Brand Building and Communication of Intangible Cultural Heritage in Hainan in the Context of Cultural Integration

Abstract

The integration of culture and tourism offers a strategic pathway for intangible cultural heritage (ICH) to evolve from "static preservation" toward "dynamic development," enabling cultural assets to gain contemporary relevance while fostering economic value. Branding plays a critical role in linking Hainan's ICH to the cultural tourism market, enhancing visibility, and establishing a distinctive cultural identity. This study investigates the development needs of the cultural tourism sector in the Hainan Free Trade Port, focusing on key ICH resources such as Li ethnic brocade, Lingao fishing songs, and the Nanhai maritime routes. It identifies current challenges in Hainan's ICH branding, including severe homogenization of products, fragmented dissemination channels, and insufficient mechanisms for market conversion. To address these challenges, the paper proposes a three-dimensional brand development framework: (1) differentiated brand positioning, which emphasizes the unique cultural and historical characteristics of each ICH resource; (2) scenario-based content dissemination, leveraging immersive experiences, digital storytelling, and multi-platform promotion to enhance audience engagement; and (3) deepened industrial collaboration, fostering synergies between cultural practitioners, tourism operators, and creative industries to ensure sustainable development. By integrating "cultural essence, market demand, and innovative communication," this framework establishes a systematic approach to transform Hainan's ICH into the cultural tourism "core intellectual property" (IP) of the Free Trade Port. Ultimately, the proposed strategy not only strengthens the cultural recognition and experiential value of Hainan's ICH but also creates a sustainable pathway for economic growth. The study provides practical insights for policymakers, cultural managers, and tourism enterprises seeking to achieve a harmonious balance between cultural preservation and market-driven development, ensuring that Hainan's unique heritage becomes a dynamic, engaging, and economically viable element of its tourism ecosystem.