提升关系社群体验感的葫芦庐小镇优化策略

目的以艺术设计学的视角,针对现有乡村旅游地因忽视用户体验,出现建设同质化严重、标准低端、用户满意度低等问题,探寻结合地域文化特色使用户感知度提升以促进当地经济发展的策略。方法尝试依据美国营销学者Schmitt提出的消费者五种体验维度,运用服务设计的研究思维,通过实地调研和文献研究的方法,以天津宝坻区大钟庄镇牛庄子村葫芦庐小镇为例,从收集、分析用户体验诉求开始,着眼于线上、线下两条运营脉络的体验触点,找寻潜在的服务缺口,后跨越营销学、旅游管理学等多学科的知识交叉领域挖掘可进行的设计机会点。提出品牌形象重塑、信息交互构建、个性创作协助、服务精准多元、文化联合共创五个针灸式策略点。结论按照社群用户情绪感知需求提供精准服务和深度挖掘文化关联体验项目是提升乡村旅游地发展的内在动力。设计能够以创意营造的方式介入乡村旅游产业化升级,并在其中充当粘合剂发挥协同创新的作用。

Optimizing Strategy for Developing the Relationship Community Experience of Hululu Town

The work aims to explore the strategies to promote the local economic development by combining the regional cultural characteristics to improve the user perception from the perspective of art design in view of the existing problems as construction homogeneity, low standards and poor user satisfaction caused by neglects of the relationship community experience in rural tourism destinations. According to the five dimensions of consumer experience proposed by American marketing scholar Schmitt, the research thinking of service design was used and methods of field research and literature research were adopted. Taking Hululu Town, Niuzhuangzi Village, Dadongzhuang Township, Baodi District, Tianjin as an example, starting from the collection and analysis of users'' experience demands, the experience contacts of online and offline operation contexts were emphasized to find potential service gaps, and then explore possible design opportunity points across multidisciplinary knowledge cross-cutting areas such as marketing and tourism management. Five acupuncture-moxibustion strategy points were put forward: brand image reshaping, information interaction construction, personalized creative assistance, accurate and diversified services, and cultural cooperation. Providing accurate services and developing in-depth culture-related experience projects according to the emotional perception needs of community users are internal driving force for promoting the development of rural tourism destinations. The design can be involved in the industrialized upgrading of rural tourism in a creative way and act as an adhesive to play a role of collaborative innovation.