Research On Shaanxi Silk Road Tourist Souvenirs Design

As economic develops and western tourism continues to heat,Shaanxi SilkRoad tourism souvenirs become a hot topic. The Silk Road tourism souvenirsdesigned with rich geographical and cultural characteristics by using uniqueresources of Shaanxi Silk and international influence,has a positive meaning torevive the glorious image of the Han and Tang Dynasties Silk Road, to show theShanxi city, improve the tourism market, promote geographical culturalcharacteristics, enhance the image of Shaanxi tourism and stimulate economicdevelopment. However, with the development of the times and the rising level ofconsumer culture, the style in the form of a single, rough work, the lack ofdistinctive souvenirs in the old market,can not meet consumers’ demand for awide range of preferences, resulting in slow development of souvenirs andshrinking of market situation.In this context, this study conseder Shaanxi SilkRoad tourism souvenir design as the study, for the lag of souvenir designdevelopment and people’s understanding ambiguity of cultural tourism inShaanxi Silk, trying to start research from the emotional imagery of consumers’demand for Shaanxi Silk Road tourism souvenirs, so as to solve the aboveproblems and improve consumers’satisfaction.Shaanxi province is famous for Silk Road tourism, but the Silk Roadculture-related souvenirs are few. Through market visits and surveys, a smallamount of interest-related souvenirs of Shaanxi Silk is not strong presence inmain feature, similar style, old design and other aspects of problems behind themarket. Analysis concluded that the main reasons for this situation include twoaspects: Firstly, the design of blindness, mainly referring to the lack of surveyand understanding of the demand characteristics of the new era of consumer;this paper uses Kansei engineering techniques to conduct market survey and useclustering analysis by SPSS software to analyze the demand images obtainedfrom representative consumers, that is the new era souvenirs demand characteristics. We should solve the problem that it is difficult to graspconsumers’ demand factors in the process of the Souvenir design, avoiddesigning blindness. Secondly, awareness of ambiguity of Shaanxi Silk Roadtourism resources and symbols.So through a lot of literature reading andanalyzing, I analyze and classificate the existing tourism resources in ShaanxiSilk to solve the problem of people’s awareness fuzziness of tourism resources inShaanxi Silk.Shaanxi Silk tourism resources are rich and diverse, but they are roughly thesame and lack of features in different attractions. For this situation, the paperproposed different design development proposals in the design development ofdifferent types tourism resources, hoping to improve the status of souvenirmarket, meet the requirements of market development and improve customersatisfaction. At the same time,I take advantage of semiotic representation toextract and summarize Shaanxi Silk symbolic elements, and taking consumerdemand characteristics for souvenirs in the new era as a guide, usingthree-dimensional software for market research of souvenir design practices andsatisfaction.