Abstract
With the development of digital technology, digitization has become the focus of high-quality economic development. As a new way, digital technology has attracted much attention in the design and dissemination of IP. It gives full play to the advantages of digital technology and enhances the interaction and interest of IP products. This paper takes Huishan clay figurine Da'afu as the research object, focuses on the innovation of Da'afu IP model under the influence of digital technology, which is of great significance to the sustainable development of Huishan clay figurines, and then provides new ideas for the development of Huishan clay figurines IP to promote local tourism culture and enhance the competitiveness of urban tourism.
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