Re-design Requirements Research for Intangible Cultural Heritage Products in the Tourism Industry: A Case Study of Mianzhu New Year Picture

Abstract

In response to the challenges faced by Mianzhu New Year picture, a national-level intangible cultural heritage in China, in the transformation of tourism, including issues of homogenization, lack of cultural content, and limited innovation, this study aims to optimize the design of tourism derivative products of Mianzhu New Year picture. The goal is to avoid issues that may impact tourism consumption and cultural development. To achieve this, a method for evaluating the redesign requirements of Mianzhu New Year picture tourism products based on the KANO-AHP hybrid model is proposed, with the intention of providing guidance for the development of derivative products of intangible cultural heritage.Focusing on the "cultural creative products" in the redesign of Mianzhu New Year picture tourism products, the KANO model is applied. Based on tourism marketing demands, the study focuses on three main intentions: enhancing tourism consumption, cultural communication, and artistic innovation of Mianzhu New Year pictures tourism products. These are further subdivided into specific contents of artistry, functionality, technology, safety, and culture. A total of 30 requirement indicators are identified, and their KANO requirement attributes are determined. The study then constructs requirements indicators for cultural creative products of Mianzhu New Year picture tourism through statistical analysis. Subsequently, the Analytic Hierarchy Process (AHP) is applied to determine the weights of the cultural creative product requirements indicators. By analyzing and organizing the comprehensive weights of the top 10 requirement indicators, an optimized solution for the redesign of Mianzhu New Year pictures tourism products is obtained.