發(fā)布時間：2018-11-12 07:24

【摘要】：少數(shù)民族聚居地的活態(tài)性產(chǎn)品是指存在于少數(shù)民族傳統(tǒng)族際生存格局中的組合性物象、非物質(zhì)文化遺產(chǎn)以及勞務(wù)服務(wù)的統(tǒng)稱,是以少數(shù)民族的民俗事項為基本內(nèi)容,以觀賞、感受、體驗、參與為主要形式、以獲得精神文化的愉悅享受為最終目的的民俗文化旅游產(chǎn)品。近些年來,少數(shù)民族聚居地的民俗文化旅游營銷多集中表現(xiàn)為物質(zhì)性產(chǎn)品營銷,或以物質(zhì)性產(chǎn)品為載體的非物質(zhì)文化推廣,缺乏對民俗文化旅游產(chǎn)品的綜合性概括,即少數(shù)民族聚居地的民俗文化旅游產(chǎn)品往往是以組合性的活態(tài)化樣式得以呈現(xiàn),研究物質(zhì)性產(chǎn)品或文化性產(chǎn)品的單向度營銷不足以體現(xiàn)民俗文化旅游的客觀現(xiàn)實。
[Abstract]:The living products of ethnic minority communities refer to the composite objects, intangible cultural heritage and labor services, which exist in the traditional ethnic living pattern of ethnic minorities. They are the basic contents of the folk customs of the minority nationalities and the appreciation of them. Experience, participation as the main form, to obtain spiritual and cultural enjoyment as the ultimate goal of folklore tourism products. In recent years, the folklore cultural tourism marketing in minority areas is mainly manifested as material product marketing, or immaterial cultural promotion with material product as carrier, lacking of comprehensive generalization of folklore cultural tourism products. That is to say, the folk cultural tourism products in the minority areas are often presented in the form of combination, and the study of the unidirectional marketing of material products or cultural products is not enough to reflect the objective reality of folklore cultural tourism.
【作者單位】： 濱州學(xué)院;
【基金】：濱州農(nóng)產(chǎn)品綠色營銷與經(jīng)營戰(zhàn)略分析(項目編號:BZXYQNRW2010003)
【分類號】：G122;F274;F592.7

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