目的 以山西黎侯虎非遗为例,创新非遗IP视觉符号设计为途径,增强文化品牌的独特性与用户价值认可,探求其在文旅产品中的创新渠道,推动山西文旅实现文化赋能。方法 借态势分析法（SWOT）以山西文旅资源的优势、劣势、机遇、挑战为依据,识别文化资源的独特性和市场潜力,进而明确文旅融合环境下的各项挑战和KANO模型相结合,分析得出“视觉符号、功能体验、情感共鸣”方面的用户需求特性,寻找该视角下IP文创产品设计的魅力型和必备型属性点,为设计方案提供了精确的需求指引。采用模糊层次分析法（FAHP）构建设计要素的权重体系,对所提出的设计要素进行递阶层级分析,分为5个准则层和15个指标层,以强化山西文旅品牌的识别度与用户的情感契合,最终以设计“祥虎纳吉”LOGO、制作了6种文化衍生品以及个性化定制文创产品的模式,助力文化向外扩散。结论 通过构筑创新的视觉符号形象,增强了山西文旅的品牌识别度与用户的情感共鸣,一方面推动文化赋能,另一方面提升文旅产业竞争力。
Abstract
With the intangible cultural heritage of Shanxi Lihouhu as an example, the work aims to innovate in the visual symbol design of intangible cultural heritage IP, enhance the uniqueness of cultural brands and users' recognition of their values, explore innovative application channels in cultural and tourism products, and boost the cultural empowerment of cultural and tourism development in Shanxi. Through SWOT analysis, the advantages and disadvantages of Shanxi cultural and tourism resources were studied, the uniqueness and market potential of cultural resources were identified, and the challenges under cultural and tourism integration were also clarified. Combined with the KANO model, the user's demand characteristics in "visual symbols, functional experience and emotional resonance" were analyzed and the charm attribute and the necessary attribute were identified, providing the precise demand orientation for the design scheme. FAHP method was used to construct the weight system of design elements. Through hierarchical progressive analysis of the proposed design elements, the system was divided into 5 criterion layers and 15 indicator layers, aiming to strengthen the recognition of Shanxi cultural and tourism brands and emotional resonance with users. Ultimately, by designing the "Auspicious Tiger Welcoming Blessings" logo, developing six types of cultural derivatives, and launching customized cultural and creative products, the external dissemination of local culture was facilitated. By constructing innovative visual symbol imagery, the recognition of Shanxi cultural and tourism brands and users' emotional resonance are enhanced. On the one hand, it advances cultural empowerment and on the other hand, it improves the competitiveness of the cultural and tourism industry.
关键词
文旅融合 /
黎侯虎 /
IP设计 /
文创产品 /
文化传播
Key words
cultural and tourism integration /
Lihouhu /
IP design /
cultural and creative products /
cultural dissemination
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基金
2025年度山西省哲学社会科学规划课题（2025YB244）; 太原工业学院博士科研资助项目（2023KJ051）
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