扎根理论下的印象系列分析

创意产业为旅游业的不断发展注入了新的活力并促进了旅游产业链的延伸。以质性研究之扎根理论为方法论指导．对张艺谋主导的旅游文化创意典型实例“印象系列”进行研究发现：“印象系列”的旅游文化创意具有“名人效应牵引一文化创意为产品一利用符号意义创造旅游产品价值一实景就地展演为知识产权保障”的发展轨迹和特色。从张艺谋“印象系列”特征中归纳此类旅游文化创意产业定义为：在政府主导和支持下，通过创意者“天赋”对高社会知名度文化主题进行创意生产并使其旅游商品化的新兴行业，该创意生产需要高科技手段和高资金投入为支撑，并通过原生地展示来保护该创意产权。

Impression Series Based on Grounded Theory

Creative industry pours the innovative vigor into the developing tourism industry and lengthens the chain of the later. Under the methodological instruction of the grounded theory of qualitative research, this paper conduets a research on the ＂impression series＂ created by ZHANG Yi-mou identified as tourism eultural creative, and it finds that the eultural creation ＂impression series＂ featuring the route ＂celebrity effect as initiation euhural ereative as products symbol meaning as tourism product value generation-real scenery practical performance as IPR protection＂. Basing on the analysis to the characteristies of the ＂impression series＂ of ZHANG, this paper proposes that the definition of the tourism cultural creative is a new emerging industry, whieh guided and supported by government, integrating the creator＇s talents and famous cultural subjects originally innovates new brand tourism culture products, it involves bigh-teeh manners and intensive creative capital, and it＇s IPR will be protected by performing in the aboriginal area. In addition, the paper brings out the problems considered for the future study at the end.