文旅融合理念下乡村文创设计策略探究

Research on Rural Cultural and Creative Design Strategy under the Concept of Cultural and Tourism Integration

文化与旅游的深度结合能够极大地激发乡村的内生活力,为乡村产业发展和文化传承提供了必要契机。但就实际情况而言,皖北地区乡村旅游文创产业发展滞后,文创品牌培育力度不足,产品包装缺乏新意,乡村文化的附加效益得不到充分体现,亟需塑造品牌形象、确定目标定位,促使乡村文化为文创品牌和产品溢价赋能。通过符号化、情感化、场景化策略实现文创产品与游客情感上的共鸣,从而推动文化、资源与产业的协同发展。

The deep combination of culture and tourism can greatly stimulate the endogenous vitality of rural areas,providing a necessary opportunity for the development of rural industries and cultural heritage.However,as far as the actual situation is concerned,the development of rural tourism cultural and creative industries in northern Anhui lags behind,the cultivation of cultural and creative brands is insufficient,the product packaging is lack of novelty,and the additional benefits of rural culture are not fully reflected.It is urgent to shape the brand image,determine the target positioning,and promote rural culture to empower cultural and creative brands and product premium.It is suggested to realize emotional resonance between cultural and creative products and tourists through symbolic,emotional and scenario-based strategies,thus promoting the coordinated development of culture,resources and industry.