The Research About Tourist Souvenirs’ Design Based On Yongding Hakka Earth Buildings’ Cultural Image

Our beautiful mountains and rivers, numerous nationalities, profound cultural connotation and historical monuments formed the rich tourism resources in China. Therefore, the tourist industry, as a rising sun industry in China, has the very big development space and potential. In recent years, our country has increased the investment in the tourist industry. The tourist economy has grown rapidly. Yongding Hakka Earth Buildings is one of the abundant tourist resources that Fujian province has. It is the unique mountain residential building in the world and it has a long history, unique style, large scale, structure compact. It has a very high historical, artistic and scientific value. It is a rarity in the ancient buildings in China, known as "the Oriental Ancient Castle". As in July,2008, Yongding Hakka Earth Buildings was listed as the world cultural heritage and elected in the "World Heritage List". Yongding Hakka Earth Buildings tours are booming.Tourist souvenirs, as a link between the connecting tourists and tourism destination, are to continue and extend people tours. They agglomerate the colorful cultural art, exquisite traditional crafts and rich tourist resources of tourism destination, and they are an important part of the tourism destination image. It has a positive role to pay attention to the development of tourist souvenirs for spreading the folk culture of tourism places, deepening people’s understanding tourism places and promoting local economic development. In recent years, the development of Yongding Hakka Earth Buildings tours has made significant achievements, but the tourist souvenirs as high value-added industry in tourist economy have not been taken seriously. The overall level of the tourist souvenir market is not high. The tourist products lacked system design and innovation, and they unable to form the new growth point of tourist industry. Under this background, this topic has investigated the market situation and development of the tourist souvenirs at home and abroad first. Later it has studied the culture characteristics of the Earth Building systematically from the building culture, religious culture, geomantic culture and traditional folk culture of the Earth Building. The situation of the tourist souvenirs in the Earth Building scenic spot and logging reasons were analyzed. The design concept and design method about the imagery tourist souvenirs of the Earth Building were proposed. The imagery tourist souvenirs that they were deduced can be performed through the visual transformation, function transformation and artistic conception transformation. The regionality, culture, innovative. interest and characteristics of the environmental protection of the products were emphasized. Finally starting from the demands of tourists, the examples of design were argued according to the proposed design method of the front.