Research On Cultural And Creative Product Design Of National Intangible Heritage Of Yao Nationality In Hezhou Under The Integration Of Culture And Tourism

The Chinese culture is glorious and splendid.Integrating intangible cultural heritage into tourism is an effective means for the integration and development of culture and tourism in the new era.Tourism cultural and creative products with intangible cultural elements are becoming more and more popular among the public.Strengthening their innovative design and development has also become an effective path for the promotion of the development of the cultural tourism industry and intangible cultural heritage protection.Hezhou City,Guangxi,is the only city covered by “China’s Longevity Township”county-level,rich in tourism resources and rapid development of tourism.Hezhou is the main gathering area of the Yao nationality.The culture of the Yao nationality are unique and colorful.Among them,the national intangible cultural heritage Hezhou Yao nationality costumes,as a treasure of traditional Chinese costumes,carries the aesthetic cognition and history of the Yao nationality for thousands of years Memory,which uses rich elements,symbols and patterns,contains profound art values and unique cultural genes,and provides a valuable and reliable source for the innovative design of tourism cultural and creative products.Under the background of culture and tourism integration,this thesis uses the design and application of national intangible cultural heritage Hezhou Yao costume cultural elements in tourism cultural and creative products as a research carrier,and obtains the cultural resources of Hezhou Yao costumes through field research and cultural archaeology.Construct a map of Yao costume culture elements with analytic hierarchy process,select and determine typical design elements.Then,based on market research,this study summarizes innovative design principles,analyzes development difficulties and user needs,analyzes the tourism cultural and creative product positioning of Yao costume culture elements in Hezhou.Finally,this study uses the product design method of the double diamond model to coordinate the relevant design techniques to carry out product innovation design practices such as the Yao nationality special product packaging series,daily necessities series,high-end customized series,and fashionable series.In this way,tourism cultural and creative products that meet the popular aesthetics of the current public and have the unique Yao cultural charm of Hezhou are developed.This study aims to explore a development path for the creative design of intangible cultural and creative products in ethnic areas,and to provide model and reference for promoting the national intangible cultural heritage protection,inheritance and innovation.Integrating intangible heritage Yao costume culture elements into the design and development of local tourism cultural and creative products as a basic point can not only expand the intangible heritage protection model,lively inherit and protect Hezhou Yao costume culture,but also promote the further integrated development of the cultural tourism industry and the strategy of rural revitalization effective implementation.