Leaf fig finishing
The first "China Danzhai Intangible Cultural Heritage Week", which lasts for more than a week, is being held in Danzhai Wanda Town, Guizhou Province these days. As one of the series of activities of "China Danzhai Intangible Cultural Heritage Week", on October 18, the "China Intangible Cultural Heritage and Tourism Integration Development Forum" opened in Wanda Town.
How to transform traditional festival intangible cultural heritage resources into rural tourism resources? How can intangible cultural heritage and tourism be further integrated? At the forum on the same day, Wei Xiaoan, chief expert of the World Tourism Cities Federation, Xiao Fang, professor of folklore of Beijing Normal University, and Liu Shijun, secretary general of the World Tourism Alliance, made in-depth discussions on these issues. "The first is the protection mechanism, the core of the protection mechanism is the dynamic mechanism, the people are willing to protect, because he feels that protection has benefits for him, so he has enthusiasm." Relevant experts said.
The Intangible Cultural Heritage Exhibition Hall of Wanda Town, Danzhai County, Guizhou Province, where non-hereditary inheritors display their birdcage making skills.
The scene of the "China Intangible Cultural Heritage and Tourism Integration Development Forum"
Wei Xiao'an, chief expert of the World Tourism Cities Federation, gave a report entitled "Five Beauty Tools: Intangible Cultural Heritage Deepening and Tourism Development". He believes that "intangible cultural heritage is everywhere. From the perspective of tourism, it is our resource, and what we have to do is to transform it into a product and push it into the market, so that it can really have value, this value is first of all economic value, if there is no economic value, intangible cultural heritage can not go out; followed by cultural value and social value. There is a lot of controversy on this issue, for example, some people are saying that our intangible cultural heritage is too commercial, and my view is just the opposite, I think our intangible cultural heritage is not commercial enough. Because it is not commercial enough, it lacks market vitality. It can only be supported by the government, and if a thing is supported by policies and governments, it is impossible to last. So the first point I want to talk about is called the resourceization of intangible cultural heritage. ”
The Intangible Cultural Heritage Exhibition Hall of Wanda Town, Danzhai County, Guizhou Province, where non-hereditary inheritors display the production process of Buyi costumes. Image from Xinhua News Agency
Wei Xiaoan summarized the characteristics of intangible cultural heritage as the pursuit of beauty, the pursuit of nostalgia, and the pursuit of life. "I think the core of intangible cultural heritage is the pursuit of beauty. From the perspective of the market, if this intangible cultural heritage is not good for people's senses, it is not the pursuit of beauty, I am afraid it is difficult to maintain. So I said, the pursuit of beauty is the first, if a lot of folklore, culture, is your taboo, we respect, but these things do not have to be brought to the market, to the market must be beautiful things. Wei Xiaoan said, "These days, Danzhai gives me the feeling of being a first-class tourism product, and the collection power of this tourism product has both the embodiment of material culture and the concentration of intangible culture." We need to study the formation of intangible cultural heritage until today, which should be said to be a tortuous process of understanding and a tortuous development process. On the other hand, the reason why Danzhai can leave so many intangible cultural heritages is because of two words: poverty. Because the poor have no destructive power, it is too late to industrialize, and it will enter post-industrialization at once. So poverty left a good landscape, and today we find its value, which is such a process. ”
Guizhou Danzhai leather paper making technology
When it comes to the relationship between intangible cultural heritage and tourism, Wei Xiaoan first said that the inheritors of intangible cultural heritage should have self-respect, self-confidence and self-love for their own culture. For the "intangible cultural heritage construction mechanism", Wei Xiaoan believes: "First, the protection mechanism, the core of the protection mechanism is the dynamic mechanism, the people are willing to protect, because he feels that protection has benefits for him, so he has enthusiasm." Our propaganda has played a big role in recent years. Now the common people all know that everything that is ancient is valuable, and it is precisely because of the interests that there is a motivation to protect. We don't have to hide our interests here. Can experts sing high-profile and let ordinary people sing high-pitched? The second is the mechanism of inheritance, which also involves interests, how to inherit the intangible cultural heritage holders, how to inherit the non-genetic inheritors, we now have some policy support, but this is a short-term, long-term development how to do? The Japanese system is called cultural property, which is also supported by the government, so that the income of the holders of cultural property reaches a medium level, and no one passes it on if it does not reach this level. For example, the holders of intangible cultural heritage have a monthly income of 20,000, the inheritors earn 10,000 a month, and the apprentices earn 5,000 a month. If you can only have an income of two or three thousand, you can just work part-time to exceed it, so why pass on this? This is a core issue. The third is the market mechanism, that is, the combination with tourism, because tourism realizes the market value of intangible cultural heritage products, and also realizes its cultural value and social value. ”
Non-hereditary heirs in Danzhai County, Guizhou Province, demonstrate batik making skills.
