Research on the brand design and cultural tourism development of Chinese minority festivals from the perspective of ritual theory

Ruokai Lu. Dianlin Wei.

DOI: https://doi.org/10.70114/ahmer.2024.1.1.P47

Keywords:

ritual theory; ethnic festivals; brand design; integration of culture and tourism; national unity.

Abstract:

Under the background of the current national unity and the integration of culture and tourism, this paper deeply explores the development dilemma of ethnic minority festival activities, reveals the dynamic relationship between ethnic minority festival activities and social structure, and then identifies the root causes of its development dilemma, and seeks to promote its contemporary inheritance and development through brand design. Using literature analysis and theoretical analysis, this paper systematically combs the historical evolution, current situation and challenges of ethnic minority festival activities. Especially in the perspective of ritual theory, in-depth analysis of the cultural connotation and social function of national festivals, as well as its adaptation and change in contemporary social changes. The study found that due to the changes in the social structure, the fracture of cultural heritage and the intensification of external competition, the current ethnic minority festival activities are facing problems such as insufficient inheritance, low popularity and weakening of festival activities. By creating a festival brand with local characteristics and cultural connotation, it can stimulate national pride and cultural identity, promote the integration and development of national unity and cultural tourism industry, reconstruct the social foundation of ethnic festival activities, and enhance their cultural value and market influence. Therefore, we should actively explore and practice the application of brand design in ethnic minority festivals, and make positive contributions to the protection and inheritance of traditional culture of ethnic minorities.