The Analysis Of Cultural Representation On Shanghai Industrial Tourism Product Design

Compared with Xi'an and Beijing, Shanghai is deficient in tourism resource of history and culture. But as an industrial city which has developed more than 100 years, she has sufficient industrial tourism resource. Ground on the strong industrial bases, and development level of advanced manufacturing industry as well as the first-class information technology support, Shanghai has formed six industrial bases, more than 80 industrial development zones and thousands of characteristic factories. After a preliminary development, Shanghai has formed a large number of industrial tourism products. Increasingly, industrial tourism has become an important component of the urban tourism to show the tourists the spirit and culture of Shanghai's industry, so it has the economic, environmental and socio-cultural significance which can not be ignored. Therefore, the cultural representation on industrial tourism product design of Shanghai is a very meaningful topic.The paper aims to analyze the representation of industrial culture in Shanghai industrial tourism product design, in order to select the better reproduction form of tourism products which could represent Shanghai industrial culture. It could also propose ideas to the construction of urban culture space in Shanghai.In general,the cultural representation in the product design of Shanghai industrial tourism is mixed and disorderly, which cannot express the characteristic of Shanghai industrial culture. Meanwhile, some products deviate the topic of industrial tourism.The main conclusions drawn from this article are as follows:First of all, Shanghai industrial tourism product names have not yet been system designed, which are instead by the industrial enterprise names and represent themselves through character symbols, it can truly reproduce the core content contained in the industrial tourism product. But only in the framework of the general public perception, the industrial tourism products which have high brand awareness can represent the most important symbolic significance contained in the industrial tourism, and transfer part of the tourism product information through representing incomplete symbolic characters, so that it makes the audiences generate the unlimited legend to inspire travel motivation, and promotes the tourism consumption. The other part of the industrial tourism names need to be prompt and clear before having certain culture representation making people generate legend.Secondly, brochures of industrial tourism in Shanghai were also called'annual tickets'. The representation of Shanghai industrial tourism was messy and not satisfied. Product brochures play important roles which can not be ignored in the products marketing of Shanghai industrial tourism. Most of the products information of industrial tourism is conveyed out by texts and pictures about the processes of enterprises development, business scope and so on. The annual tickets do not represent the property of Shanghai City as the cradle of China's industry in modern times. Meanwhile, certain non-industrial tourism products are included in the annual tickets. And the selected scenic spots in'recommentdation package of Shanghai industrial tourism scenic spots'are beyond the constraint of industrial tourism.Thirdly, the interpretation systems of industrial tourism products are the realistic carrier of the"myth"loaded by the brochures of the industrial tourism. While in the real space, the"discourses"in culture representation of industrial tourism product design is controlled by the enterprises, which is in charge of the benefits-oriented in the industrial tourism product design—all representation is self-boost, that is displaying the positive aspect to improve the brands and products reputation, it also decide the content and form of culture representation. Here, the"corporate culture"loaded in the industrial tourism product is more a complimentary sense than a neutral term. The interpretation system of the industrial tourism product set up a tourism activities space by physical, video, pictures, characters and language. At the same time, the culture representation process of the interpretation system is a full industrial tourism experience for tourists; different forms of interpretation make the tourists have different tourism experiences. The use of linguistic symbol in the interpretation system of the industrial tourism product is the most prominent characteristic different from the name and text of publicity.