Xiao Fang, professor of folklore at Beijing Normal University, gave a report entitled "Festival Non-Genetic Inheritance and The Exploitation of Intangible Cultural Heritage Resources under the Integration of Culture and Tourism". He believes that festival culture is the largest intangible cultural heritage in Guizhou and the most abundant cultural resource. According to the first four batches, there are 20 items that have been included in the Representative List of Intangible Cultural Heritage, such as the Year of Miao, the Year of Dong, the DuanJie festival of the Shui tribe, the March of the Buyi ethnic group, etc. Qiandong is a state with more. Guizhou also has good ecological resources, combined with the two unique resource advantages of nature and humanities, so Guizhou's cultural tourism road has a very good prospect, but the advantages of these resources are not equal to the actual economic and cultural advantages, how to achieve the transformation of cultural resources into tourism resources, to achieve the ideal of cultural tourism integration needs our serious study. It further analyzed and discussed from the two aspects of festival intangible cultural heritage resources and traditional festival intangible cultural heritage resources into rural tourism resources.
During the "China Danzhai Intangible Cultural Heritage Week", the Miao people in costume participated in a long table feast. Xinhua News Agency Photo
Liu Shijun, secretary general of the World Tourism Alliance, has been engaged in tourism work for 30 years, and has been exposed to the regional and intangible cultural heritage of many places in his work, and the practice of the integration of intangible cultural heritage and tourism in various places has benefited a lot, especially in some tourist destinations, the local intangible cultural heritage is displayed to tourists in a unique form, and the culture is vividly presented in front of tourists, which is impressive and fresh, and also makes his understanding of the integration and development of intangible cultural heritage and tourism gradually deepened.
He believes that intangible cultural heritage is a powerful hand to promote cultural and tourism poverty alleviation. "On October 10 this year, the World Tourism Alliance, together with the World Bank and the China International Poverty Alleviation Center, held a press conference on the World Tourism Alliance in Beijing, and we released 100 cases selected for the World Tourism Alliance in the past three years from 2018 to 2020, of which 89% of these 100 tourism cases are from our country, these cases tell the Chinese story of tourism poverty reduction to the international community, and contribute to the tourism poverty reduction program, Guizhou has 9, which is the most. Among them, there is the integration of intangible cultural heritage and tourism. Enhancing local attractiveness to promote tourism development and achieve poverty alleviation is a typical case. Here, I would like to briefly share the two cases selected by Guizhou this year. Liu Shijun said, "One of the cases is the Danzhai Town of Wanda Group, the incidence of poverty in Danzhai in 2011 was 49%, about half of the county is poor, Wanda Group combined with more than 20 years of poverty alleviation experience, starting from the actual situation of poverty in Danzhai County, signed a poverty alleviation agreement with the Danzhai County Government, so that Danzhai Wanda Town has changed from an obscure poverty county to a new tourism star in southwest Qianxi." Wanda Town is based on traditional characteristics of architecture, with Danzhai historical and cultural inheritance and ethnic customs as the core, with intangible cultural heritage as the starting point, taking into account the Miaoxiang culture and Xuanyou culture, the Danzhai seven national intangible cultural heritage projects and 17 provincial intangible cultural heritage projects are all integrated, creating a set of eating, living, traveling, shopping and entertainment as one of the health town, it should be said that Danzhai Town is a classic case of successful integration of culture and tourism to reduce poverty. ”
Wanda Danzhai Poverty Alleviation Tea Garden
Wu Bihu, director of the Tourism Research and Planning Center of Peking University, believes that to promote the development of intangible cultural heritage, it is necessary to compress space and adjust time. Compressed space refers to the presentation of "staged", which gathers intangible cultural heritage from different places into the same place to form a powerful communication force; disrupting time is to change the rituals that were originally at a specific time into a ceremony that can be seen frequently, such as the Songkran Festival that only appears in the Dai New Year every day at many Yunnan scenic spots. "It is impossible to keep the intangible cultural heritage exactly as it used to be, unless certain laboratory conditions are given, that is, museums." The more active way is to have a market, tourism is one of the markets, cultural and creative products are another market. Wu Bihu said.
