A Research On The Design Of The Tourist Souvenirs With Region Characteristics In Chongqing

As the core of tourist commodity, tourist souvenirs play an important role in thetourism industry, which directly relates to brand publicity and economic profit in atourist atrraction. According to the related data, in the develeped countries, the incomefrom tourist souvenirs occupies40%-60%in the gross product of tourism industry; yetin China, the figure is only about20%. The big difference just reflects a problem: thereis something wrong ocurring at the quality of our tourist souvenirs, instead of a weakconsumption ability of our country. There are not distinct characteristics in touristsouvenirs at each tourist attraction, as a result, they are old-fashioned, lackinginnovation, and without a strong consciousness of brand protection. All these factorslead the phenomenon of homogenization more frequently and severely. Almost aliketourist souvenirs actually cannot meet the requirements of tourists, because theydemand creation and individuality. So this directly influnces buy behaviors of tourists,and then it happens: a droop in the consumption market of tourist souvenirs. Chongqinghas its own unique region culture, so there are abundantly distinctive tourist resourcesand continually crowding tourists. But tourist souvenirs also exist the above problem.Therefore, the problems urgently need be soluted: how to design tourist souvenirs withdistinctive region characteristics; and how to satisfy tourists’ requirements.On the basis of the region characteristics of Chongqing, and taken Dazu RockCarvings as an example, this thesis studys how to design creatively in the touristsouvenirs, and also puts forward feasible design theores and principles.Firstly, under a theoretic analysis of the tourist souvenirs, this thesis expatiates onthe concepts of tourist products, tourist commodity, and tourist souvenirs, and besides,the relationships between three concepts, namely, tourist products include touristcommodity and tourist souvenirs; tourist souvenirs again belong to the core part oftourist commodity; as well as mutually transited relationship between tourist productsand tourist commodity. Furthermore, thesis analyzes the five basic characteristics oftourist souvenirs: regional, commemorative, aesthetic, epochal character, andconvenience.Secondly, based on a research on the regionally distinctive resources andcharacteristic culture of Chongqing, thesis hereby discusses the characteristic folk craft articles in Chongqing, clarifying there a need to follow the theme of regioncharacteristicd to develop and design tourist souvenirs.Thirdly, taken again Dazu Rock Carvings as an example, it studys further how todevelep and design tourist souvenirs with distinctive regional characteristics, and thenraises feasible exploitation strategies. In addition, it puts forward that designing creativetourist souvenirs should pay attention to originality, a combination between traditionalelements and modern scienctific technology, and design theories of affection,practicability, and fashion. Moreover, during the conceptual guidance, practical designshould follow a harmoniously integrated principle between "form" and "sense","sense”and "utinity", and the principle of portability.Lastly, it puts design into practice and verify theoretical effects. And creativelydesign two sets of plans to achieve a desired objective and offer references to aninnovative design of Chongqing’s region characteristics.