Yunshang Jingzhou: Digital Innovation and Promotion of Jingchu Pastel Art

Abstract

This study takes Jingchu Pastel Art, a local intangible cultural heritage in Jingzhou, as the research object. Based on Chu culture’s innovative development and cultural tourism integration policies, it explores the skill transformation, product development and entrepreneurial operation of Jingchu Pastel Art, and constructs a "cultural tourism + education" model for niche intangible cultural heritage via literature research. It identifies three core pain points of Jingchu pastel art: single product form, weak brand communication, and limited inheritors. Among these, weak brand communication is primarily caused by low market awareness, narrow communication channels, and insufficient digital application in the art’s promotion. To solve this, three targeted solutions are proposed: building a digital communication matrix, integrating brand promotion into local cultural tourism scenes, and cooperating with universities and cultural and creative enterprises for e-commerce product dissemination. Combined with digital communication, product innovation, talent cultivation, cultural tourism integration and intellectual property protection, the feasibility of the "intangible cultural heritage + education + cultural tourism" model for Jingchu Pastel Art’s living inheritance is verified, providing practical references for its digital innovation and sustainable development.