符号消费语境下旅游纪念品的地域文化可识别性研究

发布时间：2018-03-17 19:09

本文选题：符号消费　切入点：符号学　出处：《南京理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着社会形态的不断发展演变,旅游业已逐步成为国际经济发展中规模最大、发展最迅速的产业之一,各地的旅游景区开发建设工作在不断地开展与完善,旅游业的覆盖人群在逐年呈几何倍数增长,同时,作为旅游业重要组成部分的旅游纪念品市场也得到了迅速发展。需求的快速增长导致市场做出迅速扩大的应激反应,然而,旅游纪念品设计研发的速度与市场扩大的速度并未形成一致步调,因此造成各地竞相复制模仿、同质化异常严重的现状。这与当下丰富的物质生活条件下,人们日益增长的自我认识需求和日渐强烈的社会认同感相违背。价值观念的变化诱导生活方式的改变,生活方式的改变催生消费社会的产生,而消费社会的存在又会不断促进着生活方式和价值观念的改变。随着社会生产力的持续提高,社会经济结构也在不断演变,从最开始的以生存需求为主导的物品交换,到以生活需要为基础的等价交换,再到物质丰富以后,为了提升生活舒适度所进行的有选择性的消费。发展到今天,我们所处的社会已然转化成了以消费为主导的“消费社会”。在消费社会背景下,人们的消费行为除了满足最原始的生存需求外,还要满足自我认知和社会认同感等需求,通过对“物”的消费来体现自身的社会属性、价值观念、精神世界等。而此时,所有被消费的“物”都具有符号属性,承载着特定的文化元素,表征着相应的意义。旅游纪念品更是如此,它多被用于馈赠、纪念等用途,物化的外表只是载体,地域文化符号的合理运用才是根本。论文本着改变目前旅游纪念品市场同质化严重现象的初衷,以符号学的视角,通过分析旅游纪念品中地域文化符号传达的影响因素,调研目前市场旅游纪念品中地域文化符号的可识别程度,研究消费者的认知心理、行为模式因素以及地域文化的可识别评价等,综合考虑各方面因素,从不同层面提出应用地域文化进行旅游纪念品设计的原则,为现实设计提供借鉴和指导,使其满足多样化的消费需求和激烈的市场竞争,并为地域文化的传承发展提供途径与方法。
[Abstract]:With the development and evolution of society, tourism has gradually become one of the largest and most rapidly developing industries in the international economic development. The number of people covered by tourism has increased exponentially year by year. Meanwhile, as an important part of tourism, the market of tourist souvenirs has also developed rapidly. The rapid growth of demand has led to a rapid expansion of the market stress response, however, The speed of the design and development of tourist souvenirs has not formed a consistent pace with the speed of market expansion, which has resulted in a situation in which various places are competing to copy and imitate, and the homogeneity is extremely serious. This is similar to the rich material living conditions at present. People's growing need for self-awareness and increasingly strong social identity are contrary. Changes in values lead to changes in lifestyle, and lifestyle changes lead to the emergence of consumer societies. And the existence of consumer society will constantly promote the change of life style and values. With the continuous improvement of social productivity, the social and economic structure is also constantly evolving, from the beginning of the exchange of goods dominated by survival needs. To the exchange of equal value based on the needs of life, and then to the material enrichment, the selective consumption in order to enhance the comfort of life. To this day, The society we live in has been transformed into a consumption-oriented "consumer society." in the context of a consumer society, people's consumption behavior not only meets the most primitive needs for survival, but also needs such needs as self-recognition and social identity. Through the consumption of "things" to reflect their own social attributes, values, spiritual world, etc. At this time, all the "things" consumed have symbolic attributes, carrying specific cultural elements, This is especially true of tourist souvenirs, which are often used for gifts, memorials, etc. The appearance of materialization is just a carrier. The rational use of regional cultural symbols is fundamental. In order to change the original intention of the homogenization of tourism souvenir market at present, the paper analyzes the factors influencing the transmission of regional cultural symbols in tourist souvenirs from the perspective of semiotics. To investigate the recognizable degree of regional cultural symbols in market souvenirs, the cognitive psychology of consumers, the factors of behavior pattern and the identifiable evaluation of regional culture, etc. This paper puts forward the principle of applying regional culture to tourism souvenir design from different aspects, which provides reference and guidance for practical design, and makes it meet diversified consumption demand and fierce market competition. And provides the way and the method for the regional culture inheritance and development.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TB472

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