【摘要】 从衢州文旅产业入手，分析中外旅游文创产品的发展现状和特征，以“南孔圣地·衢州有礼”的城市品牌做依托，挖掘和提取衢州历史文化和人文底蕴，将衢州优秀特色元素融于城市旅游文创产品的设计中。在城市旅游文创产品中注入“礼”文化，更好地展现衢州的城市形象，希望能助力衢州城市的旅游业和文化的发展，为衢州有礼的发展做更好铺垫。更多还原

【Abstract】 Starting with the cultural and tourism industry in Quzhou, this paper analyzes the development status and characteristics of tourism cultural and creative products at home and abroad,relying on the “Southern Confucius Holy Land, Quzhou courteous” city brand, to explore and extract Quzhou Quzhou’s history, culture and humanities, and to integrate the city’s distinctive elements into the design of urban tourism cultural and creative products. To inject the culture of “Courtesy” into the city tourism cultural and creative products to better present the image of Quzhou Quzhou city, hoping to help the development of tourism and culture in Quzhou City and better pave the way for the development of courtesy in Hong Kong.更多还原