Zhejiang Xinshi Ancient Town Cultural And Creative Product Design Planning Study

With the development of economy and art,the integration of culture and tourism has also promoted the development of rural tourism and cultural and creative products.Many scholars at home and abroad have conducted rich research on the cultural and creative industries,cultural and creative products and other related contents.At present,many domestic scholars are also rich in the design practice of cultural and creative products,and there are relatively few design practices for the cultural and creative products of ancient towns.Many scholars have conducted in-depth studies on the culinary culture,folk culture and architectural landscape of the old town of Xinshi,but there is still a lack of theoretical research and design practice related to its cultural and creative products.With a broad tourism market and good development prospects,the development of its cultural and creative products has been slow,with a single product range,outdated styles and a lack of cultural and design elements,etc.Xinshi is also currently in transition from traditional tourism souvenirs to cultural and creative products.This study uses documentary analysis and field research to analyse and summarise a large amount of literature on the old town of Xinshi and the design of cultural and creative products,combined with field research,to extract important materials and lay a solid foundation for later theoretical research and design practice.This study is a detailed design summary of the design planning for the cultural and creative products of the old town of Xinshi,which can,to a certain extent,avoid the phenomenon of homogenisation.While helping the development of cultural and creative products in Xinshi Ancient Town,it can also provide some help for the design development of cultural and creative products in other ancient towns,thus creating more consumption hotspots for the tourism industry in ancient towns and promoting the integration of cultural tourism and rural revitalisation.