Revitalizing Intangible Cultural Heritage Through Night Tourism: A Case Study of Chengdu Jinjiang Night Tour

Under the background of the country's continuous promotion of the cultural and tourism integration strategy, the combination of intangible cultural heritage and night tourism becomes an important path to promote the upgrading of urban tourism and cultural inheritance. As a new first-tier city, Chengdu has a strong demand for night tourism. However, the existing products generally have problems such as product homogeneity and insufficient tourist stickiness. This paper takes the "Night Cruise of Jinjiang River" project in Chengdu as the research object. It adopts on-site investigation and text analysis methods to systematically examine the practical achievements and existing predicaments of this project in the integration of culture and tourism. The research finds that although the "Night Cruise of Jinjiang River" project achieves initial success, it still faces challenges such as product homogeneity, shallow cultural performances, and the lack of formation of an intangible cultural heritage product system. Based on this, this paper proposes a strategic path for enhancing the cultural depth and market competitiveness of the "Night Cruise of Jinjiang" project's night tourism products by leveraging intangible cultural heritage. This provides a reference for the development of night cultural tourism products in similar cities.