The Exploitation Design And Study Of Tourism Souvenin Of DongBa Culture Of NaXi Nationality In Lijiang

Situated in west of China in Yunan province, Lijiang is honored by three items of World Natural and Cultural Heritages and is famous for its scenic wonders, unique folk-custom and the World Memorial Culture—Dongba Culture known as the only living pictograph in the world. All these contribute to Lijiang's popularity among tourists and provide a broad market for souvenir. However, with rapid growth of tourism in Lijiang, various kinds of souvenir from different part of country flood in Lijiang, resulting in severe competition in souvenir market. The local souvenir industry of Lijiang is just on beginning stage and the main mode of production is small workshop with self-employed workers most of who are rural artists. They are often short of capital and they work almost manually, so it is difficult to form industrial scale. Problems abound in limited and repeated styles, crude production, low artistic taste, and lack of uniqueness and professional designers and these problems have been the bottleneck in this industry for hindering the improvement of souvenir.It is a urgent problem to protect and promote those authentic, exquisite and Lijiang-flavor souvenir by exploiting local cultural and natural resource and to make the souvenir suitable for current consumers'habit. By doing so, tourists would have more understanding about Lijiang'souvenir and then they would be stimulated to purchase, promoting a sustainable development for Naxi culture and local artistic industry.This topic is of great significance for the study of Lijiang souvenir. First of all, the souvenir industry has the advantages such as less investment, effectiveness and huge benefit and it is important for improving the economic effectiveness of tourism and helping other related industries. Secondly, the need for souvenir is a kind of non-basic needs and it has great elasticity with huge market potential. To some extent, the consumption of souvenir is"unlimited". Thirdly, tourism is the pillar industry in Lijiang. The development of tourism and souvenir industry has great impact on the economy of Lijiang. Last but not the least, it is a more scientific and effective means to protect Dongba Culture and traditional art. Doing researches on Lijiang local souvenir and planing it scientifically would have significant impact on expanding Lijiang'tourism market, developing tourism economy and protecting local culture.This thesis emphasizes on tourism and cultural resource in Lijiang and provides a in-depth analysis of current situation of souvenir market. Based on the problems raised, four solutions are proposed to improve the overall quality of Naxi souvenir market and to develop more souvenirs which are better suitable for tourists. The following are four solutions: digging the esthetic meaning of the Naxi group; functional design; commercial design and multi-grade design of the tourism souvenirs. All these ways can not only reflect the natural and cultural characteristics in Lijiang, but also play a positive role in activating the tourism commodity market, promoting economic development and creating a good image of Lijiang.