Miao Drum Festival in Xijiang : Cultural Protection and Tourism Development Strategiess

Abstract

The research objective of the article were:1)To Study the history of Drum Festival in Xijiang.2)To Study the Drum Festival protection and cultural tourism SWOT analysis in Xijiang.3) To Study the Drum Festival protection and cultural tourism SWOT Strategy in Xijiang. This paper uses qualitative methods to study and analyze the relevant information and literature of Drum Festival in Xijiang . 5 key informants, 15 Casual informants and 20 General informants andwere selected and distributed for this study, and the data were collected and organized through field research, in-depth interviews, SWOT analysis and other methods. The study obtained research results through data analysis and research.The results are as follows:

(1)The origin of the Xijiang Miao Drum Festival is the drum society system of the Miao people, Intangible Cultural Heritage has developed from ancestor worship to a festival with various functions such as entertainment and socialization, and the connotation of the festival has been enIntangible Cultural Heritageed continuously, while the process of the festival has been constantly evolving.

(2)Through the analysis of the compiled data and information, The conclusion drawn is: The strengths of the protection and tourism development of Xijiang Miao Village Drum Festival include:l: 1. Rich culture,2. Policy support, 3. Beautiful scenery; Weaknesses: 1. Insufficient promotional capabilities, 2. Limited experiential projects, 3. Unreasonable benefit distribution mechanism; Opportunities: 1. Expansion of cultural tourism market, 2. Development of cultural and creative industries, 3. Utilization of digital technology;Threats: 1. External cultural influences, 2. Uncontrollable factors, 3. Over-commercialization.

The SWOT strategy for the protection and tourism development of the Xijiang Miao Village Drum Festival is as follows: 1,SO strategy: Utilize rich culture to create immersive cultural experience projects; WO strategy: Optimize the benefit distribution mechanism. WT strategy: Protect the authenticity of culture; ST strategy: Promote the drum festival through various media, enhance the competitiveness of the scenic area, and cultivate cultural heritage practitioners.

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