Research On Regional Cultural Transformation Of Tourist Souvenirs Of Shenyang Palace Museum Under Context Of Symbolic Consumption

With the improvement in social development level,tourism has become one of the most powerful and largest industries in the global economy gradually,and also one of the pillar industries of China's economic development.As an important part of the tourism industry,the tourist souvenir market has also attracted attention.However,the market expansion and the speed of design have not reached an agreement,resulting in the phenomenon of duplication and imitation of tourist attractions,and people have begun to pay attention to the regional cultural issues of tourist souvenirs.As a multi-ethnic country with a long history of five thousand years and bright civilization,it has rich regional culture preserved in different historical periods.Only by extracting the symbols of ecology,tradition and folk custom from regional culture and applying them to tourist souvenirs,can we build a unique tourist souvenir of the tourist scenic area.In the new integration era of culture and tourism,as an institution with highly concentrated cultural resources,it is necessary for museums to play a role in inheriting civilization and spreading culture,while tourist souvenirs are carriers of their art,culture,history,politics,society,military and other contents.As the most famous ancient architectural complex in Northeast China,The Shenyang Palace Museum is also one of the two existing imperial palaces in China.It has a history of nearly 400 years.In 2004,Shenyang Palace Museum was listed as a world cultural heritage sites for its authenticity and integrity.The Shenyang Palace Museum is famous for its rich culture and collections.How to combine the regional cultural resources,show and spread it through the design of tourist souvenirs is the main content of this paper.This paper analyzes symbolism and regional culture of tourist souvenirs,and the questionnaire method is used to make an empirical analysis of tourists' purchase behavior,which has a significant impact on the tourists' purchase intention when they purchase the souvenirs of Shenyang Palace Museum,such as the regional culture,the quality of tourist souvenirs and other factors.This paper studies the regional culture of Shenyang Palace Museum,extracts the essence of the national culture,regional culture and era culture of Shenyang Palace Museum,and combs the existing souvenirs of Shenyang Palace Museum.Then,through the questionnaire survey,we know the recognizable degree of the regional cultural symbols of the souvenirs of Shenyang Palace Museum.According to the survey results,we seek the place of Shenyang Palace Museum transformation of regional culture.Combined with the successful cases of Museum souvenirs at home and abroad,this paper analyzes the problems existing in the souvenirs of Shenyang Palace Museum,develops the characteristic souvenirs with the advantages of local resources,so as to spread the regional culture more widely in the form of souvenirs,and play a role in the cultural field and local development.