基于SWOT分析的非物质文化遗产在乡村旅游中的传播策略研究OA

With the acceleration of globalisation and modernisation,the preservation and inheritance of intangible cultural heritage has become a worldwide issue.As an emerging tourism mode,rural tourism provides a new way to protect and develop intangible cultural heritage.Intangible cultural heritage has given impetus to the construction of rural civilisation and become a key force to promote its development.The article systematically analyses the advantages,disadvantages,opportunities and threats of intangible cultural heritage in rural tourism through SWOT analysis,with regard to the importance of the dissemination and development of intangible cultural heritage in the context of the new era,the reality of the construction of rural tourism and the challenges it faces.In order to achieve the effective dissemination and innovative inheritance of intangible cultural heritage,and thus to promote the harmonious development of social economy while main.