2020 Artistic Design, Communication and Engineering Science

Research on the Design of Tourism Cultural Creative Products of the Yao Nationality in

Guangzheng Qiu1, Maosheng Mai2, Haoran Zhuang3 1 3 College of Arts, Guilin University of Technology, Guilin 541006, China 2 Hezhou University, Hezhou 542899, China

Abstract: Through the investigation of the cultural resources of Yao nationality in Hezhou and anatomy of successful cases, with a series of cultural creative products as the research object, the design principles of element reproduction, skill inheritance, and style inheritance are proposed; on this basis, it is explored and optimized by combining the needs of users with high consumer willingness. The design process of a series of cultural and creative products; finally, take the series of Hezhou Yao tourism cultural and creative products as an example to explore and verify the design mode of cultural and creative products to help the cultural and tourism market flourish.

Keywords: Yao nationality clothing; Tourism cultural creative products; Cultural and tourism integration; Inheritance and innovation

1 Introduction

Yao compatriots have lived in Hezhou for generations, and the Yao culture has a long history. Under the background of "integrated development of cultural and tourism", the article studies the development status of tourism cultural products in Hezhou City, rationally extracts its Yao costume cultural design factors and applies them to tourism cultural creative products, fully excavates cultural resources, refines design factors, and clear design steps, optimize the design process, and explore the innovative path of inheriting ethnic minority culture and the integration and development of tourism cultural creative products.

2 Cultural Resources of Yao Nationality's Costumes in Hezhou City

In 2006, approved by the Ministry of Culture, Yao costumes were included in the first batch of national intangible cultural heritage lists. The natural environment itself has created a huge market for the development of cultural industries such as visual arts, ecological fashion, and ecotourism. The cultural industry "utilizes traditional production methods to capitalize human creative skills" and the industrialization of cultural resources has an impact on the environment. The advantage of small damage is helpful to the protection of the ecological environment and biodiversity (Santos, 2011).

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The Yao nationality maintains a relatively complete and systematic ethnic culture, which depends on the Yao people living in large and small clusters and scattered in different places. Recognition and perseverance lies in their unconventional inheritance of the ethnic totem culture formed over thousands of years in a simple way. Costume is a complex cultural phenomenon in a civilized society, generally divided into clothing and decoration (Feng, 2010). As a kind of culture, clothing contains the social features, folk customs, social history, economic level, aesthetic concepts and even religious beliefs of a nation or a region, and is an important part of a nation's culture (Zhao, 2018).

2.1 General Situation of Yao Nationality's Clothing in Hezhou

There are many branches of Yao people in Hezhou, and different branches have different Yao costumes. Historically, there are many styles of clothing of each branch of Yao people in Hezhou. However, with the changes of the times, many styles have now disappeared and only remain in the literature. In addition, the Yao ethnic group is a wandering and migrating ethnic group. Once this branch moves out of Hezhou, its clothing will also disappear in Hezhou. For example, historical records record that there were Dingban Yao and Pai Yao branches in in the . Visible again. The traditional Yao costumes have unique shapes and embroidery styles, which can be divided into casual and splendid costumes. Casual clothes are also called ordinary clothes. They are worn in daily life for the convenience of production and labor. There are fewer embroidery patterns and the fabrics are not as exquisite as costumes; costumes evolved from sacrificial costumes, with large areas of embroidered patterns and complicated patterns, often requiring headwear. The dress is the dress for participating in major festivals and activities such as weddings, funerals, and rituals. The research object of this article is mainly Yao traditional costumes. The costumes of Yao nationality in Hezhou are mainly divided into three branches: Guoshan Yao costumes, Tu Yao costumes, and Pingdi Yao costumes. There are many branches of Yao nationality in Hezhou, and the costumes of different branches also have their own characteristics. For example, Guoshan Yao is divided into pointed head Yao, Bao Pa Yao (Dan Pa Yao, Chong Pa Yao), Hong Tou Yao, Huashan Yao and so on. Among them, the Jiantou Yao men's clothing are basically the same, and the men's and women's ornaments and brocade brocade techniques and patterns are basically the same. The name Jiantouyao comes from the tower-shaped high-pointed hat worn by Jiantouyao women. Its shape is characterized by its pointed tip soaring to the sky without tilting back, and there are ears on both sides of the tip. It is said that the origin of this kind of hat is due to its large size and bulging upwards. It has the function of courage, self-protection and scaring away snakes, insects and beasts when walking in the mountains. Good wishes for peace.

