Abstract Non-heritage handicrafts are outstanding achievements and wisdom crystallization jointly created by people of all ethnic groups in long-term life practice, and they are an important expression of the cultural values of the Chinese nation. From the perspective of tourism resources, this paper proposes the coupling path between non-heritage handicraft resources and rural tourism and constructs the planning mode of “non-heritage handicraft tourism”. The evaluation model of the potential of industrialized development of non-heritage handicrafts, which contains 12 factor-level indicators, is constructed by comprehensively applying big data analysis, kernel density analysis, and hierarchical analysis method. The empirical results show that, among the four non-heritage handicrafts, Nixing pottery has the greatest industrialization potential with a high degree of affiliation (0.3621) and a high potential for industrialization and development. The evaluation results have established a scientific and reasonable system for developing or protecting handicrafts for different potential non-heritage craft projects. This can guide the current practice of revitalizing non-heritage crafts in full swing.
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