文旅融合背景下山西文化IP形象设计路径探讨

Discussion on the IP Image Design Path of Shanxi Culture Under the Background of Cultural Tourism Integration

随着国民经济的增长,文旅融合发展成为推动文化产业以及满足大众旅游时代新要求的必然结果。通过“文化+旅游+IP”助推文旅融合,通过数字技术将传统的文化“活化”,是传承优秀传统文化的有效途径。文章从文旅融合视角下,对山西丰富的文化以及现有的IP形象进行分析,以期更好地展现山西文化特色,为山西文化IP设计提供更多元化的思考方向。

With the growth of the national economy,the integration of culture and tourism has become an inevitable result of promoting the cultural industry and meeting the new requirements of the era of mass tourism.Promoting the cultural tourism integration through"Culture+Tourism+IP"and"Activating"traditional culture through digital technology are effective ways to inherit excellent traditional culture.From the perspective of cultural and tourism integration,this paper analyzes the rich culture of Shanxi and the existing IP image in order to better display the cultural characteristics of Shanxi and provide a more diversifi ed thinking direction for the IP design of Shanxi culture.