Study On The Value Co-Creation Between ICH Practitioners And Tourists In Tie-Dye Tourism In Zhoucheng,Dali

With the proposal of the slogan " making cultural heritage come alive " and the concept of "development in protection,protection in development" becoming a consensus,the state has further emphasized the protection and utilization of cultural heritage.In the context of the integration of culture and tourism,the combination of intangible cultural heritage and cultural tourism industry is a widely recognized way of protection and utilization.The integrated development of intangible cultural heritage and tourism not only strengthens the protection and marketization inheritance of intangible cultural heritage,but also strengthens the identity and cultural confidence of intangible cultural heritage holders and strengthens their confidence in inheriting intangible cultural heritage.Intangible cultural heritage,with cultural tourism products as its material carrier,attracts tourists for cultural experience and consumption,enabling them to perceive its social,cultural and other diversified values.Inheritors and tourists,as two major participants,have a close relationship with intangible cultural heritage.But in the study of traditional intangible,often with bias noumenon,in the past and static perspective to understand the intangible concept,value and protection principle,inheriting people’s subjective initiative,spiritual needs,value creation and tourists diverse cultural experience in the intangible activities were not appreciated,value cognition,emotion and attention.Firstly,based on the frontier perspective of speculative heritage research at home and abroad,and combined with the value co-creation theory with great potential in the tourism field in recent years,this paper integrates the interaction between inheritors and tourists and the value co-creation construction process of intangible cultural heritage tourism activities as the theoretical basis and research perspective of this study.Secondly,this study selected Zhoucheng Village,Dali,Yunnan Province,as a case study,introduced the general situation of Zhoucheng village and tie-dye changes in detail,and explained the current status of Zhoucheng tie-dye tourism.Thirdly,this study pays attention to the fact that cultural inheritors and tourists represented by practitioners are the main participants in the tie-dye tourism market,and points out that there is a good basis for value co-creation between inheritors and tourists in tie-dye tourism activities.It further describes the main ways of value co-creation based on tie-dye,such as exhibition visit,tie-dye experience production and social media promotion.Finally,the article analyzes the inheritance and tourists on both sides of tie-dye live condition in different interaction value cognition,illustrates the inheritance and subjective initiative of tourists in the tourism activities,especially focus on the group of tourists is not just a passive,onedimensional,completely entertainment oriented to receive messages from the culture of tourism activities,But with the passing on of people active in the interaction of the cultural information decoding and recoding,deepening understanding of tie-dye deep and emotional resonance,gives the tie-dyed together in identity,cultural self-confidence,emotional needs and symbol significance,brand promotion,etc,the pluralistic value,reveal the value of the intangible multivariate and dynamic construction and living condition basic rheological characteristics.The research breaks through the limitations of domestic traditional heritage research perspective,and provides a speculative research perspective and theoretical construction for the protection,inheritance and sustainable development of intangible cultural heritage.