2.2 The Clothing Characteristics of the Yao Nationality in Hezhou

A combing and comparison of the costumed costumes of various branches of Hezhou found that there are several outstanding features: one is that the internal clothing shape of each branch is basically the same; the second is that the embroidery patterns of each branch are close to the same; the third is that each branch The stitches of embroidery are completely the same, both of which are embroidered from the front and from the back (as shown in Figure 1); the fourth is that the functions

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and connotations of the costumes of all branches are basically the same. These characteristics have not been lost with the migration of the Yao compatriots and the age, but have formed unified and fixed embroidery stitches, patterns, and connotations, which shows that these traditional costumes have relatively high attainments. Reaching a consensus within the ethnic group has become part of the daily life of the Yao people consciously and voluntarily.

Figure 1 The Yao Nationality Cross Stitch Method

The Yao costumes have exquisite patterns and brilliant colors. They have been known as five- color clothes and colorful cloth since ancient times. In terms of color, Hezhou Yao men’s and women’s clothing mainly uses homespun fabrics in three colors of black, blue and white as the background. A single-color base fabric is embroidered with four colors of red, green, white and brown, showing five colors. Effect. In addition to embroidery, there are also a series of products such as fine silver ornaments, hairpins, earrings, collars, breastplates, and bracelets. Yao clothing is the perfect unity of practicality and beauty. It not only follows the principle of durability, but also uses embroidery, cross-cutting, brocade, cloth stickers, silver decoration and other methods to beautify the decoration. These Yao costumes with colorful colors, exquisite patterns, strong Yao characteristics and strong texture are not only the daily necessities of the Yao people, but also folk arts and crafts with unique local characteristics. This unity of practicality and aesthetics is the combination of material civilization and spiritual civilization. It not only allows people to feel convenient, comfortable, and appropriate when wearing, and meets life needs, but also subtly beautifies people and life, and gives people artistic influence. To enhance the aesthetic appeal, and encourage people to love life more and yearn for a better future.

3 The Status Quo and Design Principles of Tourism Cultural Creative Products

3.1 Current Status of Tourism Cultural Creative Products

Cultural and creative products with local characteristics. The predecessor is a variety of cultural derivative products dominated by the tourism industry. The most representative ones are "special products", "souvenirs", "souvenir gift" and various souvenirs with local characteristics (Zhao & Wang, 2020). The tourism cultural creative products mentioned in the article research refer to products that are different from ordinary tourism souvenirs and pay more attention to culture and creativity. In

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layman's terms, they are upgraded versions of tourism souvenirs. During the research process, through participating in the "Youth Red Dream Building Journey" series of assistance activities to investigate in Huangyao, Hezhou, it was learned that the current lack of distinctive cultural and creative products, homogenization of agricultural and sideline product packaging, narrow product sales channels, and inability to "mutually help each other" "The promotion of local tourism culture and the development of tourism economy are a series of pain points. After conducting field research on existing characteristic products in typical scenic spots in Hezhou, we further discovered the current pain points: characteristic agricultural and sideline products are of good quality but poorly known due to poor publicity and other factors, which makes it difficult to export; the outer packaging of the product is the same as the packaging style of general competitors. Cannot highlight the characteristics of the Yao nationality; the products are not integrated into the culture and stories of the Yao nationality in Hezhou, lacking consumer highlights; although the local handicrafts are exquisite, they lack brand awareness and do not know how to expand sales and spread their skills further.

3.2 Design Principles

Engels mentioned: “People must first eat, drink, live, and wear before they can engage in political science, art, religion, etc” (Engels, 1997). After material consumption is satisfied, spiritual cultural consumption is bound to emerge. Design is the adhesive in the process of production, consumption, use and disposal. In the design process, the use of standardized design principles will help promote the design process, ultimately achieve the design goals, and modernize the cultural elements of the Yao ethnic group in Hezhou The organic integration between expression and product promotes the living heritage of culture and the diversified path of product design. After analyzing the existing tourism cultural creative products, sum up its design principles and provide clear theoretical and methodology guidance for later design practice.

3.2.1 The Principle of Element Reproduction

The principle of element reproduction refers to the extraction and reconstruction of images, colors, and patterns. There are many unique elements in the clothing of the Yao nationality in Hezhou, and its image, color, pattern and other obvious factors can be integrated into the shape and structure of tourism cultural creative products.

