文旅融合背景下坭兴陶文化与数字文创的融合设计研究

目的 在文旅融合的背景下，把握旅游业和文化经济快速发展的契机，凝练坭兴陶文化视觉符号，运用数字化技术手段将非遗文化和数字图像技术融合，产出具有传承价值和创新性的数字文创产品。方法 以坭兴陶文化为切入点，剖析坭兴陶文化的发展现状、文化特征、消费者需求的人文情怀，梳理数字文创的传播模式、媒介特征、文化符号转化等设计问题，探究文旅融合背景下文创产品的意义价值，提出将坭兴陶文化元素与数字文创产品融合设计的方法手段。结论 坭兴陶文化与数字文创融合的新方法、新思路，是传承坭兴陶非遗文化、提升产品文化内涵的新途径，丰富了旅游纪念品、文创产品的形式与内容，对非遗文化的传承和创造性转化都是一个全新的尝试。

Integration Design of Nixing Pottery Culture and Digital Cultural Creation under the Background of Culture and Tourism Integration

In the context of culture and tourism integration, it is necessary to seize the opportunity of rapid development of tourism industry and cultural economy, condense the visual symbols of Nixing pottery culture, use digital technology to integrate intangible cultural heritage and digital image technology, and produce digital cultural and creative products with inheritance value and innovation. With the Nixing pottery culture as the starting point, the current development status, the cultural characteristics, and the humanistic sentiment of consumer needs of Nixing pottery culture were analyzed, the design issues in digital cultural and creative product communication mode, media characteristics, and cultural symbol transformation were sorted out, the significance and value of cultural and creative products in the context of culture and tourism integration were explored, and the design methods for integrating Nixing pottery cultural elements with digital cultural and creative products were proposed. The integration of Nixing pottery culture and digital cultural creation is a new approach to inherit the intangible cultural heritage of Nixing pottery and enhance the cultural connotation of products. It enriches the form and content of tourism souvenirs and cultural and creative products, and is a completely new attempt for the inheritance and creative transformation of intangible cultural heritage.