The increasingly mature digital technology and the application of new media provide a new idea for the protection and communication of intangible cultural heritage. This paper takes Tujia area in western Hubei province，which is rich in ethnic cultural resources，as an example. Through questionnaire survey，field interview and other methods，it analyzes users’ satisfaction with the effectiveness of digital protection of local intangible cultural heritage，as well as factors affecting the digital transmission of intangible cultural heritage. According to the study，it is necessary to innovate the multi-coordinated digital product development mechanism，enrich the entity display way，give full play to the advantages of traditional media communication，and make full use of new media communication platform to meet users’ needs，so as to promote the digital communication and sharing of intangible cultural heritage.