Guizhou Danzhai batik
At the roundtable dialogue in the afternoon, Xu Xing, director of China Tourism News, announced 12 national intangible cultural heritage tourism routes. Li Xinjian, professor of Beijing Second Foreign Chinese College and executive dean of the Capital Institute of Culture and Tourism Development, Zhao Gang, dean of the School of Handicrafts of Suzhou Arts and Crafts Vocational and Technical College and director of Guizhou Workstation of Traditional Crafts, Su Zhourong, former director of QiandongnanZhou Intangible Cultural Heritage Center, and chairman of Guangzhou Wenmu Cultural Development Co., Ltd., continued to make a roundtable dialogue on "the integration of intangible cultural heritage and tourism". Li Xinjian, professor at the Beijing Second Chinese Institute and executive dean of the Capital Institute of Culture and Tourism Development, believes that to combine the cultural and tourism market, it is necessary to know who the mainstream consumer group in today's market is, and it is young people. So in this process, how to do a young market is also very important.
Guizhou Leishan Langde Miao Zhai Picture from the network
Su Zhourong, former director of the Qiandongnan Prefecture Intangible Cultural Heritage Center, is an intangible cultural heritage person who has been engaged in intangible cultural heritage work for a long time, "I have been doing this work since 2004, and judging from the guests on the stage today, it can be said that I am the most direct practitioner." In fact, the earliest intangible cultural heritage tourism integration development in Qiandongnan began in the 1980s, the earliest is the Langde of Leishan and the line selected today, when we developed the model, not like the current high platform to publicize, there is a kind of waiting for the rabbit, I hope more tourists come to my home. In fact, there was no concept to do tourism at that time, but after they came, we greeted them with our good folk customs, and we showed our traditional handicrafts in front of them, if they needed. At that time there were some discoveries we had a lot of exquisite traditional crafts to buy it. Slowly, let's say, what kind of culture do you have, when we in Rounde first carried out such an integrated development of intangible cultural heritage and tourism. In fact, when we did this kind of tourism, many experts were very worried about us, and they would say that tourism is a killer of culture, and they came in to destroy it with great destructive force. But through the development of thirty years of cultural and tourism integration, I think we have a lot of successful cases, in fact, like Langde Shangzhai, Shangzhai is now developed to today, all our cultural types are maintained very complete, and now it is a national key cultural relics protection unit, is the hometown of song and dance art, the hometown of Lusheng art, the traditional Chinese village and so on. There are a lot of honors. After developing these years, what we feel is that we want to do tourism, the enthusiasm of the beginning is very high, to do now, although we have made a hollow village into a popular village, but how to develop in the future, how to develop, how to sustain development? The management behind is the most important. ”
Guizhou Leishan Langde Miao Zhai women dressed in costumes Picture from the Internet
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