Cultural and Creative Tourism Product Design Strategies to Enhance the Brand Value of Intangible Cultural Heritage under Artificial Intelligence Technology: Focused on Grass Cloth Embroidery Example

Abstract

Taking grass cloth embroidery as an example, explore the direction and strategy of cultural and creative tourism product design to enhance the brand value of intangible cultural heritage under artificial intelligence technology. This paper studies the concept of brand value and cultural and creative tourism product design, and elaborates the research model of cultural and creative tourism product design to enhance brand value. Analyzed the current situation of cultural and creative tourism product design of two grass cloth embroidery brands, and puts forward four strategies to enhance the brand value of grass cloth embroidery under artificial intelligence technology, including unified design to enhance brand awareness, improving emotional design elements to improve brand perceived quality, mining cultural connotation to increase brand loyalty and creating cultural mood to strengthen brand association.