基于文旅融合的祈福文化体验设计与实践

Design and Practice of Blessing Cultural Experience Based on the Integration of Culture and Tourism

中文关键词: 祈福文化  祈禳  博物馆  文旅融合  文化体验  祈福文创

英文关键词: blessing culture  prayer  museum  cultural tourism integration  cultural experience  praying for good fortune

中文摘要:

      目的 祈福文化源于中国传统祈禳文化，在众多出土文物上也呈现有祈福观遗痕。而伴随着文旅融合的推进，祈福活动逐渐朝向地域民俗化和旅游体验消费方向发展。以成都金沙遗址博物馆为例，已连续成功举办多年“金沙太阳节”，打造成为融入古蜀祈福祭祀的一项著名节事活动，并以此为契机推进将节事向日常园区游览的文化消费演进转化。方法 以打造金沙祈福文化及其祈福文创商品为设计实务案例，剖析旅游场域构建祈福文化的特征，在祈福文化基因和实施条件的基础上，立足于用户体验要素模型进行祈福文化的体验设计与创意实践，并对祈福文化体验的发展进行展望与反思。结论 一方面博物馆借助祈福活动提升文化消费的体验品质与精神文化底蕴，另一方面通过祈福文化的IP挖掘和构建促进博物馆自身的品牌树立，增强与城市旅游、地域文化等相融合的文博事业发展活力。

英文摘要:

      The culture of praying for blessing originates from the traditional Chinese culture of praying for happiness. There are also traces of praying views on many unearthed cultural relics. With the promotion of cultural and tourism integration, praying activities gradually develop towards regional folklore and tourism experience. Taking Chengdu JINSHA Museum as an example, it has successfully held the “JINSHA Sun Festival” for many years, and take this as an opportunity to promote the festival activities of praying for blessings and sacrifices in ancient SHU and the evolution direction of cultural consumption of daily park tour. Taking the creation of the Jinsha blessing culture and blessing cultural and creative products as design practical cases, analyze the characteristics of the construction of praying culture in the tourism field, and based on the user experience element model and the blessing cultural genes and implementation conditions to carry out the experience design and creative practice of praying culture, and prospect and reflect on the development of blessing cultural experience. On the one hand, museums can enhance the experience quality and spiritual culture of cultural consumption with the help of praying activities; on the other hand, through IP mining and construction of praying culture, museums can establish their brand, and enhance the development vitality of cultural and museum industry integrated with urban tourism and regional culture.