Research On The Development And Design Of Cultural And Creative Proddct In Historical And Cultural Scenic Spots ——Tack Shanhaiguan Scenic Area As An Example

With the rapid development of domestic tourism,the corresponding tourism cultural and creative industries have also received due attention.Under the background of national support for cultural tourism,it is the general trend to combine regional culture with cultural and creative products and carry out creative development and design to create a unique cultural tourism brand and promote the prosperity and development of characteristic scenic spots.Shanhaiguan Scenic Spot has a unique geographical location,rich cultural value and heavy appreciation value.In recent years,although Shanhaiguan Scenic Area has made significant progress in cultural tourism,it still faces problems such as weak innovation and development,weak brand awareness,and single form of publicity in terms of tourism cultural and creative products.This paper first systematically integrates the regional cultural resources of Shanhaiguan scenic area,and analyzes the shortage of cultural and creative products in Shanhaiguan scenic area,and the needs of consumers,therefore can provide theoretical guidance.Based on the cultural and creative brand positioning of Shanhaiguan Scenic Area,this paper expounds the overall planning and design practice for the establishment of cultural and creative brands in Shanhaiguan scenic area.Through the innovative design of cultural and creative products in Shanhaiguan Scenic Area,this paper is committed to spreading the local customs of Shanhaiguan Scenic Area,enhancing the popularity and reputation of Shanhaiguan Scenic Area’s cultural tourism brand,enhancing the competitiveness of Shanhaiguan Scenic Area among similar brands,and helping "the first pass in the world" Shanhaiguan scenic area better develop and be prosperous.