Element Recognition and Innovation Transformation of Cultural and Creative Products: Based on Eye Movement Experiment

Wei Guo, Yangyang Wang, Tianjun Xu


This paper analyzes tourists’ perceived preferences for cultural and creative product elements using human-computer interaction technology and constructs the innovation and transformation path of cultural and creative products from four dimensions: concept, elements, content, and structure. The Great Wall tourism cultural and creative products are used as an example. The findings demonstrate that: (1) From a behavioral data viewpoint, cultural and creative items’ overall inventiveness, formal design, manufacturing method, area, cultural collection value, and function have varying degrees of influence on visitors’ perceived preferences; (2) The richness and attraction of character expression, action, and form components from the hotspot map and matrix map can boost the visual engagement impact of visitors. Scenic area architecture may enhance visitors’ immersion experiences of local culture since it serves as the design prototype for cultural and creative businesses. (3) The number of fixation points, total fixation time, and saccade frequency of cultural and creative products with various design elements differ significantly when viewed from the perspective of the eye movement index, and these differences are further presented as individualized tourist behavior characteristics. (4) From a design standpoint, it is essential that the circumstances of the product satisfy the needs of visitors in order to produce high-quality cultural and creative products. Innovative ideas should be used to steer the innovation and transformation of cultural and creative products, enhancing the universal design of products with element innovation, enhancing the cultural legacies of products with content innovation, and lengthening the market cycle of products with structural innovation. The use of modern technology broadens the research methodologies for the tourism field and creates new research environments for tourism experimentation.

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DOI: https://doi.org/10.22158/ibes.v5n2p34


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