Systematic Protection and High-Quality Development of Traditional Craft Intangible Cultural Heritage in Southeast Chongqing from a Tourism Revitalization Perspective

Abstract

Taking the ethnic minority inhabited areas in southeastern Chongqing as the research object, this paper, based on a systematic review of the intangible cultural heritage (ICH) lists at or above the county level and their spatial distribution, draws on cases such as Zhuoshui Pottery and the ethnic minority “Thirteen Villages” and uses comparative and path analysis methods to summarize three models of tourism revitalization of ICH (primitive inheritance, initial revitalization, and external-force revitalization). It also identifies four current problems: decentralization regional brands, unbalanced protection and utilization, shortcomings in digital intelligence, and a lack of management scene. Accordingly, this study proposes a “four-dimensional integrated” systematic countermeasure: reconstructing the “content-scene-communication-transaction” system through brand + IP and one ticket; converting “invisible processes” into immersive experiences, and implementing the “authenticity preservation list + innovation list”; forming an institutional closed loop of “joint investment-composite profit sharing-reward instead of subsidy-direct factor allocation-third-party evaluation” with platform-based governance and compound talents; and achieve commercial sustainability through the “core-corridor-site” spatial network and the “light asset + strong content” model. The study contributes by operationalizing “dynamic authenticity” and integrating it with brand, technology, governance, and space, proposing practical indicators and phased pathways, thus providing a replicable paradigm and policy reference for the integration of ICH and cultural tourism in ethnic areas.