Intangible cultural heritage tourism and the improvement of rural environment in China : value cocreation perspective

Abstract

The mechanism of Intangible Cultural Heritage Tourism improve the Rural Environment in China is studied in this paper. The study found that, the establishment of the value co-creating ecosystem can beautify the ecological living environment in the nature aspects and promote the cultural rejuvenation in the humanistic environment. The value cocreation ecosystem of Intangible Cultural Heritage Tourism is realized by developing the value of the actors, integrating various resources, and carrying out service exchange and institutional arrangement.