Research on the Strategy of Intangible Cultural Heritage Collection Activation

Abstract

Bengbu Ancient Residence Expo Park is named after the collection of ancient buildings in Fujian, Zhejiang, southern Anhui and the Three Gorges reservoir area, and is called the "open-air museum" of Chinese ancient dwellings. From "collection" to "activation", in order to further promote the visual and living inheritance of the park's intangible cultural heritage art, especially to deeply explore the way of the intangible cultural heritage culture of ancient dwellings developing in the same frequency with the new era society, this paper uses a variety of narrative strategies such as serial narration of thematic stories, visual communication, and "ancient dwellings+" tourism culture IP, aiming at activating the charm of ancient dwellings. The "collection and activation" of Chinese ancient dwellings has polished the local characteristic cultural business cards and promoted the ecological development of regional economy.