A Study On The Transformation Of Suzhou Regional Cultural Symbols In Tourist Souvenirs

With the rapid growth of China’s economy and the consistent development of the level of people’s material living standards,tourism and leisure has become a way of life for people in their spare time.The rapid growth of tourism has extensively promoted the economy of tourist destinations.As the carrier of tourist destination culture,tourist souvenirs are regarded as tourist destinations’ business cards that spread regional culture and display local characteristics.In recent years,the demand for tourist souvenirs has gradually increased,and considerable progress has been made in design,production and sales.However,there are still some problems in the tourist souvenir market,such as serious homogenization,lack of regional cultural characteristics and so on.The remaining gap with consumers’ purchase expectations makes it worthy of future study.This dissertation takes Suzhou as the research base,investigates its tourist souvenir market’s current situation,and summarizes and sorts out the related theories.This dissertation excavates the long history and traditional culture of Suzhou in-depth,combines the latest design concepts and cases at home and abroad,analyzes and demonstrates the theory of semiotics,summarizes and discusses the transformation methods and design principles of cultural symbols in the development of tourist souvenirs.The selection of Suzhou’s typical cultural symbols,the positioning of product functions,the selection of materials,the reconstruction of forms and the collocation of colors are verified through the design practice.Under the background of new era,multiple elements such as culture,practicality,and fashion are injected into the connotation of tourist souvenirs.