3.2.2 The Principle of Skill Inheritance

The principle of skill inheritance can retain the original flavor of the traditional Yao culture, such as traditional handicrafts such as flower picking, embroidery, and brocade. These skills have condensed the crystallization of the Yao nationality’s labor wisdom from generation to generation, and are the invisible carrier of the Yao nationality’s traditional culture.

3.2.3 The Principle of Style

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The principle of style inheritance refers to retaining the original material, connotation, etc., and extracting some typical local elements for innovation. For example, the octagonal pattern of the Yao ethnic group is an ancient symbolic ornamentation. It is a symbol that distinguished the ancestors of the Yao ethnic group from our group and other groups at the beginning of the formation of the clan. This unique clothing style and logo ornamentation must continue to be passed down and used.

4 Target User Feature Analysis and Design Factor Extraction

Design serves people, with people as the core. This shows that the ultimate goal of product design is to meet the needs of users and obtain a good user experience during use. There is no doubt that the 2020 epidemic will have a great impact on consumer demand. Tourists pay more attention to food safety and health during travel, and the importance of target user needs positioning has once again highlighted.

4.1 Target User Analysis

According to data released by the National Bureau of Statistics, total retail sales of consumer goods in April fell 7.5% in nominal terms year-on-year, and the rate of decline narrowed by 8.3 percentage points from March, indicating that consumption is picking up. To establish the target users of tourism cultural creative products, it is necessary to make a comparative and inductive analysis of the consumer willingness groups among tourists. By consulting the relevant data of the Zhuang Autonomous Region Statistics Bureau and the Guangxi Zhuang Autonomous Region Culture and Tourism Department, the tourism consumer groups are divided according to age stages, and two target users with higher consumption intentions are selected, namely the 18-30 year old single youth group and the retired gold and silver hair Family. The first type of user group includes school students and young people who are unemployed after graduation. They are interested in new things, like to experience different regional cultures, and have strong acceptance of products related to national trends and ethnic minorities; at the same time, they are more advanced Consumption concept, willing to consume during travel, focus on fashion, and eager to lead the consumption trend. Veblen described such a relationship in "On the Leisure Class": After the basic survival needs of human beings are met, the "leisure class" appears in the social differentiation, and its consumption pays more attention to the spiritual self-realization and the manifestation of social status (Veblen, 2015). The second type of user group is the elderly after retirement. They are less economically stressed, tend to maintain health, and are happy to enjoy life during travel. We call this group of gold and silver hair. They spend less on luxury goods, pay more attention to practicality, fitness and health, value product functional structure, and prefer products with health preservation functions and auspicious meanings. After the epidemic, the consumer needs of target users are more inclined to health and safety. Therefore, cultural connotations and modern product design concepts should be integrated into the design of tourism cultural creative products, while considering how to combine health and wellness culture to make tourism cultural creative products have health preservation Health function. The tourism mode featuring "healthy regimen" will attract more attention, especially the health-care

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tourism with the theme of "health regimen" and the purpose of "maintaining health during the journey", which is more in line with the expectations of tourists. Therefore, China’s Health tourism will usher in new development opportunities (Pan & Wang, 2020).

4.2 Design Factor Extraction

Richard Florida mentioned in "The Rise of the Creative Class" that the creative class has higher requirements for space conditions (Florida, 2010), which is the reason why cultural industry practitioners and cultural industry parks have spatial agglomeration in cities. Because consumers have cognitive, emotional, and intentional components of product features, they are accustomed to perceptually describing them. According to this feature, when exploring user needs, determine the adjectives that correspond to tourism cultural creative products one-to-one: feature element a And the reverse feature element b to develop a semantic difference scale. After determining the semantics of different groups, use them as the two ends of the corresponding dimension of the user evaluation perception map, which are divided into seven different levels. According to the user perception evaluation template style in Figure 2, the user perception evaluation map is created, and then the sensibility The result of the evaluation is based on the importance of the corresponding value in -3, -2, -1,0,1,2,3, that is, the higher the score, the more positive the attitude towards the feature of the product; otherwise, the negative.

