旅游凝视视角下滦州古城文创设计策略及应用研究  

RESEARCH ON THE DESIGN STRATEGY AND APPLICATION OF CULTURAL AND CREATIVE PRODUCTS IN LUANZHOU ANCIENT CITY UNDER THE PERSPECTIVE OF TOURISM GAZE

作　　者：陈玉[1] 王泽艺 左思学 CHEN YU;WANG ZEYI;ZUO SIXUE

机构地区：[1]燕山大学艺术与设计学院 [2]燕山大学公共管理学院

出　　处：《设计》2025年第1期57-61,共5页Design

摘　　要：为了适应国内因提振经济复苏而引发的旅游发展新态势,以古城类旅游景区——滦州古城为个案研究,在旅游凝视的视角下,对游客关于文创产品的真实感知进行分析,探究古城类景区文创产品的设计策略及应用,从而为国内其他古城旅游景区提供可行性借鉴方案。运用扎根理论展开实地访谈,利用Nvivo 20.0质性分析工具从感官要素、场景情境、功能属性、文化认同4个核心范畴分析游客对于滦州古城文创产品的感知需求,随后用与之对应的4个设计方法(随形赋象、以境入象、立象尽意、文质彬彬)进行设计模型的构建和设计策略的探究。从旅游凝视的视角探究游客感知并以此进行文创产品设计策略探究,更容易掌握游客的旅行需求与核心关注点,使文创产品适应游客需求的多元分层趋势,以此丰富文创产品供给,拉动旅游内需。In order to adapt to the new situation of development of tourism triggered by the boosting of domestic economic recovery,we take the ancient city-type tourist attractions—Luanzhou Ancient City as a case study,and rationally analyse the tourists'real perception about the cultural and creative products under the perspective of tourism gaze,and explore the design strategy and application of the cultural and creative products of the ancient city-type tourist attractions,thus providing feasible reference schemes for domestic The study explores the design strategy and application of cultural and creative products in ancient cities,so as to provide a feasible reference programme for other ancient city tourist attractions in China.Field interviews were conducted using Rooted Theory,and Nvivo 20.0 qualitative analysis tool was used to analyse the tourists'perceptual needs of Luanzhou Ancient City's cultural and creative products from the four core categories of sensory elements,scenario,functional attributes,and cultural identities,and then the design model and design strategies were constructed by the corresponding four design methods(assigning images to the shape,using the realm to enter into the image,making the image full of the meaning,and the texture of the text).ConclusionIt is easier to grasp the travelling needs and core concerns of tourists by exploring tourists‘perceptions from the perspective of tourism gaze,so as to adapt tourism creative products to the diversified and stratified trend of tourists’needs,enrich the supply of cultural and creative products,and stimulate the domestic demand of tourism.

关 键 词：旅游凝视理论 旅游文创产品设计 扎根理论 古城旅游 滦州古城 

分 类 号：TB472[一般工业技术—工业设计]