The hottest way to explore intangible cultural her

  • Detail

Exploring the way "intangible cultural heritage + tourism" awakens the "sleeping heritage"

release date: Source: Jiangsu, China

the Spring Festival of the year of the ox. changhuijun, the inheritor of intangible cultural heritage of Nanjing folk wood art, is very busy. She carved wood portraits and guided the rubbing of the year of the ox prints at the Nanjing folk custom museum. The tourists who came to experience "queue up every day"

around the Spring Festival, intangible cultural heritage in the province was very popular. More than 200 intangible cultural heritage exhibitions and experience exchange activities were launched online and offline. The click volume of intangible cultural heritage series new media products on the "water charm Jiangsu" all media platform of the provincial culture and Tourism Department exceeded 2.1 million

give consideration to protection and utilization, effectively "activate" intangible cultural heritage, and explore a new way of development. Last month, the first 10 intangible cultural heritage tourism experience bases in Jiangsu Province were announced. As a major cultural and economic province, Jiangsu is exploring the organic integration of intangible cultural heritage and tourism to awaken the "sleeping heritage" through the market

"seeing intangible cultural heritage" has become a New Year custom

"Nanjing is not only beautiful in mountains and waters, but also a Qinhuai flavor snack. That's what makes people famous all over the world..." one afternoon during the Spring Festival, authentic Nanjing white Bureau rap came from the Ganxi former residence special exhibition hall, and many tourists stopped to listen

said that this means that the semiconductor module made with ultradur b4450 G5 can avoid current short circuit and damage. The singer is huanglingling, the provincial representative successor of Nanjing white Bureau of national intangible cultural heritage. She painted directly and taught several students to sing "my hometown is in Nanjing" and "all five senses should be stretched, and eyes and eyebrows should follow"

off the stage, Uncle Wang, a 65 year old citizen of Nanjing, and his old friends were fascinated. He told Xinhua intersection that after retirement, he would buy a new year card for Nanjing Tourism and garden, and he especially liked to come here. "See the craftsmen working in the museum, chat with them, and come to see them during the new year. There are too many 'good things' here."

Ganxi's former residence is also the Nanjing folk custom museum. It was not closed during the Spring Festival, because more than 10 intangible cultural heritage masters brought their unique skills, which made it full of flavor. We can see that the ox lamp in the hands of caozhenrong, the representative inheritor of Qinhuai lantern, the provincial intangible cultural heritage, shows the spirit of "exploiting wild cattle"; He bin, the provincial intangible cultural heritage inheritor of Nanjing clay figurine, integrated the purple sand craft into the "Funiu", and the head calf was cute and naughty; "Jinling Hulu Zhang" gold lettered signboard Zhang Miao, using six "Hulu cows" to put out the "six six great Shun"...

tourists can not only see the master's on-site display of unique skills, but also participate in interesting interactions. There are also intangible cultural heritage cloud classes in the museum. Seven intangible cultural heritage inheritors teach intangible cultural heritage knowledge online and exhibit intangible cultural heritage charm. "I hope it will become a New Year custom for people to come here to see intangible cultural heritage during the new year." Said liuyuanzhi, deputy curator of the museum

this spring, the activity of "Celebrating the new year with intangible cultural heritage" has spread to all parts of the province - in Nanjing, the "Qinhuai river lanterns leaping into the clouds" exhibition was launched at Confucius Temple, laomen East, Bailuzhou Park and other scenic spots, and more than 100 large groups of lanterns previewed the grand scene of the Lantern Festival; Lianyungang, Huai'an, Yancheng, Suqian and other places have intensively displayed local folk culture through intangible cultural heritage projects such as Huaihai opera, flower boat performance, gongs and gongs, Northern Jiangsu Qinshu and children's play...

