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少数民族聚居地的活态性产品是指存在于少数民族传统族际生存格局中的组合性物象、非物质文化遗产以及劳务服务的统称,是以少数民族的民俗事项为基本内容,以观赏、感受、体验、参与为主要形式、以获得精神文化的愉悦享受为最终目的的民俗文化旅游产品。近些年来,少数民族聚居地的民俗文化旅游营销多集中表现为物质性产品营销,或以物质性产品为载体的非物质文化推广,缺乏对民俗文化旅游产品的综合性概括,即少数民族聚居地的民俗文化旅游产品往往是以组合性的活态化样式得以呈现,研究物质性产品或文化性产品的单向度营销不足以体现民俗文化旅游的客观现实。
The lively products inhabited by ethnic minorities refer to the combination of intangible cultural heritage, intangible cultural heritage and labor services existing in ethnic minority ethnic groups. Based on the folklore of ethnic minorities as the basic content, Feeling, experience, participation as the main form of spiritual culture to enjoy the enjoyment of the ultimate goal of folk culture and tourism products. In recent years, folk culture and tourism marketing inhabited by ethnic minorities mostly focus on the marketing of material products or the promotion of non-material culture with material products as their carrier, and lack of a comprehensive summary of folk culture and tourism products, ie, the settlement of ethnic minorities Local folk culture and tourism products are often presented in a combination of living styles. It is not enough to study the one-dimensional marketing of material products or cultural products to reflect the objective reality of folk culture and tourism.