目的 以我国非遗织锦文化为案例,运用卡诺模型（Kano）和层次分析法（AHP）深入剖析游客对织锦文化传播的期望并制定切实有效的传播策略。方法 通过分析用户体验设计的4个维度,寻找游客期望需求,设计并发放Kano问卷,分析统计各个需求的属性类别,并通过AHP模型对各个需求进行优先级排序,最后得出织锦传播策略重点。结果 文旅融合、保护实验区与工坊的设立、新媒体宣传、文创设计等是传播织锦的必备因素;非遗传承人走入校园、体验织锦制作过程、参加国际展览等为期望因素;打造主题民俗、AI体验馆、数字博物馆、研学活动等为魅力因素。结论 依据Kano-AHP模型的分析结果,按照必备属性,期望属性,魅力属性的排序制定织锦传播策略,为非遗织锦文化的传承与推广提供了切实可行的路径,还为其他面临类似困境的非物质文化遗产传播提供了有效参考。
Abstract
The work aims to explore the expectations of tourists regarding the dissemination of traditional Chinese brocade culture, a representative of intangible cultural heritage (ICH), and to formulate effective communication strategies by employing the Kano model and the Analytic Hierarchy Process (AHP). The methods involved analyzing four dimensions of user experience design to identify expected needs of tourists, designing and distributing Kano questionnaires to categorize the attribute of each need, and prioritizing these needs using the AHP model to determine the key strategies for brocade dissemination. The results indicated that the integration of culture and tourism, the establishment of protection zones and workshops, new media promotion, and creative product design were essential factors for brocade dissemination. The involvement of ICH inheritors in schools, experiencing the making process of brocade, and participating in international exhibitions were considered expectation factors. Creating themed folk customs, AI experience centers, digital museums, and educational tours were identified as charm factors. The conclusion suggests that based on the analysis results of the Kano-AHP model, strategies for brocade dissemination should be formulated in the order of essential, expectation, and charm attributes. It provides a feasible pathway for the inheritance and promotion of brocade culture, as well as offers effective references for the dissemination of other ICH facing similar challenges.
关键词
织锦 /
Kano-AHP模型 /
非遗文化 /
游客体验设计
Key words
brocade /
KANO-AHP Model /
intangible cultural heritage /
tourist experience design
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