基于价值共创的餐饮IP赋能乡村旅游设计策略研究——以乐山苏稽古镇跷脚牛肉为例  

Research on The Design Strategy of Catering IP Empowering Rural Tourism Based on Value Co-creation——By Taking Qiaojiao Beef in Suji Theme Town of LeShan as An Example

作　　者：张昊 武月琴 张淼 Zhang Hao;Wu Yueqin;Zhang Miao

机构地区：[1]西华大学美术与设计学院,四川成都610039

出　　处：《家具与室内装饰》2023年第7期66-73,共8页Furniture & Interior Design

基　　金：2022年四川省哲学社会科学重点研究基地川菜发展研究中心基金资助项目(CC22W12);教育部人文社会科学研究项目(21YJCZH218);四川省教育厅人文社会科学重点研究基地“工业设计产业研究中心”基金资助项目(GY-16YB-08)。

摘　　要：“美食+旅游”已成为发展乡村旅游产业的重要模式,本文以地域特色的餐饮文化为着力点,为餐饮IP赋能乡村旅游产业发展探索适宜路径。基于现有社会品牌实践验证旅游发展与IP的关联性,并引入价值共创理论探析IP赋能乡村文旅产业的可能性。通过对苏稽跷脚牛肉主题小镇进行实地考察,构建用户旅程图与商业画布,分析小镇价值共创体系现存问题,提出适宜办法。架构以建立品牌IP为宣传主体的乡村旅游产业价值共创体系,并提出相关发展策略,以此设计出一套苏稽跷脚牛肉主题小镇IP的价值体系为理论提供实践支撑,为餐饮IP同乡村旅游产业发展提供系统化范式。随着数字信息时代的发展,旅游产业的宣传主体液态化致使宣传手段更加多元,对城市与乡村特色餐饮IP产业进行研究有助于推动线上宣传的可视化与直观化,可为乡村振兴提供良性影响。Objective'Food+Tourism has become an important model for the development of the rural tourism industry.Taking the catering culture with regional characteristics as the focus,it explores a suitable path for the development of the rural tourism industry empowered by catering IP.Method:Based on the existing social brand practice,this paper verifies the correlation between tourism development and IP and introduces the theory of value co-creation to explore the possibility of IP empowering the rural cultural tourism industry.Through on-the-spot investigation of Sujiqiaojiao beef theme town,this paper constructs a user journey map and business canvas,analyzes the existing problems of the town's value co-creation system,and proposes adoptable solutions.Result:This paper constructs a value co-creation system for the rural tourism industry with brand IP as the main body of publicity and puts forward relevant development strategies so as to design a set of value systems for Sujiqiaojiao beef theme town IP to provide practical support for theory and provide a systematic paradigm for the development of catering IP and the rural tourism industry.Conclusion:With the development of the digital information age,the liquidization of the propaganda subject of the tourism industry has led to more diversified propaganda means.The research on the IP industry of urban and rural characteristic catering is helpful to promote the visualization and visualization of online propaganda,which can provide a benign impact for rural revitalization.

关 键 词：价值共创 IP设计 乡村振兴 美食旅游 服务设计 

分 类 号：TS664.1[轻工技术与工程]