基于交旅融合背景下的高速服务区文创IP设计研究——以陕西柞水服务区为例

Research on the Cultural and Creative IP Design of Highway Service Area Based on Traffic and Tourism Integration:Taking Shaanxi Zhashui Service Area as an Example

随着文旅融合的不断深入推进,高速公路服务区的转型迫在眉睫。以陕西高速路段柞水服务区为例,探讨交旅融合背景下的服务区文创设计路径。通过对柞水服务区进行用户研究、产品定位、IP形象设计与文创产品设计等实践,提出基于交旅融合背景下的高速公路服务区文创设计路径。针对高速服务区定位不清、内容同质、缺乏规范管理、运营模式单一等问题,提出深挖地域文化、打造服务区IP、创新文创设计、加强设计监管的策略,构建“互联网+服务区”“服务区+旅游+文化”的新模式。以文化体验提升服务业态,使服务区成为具有识别性与持续动力的交通商业体。

With the continuous promotion of cultural and tourism integration,the transformation of highway service area is imminent.Taking Zhashui service area of Shaanxi highway section as an example,the path of cultural and creative design of service area under the background of traffic-travel integration is discussed in this paper.Through the practice of user research,product positioning,IP image design and cultural and creative product design of Zhashui service area,the path of cultural and creative design of highway service area based on the background of traffic-travel integration is proposed.Aiming at the problems of unclear positioning,homogeneous content,lack of standardized management and single operation mode of high-speed service area,the strategy of digging deeper into regional culture,creating service area IP,innovating cultural and creative design and strengthening design supervision is proposed to build a new mode of"Internet+Service Area"and"Service Area+Tourism+Culture".To enhance the service industry with cultural experience,and make the service area become a transportation business body with recognition and sustainable power.