现代语境下乡村旅游文创产品设计研究

目的 总结乡村旅游文创产品文化内涵提炼与再现的方法，实现乡旅文创产品文化价值、审美价值、经济价值、社会价值并存的价值体系，为乡村旅游产业赋能。方法 通过对乡村旅游文创产品设计发展现状进行调研，以及对昔阳游艺民俗活动进行分类介绍，提出了从设计师的角度出发，将乡村文化符号转化为现代化设计思路的方式，使产品符合用户的审美需求和体验需求。利用Kano模型将问卷调查得出的全部用户体验需求指标作出筛选，选择用户亟须解决的体验需求，以用户为中心设计出昔阳游艺民俗文创产品和其体验系统。结论 提出开展特色的乡村文化活动，融入服务设计和体验设计理念，增强用户体验感和愉悦感。建立有效的现代乡村旅游文创产品设计策略，活化了乡村文化资源，构建乡村旅游文创产品设计的发展新路径。

Research on the Design Strategy of Rural Tourism Cultural and Creative Products in the Modern Context

To summarize the methods of refining and reproducing the cultural connotation of rural tourism cultural and creative products, realize the value system of cultural, aesthetic, economic and social values of rural tourism cultural and creative products, and empower the rural tourism industry.The current situation of rural tourism cultural and creative product design was investigated and the classification of Xiyang recreational folk activities was introduced. The modern design idea of transforming rural cultural symbols from the perspective of designers was put forward to make the product meet the aesthetic and experience needs of users. Among them, Kano model will screen all user experience demand indicators obtained from the questionnaire, select the experience needs that users need to solve urgently, and design Xiyang entertainment folk cultural and creative products and its experience system with users as the center.It is proposed to carry out characteristic rural cultural activities, integrate service design and experience design concepts, and enhance user experience and pleasure. Effectively activate rural cultural resources, build rural cultural memory, improve the sustainable development ability of rural tourism, and plan rural diversified development paths.