基于扎根理论的旅游文创产品用户需求分析

User Demand Analysis of Tourism Cultural and Creative ProducTSbased on Grounded Theory

文章运用扎根理论研究方法,对26位不同年龄段的旅游消费群体进行深度访谈,将游客对旅游文创产品的需求进行多次编码,以此来准确挖掘出游客对旅游文创产品的核心需求,并构建出旅游文创产品用户需求的理论模型。理论模型主要包括审美需求、功能需求、文化需求、实用需求、创新需求、体验需求六大核心需求模块,揭示了旅游文创产品设计时应注意的原则和策略。从而为中国的旅游文创产品设计提供可参考的原则及策略。

Based on the grounded theory research method,this paper conducted in-depth interviews with 26 tourism consumer groups of different ages,coded tourists'demand for tourism cultural and creative producTSfor many times,so as to accurately excavate the core demand of tourisTSfor tourism cultural and creative products,and constructed a theoretical model of user demand for tourism cultural and creative products.The theoretical model mainly includes six core demand modules:aesthetic demand,functional demand,cultural demand,practical demand,innovation demand and experience demand,and reveals the principles and strategies that should be paid attention to in the design of tourism cultural and creative products.So as to provide reference principles and strategies for the design of tourism cultural and creative producTSin China.