A Study On The Recognition Of Regional Culture Of Tourist Souvenirs In The Context Of Symbolic Consumption

With the continuous development of social forms, tourist industry has gradually become one of the largest and fastest growing industries in the international economic development. The exploitation and construction of tourist attractions are constantly developing and improving. The number of people related to the tourist industry is increasing exponentially at a dramatic rate. Meanwhile, tourist souvenir market, an important part of tourist industry, has also developed rapidly. Rapid growth in demand has led to a fast expansion of the market. However, the speed of design and development of tourist souvenirs can’t keep pace with the speed of the market expansion, leading to the phenomenon of copy, imitation and homogenization, which is against people’s growing demand for self recognition and the increasingly strong sense of social identity under the life full of varied materials.Varied values lead to the change of life style, which will contribute to the consumer society and vice versa. With the continuous improvement of social productivity, the social and economic structure is constantly evolving, from the survival needs of goods exchange to the life needs of equivalent exchange and to the optional consumption to improve the comfort of life in the society rich in materials. Today, our society has become a "consumer society" dominated by consumers. In consumer society, people’s consumption not only meets the most primitive living needs, but also meets the needs of self recognition and social identity. People present their social attribute, value and spiritual world through the "material" consumption. At this time, all the "objects" for consumption have symbolic attributes, bear specific cultural elements, and present the corresponding meanings. So do the tourist souvenirs, which are used as gifts and keeping memories. The appearance of tourist souvenirs only acts as a carrier, and the symbol of their regional culture is fundamental.To improve homogenization of tourism souvenir market, from the respect of semiology, the study analyzed the influence of regional cultural symbols applied in tourism souvenir, and surveyed the recognition of the regional cultural symbols in the present market. Considering all aspects of factors based on cognitive psychology, behavior modes and recognition evaluation of regional cultures, the study found the principles of applying regional cultures to design tourism souvenir, which can provide reference and guidance for realistic design and can help inherit and develop regional cultures to meet diversified need of customers and adapt intense market competition.