Research On The Design Strategy Of Tourism Cultural And Creative Products In Luanzhou Ancient City Based On The Quality Theory

In the context of cultural and tourism integration,in order to meet the deep inner needs of tourists and awaken people’s deep resonance for the characteristic ancient city culture,especially the tourism culture of Luanzhou Ancient City,the quality theory is introduced into the design of Luanzhou Ancient City tourism cultural and creative products,to explore the design strategy of ancient city tourism cultural and creative products in line with the contemporary development background.Firstly,this paper sorts out the connotation and characteristics of " quality theory " at different levels,creating three structural levels of quality theory: surface level,middle level and deep level,and five core levels: charm,aesthetic feeling,creativity,delicacy and engineering.Based on the analysis of Luanzhou Ancient City’s development status and the sorting out of tourism cultural resources,three levels of tourism cultural resources of Luanzhou Ancient City are constructed: physical culture,behavior culture and spiritual culture.Then,the travel notes and comments of Luanzhou Ancient City were processed through word frequency analysis,and the sensory quality characteristics of Luanzhou Ancient City were analyzed through the extraction of high-frequency word features,word frequency visualization analysis and semantic network relationship construction,so as to identify the design dilemma of Luanzhou Ancient City’s cultural and creative products,and analyze the compatibility between the theory of sensory quality generation and the design requirements of Luanzhou Ancient City’s cultural and creative products.Secondly,the design model of Luanzhou Ancient City cultural and creative products is constructed according to the fit degree of sensory quality level and Luanzhou Ancient City tourism cultural and creative products level.Based on the inheritance of regional culture,highlighting the characteristics of the ancient city and satisfying the needs of tourists’ emotional experience,the design method is explored.Combined with the five core layers of sensory quality theory,this paper explores the symbolic representation strategies of cultural and creative products from the three layers of color representation,shape representation and material representation respectively.Then,the extraction strategy of sensory elements is explored from the aspects of sensory elements mining,narrative situation building and individual emotion awakening.Finally,Luanzhou Ancient City was selected as the research object for design practice test,and the "Hello! Luanzhou! " Theme cultural and creative brand,extract sensory elements and symbolic factors of sensory quality,to carry out visual translation,design a series of cultural and creative products and conduct practical evaluation.The integration of quality theory can make tourism cultural and creative products become the link between ancient city culture and tourists’ inner resonance,increase the interaction of ancient town culture,effectively strengthen tourists’ cognition of Luanzhou Ancient City culture behind cultural and creative products,and arouse tourists’ deep emotional experience and resonance.This study is expected to bring new vitality to the muchaffected characteristic ancient city tourism industry,promote the tourism quality and branding of Luanzhou Ancient City,and bring new ideas for the construction and development of cultural and creative products of characteristic ancient city.