"intangible cultural heritage New Year" has even spread overseas. At the end of January, the "Jiangsu intangible cultural heritage boutique Exhibition" was launched in Sydney, which used VR technology to display the carefully selected intangible cultural heritage representative works and year-round cultural creativity of our province, and was popular with local residents, especially Chinese

"live" display + research tourism

intangible cultural heritage tourism has gradually become popular in our province in recent years

every morning, after a cart of black mud is sent to the ancestral hall, the sound of mud blows from the crack in the door... This is the scene in the memory of wangnanxian, a clay figurine master of Huishan. "Old Wuxi people know that there are many 'clay figurines' in Huishan ancient town, which refers to Huishan clay figurines. Around the clay figurines, we have formed the integration of production, experience and sales." Suwenlong, deputy general manager of Wuxi Huishan ancient town cultural tourism development Co., Ltd., told that combining intangible cultural heritage with tourism, the scenic spot has specially created a characteristic "tourism + culture" product - Huishan clay figurine intangible cultural heritage experience and study tour. The inheritors explain the characteristics of different soils to the children and teach them how to make bricks and colors by hand. In the past two years, the clay sculpture contest for primary and secondary school students in Wuxi, the summer children's fun festival in Huishan ancient town, and the "Huishan clay figurines into the campus" have been successfully held. The Huishan clay figurine research tour has become a must for local parent-child tours, foreign exchanges and summer and winter camps

in Huishan ancient town, there are many intangible cultural heritage similar to "live" display, such as Liuqing bamboo carving, Wuxi Jingwei embroidery, pastry cake, etc. Since 2014, the town has systematically promoted the integration of "intangible cultural heritage + tourism", with more than 50% of the shops producing and selling intangible cultural products and providing relevant experiences. Last year, the ancient town received more than 4million tourists

"the concept of 'intangible cultural heritage + tourism' has emerged since the integration of culture and tourism has been promoted. However, it is not easy to do so. We have been thinking about what innovations we can make." According to Liu Yuanzhi, the Nanjing folk custom museum exhibits more than 100 intangible cultural heritage projects and 19 project inheritors' studios in Nanjing, as well as several classrooms that can accommodate 500 tourists to experience intangible cultural heritage skills at the same time. Live exhibitions are held throughout the year. "The studios are open, and visitors can walk in and interact with intangible cultural heritage inheritors at any time." The museum also holds more than 10 intangible cultural heritage exhibitions every year. In the brand activity of "viewing exhibitions and learning intangible cultural heritage", intangible cultural heritage inheritors act as interpreters and teach production on site

"it can be said that non relics lie in all aspects of our lives." The relevant person in charge of the intangible cultural heritage division of the provincial culture and Tourism Department told that there are ten categories of projects listed in China's intangible cultural heritage list, including folk literature, traditional music, traditional art, traditional drama, folk art, entertainment and acrobatics. Many projects have a good sense of interactive experience and are suitable for tourists to participate, and can be designed into creative courses. Many intangible cultural heritage venues and tourist attractions inside and outside the province are committed to providing such tourism products

the overall development gathers "small and scattered"

many intangible cultural heritage projects have the potential of cultural and tourism integration, but the development of intangible cultural heritage tourism is still under exploration

walking into Yangzhou 486 non relic gathering area, people are dazzled by all kinds of lacquerware, jade, paper cutting, embroidery, etc. Tangnaiyang, the 12th generation successor of Yangzhou Guangling School of zither, has a studio here, Yangzhou Zhengyi zither club. The room of more than 20 square meters has been divided into two public large class areas and small class areas. There is a small stage at the door of the club, and sometimes he will show it on site. In Tang's opinion, intangible cultural heritage, as a regional culture, tends to spread in a limited range, while tourism is a good way of publicity, "bringing new audiences here in a steady stream, and different cultures contact and blend with tourists through the platform of the gathering area."

"there are more than 200 kinds of intangible cultural heritage projects in a Yangzhou city. We will study which intangible cultural heritage heritage projects are invited to settle in, which can interact with citizens and tourists, and which 'endangered' need inheritance and protection one by one." Ma Juan, deputy general manager of Yangzhou Craft Workshop Management Co., Ltd., participated in the development of various intangible cultural heritage tourism experience activities and witnessed the process from the operation to the rise of the cluster area in 2015

