旅游地的民族文化历来是吸引游客的重要因素。文化的相同与相异都可以形成强烈的吸引物。游客在同中求异,在异中求同,从而寻找自我。因此可以说,民族文化是超越国界的,它属于整个世界。民俗文化,是旅游地民族文化的核心内容之一,自然成了旅游者追逐的热点。旅游者正是通过民俗旅游,才“入乡随俗”地较为直接而捷径地触摸到了旅游地民众的民俗生活事象,才有可能了解感悟当地的民俗文化环境,才有可能咀嚼体会当地人民的生活、心态,才能实现追求文化差异或文化认同,实现审美与自我完善的旅游目的。因此,国际旅游业出现了兼顾自然风景,而以体验异域文化为主的旅游趋势,民俗旅游正在成为现代旅游的主潮之一。当今世界各国都很重视开展具有本国特色的民俗风情游活动,如前联邦德国在80年代促销的一个重要主题是“充满浪漫情调的民俗风情”;泰国90年代初的宣传小册子赫然写着这样的标题:“异国情调的泰国”。据可靠的数字证明,来中国的美、日、英、法、德等五个主要客源国的游客,最感兴趣的是人民生活、风土人情,意在了解人民生活的占100%,了解历史文化的占80%,品尝中国各地美味佳肴的占40%。 为了适应国际旅游需求变化的趋势,加强中国旅游业的竞争优势,国家旅游局继’93山水风光游、’94文物古迹游之后,向 The national culture of tourist destinations has always been an important factor in attracting tourists. The same and different cultures can form a strong attraction. Visitors find differences in the same, different in the same, so as to find themselves. Therefore, it can be said that the national culture is beyond national boundaries and belongs to the entire world. Folk culture, is one of the core elements of the national culture of tourist destination, has naturally become the hot pursuit of tourists. It is only through folklore tourism that tourists “touch the world as far as the hometown” is more direct and short-cut to touch people’s folk lifestyles in tourist areas. Only then can it be possible to understand the local folk culture and environment and make it possible to chew and understand the life and mentality of local people , In order to achieve the pursuit of cultural differences or cultural identity, aesthetic and self-improvement of tourism purposes. Therefore, the international tourism industry has appeared both the natural scenery, and to experience the exotic culture-based tourism trends, folklore tourism is becoming one of the main trend of modern tourism. Today, all countries in the world attach great importance to carrying out folk customs and activities with their own unique features. For example, an important theme of the promotion of the former Federal Republic of Germany in the 1980s was “a folk custom full of romance.” Thailand’s promotional brochure in the early 1990s impressed The Title: “Exotic Thailand.” According to credible figures, tourists who come to China from five major tourist origins, such as the United States, Japan, Britain, France and Germany, are most interested in the people’s livelihood and customs, they are 100% interested in understanding the people’s livelihood, History and culture accounted for 80%, taste delicious food around China accounted for 40%. In order to adapt to the changing trend of international tourism demand and enhance the competitive advantage of China’s tourism industry, following the ’93 landscape and tourism tour, the National Tourism Administration