地方文化视角下赣南旅游商品包装设计特点研究

发布时间：2018-06-03 00:00

本文选题：地域文化 + 旅游商品　；参考：《江西师范大学》2017年硕士论文

【摘要】：旅游商品是不同旅游地区特有的产物,是集中表现地域文化的重要载体,不同的地域文化孕育不同特色的旅游商品,而各具特色的包装设计是旅游商品的具体表现之一。赣南革命老区环境相对封闭,经济相对落后,导致市场上的赣南旅游商品包装在造型、图案、色彩、材料的运用和风格表现等方面,缺乏系统性和规模性,在元素的选取上过于肤浅,对赣南地方文化的表现力不够,游客的购买动机不足。本文通过对赣南景区旅游商品包装设计特点的调查结果分析,结合赣南地区的都府文化、红色文化、围屋文化、农耕文化和生态文化特色,从美学、文化学、历史学、旅游消费心理学多角度分析赣南特色的造型、图案、色彩、材料在旅游商品包装中的具体运用,并提出赣南旅游商品包装设计的建议。通过研究,提出将旅游商品包装与赣南地域人文特征有机结合,打造特色品牌,形成特色产业优势,既能促进传统文化的继承与发扬,又能促使赣南旅游商品更加符合市场需求,增强赣南地区旅游商品市场活力,为赣南旅游经济再添一把火,让赣南旅游商品被更多旅游消费者所喜爱,进而助推老区的经济发展,让赣南旅游商品快速成为江西乃至全国旅游市场的风向标,打造一条以绿色生态、红色文化为主,客家、都府文化为辅,具有赣南特色的生态、美丽、富裕的旅游业发展道路!
[Abstract]:Tourism commodities are the unique products of different tourist regions, and they are the important carrier of concentrated expression of regional culture. Different regional cultures breed tourism commodities with different characteristics, and the packaging design with different characteristics is one of the concrete manifestations of tourism commodities. The environment of the old revolutionary areas in Gannan is relatively closed and the economy is relatively backward, which leads to the lack of systematicness and scale in the packaging of Gannan tourist commodities in the aspects of modelling, design, color, use of materials and style performance, etc. The selection of elements is too superficial, the expression of Gannan local culture is not enough, tourists purchase motivation is insufficient. Based on the analysis of the characteristics of packaging design of tourist commodities in Gannan scenic spots, this paper combines the characteristics of the city culture, red culture, enclosure culture, farming culture and ecological culture in Gannan region, from the aspects of aesthetics, culturology, history, etc. The characteristics of Gannan are analyzed from different angles, such as modeling, pattern, color and material, in tourism commodity packaging, and some suggestions on packaging design of Gannan tourism commodity are put forward. Through the research, it is put forward that combining the tourism commodity packaging with the regional humanistic characteristics of Gannan, creating the characteristic brand and forming the advantage of the characteristic industry can promote the inheritance and development of the traditional culture. It can also promote Gannan tourism commodities more in line with the market demand, enhance the vitality of the Gannan tourism commodity market, add another fire to the Gannan tourism economy, and make the Gannan tourist commodities more popular with tourism consumers. Thus promoting the economic development of the old areas, making Gannan tourist commodities quickly become the vane of the tourism market in Jiangxi and even the whole country, creating an ecology with green ecology, red culture as the main, Hakka and capital government culture as a supplement, and the characteristics of Gannan. Beautiful, rich tourism development road!
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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