文旅融合背景下的民族地区旅游文创品牌孵化路径分析——以甘南民间手工艺文创产品为例

Analysis on the Incubation Path of Tourism Cultural and Creative Brands in Ethnic Areas under the Background of Integration of Culture and Tourism--Taking Gannan Folk Handicraft Cultural and Creative Products as an Example

通过以甘南民间手工艺类型的文创产品研发为例,对文旅融合的背景下民族地区旅游文创产品研发路径进行理论分析和应用策略研究,认为在文旅融合的背景下民族地区对旅游文创产品的研发应以实地田野调研为原点,在进行科学严谨的材料工艺的基础研究和工艺文脉的系统梳理基础上,进行整体"文旅+传统工艺"分类项目化规划,凝练地域文化特色,以品牌设计思维进行孵化,实现市场价值和文化传播。在实践中演绎品牌孵化故事,丰富本地文旅产品,助力民族地区经济文化繁荣。

This article takes the research and development of cultural and creative products of Gannan folk craft as an example to theoretically analyze and research the application and development strategy of tourism cultural and creative products in ethnic areas under the background of cultural and tourism integration.In the context of the integration of culture and tourism,the research and development of tourism cultural and creative products in ethnic areas should be based on field research,based on the scientific and rigorous basic research on material technology and the systematic combing of the process context,the overall"cultural tourism+Traditional craft"classified project planning,condensing regional cultural characteristics,incubating with brand design thinking,realizing market value and cultural communication,interpreting the brand incubation story in practice,enriching local cultural tourism products,and helping the economic and cultural prosperity of ethnic regions.