Drum Festival in Xijiang : Cultural Protection and Tourism Development Strategies
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The objective of this study:1.To study the Drum Festival protection and tourism development SWOT analysis ; 2.To study the Drum Festival protection and tourism development SWOT strategies.Research questions:1.What are the Drum Festival protection and cultural tourism development strengths, weaknesses, opportunities, threats in Xijiang? 2. How to protect and develop tourism of Drum Festival inXijiang?This study employed field investigation method, in-depth interview method, literature research method, and SWOT analysis method.The study sample is the Xijiang Miao Village Drum Festival, with a population including 5 key information providers, 15 informal information providers, and 20 general information providers. By collecting a large amount of data and information through relevant literature, websites, field research, etc., and organizing the data and information using the SWOT model, the following conclusions were drawn:The strengths of the protection and tourism development of Xijiang Miao Village Drum Festival include: 1. Rich culture,2. Policy support, 3. Beautiful scenery; Weaknesses: 1. Insufficient promotional capabilities, 2. Limited experiential projects, 3. Unreasonable benefit distribution mechanism; Opportunities: 1. Expansion of cultural tourism market, 2. Development of cultural and creative industries, 3.Utilization of digital technology.;Threats: 1. External cultural influences, 2. Uncontrollable factors, 3. Over-commercialization.The SWOT Strategies for the protection and tourism development of the Xijiang Miao Village Drum Festival is as follows: 1.SO Strategies: Utilize rich culture to create immersive cultural experience projects; WO Strategies: Optimize the benefit distribution mechanism. WT Strategies: Protect the authenticity of culture; ST Strategies: Promote the drum festival through various media, enhance the competitiveness of the scenic area, and cultivate cultural heritage practitioners.In the summary and discussion, this study referenced previous research findings, conducted a comprehensive SWOT analysis of the Xijiang Miao Village Drum Festival, and proposed strategies for protection and cultural tourism development.
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