Countermeasures and thoughts on tourism commercialization

Traditional culture is the catalyst to promote the development of Lijiang tourism, and the humanistic spirit of Naxi nationality is the highlight to attract global attention. Lijiang has preserved a complete and rich national culture and is a world-class human cultural wealth. Cultural resources are Lijiang's biggest advantage resources, and Lijiang's biggest advantage is also cultural advantage. If we lose this point, Lijiang tourism will lose its due value and the world cultural heritage will be unworthy of its name. Therefore, it is imperative to protect national traditional culture.

(1) Strengthen the education of national traditional culture and enhance the self-protection awareness of Naxi people.

There are many ways to protect traditional culture, but it is particularly important to strengthen national traditional education and enhance the self-protection consciousness of Naxi people. In today's world integration, while enjoying modern civilization, Naxi people should also consider how to integrate tradition with modernity and how to protect, develop and inherit their excellent traditional culture. However, the efforts of the government and relevant departments alone are far from enough. The most important thing is to awaken Naxi people's awareness of protection. First of all, strengthen the national traditional education in various organs, rural areas and schools, and cultivate the national pride and pride of Naxi people. The second is to strengthen bilingual teaching in rural schools, so that students can enrich their mother tongue vocabulary and love their own nation while learning Chinese. Third, through community education, parents are encouraged to take the initiative to pass on culture to their children, and people are encouraged to be proud of speaking Naxi dialect and take it as their duty to maintain traditional culture. Fourth, through the development and standardization of traditional festivals, costumes, songs and dances, and diets. The splendid traditional culture of Naxi nationality can be further developed.

(2) Further standardize the tourism market and strictly control the excessive development of culture.

In areas affected by tourism, local culture, as a tourist resource, is bound to be commercialized. Although Lijiang has built a brand based on culture, which has made huge profits and promoted economic development, it has also attracted more foreign developers to play cultural ideas, which has intensified the commercialization trend of local culture, and the culture has been greatly altered and changed beyond recognition. As Naxi people, we should be soberly aware that developers use the habits of superior culture to sort out, process and package the national culture, making the stage of national traditional culture artistic, commercialized and even vulgar. In fact, this is a predatory development of national culture, which has become a fake national culture, thus destroying the changing track of national culture and is extremely unfavorable to the sustainable development of tourism in ethnic areas. Therefore, cultural development must be strictly controlled, and relevant departments should do the following work: First, standardize the tourism market and resolutely put an end to the short-term behavior of so-called "cultural" development. Second, we must correctly guide the local people to actively participate in tourism and consciously be the messengers of maintaining tradition. Third, continue to give full play to the role of experts and scholars in ethnic studies and make suggestions for the government to further standardize the cultural market.

(3) Protect the ancient city and its cultural landscape.

Old Town of Lijiang is the traditional settlement of Naxi nationality and the most important and representative carrier of Naxi traditional culture. For hundreds of years, Naxi people have lived here for generations, enjoying a quiet and peaceful life. This "living" historical and cultural city was created by the residents who have called the ancient city their home for generations, and their daily production and life constitute a unique "living" ancient city culture. Therefore, the most important thing to protect the ancient city culture is to retain the local aborigines. A series of measures and methods adopted by the government before are effective, but this work must grasp the following aspects: First, we must mobilize community participation, take community residents as the main body of tourism development, and incorporate them into the decision-making and implementation system of major issues related to tourism development, such as tourism planning and tourism development. The environmental, social and cultural background of the community should be incorporated into the tourism development plan, so that the overall goals and priorities of tourism development can be coordinated with those of local residents, and local residents should be correctly guided to consciously safeguard traditional customs and living habits while relying on tourism to gain benefits, and actively participate in the maintenance of traditions. Second, we should pay attention to the living conditions of the residents of the ancient city and solve practical difficulties for them. If we turn a blind eye to the demands and difficulties of the residents of the ancient city, most residents will look at the benefits brought by the tourism economy and will not benefit from it. On the contrary, they will have to endure the negative impact of tourism and bear the costs of tourism development (including environmental and social costs). When this contradiction accumulates to a certain extent, it will inevitably produce resistance, negativity and hostility. Therefore, this requires us to fully consider the wishes, demands, attitudes, viewpoints and rights of local residents, and respect local ideology, traditional culture and folk customs from their immediate interests. By applying local knowledge, absorbing local practices, and combining local cultural values and traditions with the development of folk tourism, the tourism activities can be recognized and supported by local residents. Constantly consult and adopt the opinions and suggestions of local communities, and further improve and perfect them. Let residents reflect the superiority of living in the ancient city from the tourism income and become the masters of tourism development, not bystanders or victims. Third, constantly improve residents' cultural quality and awareness of commodity economy, and gradually enhance their ability to adapt to the market and protect their own culture.

(4) Carry forward the national spirit and strengthen the education of national traditional morality.

