基于黔东南少数民族村寨的资源特点和游客的体验需求,指出在体验经济背景下,民族村寨日益成为文化体验旅游的理想目的地,而围绕体验需求进行产品设计是目前民族村寨旅游开发所面临的共同问题.在具体分析民族村寨自然生态与田园风光,有形民族文化,过程性、事件性民族文化以及无形民族文化4方面旅游资源内容的基础上,提出民族村寨旅游产品设计的一般方法,指出民族村寨旅游产品开发设计应该通过"主题提炼-形象塑造-场景设计-氛围营造-项目安排-意象设计-宣传营销"等步骤来进行,建立民族村寨旅游产品的品牌形象,从而帮助游客实现"意象建立-购买冲动-参与互动-深刻体验-达到预期"的过程,不断提高民族村寨旅游产品的市场吸引力和旅游综合经济效益.%On the basis of resources features of minority villages in Southeast Guizhou and tourists'experience needs, the paper proposed that national villages would increasingly be the ideal destination of cultural experience tourism under the background of experience economy, and products design centering on experience need was the common problem confronted tourism development of national villages. Through analyzing four aspects of tourist resources which were natural ecology and pastoral scenery, tangible national culture, process and event national culture,and intangible culture, the paper proposed a general method for design of tourist products of national villages. The design should be conducted by following steps of “theme extraction-image shaping-scene design-atmosphere creation-program arrangement-implication design - publicity marketing”. It should establish brand image of tourist products of national villages, so as to help tourists realize “image establishment - purchasing impulse-participation into interaction - profound experience-expectation achievement”, and to constantly increase the attraction power of tourist products of national villages and comprehensive economic benefit of tourism.
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