文旅融合下地域文化符号在设计中的转化之道  

The Transformation of Regional Cultural Symbols in Design Under the Integration of Culture and Tourism

作　　者：麻可[1] MA Ke(Chengyi College,Jimei University,Xiamen Fujian 361021)

机构地区：[1]集美大学诚毅学院,福建厦门361021

出　　处：《浙江万里学院学报》2025年第2期66-72,共7页Journal of Zhejiang Wanli University

基　　金：集美大学诚毅学院横向科研项目“厦门市同安区莲花镇文旅IP形象设计”(HX21001)。

摘　　要：旅游文创产品是文旅融合的重要成果,地域文化是旅游文创产品的重要内核,精准提炼地域文化符号将其转化为能展示地方风情的旅游文创产品,可以破解同质化思维窄巷问题,推动旅游文创产品向高质量转型;解决文化与经济割裂问题,促进地方文化与经济的协同振兴;增强文化自信与文化认同,极大助力国家文化软实力的提升。因此,旅游文创产品设计必须做好地域文化符号的转化工作。应当通过深挖、创新创造及先进技术手段的运用,为旅游文创产品寻找更多“看点”、使旅游文创产品更具“共情”性、推动文创产品设计升级。Tourism cultural and creative products are important achievements in the integration of culture and tourism.Regional culture serves as the vital core of these tourism products.By accurately extracting regional cultural symbols and transforming them into tourism cultural and creative products that showcase local customs,we can solve the problem of homogenized thinking and narrow perspectives.This approach promotes the high-quality transformation of tourism cultural and creative products while bridging the gap between culture and economy,thereby facilitating the coordinated revitalization of local culture and economy.Moreover,this process enhances cultural confidence and identity,significantly contributing to the improvement of the nation’s cultural soft power.Therefore,the design of tourism cultural and creative products must focus on effectively transforming regional cultural symbols.Through in-depth exploration,innovative creation,and the application of advanced technological means,we can uncover more“highlights”for tourism cultural and creative products,making them more“empathetic”,and promoting the upgrading of cultural and creative product design.

关 键 词：地域文化符号 文化自信 数字旅游文创产品 产品互动体验 

分 类 号：TB472[一般工业技术—工业设计]