Research on the Inheritance and Protection of the Yugur Ethnic Group’s Intangible Cultural Heritage Based on Sensory Brand Strategies การศึกษาการสืบสานและรักษามรดกทางวัฒนธรรมที่จับต้องไม่ได้ของชนเผ่าอวี้กู้ บนฐานคิดของกลยุทธ์การสื่อสารแบรนด์ด้วยประสาทสัมผัส

Abstract

This paper takes the three national intangible cultural heritages of Yugu clothing, marriage customs and folk songs as the research objects, aiming to explore the effective path of their inheritance, protection and innovative dissemination in the context of globalization. The study analyzes their core cultural connotations through cultural semiotics, and combines field research, interviews with tourists and the current communication status to reveal the challenges of inheritance faced by the Yugu intangible cultural heritage, such as the fault line of the inheritors and the impact of modern life, as well as the opportunities for the development of cultural and tourism integration, such as the support of the policy and the empowerment of digital communication technology. The study finds that tourists' sensory experience of Yugu culture (e.g., visual recognition of dress patterns and auditory memory of folk songs) is a key contact point for enhancing cultural identity, but there are problems of symbol fragmentation and shallow experience in the existing communication. Based on this, the study proposes an innovative path of integrating sensory branding strategies: through building a “five senses” cultural experience system (such as tactile exhibition of costumes and immersive interpretation of wedding scenes), deepening the integration mode of “non-legacy + tourism”, “non-legacy + digital platform”, and strengthening the integration mode of “non-legacy + tourism” and “non-legacy + digital platform”. platform” integration mode, as well as strengthening policy protection and community participation, to promote the Yugu non-heritage from static protection to living inheritance, and help its value transformation in the casting of the Chinese national community and international cultural dissemination.