旅游文创产品的设计思路与实践

目的 探索旅游文创产品的设计新思路与实践路径。方法 当前的旅游产业发展火热,但相伴而生的旅游文创产品存在一些不容乐观的情况,各方面都表现出不足之处,或者创意不足,或者市场遇冷,总之急需探索科学有效的革新路径来改变现实。从文旅热的背景出发,对旅游文创产品的发展前景和实际问题进行总结,并结合旅游文创产品的代表性类别提出了创新设计思路与方法的现实需求,从旅游文创产品的重要作用及设计方向着手,分析其在制造话题、宣传文化和促进景区发展等方面的积极作用,并给出了几方面的发展方向,最后从文化的多元化、功能的丰富性和市场的现实需求等层面深度分析旅游文创产品的设计方法与手段。结论 旅游文创产品所面对的同质化、大众化的市场竞争,只有在设计过程中突出独特的创意,结合文化、功能和市场三方面的现实需求和灵活多变的设计方法,才能赋予自身更多的形式与更深的内涵,从而找到符合现代社会语境的旅游文创产品设计策略。

Design Ideas and Practice of Tourism Cultural and Creative Products

The work aims to explore new ideas and practice paths for design of tourism cultural and creative product. The current tourism industry is booming, but the accompanying tourism cultural and creative products face unpromising situation. All aspects show deficiencies, or lack of creativity, or the market is cold. In short, it is urgent to explore scientific and effective innovation paths to change the reality. Starting from the background of the hot cultural tourism, the development prospect and practical problems of tourism cultural and creative products were summarized. The realistic demand of innovative design ideas and methods was put forward in combination with representative types of tourism cultural and creative products. Their positive roles in creating topics, publicizing culture and promoting the development of scenic spots were analyzed from the important role and the design direction of tourism cultural and creative products. The development directions were given from several aspects. Finally, the design methods and means of tourism cultural and creative products were deeply analyzed from the perspectives of cultural diversity, functional richness and market demand. Tourism cultural and creative products face homogenized and popular market competition. Only if the unique creativity is highlighted in design in combination with the realistic demand in culture, function and market and the flexible and changeable design methods, can they give themselves more forms and deeper connotation, so as to find design strategies for tourism cultural and creative products that accord with the modern social context.