Research On The Development Design Of Anhui Tourism Cultural And Creative Products Based On Narratology

Culture is an important symbol of a country's civilization and development,culture is the soul of tourism development,tourism is the carrier of cultural development.With the formation of the Ministry of Culture and Tourism,the integration and development of the cultural and tourism industries has stimulated the potential of developing traditional regional cultures.Due to the lack of innovation and homogenization,the traditional tourism products have a market vacancy,and tourism creative products as the carrier of local culture,benefit from the nourishment of culture,but also inherit the concept of culture.The combination of traditional regional culture and tourism product creativity meets the material and the spiritual needs of consumers.Anhui is rich in history and culture,forming three regional cultures,relying on the background of the integration of cultural travel and related policy documents,Anhui tourism creative products development has good conditions.Narrative design starts from the theory of narrative,integrates traditional culture into the development path of Anhui tourism creative products through the way of story presentation,can bring a new breakthrough to the development of Anhui tourism creative products,bring the experience of cultural narrative situation to the user,and produce a better understanding and perception of cultural charm.Based on the theory of narratology,this paper combs the narrative design elements,structure,logic and expression of creation products.Through the analysis of Anhui's regional cultural characteristics and connotations,the research on the development status,development advantages and problems of Anhui tourism creative products,as well as the analysis of consumers' cultural cognition,consumption motivation and experience needs,starting from Anhui's regional cultural system and Anhui's regional cultural genes,studying the narrative theme,design element,narrative situation and narrative expression of Anhui tourism creative products,put forward the "event-formsituation-mood" Anhui tourism creation product narrative design strategy.In order to enhance the cultural,story,innovation and emotional nature of Anhui tourism creative products,put forward feasible plans,elevate the market competitiveness.