Research On The Integrated Development Of Intangible Cultural Heritage And Rural Touris

As of the end of 2020,China is the country with the largest number of intangible cultural heritage in the world.As the link between the traditional culture of the Chinese nation and modern society,intangible cultural heritage is the individualized embodiment of different ethnic groups and regions in my country,and it is a five-thousand-year-old Chinese nation.Witnesses of history.The protection and inheritance of intangible cultural heritage is an important topic that people pay attention to.Most of the intangible cultural heritage in our country is located in the countryside.Therefore,many scholars have proposed that the coordinated development of cultural tourism on the basis of the protection of intangible cultural heritage is not only beneficial to the protection and inheritance of my country's intangible cultural heritage,but also can be very effective.To maximize the local economic level,promote poverty alleviation and achieve rural revitalization.This study takes the integration of intangible cultural heritage and rural tourism in Jiading District as the research object,and conducts a detailed study on the preferences of tourists who have visited Jiading District on the local intangible cultural heritage items and the evaluation of tourism perception,and deeply explores the relationship between local intangible culture and rural areas.The direction and path of integrated tourism development,so as to guide and promote the better integrated development of intangible cultural heritage and rural tourism in Jiading District.It provides an integrated demonstration for the integration and development of intangible cultural heritage and rural tourism in other regions of my country.This study firstly uses SWOT analysis to qualitatively study the current advantages,disadvantages,opportunities and threats to the development of intangible cultural heritage rural tourism in Jiading District.Furthermore,the questionnaire design is carried out by taking the tourists of Jiading intangible cultural heritage scenic spot as the survey object: first,using the method of literature research element extraction to extract 3 dimensions and 28 index factors of tourists' perception evaluation of tourism;Second,use the Delphi method to score the index elements of tourists' evaluation,screen them according to the scoring results of experts,and finally determine 16 tourists' perception indicators including three dimensions of cognition,experiential learning and psychology;Third,according to the existing intangible cultural heritage projects in Jiading,design a questionnaire on tourists' preference for intangible cultural heritage projects;Fourth,matching and analyzing tourists' perception evaluation of Jiading intangible cultural heritage and tourists' preference for intangible cultural heritage items.Combining qualitative research with quantitative research,this paper analyzes the path and model of the integration of intangible cultural heritage and rural tourism in Jiading District.Conclusion: First,tourists prefer intangible cultural heritage items such as food tasting and dynamic live performance;Second,tourists' perception evaluation scores for the three dimensions of intangible cultural heritage tourism are psychological,cognitive and experiential learning in descending order,with scores of 0.250,0.247 and 0.208,respectively;Third,according to the perception evaluation and preference of tourists,the integrated development path and policy suggestions are given from three aspects: the way of displaying the intangible cultural heritage of the scenic spot,the infrastructure service of the scenic spot and the influence of the cultural dissemination of the scenic spot.