AIGC 기술을 적용한 크루즈 문화 창조 상품 디자인 연구 -브랜드 크루즈선 “Adora Magic City”를 중심으로-

초록

This study investigates the application of Artificial Intelligence–Generated Content (AIGC) technology in the design of cruise cultural and creative products, using the branded cruise ship “Adora Magic City” as a case study. Based on a systematic review of literature from the DBpia database and the Web of Science Core Collection, the research examines the role of AIGC in supporting cultural data acquisition and digital content generation. Adopting a user-centered approach, the study integrates the KANO model and the Analytic Hierarchy Process (AHP) to identify and prioritize key user requirements for commemorative and interactive cruise cultural products. On this basis, a design research workflow combining quantitative demand analysis with AIGC-based generative design was established. In the design practice stage, AIGC-based image generation techniques were employed to support parallel generation and iterative refinement of design proposals. A comparative evaluation using a Likert-scale survey was conducted to assess user perceptions of different design options. The results indicate that, compared with existing designs, the proposed workflow-generated solutions demonstrate superior performance across core evaluation dimensions, particularly in the accuracy of cruise ship form representation, recognition of route-related landmark architecture, and clarity of visual composition and spatial hierarchy. The findings confirm that integrating quantitative user demand analysis with AIGC-enabled generative design enhances the structural rigor of design decision-making, improves generative efficiency, and increases the verifiability of design outcomes. This study provides a replicable methodological reference for cruise cultural and creative product design and offers practical implications for AIGC-driven design workflows in the cruise tourism industry.

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