青岩文创产品开发路径及创意转向  

The Development Path of Cultural and Creative Product and Creative Turn in Qingyan

作　　者：吴珍梅 彭丽[2] WU Zhenmei;PENG Li(Commercial College of Anhui Xinhua University,Hefei Anhui 230088;School of Business Administration of Guizhou University of Finance and Economics,Guiyang Guizhou 550025)

机构地区：[1]安徽新华学院商学院,安徽合肥230088 [2]贵州财经大学工商学院,贵州贵阳550025

出　　处：《兴义民族师范学院学报》2020年第5期21-25,共5页Journal of Minzu Normal University of Xingyi

基　　金：2019年安徽省人文社科重点项目“‘产村融合’视域下的安徽乡村旅游与县域经济融合发展研究”(项目编号:SK2019A0732);2017年贵州省教育厅高校人文社会科学研究基地项目“贵州贫困社区居民对旅游扶贫效应评价和参与行为研究”(项目编号:2017jd074)。

摘　　要：文化创意产业是21世纪新兴产业,与旅游业有着紧密联系,旅游产品是旅游业发展的一个薄弱环节,将文化创意理念渗透进旅游产品中,为旅游产品开发开拓新思路。贵州省从2013年开始把文化创意产品的发展和旅游业相结合作为了旅游开发工作的重心,调查发现青岩文化创意产品缺乏特色性、纪念性和品牌性及同质化等问题,需通过创意转向推动文创产品深度开发。通过融合多种材质、凝练商品主题、融入创意元素、构建创意平台、打造节事链、形成品牌体系等创意构思,可以深度开发具有地方特色性、文化内涵品牌性等的文创产品。The cultural and creative industry,which is an emerging industry in the 21st century,has a close relationship with tourism industry.Since tourism products are a weak link in the development of the tourism industry,the concept of cultural creativity has penetrated into the development of tourism products,which has opened up new ideas for the development of cultural and creative products.Since 2013,the development of cultural and creative products has been integrated with tourism industry as the focus of tourism development in Guizhou Province.The study finds that Qingyan cultural and creative products lack their characteristics,commemoration,brand,homogenization and so on.It is necessary to promote the in-depth development of cultural and creative products through innovative transformation.Those products with local characteristics and cultural connotation can be developed in depth by integrating various materials,refining commodity themes,installing creative elements,building a creative platform,creating a festival chain,and forming a brand system.

关 键 词：文创产品 旅游 深度开发 创意转向 

分 类 号：G124[文化科学]