文旅融合背景下景德镇文创设计的传承与创新

Inheritance and Innovation of Cultural and Creative Design in Jingdezhen under the Background of Cultural and Tourism Integration

摘要: 景德镇作为中国陶瓷文化的发祥地，在文旅融合的推动下，其文创设计不仅注重非物质文化遗产的保护和传统工艺的现代应用，而且在设计理念、技术应用及品牌营销等方面展现出显著的创新能力。本文试图探讨文旅融合背景下景德镇文创设计的传承与创新实践，揭示景德镇文创设计在增强旅游体验、推动文化传承、加速地区经济增长的作用。旨在为景德镇乃至其他地区的文创设计提供理论指导和实践参考，推动文旅产业的高质量发展。

Abstract: As the birthplace of Chinese ceramic culture, Jingdezhen, driven by the integration of culture and tourism, its cultural and creative design not only focuses on the protection of intangible cultural heritage and the modern application of traditional craftsmanship, but also demonstrates remarkable innovation ability in design concepts, technology application and brand marketing. This paper attempts to explore the heritage and innovation practice of Jingdezhen’s cultural and creative design under the background of cultural and tourism integration, and reveals the role of Jingdezhen’s cultural and creative design in enhancing tourism experience, promoting cultural inheritance, and facilitating local economic development. It aims to provide theoretical guidance and practical reference for the cultural and creative design in Jingdezhen and even other regions, and to promote the high-quality development of cultural and tourism industry.