Hangzhou Qiantang River Tourism Under The Integration Of Culture And Tourism Cultural And Creative Product Design Exploration

In recent years,the integration of culture and tourism has gradually become the focus of the development of the tourism industry.As a product of the integration of tourism and cultural and creative industries,tourism cultural and creative products not only realize the inheritance and dissemination of local characteristic culture,but also bring considerable benefits to the social economy.As the largest river in Zhejiang Province,Qiantang River should also follow the trend of the times,strengthen the development of Qiantang River tourism cultural and creative products,and vigorously develop Qiantang River cultural and creative industries,in order to realize the effect of Qiantang River in the integration of culture and tourism in Hangzhou.For this reason,based on the background of cultural and tourism integration,this paper has extensively searched and sorted out related theories such as tourism cultural and creative products,Qiantang River culture,etc.How to develop and design tourism cultural and creative products with Qiantang River cultural characteristics,in order to achieve the research purpose of Qiantang River cultural protection,inheritance and development.This paper is divided into five parts.The first part expounds the current situation and cases of the development of tourism cultural and creative products,including the concept,characteristics,development status of tourism cultural and creative products,and representative cases at home and abroad.In the second part,through the relevant research of Qiantang River and its culture,the basic situation of Qiantang River is clarified,the concept,value,classification and characteristics of Qiantang River culture are sorted out and summarized,and the necessity and feasibility of the development of Qiantang River tourism cultural and creative products are analyzed,so as to provide theoretical reference for the subsequent research.The third part to consumer demand as the breakthrough point,through the questionnaire,depth interview for tourism and product audience and demand characteristics,citing root theory model and discusses the factors that affect consumers to buy tourism and products,to obtain the actual demand of the qiantang river tourism wen gen products.The fourth part puts forward the design principles,methods and strategies of cultural and creative products of Qiantang River tourism based on consumer demand,and analyzes the design of cultural and creative products combined with representative design cases.In the fifth part,by excavating the material and intangible cultural elements of the Qiantang River,the representative design elements are extracted,and to carry out the design practice of relevant tourism cultural and creative products with the Qiantang River culture as the theme.This paper focuses on the relevant research on the design of tourism cultural and creative products around the Qiantang River,trying to promote the protection and development of Qiantang River culture,promote local economic development,provide new ideas for the inheritance and innovation of Qiantang River culture,and also provide cultural and creative products in other regions.Design research provides reference value.