RESEARCH ON HENAN PROVINCE’S INTANGIBLE CULTURAL HERITAGE INHERITANCE INNOVATION AND EXTERNAL COMMUNICATION AS PART OF THE INTEGRATION STRATEGY OF CULTURE AND TOURISM

Authors: Chengxin Li & Manual Selvaraj Bexci

ABSTRACT

Using the integration strategy of cultural tourism and cultural creation as the entry point, this paper aims to preserve innovation and external communication of intangible cultural heritage in Henan Province, China. It does this by combining the intangible cultural heritage with the Henan Province’s cultural tourism and cultural creation industries and examines the present state of inheritance innovation and external communication of intangible cultural heritage in the form of “culture+,” “tourism+,” “internet+,” and other forms.It also looks at how inheritance innovation, publicity, and promotion of intangible heritage have been updated to promote the protection and expansion of this kind of cultural asset while also enabling a broader public understanding of intangible cultural heritage in Henan Province.

The geographical differences between industries have steadily been blurred by economic growth and technological advancement, and the driving force of integrated development has been shown. The integration of the tourist and cultural sectors constitutes one example.The “integration of culture and tourism” has emerged as the most fundamental tactic and market consensus in the process of policy regulation, industry transformation, and project innovation in China’s culture and tourism industry since the 2018 merger and restructuring of the National Tourism Administration and the previous Ministry of Culture. Xi Jinping, the general secretary, noted that“the cultural industry and the tourism industry are inseparable, and we should insist on shaping tourism with culture and emphasizing culture with tourism, and promote the integrated development of culture and tourism”.1  In addition to expanding the area for each of their growth, the combined development of the two encourages the mutual penetration of culture and tourism, both are being advanced simultaneously.In this context, Henan Provincial Party Committee in 2021 put forward the “strategy of integrated development of culture, tourism, culture, and creativity”. Combining intangible cultural heritage with the tourist sector is a powerful approach for it to adapt to the current context and encourage its spread as a living cultural legacy.The land and water support each intangible cultural asset, which vividly conveys the people’s cultural heritage, unique spiritual values, way of thinking, imagination, and cultural consciousness.

As one of the birthplaces of Chinese civilization, an essential historical axis for the transmission and advancement of Chinese culture is Henan Province. Because of its long history and unique culture, it has formed characteristic intangible cultural heritages, such as Luoyang Tang Sancai, Zhuxianzhen woodblock prints, Shaolin Kungfu, Huaiyang mud dogs, Huixian paper-cutting, Nanyang jade carving, etc. One crucial strategy to encourage its spread is the merging of culture, tourism, and cultural production.

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