Tourist souvenir goods development in the museums in Shaanxi, Gansu, and Ningxia (Northwest China): Current state and future directions

Abstract

Under the Chinese government's advocacy and public attention, museum cultural and creative industry development has become integral to museum progress. This article conducts in-depth research on the cultural and innovative development of provincial museums in China's northwestern Shaanxi, Gansu, and Ningxia provinces through comparative analysis, focusing on the Ningxia Museum. By combining grounded theory and expert interviews, coded using ATLAS.ti, the study gains insights into similarities and differences among these regions.
The research found that while facing development challenges like high costs and insufficient competitiveness, the key to museum cultural and creative industry growth lies in better reflecting museums' social service function and attracting wider audiences. These northwestern museums possess unique regional cultures, and their proximity provides resource-sharing opportunities.
Based on prior theories, analysis, and expert summaries, the author proposes the CCPEN development strategy: Centered on museums, driven by exhibitions, continuously enhancing public appeal, and developing a clear cultural/creative product line. This strategy prioritizes embodying cultural value, integrating creativity, appealing to public aesthetics, and leveraging new media marketing.
The findings suggest innovative approaches for similar museums to promote sustainable development by capitalizing on regional cultural strengths through cooperation. This provides insights for enhancing museum competitiveness and cultural value dissemination. The research contributes new development strategies for the burgeoning cultural and creative industry within museums.