Objective to solve the puzzle of the lack of guiding theory of regional culture public goods service design in the field of service design, and to explore the psychological and emotional representation and association connotation of public goods service under specific regional culture. Methods By symbolic semantics, the cultural semantics, folk semantics and regional environment semantics of regional cultural public goods service design were characterized and analyzed from three levels: personal emotion, group affiliation and historical folklore. Combining symbolic semantic analysis with user behavior model, the historical intention of regional culture is abstracted and decomposed into multidimensional design factors layer by layer, and the framework of service design factors is further established. Results Taking the product service system of "Maritime Silk Road in western Guangdong" as an example, with the help of image scale map and semantic style analysis of symbolic semantics, the common feelings on the cultural level of "Maritime Silk Road Culture" were analyzed, and the folk journey scenarios and service blueprints were constructed, which were presented in the form of the design of regional cultural service system in western Guangdong. Conclusion It promotes the emotional resonance and cultural identity experience of users in the design of public goods and services by regional culture, and provides theoretical guidance for the design of regional culture products and services.

Wan Fucheng, Liu Yang, Chen Wenjing. The Design of Regional Cultural Service of the Maritime Silk Road Based on Symbolic Semantics. Frontiers in Art Research (2022) Vol. 4, Issue 1: 1-6. https://doi.org/10.25236/FAR.2022.040101.

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