Research on the Inheritance of Guizhou Ethnic Festivals From the Perspective of “Colorful Guizhou” Cultural Brands: A Case Study of Sister-ship Festival of the Miao Nationality

DOI

10.2991/assehr.k.200801.068How to use a DOI?

Keywords

Colorful Guizhou, ethnic festival, Sister-ship Festival, inheritance

Abstract

“Colorful Guizhou” cultural brand is a provincial-level iconic leading brand proposed by Guizhou Province on the basis of combining Guizhou’s unique natural landscape and colorful ethnic culture. Based on the core value characteristics of the “Colorful Guizhou” cultural brand, this paper studied the impact of the industrialization development of the Guizhou Miao Sister-ship Festival on the “Colorful Guizhou” cultural brand from a cultural perspective, a market perspective and a competitive perspective. Based on the WeChat index, the paper considered that the Sister-ship Festival has enhanced the popularity and market share of Guizhou’s ethnic cultural resources and enhanced the market competitiveness of Guizhou’s ethnic cultural resources. However, from the cultural perspective, the industrialization development of Sister-ship Festival has changed the cultural connotation and affected the construction of “Colorful Guizhou” cultural brand to a certain extent. Based on the above problems, the paper believed that the government should strictly control the details of the activities, such as the content of activities, the audit of folk artists, and the price of commercial products, and be cautious about the “degree” of festival utilization.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wenjing Fan
AU  - Sijia Huo
PY  - 2020
DA  - 2020/08/01
TI  - Research on the Inheritance of Guizhou Ethnic Festivals From the Perspective of “Colorful Guizhou” Cultural Brands: A Case Study of Sister-ship Festival of the Miao Nationality
BT  - Proceedings of the 2020 International Conference on Social Science, Economics and Education Research (SSEER 2020)
PB  - Atlantis Press
SP  - 285
EP  - 290
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200801.068
DO  - 10.2991/assehr.k.200801.068
ID  - Fan2020
ER  -