(2019년 국제학술대회)桂林三戏”戏曲品牌文化旅游开发路径研究

Study on the Development Path of Three Operas in Guilin Opera Brand Culture Tourism

The purpose of the study to analyzes the problems existing in the development of opera cultural tourism resources on Three Operas in Guilin . First of all, the development model of opera culture resources is relatively simple and lacks brand image. Secondly, the interaction between the opera performance and the tourists is low, the performers rarely communicate with the tourists, the tourists have a weak understanding of the three local operas.Thirdly, the theater company has difficulties in operating and lacks professional drama talents. In addition, the older generation of artists is aging, which leads to the serious loss of traditional plays and weakens the attraction of local opera tourism development. Finally, the lack of propaganda and the lack of channels for the promotion of opera culture. Based on the above problems, this study explores the development path of the brand culture tourism of Three operas in Guilin . First, integrating opera cultural resources and regional tourism resources. Second, innovating drama culture tourism development model, using the art museum, theme park, opera experience hall and festival activities to create a Three operas in Guilin opera brand cultural tourism, enriching the Guilin local opera culture tourism model structure. Third, shaping the brand image of “Three operas in Guilin” and forming a cultural tourism project with Guilin characteristics. Fourth, improving the inheritance of the Three operas in Guilin and the system of training talents for opera, strengthening the interaction between opera performers and tourists, and increasing the attractiveness of tourists. Finally, broadening the publicity channels of traditional Chinese opera culture, strengthening the publicity, and improving tourists perception of traditional Chinese opera.