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2023-01期

乡村文化旅游IP形象的情感化设计

单位:北京邮电大学...     作者:吕美玉,杨建雯,田睿     来源:工业设计杂志     时间:2023-01-19

摘 要:在乡村振兴战略提出的时代背景下,通过深入挖掘乡村文化要素,设计搭载乡村特色文化的IP形象,可以更好满足消费者需求,增强乡村文化旅游的市场活力,传播特色乡村文化。首先,通过文献研究,对乡村文化旅游及IP形象的概念进行梳理,并提出乡村文化旅游IP形象的四大核心要素;其次,结合情感化设计三层次理论归纳出乡村文化旅游IP形象的情感化设计思路及流程;最后,通过葫芦套村IP形象的设计实践,对提出的理论方法的有用性进行了验证。研究为乡村文化旅游IP形象的构建提供了借鉴和参考,有助于乡村文化旅游市场的蓬勃发展。

关键词:乡村文化旅游;IP形象;情感化;设计


中图分类号:J524 文献标识码:A

文章编号:1672-7053(2023)01-0113-03


Abstract:Under the background of the rural revitalization strategy, the aim is to design an IP image carrying rural characteristic culture through in-depth excavation and refinement of rural characteristic cultural elements, so as to better meet the needs of consumers, enhance the market vitality and spread characteristic rural culture. First, through desk research, sort out the concepts of rural cultural tourism and IP image, propose four core elements of the IP image of rural cultural tourism. Second, combined with the three-level theory of emotional design, the emotional design method of the IP image of rural cultural tourism are summarized. Finally, through the design practice of the IP image of Hulutao Village, the usefulness of the proposed theoretical method is verified. This research provides a reference for the construction of the IP image of rural cultural tourism, which is conducive to the vigorous development of the rural cultural tourism market.

Key Words:rural cultural tourism; IP image; emotional; design