Figure 2 User Perception Evaluation Template

A questionnaire on the purchase intention of tourism cultural and creative products was developed through the user perception evaluation map. In the main tourist attractions in Hezhou, 105 questionnaires were distributed at locations with a large number of people, and 105 were recovered, with a recovery rate of 100%, of which 102 were valid questionnaires. The effective recovery rate is 97.1%. Select the first seven elements with high purchase intention to make a user demand radar chart (as shown in Figure 3).

Figure 3 Radar Chart of User Demand 237 2020 Artistic Design, Communication and Engineering Science

According to the analysis chart, tourists pay more attention to the cultural connotation of the product, followed by innovation and functional structure (health care function), which means that the cultural connotation, novelty and practicality of the product are the first design factors we must consider, followed by Educational, entertaining, technical and aesthetic are also important factors.

5 The Design Practice

The clothing culture of the Yao nationality in Hezhou is extensive and profound. There are dozens of single clothing patterns, including totem patterns, animal patterns, and plant patterns. They are highly decorative, bright in color, simple in lines, and solemn and grand, showing the wide range of cultural symbols of Yao nationality’s clothing. Diversity does not express the aesthetic pursuit of Yao compatriots in a unique way. After preliminary investigation and analysis and user positioning, the selected typical design factors were rationally applied, and a series of jewelry special design and health water bottle design were selected. Based on the market analysis of cultural consumption, we look for the key points of the value of cultural resources transformed into cultural products, inspire creative inspiration, carry out cultural resource allocation, make creativity tangible, commercialize resources, and carry out creative marketing in combination with market demand (Dong, 2008). The jewelry series is designed for young singles. Gold jewelry has an antioxidant effect, which can inhibit the peroxide and free radicals produced by the human body, reduce the invasion of harmful substances, and beautify the skin. The "Five Elements Blessing" series is inspired by the sun pattern, cork pattern, fish pattern, flame pattern, and flower pattern, which correspond to the gold, wood, water, fire, and earth in the five elements, and 18K gold inlaid with rubies, which means peace and prosperity; The "Four Seasons" series are extracted from the Lianshan pattern and the colorful river pattern, and the mountains and rivers are dependent on each other to create a group of lovers' hand shims; the "Four Seasons" series are respectively extracted from the paulownia pattern, the catalpa tree pattern, the cloud thunder pattern, and the rice-shaped pattern, which means peace in the four seasons. The health water bottle is geared towards people with gold and silver hair. The design of this health water bottle is inspired by the health and health culture of the Yao nationality, taking into account the water supply problem during travel. The outer wall of the kettle body is nested with a thermal insulation sleeve fused with the pattern of the Yao nationality Pan King, the outer wall is penetrated with a shaft and is hinged with a fixing belt, the fixing belt is buckled and connected to the kettle body, and the top is fixedly connected with a carrying belt; an inner gear is arranged inside the kettle body, A kettle mouth is fixedly connected to the top. Its health preservation function is embodied in the silver inside of the kettle. Silver ions have the functions of sterilization and health preservation, improving immunity, calming the nerves, nourishing the liver and kidney, protecting the five internal organs, strengthening the bones and muscles, moving the meridians and joints. The design rendering is shown in Figure 4.

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Figure 4 Effect picture of series of cultural and creative products

6 Conclusion

With the restoration of tourists' consumption confidence and the emergence of new consumption trends, cultural consumption will see new growth. The tourism and cultural creative industry should seize the opportunity to find a turning point in the crisis and break the old into the new. The cultural elements of the Yao ethnic group in Hezhou are effectively integrated into the tourism cultural and creative products. One is to promote tourism with cultural and creative products as a carrier to make the Yao costume cultural inheritance full of vitality; the second is to travel to Zhangwen and integrate into the tourism cultural creative product of the Yao costume culture, to promote the integrated development of culture and tourism, to promote poverty alleviation, and to make tourism development attractive. At the same time, the content of creative products of tourism culture of the Yao nationality in Hezhou will be richer and multi-level, and products with novel forms and unique content will be provided for tourists to better meet the multi-level tourism needs of different tourists. Taking the development of the tourism cultural creative industry as an opportunity, taking advantage of the regional cultural tourism resources of the Yao ethnic group in Hezhou to build a tourism cultural creative product development platform will help the Yao ethnic group's culture lively inheritance in the post-epidemic period, improve the level of public cultural consumption, and promote the prosperity of the cultural market Orderly and high-quality development (Fan, & Lin, 2020).

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