Research on Activation Path of Intangible Cultural Heritage Tourism in Qingshen County Based on RMP Analysis

Yourou Tang

doi:10.70088/hbxj2206

Authors

Yourou Tang Sichuan Agricultural University, Sichuan, China Author

DOI:

https://doi.org/10.70088/hbxj2206

Keywords:

intangible cultural heritage tourism, tourism development, RMP analysis, Qingshen County, resource evaluation, customer group matching

Abstract

Taking Qingshen County, Meishan City as the research object, this paper adopts the RMP analysis model to conduct a systematic analysis of the tourism development of intangible cultural heritage (ICH) in Qingshen County from three dimensions: Resource (R), Market (M) and Product (P). The research finds that Qingshen County is rich in ICH resources, boasting 40 national, provincial, municipal and county-level ICH projects including Qingshen Bamboo Weaving, as well as 67 inheritors. It integrates diverse cultures such as Cancong Culture and Dongpo Culture, and has a sound ecological foundation. However, there exist several problems, such as the limited influence of ICH tourism, a single source of tourists, and insufficient depth of product experience. Based on the resource evaluation of "scarcity-inheritance-experience" and the consumption preference data of target customer groups, this paper constructs an activation path for the precise matching of "resources-markets-products", aiming to promote the inheritance of ICH and the sustainable development of tourism in Qingshen County.

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