目前,我國民俗旅游的逐步興起成為我國少數民族風俗文化的有效傳播途徑,也是少數民族聚居區旅游開發的重要方式,但多數民俗景區旅游項目經營普遍不景氣。究其主要原因在于其旅游項目本身設計與規劃難以滿足旅游者多元化的消費心理需求。通過硬性文化載體規劃、軟性文化載體規劃與軟硬結合文化載體規劃三個層次來闡釋在新的市場背景下如何進一步有效實現民俗旅游項目價值最大化,從而為我國少數民族風俗文化的傳播與價值實現提供合理化建議

At present,folk-custom tourism is developing steadily in China,which becomes an effective way for the promotion of ethnic customs and cultures, and for the development of ethnic communities. However, many folk-custom tourism projects are suffering from recession. The main reason is that the design and planning of these projects cannot satisfy tourists’ diversified consumption mentality. Starting from three different aspects including the planning of" hard" cultural carrier,"soft"cultural carrier,and"hard-soft"cultural carrier,this paper tries to find out how to maximize the value of folk-custom tourism projects in the new market environment,hoping to provide reasonable suggestions for the transmission of ethnic cultures and the realization of their value