Research on Innovative Pathways for Zhanjiang’s Intangible Cultural Heritage “Short Video + Cultural Tourism” Discourse System in the Context of Rural Revitalization

Abstract

Revitalizing rural culture creates a chance for revitalizing intangible cultural heritage. Zhanjiang has many intangible cultural heritage resources, but the way they are disseminated has been affected by outdated models that are disconnected from today's audience. This study aims to explore the ways in which new discourse systems for Zhanjiang's intangible cultural heritage can be developed in light of the integration of short videos and cultural tourism. It has been found that overcoming the challenges presented by the current limitations of single narrative and superficial content will require systematic innovation related to subject cultivation, narrative development, and the communication loop. This innovation will enable the conversion of intangible cultural heritage's cultural value into an engine for rural development, resulting in a sustainable "see experience identify" development model.