|
|
|
| A Research on the Development Strategies of Shanghai-Style Traditional Arts and Crafts IP Resources in the Context of Culture-Tourism Integration |
| Liu Zhonghua, Jiao Jipeng |
| Library, Shanghai Arts & Design Academy, Shanghai 201808, China |
|
|
|
|
Abstract The integrated development of intangible cultural heritage and tourism is a new form of consumption, which can not only activate the stock of intangible cultural heritages and enrich tourism supplies but also act as a new momentum for the protection, inheritance and revitalization of intangible cultural heritages. Since 2019, the first year of the integrated development program, Shanghai has fully played its leading role in the integrated development of the Yangtze River Delta. It has displayed the profound meaning and contemporary values of its intangible cultural heritages, continuously improving the protection and inheritance system to enhance its international influence, promote the revitalization of the countryside and elevate Shanghai as a tourism city. In the post-epidemic era, it is worthy of our attention to properly handle the relationship between intangible cultural heritages and innovation, to enrich the approaches for the supply and dissemination of cultural and creative products, and to enhance the cultural meaning of tourism products and the tourism competitiveness of Shanghai and even the Yangtze River Delta. Based on the above, the author has collected information from the official platforms and public cultural service institutions such as official web portals of the Shanghai Municipal People’s Government, the Bureau of Culture and Tourism, the Intangible Cultural Heritage Network, art museums and museums in the past three years in working out specific strategies for the deep integration and development between traditional arts and crafts IP resources and tourism in four aspects: industrial integration, communication integration, service integration and spatial integration.(1) Industrial integration. Driven by innovation, Shanghai has selected and fully examined intangible cultural heritage IP resources that can be developed sustainably, and which meet market demands, to improve the quality and added value of cultural and tourism products. It has focused on establishing the first regional project regarding the culture-tourism integration named “Picturesque Jinshan”, bringing the heritages and facilities displayed in museums and art galleries into tourism products and routes. Meanwhile, it has carried out activities such as “one million people watching operas in Shanghai”, “Readable Architectures” and “Intangible Cultural Heritages in Communities” and developed various night-time consumption projects, such as night tours on the Huangpu River, visiting museums and markets of intangible cultural heritage, etc, to enhance the charm and cultural connotations of the traditional arts and crafts IP resources of Shanghai.(2) Exchange and integration. Shanghai has made better use of its rich cultural and tourism resources by opening up stores and fairs of Shanghai traditional crafts at major international festivals, competitions and meetings. It has accurately sorted out the exact needs of the consumers, put Shanghai’s traditional arts and crafts IP resources into tourism, and launched various tourism routes and international cultural exchange activities. While strengthening “bringing in” and “going out”, it has built direct selling platforms, publicity platforms and industrial clusters for high-quality tourism products in the Yangtze River Delta, to accelerate the region’s exchange and integration.(3) Service integration. In line with the requirements of providing refined, convenient and international services, Shanghai has constantly improved the layout of public cultural venues and counseling centers in scenic areas. It has been working on training better community volunteers and tour guides to provide diversified services at transportation hubs and to display the charm of the intangible cultural heritage crafts. Tow public service platforms, “Shanghai Culture Cloud” and “Shanghai Tourism”, have been chosen to improve cultural services at tourist destinations and distribution centers. In the post-epidemic era, Shanghai has successively launched a number of cloud tourism and immersive activities which allow for a closer experience of intangible cultural heritage so that visitors can understand the culture in a three-dimensional way regardless of where they are.(4) Spatial integration. Shanghai keeps enhancing its functions when putting in place pandemic prevention and control. Aiming at becoming “the first destination for leisure”, the city has comprehensively promoted the integration of tourism and culture via modern technologies and one-stop service platforms. While considering the concept of quality life promoting cultural and tourism consumption, the city, being market-oriented, has established a complete industrial ecological chain centered on Shanghai’s traditional arts and crafts IP resources. It has launched a number of new urban spaces that meet the standards of business, tourism and cultural integration, in order to explore new areas and routes for consumption on intangible cultural heritages and tourism. These measures are expected to contribute to shaping a model for invigorating city development and in-depth cooperation in integrated development of the Yangtze River Delta.
