Research On The Integrated Development Of Intangible Cultural Heritage And Tourism In Jiangsu

With the rise of consumerism,people's consumption objects have gradually shifted from material products to process and meaning.In the tourism industry,it is mainly reflected in the fact that tourists are no longer only satisfied with the appreciation of static landscapes,but pursue a "sense of place" different from daily life.Intangible cultural heritage carries the cultural heritage of the place.Cultural genes and historical memory are signs of "locality".After the intangible cultural heritage enters the tourist area,it will become an important attraction of the scenic area,thereby enhancing the economic vitality of the tourism industry.At the same time,the tourism industry also provides new application scenarios and demand motivation for the protection and inheritance of intangible cultural heritage.The "integrated development of intangible cultural heritage and tourism" that has both cultural and economic benefits has become a new trend.As it is still in the preliminary stage of development,the integration of intangible cultural heritage and tourism has problems such as unclear mechanism,insufficient power,and single path.Therefore,it is particularly necessary to re-examine the relationship between intangible cultural heritage and tourism in the integrated development.In view of this,this study takes Jiangsu Province as the research object and uses a combination of qualitative and quantitative methods to explore.First,define and summarize the two main concepts and characteristics of intangible cultural heritage and tourism,and analyze the integration mechanism of intangible cultural heritage and tourism based on local theory and synergy theory."Local" production is the basis for the integration of the two."Locality" is an important guarantee for the generation of a "sense of place" in a tourist destination.Non-legacy is an important symbol of local culture and an important resource for production of "locality".Therefore,intangible cultural heritage and tourism have a natural relevance.The two systems of intangible heritage and tourism coexist in symbiosis.Under the combined effect of their internal factors and external factors such as national policies and technological innovations,they are integrated and developed through different paths,resulting in a variety of integration models.Secondly,through field research and statistical data,sort out the current integration of intangible heritage and tourism in Jiangsu.Build the evaluation index system of intangible cultural heritage abundance and tourism development level respectively,and then calculate the coupling coordination degree of intangible cultural heritage abundance and tourism development level based on relevant data.The empirical results show that the degree of coupling coordination is affected by the degree of matching between the abundance of intangible cultural heritage in the region and the level of tourism development.In general,the degree of coordination in southern Jiangsu is much higher than that in northern Jiangsu.Finally,according to the previous research,the existing problems in the integration and development of Jiangsu's intangible heritage and tourism industry are summarized,and corresponding countermeasures and suggestions are put forward according to the problems.