02327nas a2200385   4500000000100000000000100001008004100002260005900043653003900102653002800141653004100169653002400210653001600234653002000250653001700270653001400287653004900301653004900350653002200399653002200421653002700443653002700470653003400497653001900531653002000550653002100570100001100591700001100602700001000613245020300623856015900826300001200985520091900997020002501916       2021                            d  bInstitute of Electrical and Electronics Engineers Inc.10aArtificial Intelligence Technology10aArtificial intelligence10aArtificial intelligence technologies10aBehavioral research10aBrand Value10aBrand awareness10aBrand values10aCreatives10aCultural and Creative Tourism Product Design10aCultural and creative tourism product design10aCurrent situation10aDesign strategies10aGrass Cloth Embroidery10aGrass cloth embroidery10aIntangible cultural heritages10aProduct design10aResearch models10aTextile printing1 aG. Luo1 aL. Lin1 aA. Li00aCultural and Creative Tourism Product Design Strategies to Enhance the Brand Value of Intangible Cultural Heritage under Artificial Intelligence Technology: Focused on Grass Cloth Embroidery Example  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85129642925&doi=10.1109%2fFoNeS-AIoT54873.2021.00042&partnerID=40&md5=f3bf27ba8d16ceffdf389ad175e4feb1  a160-1673 aTaking grass cloth embroidery as an example, explore the direction and strategy of cultural and creative tourism product design to enhance the brand value of intangible cultural heritage under artificial intelligence technology. This paper studies the concept of brand value and cultural and creative tourism product design, and elaborates the research model of cultural and creative tourism product design to enhance brand value. Analyzed the current situation of cultural and creative tourism product design of two grass cloth embroidery brands, and puts forward four strategies to enhance the brand value of grass cloth embroidery under artificial intelligence technology, including unified design to enhance brand awareness, improving emotional design elements to improve brand perceived quality, mining cultural connotation to increase brand loyalty and creating cultural mood to strengthen brand association.  a9781665410915 (ISBN)