山西地域文化特色旅游纪念品包装设计的探究

发布时间：2018-08-06 14:05

【摘要】：旅游纪念品是旅游过程中所购买的具有当地文化特色和民俗风情,并具有纪念意义和收藏价值的旅游商品。曾被称为旅游地的“特殊信使”,是旅行者对旅游景点历史人文背景、民俗文化的美好回忆。而旅游纪念品包装是对旅游商品起保护功能、促销功能、美化功能的产品辅助物,同时也是地域文化的有效传播者,也可以提升纪念品的附加值。山西具有丰富的旅游资源,是我国旅游资源大省之一。在国家鼓励文化创意产品的大背景下,主动探究具有山西文化特色旅游商品的包装,提高旅游产品的档次,带动山西旅游品市场的繁荣,对推广山西的形象有着重要的意义。本文研究分析山西文化特色旅游纪念品包装设计现状中存在的问题,主要体现在“缺乏文化内涵,包装粗糙简陋;缺乏地域风情,民俗特点不显著;缺乏清晰定位,对个性关注不够;缺乏创新理念,对传统特色挖掘不力;缺乏品牌意识,包装设计理念陈旧。”针对存在问题,先从国内外旅游纪念品包装的研究现状的入手,对旅游纪念品及包装设计概念、特点,以及两者关系进行了比较系统分析,就目前山西各大景点现状做了相应的市场调研,并通过大量案例研究等方法进行的相关内容的归纳。其次,挖掘旅游纪念品包装中的特色元素,以山西地域文化为重点并从佛教元素、人文元素、大院建筑元素、票号文化元素、剪纸元素等几方面做了重点剖析,总结出地域文化对旅游纪念品包装设计的影响,在此基础上探讨提取山西地域文化设计元素的方法。对山西特色旅游纪念品包装进行创新探索,总结旅游纪念品包装主题的切入点,使包装设计构思新颖有创意,最后,以本人曾经参与指导的旅游纪念品包装进行实践探索。
[Abstract]:Tourist souvenirs are tourist commodities which have local cultural characteristics and folk customs, and have commemorative significance and collection value. Once called the "special messenger" of the tourist destination, it is a good memory of tourist attractions' historical and cultural background and folklore culture. The packaging of tourist souvenirs is an auxiliary product which can protect, promote and beautify tourism commodities, and it is also an effective communicator of regional culture, which can also enhance the added value of souvenirs. Shanxi is rich in tourism resources and is one of the major tourist resources provinces in China. Under the background of encouraging cultural and creative products, it is of great significance to explore the packaging of tourism commodities with Shanxi cultural characteristics, to improve the level of tourism products and to promote the prosperity of Shanxi tourism products market, which is of great significance to the promotion of Shanxi's image. This paper studies and analyzes the problems existing in the packaging design of Shanxi cultural characteristics tourist souvenirs, which are mainly reflected in the following aspects: lack of cultural connotation, rough packaging, lack of regional customs, lack of obvious folklore characteristics, lack of clear orientation, Lack of attention to personality; lack of innovative ideas, weak excavation of traditional characteristics; lack of brand awareness, packaging design concept old. " In view of the existing problems, starting with the current research situation of tourism souvenir packaging at home and abroad, the concept, characteristics and relationship between tourism souvenirs and packaging design are analyzed systematically. This paper makes the corresponding market research on the current situation of the major scenic spots in Shanxi Province, and sums up the relevant contents through a large number of case studies and other methods. Secondly, it excavates the characteristic elements in the packaging of tourist souvenirs, focusing on the regional culture of Shanxi Province and making a key analysis from the aspects of Buddhist elements, humanistic elements, courtyard building elements, ticket cultural elements, paper-cut elements and so on. The influence of regional culture on packaging design of tourist souvenirs is summarized, and the method of extracting the elements of Shanxi regional culture design is discussed. This paper probes into the innovation of Shanxi characteristic tourism souvenir packaging, summarizes the breakthrough point of tourism souvenir packaging theme, makes the packaging design novel and creative, and finally, carries on the practice exploration with the tourism souvenir packaging which I have participated in the instruction.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB482

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