关键词: 民族地区, 旅游商品, 创新理论, DOMSG模型, 策略, 花腰傣

Abstract: Ethnic tourism commodity is a typical ethnic tourist attraction from minority areas. It is of great significance in increasing the economic benefits of tourism, attracting tourists and protecting national culture of the ethnic areas. The ethnic characteristic, Huayao Dai, is one of the most important characteristics of the tourism goods in Xinping, but the development and management of its tourism commodities have been lack of features and innovation, awareness of brand building and targeted market orientation, which hinder the development of Xinping county tourism to a certain extent. Under the guidance of Schumpeter Innovation theory, an innovation path matrix model for the feathered tourist commodities is built with commodity innovation elements being the horizontal axis and tourism commodities life cycle being the longitudinal axis. It is suggested that local government should pay full attention to further explore and develop the cultural connotation of Huayao Dai tourism commodities, make innovations in development, management, marketing, supply chain and guarantee mechanism, and build a branded tourism commodity market so as to make the feathered commodities in Huayao Dai tourism village more attractive, more competitive as well.

Key words: ethnic minority areas, characteristic tourism commodity, innovation theory, DOMSG Model, strategy, Huayao Dai