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

2020 Artistic Design, Communication and Engineering Science Research on the Design of Tourism Cultural Creative Products of the Yao Nationality in Hezhou 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). 232 https://doi.org/10.37420/icaces.2020.030 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 Zhaoping County in the Ming Dynasty. 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 233 2020 Artistic Design, Communication and Engineering Science 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 234 https://doi.org/10.37420/icaces.2020.030 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

Load more