,and exorcism.Mostly are the love seeking stories,however,the exorcism stories are close to the historical truth,which expresses the modest wish of Miao people to defeat nature.Traditional Ganqiu Festival in Huayuan was originally a seasonal festival with simple content and single social function,with distinct characteristics of farming culture.In the course of development,the content of the festival was continuously enriched,and the function and property of it were also changed dramatically.At present,Miao’s Ganqiu Festival in Huayuan is an official brand-building tourism and cultural activity guided by the government,containing Miao customs.This paper investigated Ganqiu Festival in Huayuan in 2019 in all respects through a method of field investigation,and conducted research and analysis of the current development of cultural brand of Ganqiu in Huayuan.Finally,it summarized the achievements of Huayuan County in building the cultural brand of Ganqiu Festival,and pointed out the existing problems at present.On the basis of combination of Huayuan’s natural and cultural tourism resources,it put forward relevant strategies in building cultural brand of Ganqiu Festival in Huayuan in five aspects,focusing on “redesign brand concept”,“accurately position the tourist market”,“create innovative festival activities”,“attract foreign professionals” and “encourage local people to participate”.