Research On Narrative Design Of Tourism Cultural And Creative Products

Narrative is the way humans understand and perceive the world.Human cognition has been iterated for thousands of years,and narrative aesthetics has penetrated into the blood of human consciousness,which has also affected people’s cognition and feelings about products.The rise of tourism cultural and creative product design reflects postmodernist aesthetics’ attention to daily life,especially since the industry has developed to the present,homogenization is becoming more and more serious,and the products in major scenic spots are similar.This article aims to provide a new idea for the homogenization of tourism cultural and creative product design based on narrative theory.The narrative expression of tourism cultural and creative products is realized through the integration of multidisciplinary theories,and the regional culture,aesthetic characteristics,and cultural connotations to be conveyed by cultural and creative products are formed through the design of the product medium to form a story work for people to feel,giving cultural and creative Product more vitality.First of all,based on narrative theory,by consulting literature and product design cases,the theories and practices in the field of tourism cultural creativity are sorted out and summarized,and relevant subject theories are studied from the two aspects of narrative theory and tourism cultural and creative products respectively,and tourism cultural creativity is defined.The concept of product narrative design,and build a conceptual model of tourism cultural and creative product narrative.Secondly,through the multidisciplinary theoretical research on narrative in the previous part,it is concluded that the narrative design strategies of tourism cultural and creative products are mainly divided into narrative themes with distinct,single,and highly relevant features;narrative structures are divided into parallel,interspersed,and Combined narrative;the establishment of narrative behavior conditions,the choice of time,and the empathy of experience;narrative vision includes media,materials,shapes,and colors;narrative scene includes story space and product space.Then comprehensively consider and select three classic cultural and creative products,and analyze their narrative design performance from a narrative perspective.Finally,through the design of tourism cultural and creative products in the Yellow Crane Tower Scenic Area as an example,the narrative design ideas and design methods of tourism cultural and creative products are proposed to provide theoretical direction and practical experience for future tourism cultural and creative products.