Production of Tourism Myths of Intangible Cultural Heritage in the Process from Folk Inheritance,Stage Performances to Cultural Tourism Festivals:The Case of the Ordos Wedding
The tourism myth of intangible cultural heritage is the attraction formed by the tourism projects of intangible cultural heritage that evoke people's imagination of tourism.On the basis of the field investigation,the study of the relevant literature and historical re-cords,this paper uses Roland Barthes'theory of mythology to analyze the process of the national intangible cultural heritage Ordos Wed-ding from the folk community to the theater stage,the scenic spot stage,and the formation of a cultural tourism festival.It has the fol-lowing conclusions:firstly,the tourism myths of intangible cultural heritage include authenticity myths,local exclusivity myths,and sacred ritual myths,which are important components of destination tourism myths;secondly,based on the inheritance of folk communi-ties,the tourism destination innovatively produces the tourism myth of intangible cultural heritage by showcasing local cultural elements such as rituals,music and dance,and etiquettes through artistic and scenic stage performances as well as cultural tourism festivals;thirdly,local residents,governments,tourism enterprises,art groups,tourists,media,and other entities jointly participate in the pro-duction of the tourism myths of intangible cultural heritage and create corresponding economic effects.In the new era,the production of the tourism myths of intangible cultural heritage should be guided by promoting ethnic communication,exchange and integration,con-tinuously exploring the historical elements based on authentic cultural inheritance,coordinating with destination tourism myths,and comprehensively strengthening the myth-induced effects from the spatiotemporal and industrial perspectives.
tourism myth of intangible cultural heritagefolk inheritancestage performancecultural tourism festivalOrdos Wedding
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