乡村旅游地域文化创意元素提取及品牌重塑研究

目的以"秦礼纪"品牌创意设计为例,探讨如何利用地域文化特有的符号意向影响文化创意附加值、品牌创意、知识经济。方法以历史文献、当地调查为基础,寻找稀缺、独有的文化符号来重塑地域文化品牌价值,分析如何利用西安袁家村当地文化特有的符号意向作为设计元素植入袁家村文化创意4A级景区。接着采用叙述性设计的手法,即秦琼的传说、事件作为代表符号,与文化创意产品结合进行系列化设计。结论从路径上,地域文化品牌创意设计探索了乡村旅游中当地文化如何利用的设计模式;从方法上,以叙事视角联动袁家村地域文化与品牌创意设计,实现了典型乡村旅游地域特色文化认同;从运营策略上,发掘了乡村旅游地域文化核心价值,打造了以文化品牌为导向的乡村旅游研究的新思路。

Identification of Regional Cultural and Creative Elementsand Brand Remolding in Rural Tourism

The purpose of this paper is to take the brand creative design of "Qin Li Ji" as an example to discuss how to use the unique symbolic intention of regional culture to influence the added value of cultural creativity, brand creativity and knowledge economy. Based on historical literature and local investigation, the cultural symbols of scarce and unique value were sought to reshape the brand value of regional culture and analyze the ways to use the special symbolic intention of the local culture of Yuan Jia Village in Xi''an as the design element, so as to implant the cultural and creative 4A scenic spots of Yuanjia village. Then it used the narrative design technique, that was, the legend and events of QIN Qiong as the representative symbols, to carry out the serialized design with the combination of cultural and creative products. From the path, the creative design of regional cultural brand explores the design mode on use of local culture in rural tourism. From a narrative point of view, Yuanjia Village''s regional culture and brand creative design are linked to realize the cultural identity of typical rural tourism regional characteristics. From the operational strategy, it explores the core value of rural tourism regional culture, builds a cultural brand-oriented rural tourism research ideas.