基于叙事性情境的文旅产品设计研究

目的 各地政府和行业机构重视文旅产品的开发,但文旅产品的同质化现象明显,产品的吸引力弱。以叙事性情境构建文旅产品的体验活动,增加其趣味性、互动性、层次感,让文旅产品的被认同感和游客的满足感得到显著提升。方法 遵循“发现-分析-解决”的问题探究一般性方法来寻求文旅产品的体验性设计方向。运用观察法和归纳法对现有市场文旅产品面临的困境进行了描述;对利用叙事性情境构建来提升文旅产品设计体验感的可能进行了探讨;结合文献对叙事性情境建构中包含的各种微系统进行了分析。结论 叙事性情境构建是一个系统化和秩序性的活动,以需求为导向,以产品蕴含的叙事文本为基础,在体验过程中重视心理效应进行情境营造,需结合品牌效应、价格因素、自然及人造环境、产品及服务质量、文化影响、推广建设几个微系统,相互关联形成合力,促使文旅产品体验感更优、感知度更高。

Application of Cultural Tourism Product Design Based on Narrative Situations

Local governments and tourist organizations attach great importance to the development of cultural tourism products, but it''s obvious for the homogeneity phenomenon of cultural tourism products, with weak attractiveness. This paper aims to construct the experiential activities of cultural tourism products with narrative situations, to increase their interest, interactivity and sense of depth, and significantly improve tourists'' satisfaction and acceptance of cultural tourism products. The general methodology of "discovery-analysis-solution" is applied to seek the design innovation of cultural tourism products. Specifically, it describes the difficulties faced by cultural tourism products in the existing market with the methods of observation and induction, discusses the possibility of using narrative situations to carry out the design innovation, and makes a more detailed interpretation for the different dimensions contained in the construction of narrative situations. The construction of narrative situations is a systematic and orderly activity, which must be demand- oriented, and be based on the narratives of the products. What''s more, the micro-systems such as the psychological effects in the process of experience, brand effect, pricing, natural and man-made environments, quality of products and services, together with cultural radiation, and promotion, must all be correlated to join force for better experiences and higher perceptions of the products.