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作为“中国优秀旅游城市”的常州市,旅游业正在跨越式发展,但是旅游纪念品成为旅游业的一大薄弱环节。同时常州具有丰富的非物质文化遗产,却面临生存的困境。将非物质文化遗产与旅游纪念品相结合,对于常州旅游经济的提升和常州非物质文化遗产的保护都具有积极的作用。在开发常州非物质文化遗产旅游纪念品时,应从多个方面着手:强化文化特色,运用现代设计理念进行开发,政府和企业要对其进行宣传和推广,政府要给予政策的支持。
As Changzhou, which is “China’s Outstanding Tourist City”, tourism is leapfrogging, but tourist souvenirs have become a major weak point in the tourism industry. At the same time, Changzhou is rich in intangible cultural heritage but faces the predicament of survival. The combination of intangible cultural heritage and tourist souvenirs has a positive effect on the promotion of Changzhou’s tourism economy and the protection of Changzhou’s intangible cultural heritage. When developing tourism souvenirs of intangible cultural heritage in Changzhou, we should start from many aspects: to strengthen cultural characteristics, develop with modern design concepts, and to publicize and promote the government and enterprises, and the government should give policy support.