基于酒文化旅游的文化创意产品开发策略研究

Development Strategy of Cultural Creative Products Based on Chinese Liquor Culture Tourism

我国酒文化属于饮食文化的分支,同时具有物质和非物质的"双重文化遗产"属性,随着文博旅游的勃兴开始与文化产业相融合发展。为了适应酒文化旅游发展的文化体验诉求,有必要重视相应的文化创意产品的开发环节。通过对比中国国际博览会"中国旅游商品大赛"年度获奖作品信息,分析目前旅游商品开发的现状和趋势,采用问卷调查法了解当前大众对酒文化及其产品的认知现状与需求。在此基础上,以川酒文化作为典型,围绕酒文化内涵创意挖掘出具体的设计提炼元素,并提出相应的开发策略,从而提升我国酒文化旅游产品的文化体验价值,并与文化创意产业、旅游产业等融合发展。

Liquor culture,a branch of Chinese food culture,has double attribute as both a tangible and an intangible cultural heritage. With the booming of cultural development,there begins fusions of liquor culture and cultural industry. To meet with people＇s appeal for liquor cultural experience,more importance should be attached to the development of relative cultural creative products. The author compared annual prize works of China Tourism Commodities Fair at China International Fair and analyzed the status quo and developing trend of the design of tourism commodities. Besides,the author also investigated into the public＇s cognitive status and need of liquor culture and products through questionnaires. Based on these and taking Sichuan liquor culture as a typical example,the paper explores specific elements for designing cultural creative products of liquor culture and puts forward corresponding development strategies in a hope to enhance the value of cultural experience of Chinese liquor tourism products and propel integral development of tourism industry,cultural creative industry and liquor industry.