PROBLEMS AND FACTORS IN THE MANAGEMENT AND DEVELOPMENT OF INTANGIBLE CULTURAL HERITAGE IN THE ANCIENT CITY OF YANG LIUQING IN THE PEOPLE'S REPUBLIC OF CHINA

Abstract

The purpose of this study is to 1) analyze the current status and influencing factors for the management and development of intangible cultural heritage in the ancient town of Yang Liuqing, and 2) propose effective strategies for the management and development of this heritage. This qualitative study includes a comprehensive literature review on the historical background and current management conditions of Yang Liuqing, as well as PEST and SWOT analyze to assess internal and external environmental factors. In, -depth interviews were also conducted with five experts, including inheritors of intangible cultural heritage, folk culture specialists, and creative cultural design professionals. The data was analyzed using content analysis techniques.

The findings reveal that 1) Yang Liuqing has strong historical and cultural foundations, which are valuable resources for development. However, the current management is still ineffective due to limitations in policy support, investment, community participation, and sustainable conservation mechanisms. Key influencing factors include political, economic, social, and technological dimensions, particularly the need to utilize digital technologies for the preservation and dissemination of culture. And 2) Proposed development strategies include creating an open knowledge platform using digital technologies, integrating cultural heritage into the creative industries value chain, building cultural capacity through professional training, and promoting national and international cooperation. These approaches aim to ensure the sustainable and living preservation of intangible cultural heritage in the context of today's society.