|
|
Received: 30 November 2020
|
|
|
|
1 银元： 《非遗与旅游融合 必将实现“1+1>2”》，《中国旅游报》2021年8月17日，第3版。
2 鲁祎： 《文旅融合背景下“红船书苑”体系建设探析》，《图书馆研究与工作》2019年第9期，第5-9页。
3 傅才武： 《论文化和旅游融合的内在逻辑》，《武汉大学学报（哲学社会科学版）》2020年第2期，第89-100页。
4 高静、高宇： 《文旅产业中在地非遗的主角化趋势——以疫情倒逼产业升级为视角》，《南京理工大学学报（社会科学版）》2020第3期，第26-32页。
5 刘中华、焦基鹏： 《“一带一路”背景下非遗IP创新案例探析》，《创意设计源》2018年第1期，第68-73页。
6 聂洪涛、李宁： 《保护与创作：博物馆文创产品著作权法律问题分析》，《中国博物馆》2020年第1期，第13-18页。
7 汤书昆、郑久良： 《泛娱乐文化生态视角下非遗IP版权运营策略探究》，《中国编辑》2019年第5期，第31-35页。
8 徐同磊、徐隆： 《基于IP视角的非物质文化遗产资源开发与保护》，《遗产与保护研究》2019年第2期，第41-43页。
9 徐慧婷、傅蓉蓉： 《非物质文化遗产的IP形象设计与传播策略探析——以海派漆器为例》，《新媒体研究》2019年第19期，第108-110页。
10 游红霞： 《生产性保护：非遗价值与市场的双向认同——以“上海绒绣”为例》，《广西民族大学学报（哲学社会科学版）》2019年第3期，第14-20页。
11 刘中华： 《图书馆+非遗——基于抢救性记录的海派黄杨木雕专题数据库建设》，《图书馆理论与实践》2019年第1期，第84-87页。
12 刘中华、李治： 《追溯与启示：海派黄杨木雕教育历程述略》，《装饰》2017年第7期，第118-120页。
13 费菲： 《文旅融合高质量发展大有可为》，《中国文化报》2020年5月22日，第4版。
14 杨玉红、吴翔： 《加快建设国际文化大都市和世界著名旅游城市 上海描绘文旅融合发展“工笔画”》，《新民晚报》2019年9月13日，第7版。
15 左倩： 《文旅融合赋能非遗传承》，《人民论坛》2020年第19期，第138-139页。
16 刘中华、焦基鹏： 《场景理论下上海文化记忆机构“非遗+旅游”融合发展新路径》，《文化遗产》2021年第2期，第126-134页。
17 柯健、黄文倩、许鑫： 《文化交响乐：文旅融合背景下的上海文化场馆协同发展》，《图书馆论坛》2020年第10期，第42-51页。
18 花建： 《长三角文化产业高质量一体化发展：战略使命、优势资源、实施重点》，《上海财经大学学报》2020年第4期，第32-48页。
19 李国斌： 《把非遗元素融入公共空间》，《湖南日报》2019年1月29日，第5版。
20 林海： 《以文促旅 以旅彰文 推动文旅高质量融合发展——市政协十三届十九次常委会议建言选萃》，《联合时报》2020年6月19日，第6-7版。
21 花建： 《发挥文化产业对新消费的促进作用——背景、重点、路径分析》，《同济大学学报（社会科学版）》2017年第5期，第28-36页。
22 沈策： 《抗击新冠肺炎疫情时期我国非遗实践的新变》，《文艺报》2020年5月29日，第6版。 |
|
|
|
2022, Vol. 52 
