Exploration on the Activation of Intangible Cultural Heritage in Enyang Ancient Town under the Background of Cultural and Tourism Integration

Abstract

Against the backdrop of cultural and tourism integration becoming a key trend in industrial development, intangible cultural heritage (hereinafter referred to as "ICH")—as a core resource carrying the cultural memory of a nation—its activation and utilization are not only a crucial path for protecting cultural traditions but also a significant driver for promoting the upgrading of local tourism. Taking Enyang Ancient Town in Bazhong City, Sichuan Province as the research object, this study systematically analyzes the composition of ICH resources, the current status of activation practices, and existing problems in Enyang Ancient Town through field surveys, questionnaire surveys, and other methods. The research finds that Enyang Ancient Town boasts rich ICH resources such as blue calico printing, sugar-coated sesame cakes, and Enyang leaf carving. Efforts have been made to advance ICH activation by developing study tour routes, constructing ICH workshops, and implementing "ICH into Scenic Areas" programs. However, it still faces challenges such as insufficient factor guarantee, inadequate transformation and integration, shortage of funds and talents, and lack of publicity and experiential elements. Based on these findings, this study proposes countermeasures such as strengthening factor guarantee, deepening the "ICH +" integration model, expanding channels for funds and talents, and innovating publicity approaches. These suggestions aim to provide references for the activation of ICH in Enyang Ancient Town and similar regions, and contribute to the in-depth integration of culture and tourism.