Designing The Dong New Year Festival Experience From The Perspective Of Cultural Tourism Integration

With the high quality development of China’s economy and society,the people’s demand for spirituality is also getting higher and higher,and the cultural tourism industry has emerged.As an integral part of the cultural tourism industry,festival tourism plays an important role in spreading ethnic culture,promoting ethnic cultural exchanges and enhancing cultural confidence.However,the problems of homogenisation of content,lack of ethnic characteristics and poor experience are still prominent.Visitors are unable to gain a sense of access to festival tourism,nor are they able to accurately grasp the ethnic characteristics of the Dong people and the connotation of the Dong Year,resulting in festival tourism not being able to play its role in cultural dissemination.This project uses the concept of service design to study the design of tourism experience services for the Dong New Year festival.The innovative experience model,through the "one with one" home visit experience model,brings the Dong local residents and tourists together,which not only enhances the experience of tourists,but also promotes the exchange of ethnic cultures,bringing a novel and unique Dong New Year festival experience to both parties through collaborative participation.By using the cultural symbols of the Dong Festival to design service touchpoints and applying them to all stages of the service process,the atmosphere of the Dong Festival is enhanced for the user,ultimately forming a tourism experience service model that fits the characteristics of the Dong Festival.In addition,the touchpoints in the service process are designed and transformed,with the digital and physical touchpoints designed separately to enhance the user’s visitor experience through the "online + offline" approach.Through the construction of the Dong New Year festival experience service system and related touch point design,it helps visitors deepen their cultural identification with the Dong people and the Dong New Year from a visual and tactile perspective,and continues their emotional experience,ultimately achieving the goal of enhancing the user experience and spreading the culture of the Dong people and the Dong New Year.