This study takes the intangible cultural heritage festivals of the Hezhe ethnic group as its research object, integrating narratology theory with the KANO-AHP hybrid model to explore the systematic path for the digital design of intangible cultural heritage cultural and creative products. Firstly, through literature analysis and field investigations, the system of intangible cultural heritage festivals of the Hezhe ethnic group is sorted out, and a narrative framework is constructed based on the visceral, behavioral, and reflective levels proposed by Donald A. Norman, establishing the “Wurigong Conference” as the narrative theme. Furthermore, 14 design factors are summarized from these three levels, and a hierarchical structure model is established. In the empirical analysis stage, the KANO model and AHP method are jointly applied: User attitude attributes towards various design factors are obtained through KANO questionnaires, and classification and visualization are conducted with the help of Better-Worse coefficients; on this basis, AHP is used for expert decision-making analysis to calculate the weight of each factor and clarify their relative priorities. Through augmented reality technology, static patterns are transformed into interactive and perceivable dynamic cultural experiences, effectively enhancing the communication power and appeal of intangible cultural heritage. The main conclusions of this study are: A system of intangible cultural heritage cultural and creative design methods that combines user needs with expert decisions is constructed, clarifying the core elements and transformation paths of the digital design of Hezhe intangible cultural heritage. Through design practice, the feasibility and effectiveness of this system in enhancing cultural identity and improving communication effects are verified.
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Wang, N., Ding, L., You, S. (2025) Research on Digital Design of Intangible Cultural Heritage Cultural and Creative Products Based on KANO-AHP. Journal of Social Development and History, 1(6), 12-22.