according to Ma Juan, "the fragrance of wine is also afraid of the depth of the alley". The number of intangible cultural heritage projects in Yangzhou ranks second in the province, but the popularity does not match it. "Culture is often thick, and tourism should be used to make culture light and sensible." Majuan believes that the packaging and integration of different intangible cultural heritage cultures for platform operation will also facilitate the improvement of hotels, restaurants and other supporting facilities around, so as to better serve tourists. Yangzhou 486 non relic gathering area is built locally with the state-owned enterprise Yangzhou craft workshop operation management Co., Ltd. as the operator

at present, the cluster has routinely carried out tourism experience services around several major sectors, undertaken various major cultural exchange activities, opened intangible cultural heritage public lectures and cultural classes, and developed high-quality research courses by combining live performance with static exhibitions. Majuan introduced that she was planning to further adjust the business format, realize the connection with scenic spots on the tourist routes, unify the research and development of cultural creativity, strengthen the brand image packaging, and realize the integration of "tourism, shopping and entertainment"

this centralized development idea coincides with the idea of Huishan ancient town to realize the integration of culture, business and tourism. Suwenlong believes that in the face of small and scattered intangible cultural heritage projects, the integrated, localized and living protection and development is not only the key to maintaining the "source and flowing water" of intangible cultural heritage, but also the best way to activate and utilize intangible cultural heritage

talent echelon construction needs to be strengthened.

another difficulty in promoting "intangible cultural heritage + tourism" is talent echelon construction. It is learned from the interview that the income of developers engaged in intangible cultural heritage heritage inheritance is often not high. It takes years of accumulation from ordinary apprentices to provincial and national intangible cultural heritage inheritors. If they do not really love it, they often cannot sit on the "bench"

Gao Yong, the municipal intangible cultural heritage inheritor of folk cloth art, has been in the Nanjing Folk Museum for 15 years. In addition to making cloth art works, he also receives apprentices to teach art by live broadcasting handicrafts and going out to give lectures. He regretfully told that many people like traditional cloth art, but there are still too few young people willing to go in and stick to it. "As Inheritors, we must first constantly enrich products and establish brands so that others are willing to learn from them. At the same time, we call on the society, including the media, to pay more attention to intangible cultural heritage and related inheritors. Environmental edification is crucial. We hope to introduce more policies so that intangible cultural heritage inheritors can make a living and develop technology into art."

the shortage of funds is also a practical problem faced by many intangible cultural heritage projects. "Education departments and schools have supported such activities as' intangible cultural heritage into the campus', but the lowest price of an ancient zither is 3000. We also need zither tables and benches. As teachers, we cannot provide them." Tang Naiyang said that after one of his students established the Guqin Association in a city in southern Jiangsu, he set up "intangible cultural heritage into the classroom" courses in several local schools, and only paid 100 yuan each time

according to zhanglaixi, the representative inheritor of Yangzhou lacquer painting technology, the identification system of intangible cultural heritage inheritors needs to be improved. "At present, there are a limited number of intangible cultural heritage inheritors at all levels. That is to say, if the person evaluated is still alive, other people can not be recognized as Inheritors of the same level even if their skills have reached the same level. When some intangible cultural heritage inheritors are older and no longer produce works, this' title 'is difficult to reflect its due value." As a member of the provincial CPPCC, Zhang Laixi submitted a proposal again at the provincial two sessions this year, suggesting that retired intangible cultural heritage inheritors can be apprenticed and re employed, and at the same time supporting an assessment mechanism to turn into honorary intangible cultural heritage inheritors when they are old

due to the government subsidies involved, the assessment at all levels is very strict. Zhang Laixi said with concern that the average age of people engaged in lacquer making in Yangzhou is over 40 years old. It usually takes 10 years of basic skills to produce works. This process itself is very hard. In addition, there are hidden "barriers", which is not conducive to inheritance

according to suwenlong, around the construction of talent team, scenic spots are also making efforts. For example, Huishan ancient town will go to some schools to recruit art design professionals, introduce professionals and carry out special training. It will also carry out special training for interested scenic spot staff to tap talents. However, he also bluntly said that it is not enough to rely on scenic spots alone. He should also set up courses in relevant schools and establish long-term cooperation with Intangible Cultural Heritage Inheritance bases or scenic spots, which not only facilitates students' employment, but also lays a foundation for intangible cultural heritage inheritance

standardizing market assistance

Copyright © 2011 JIN SHI