Due to the influence of foreign culture, the traditional moral and ethical system of Naxi nationality has been strongly impacted, which has led to some phenomena such as the loss of traditional morality and out of control, giving people a negative impression that people are not old and the world is getting worse, greatly destroying the original good and standardized tourism atmosphere in Lijiang and directly affecting the sustainable development of society. Therefore, we should vigorously carry forward the national spirit, so that the traditional morality of the Naxi nationality can be restored and the fine traditions of the Naxi nationality can continue to be inherited and developed. When weak ethnic groups are confused by strong mainstream culture, it is more important to carry forward the national spirit and strengthen traditional moral education. We should keep pace with the times, combine the construction of socialist spiritual civilization with traditional virtue education, and establish the image of Naxi nationality with good moral customs. The development of modern material civilization has brought great survival crisis to mankind, and at the same time it has worsened the relationship between people, leading to the crisis of faith, morality, emotion and family. Naxi society, on the other hand, attaches importance to emotional life, and the elderly are loved. Affection and friendship are the basic means to maintain the existence and development of society, and the warmth it creates covers every member of society, so that they can find happiness from life. Human relations and family ties are the spiritual pillar of human existence, and calling for love between people should be the eternal spiritual wealth of human beings, while Naxi culture just has the people-oriented spiritual quality and is an important compensation for modern civilization. Therefore, carrying forward the national spirit is not a turning back, but an inevitable requirement and choice of historical development, which will be conducive to the sustainable development of Lijiang tourism.

(5) Pay attention to education and constantly improve the overall quality of Naxi people.

Education is the hope of a nation and the foundation of social and economic sustainable development. Since ancient times, Naxi people have a fine tradition of respecting teachers and attaching importance to education. The outstanding figures of the past dynasties and the memorial archway of "after the rain clears up" left us with a warning and encouragement, instead of going back after eating ancestral rice. With the praise of the so-called advanced and civilized Naxi people, we should pay more attention to rural education and the phenomenon of dropping out of middle school. First, carry out further education, encourage students to love their hometown and nationality, and establish lofty ideals and aspirations. Second, continuously improve the service level of tourism, raise the standards and requirements of employing people, and gradually raise people's understanding of long-term investment in education and actual economic benefits.

Fourth, knot

Traditional culture is the continuation of a nation's historical life in the real society. It carries a nation's value orientation, affects a nation's lifestyle, and embodies a nation's wisdom, rationality, creativity and self-restraint that have been continuously formed in its historical self-survival and development. It is the soul of a nation and the soul of the sustainable development of tourism. The protection of Naxi traditional culture has become a hot issue, and vigorously strengthening the protection of Naxi traditional culture should be a concern of the whole society.

Precautions:

Jaco. On the influence of tourism on the social culture of the reception area [J]. Journal of Lijiang Institute of Education, 2003

[2] Guo Dalie, Washitake. Naxi history [M]. Chengdu: Sichuan Nationalities Publishing House, 1994.

[3] Jaco. On the social and cultural influence of tourism on the reception area [J]. Journal of Lijiang Institute of Education, 2003

[4] Ma Xiaojing. Development of Ethnic Tourism and Protection of Ethnic Culture in Western China [J]. Tourism Magazine, 2000

[5] Jaco. On the social and cultural influence of tourism on the reception area [J]. Journal of Lijiang Institute of Education, 2003

[6] Li Jie. Function transfer of Naxi traditional culture [J]. Journal of Minzu University of China [Philosophy and Social Sciences Edition], 2002

[7] He Aihong. Study on the Protection and Development of Old Town of Lijiang [J]. Journal of Lijiang Institute of Education, 2004,

References:

Ma Xiaojing. The Development of Ethnic Tourism and the Protection of Western Ethnic Culture [J]. Tourism Magazine, 2000,

[2] Wang Lan. Some problems in the development of Yunnan folk tourism resources [J]. Journal of Yunnan University for Nationalities, 2003,

[3] He Aihong. Study on the Protection and Development of Old Town of Lijiang [J]. Journal of Lijiang Institute of Education, 2004,

[4] Jaco. On the social and cultural influence of tourism on the reception area [J]. Journal of Lijiang Institute of Education, 2003,

[5] Li Jie. Transfer of traditional cultural functions of Naxi nationality [J]. Journal of Minzu University of China (Philosophy and Social Sciences Edition), 2002,

[6] Fang Hui, Huang Qi, Zhou Fang, Xiong Qiongfen. Legal protection of traditional culture of Yunnan ethnic minorities [M]. Beijing: Ethnic Publishing House, 2002.

[7] Guo Dalie, Washitake. Naxi history [M]. Chengdu: Sichuan Nationalities Publishing House, 1994.

[8] Tao Wei. Study on the Sustainable Tourism Development of China World Heritage [M]. Beijing: China Tourism Press, 200 1.

[9] Xiao Xing. Yan Jiangping. Tourism resources and development [M]. Beijing: China Tourism Publishing House, 2000.