THE ROLE OF YI EMBROIDERY IN THE TOURISM INDUSTRY.

Abstract

Developing tourism has become an effective means of boosting the economy, increasing employment, and expanding the consumer market in ethnic minority regions. It is also a key pillar industry for improving the living standards of people in these regions. During tourism consumption, tourist products serve as a crucial medium and connection for tourists to obtain meaningful souvenirs. With the continuous advancement of China's tourism industry, demand for tourism products with regional characteristics is increasing. Due to the relatively late development of tourism in ethnic minority regions, there is still significant room for development in the tourism economy. Tourism products, in particular, have been relatively underdeveloped. The market for personalized, locally distinctive tourism products is particularly promising, especially in southwestern China's ethnic minority regions, where local tourism products offer significant market potential and development value. Yi embroidery is an ancient and magnificent craft, a representative item of China's national intangible cultural heritage. Its rich colors and harmonious patterns embody the Yi people's yearning for a better life. In the development of tourism projects with Chinese characteristics, fully showcasing the unique Yi embroidery culture can better reflect the diversity of Chinese culture, promote global recognition of Yi culture, and promote the prosperity and development of tourism culture in Yi regions.