| Under the background of symbolic consumption,the consumption structure changes from the single material consumption to the spiritual and cultural consumption.As an important part of the tourism industry,souvenirs generally have problems such as low design level and serious homogeneity,which cannot meet the ever-upgrading consumption needs of tourists.It is an effective way to transform local culture into visual language and make it graphic and concrete.Art infusion theory is the main theoretical and empirical basis for analyzing the influence of visual art elements on consumer perception and evaluation in product design.It is a prerequisite for consumers to regard visual elements integrated into product design as art.Based on the artistic characteristics of cultural heritage,injecting cultural heritage elements into the design of tourist products is the entry point to improve tourists’ evaluation of souvenirs.Based on this,this paper takes the representative visual art(Dunhuang murals)in the cultural heritage as an example.Firstly,through the pre-test of 62 tourists,it determines their subjective artistic perception of the classic visual art type(Dunhuang murals)in the cultural heritage.The results show that tourists regard Dunhuang frescoes as art,which meets the prerequisite of art infusion effect.Then,from the perspective of art infusion,the luxury perception,authenticity perception and aesthetic experience as the intermediary variables,and art interest as the moderating variables.Through 2(category of tourism commodities:silk scarves,bookmarks)×2(mural elements:"ninecolored deer" and "flying sky")×3(" injection "mode:Direct rubbing of non-artistic photos or murals,extraction of mural elements for creative design),to explore the effect of art infusion of cultural heritage in souvenirs.Experimental commodities were displayed and questionnaires were distributed to tourists at tourist attractions in Dunhuang,Lanzhou and other places.A total of 382 effective samples with balanced population characteristics were collected.Smart PLS 3.0 and SPSS 21.0 were used to analyze the recovered data,and the following results were found:First,the presence of cultural heritage elements has a positive impact on the luxury perception,authenticity perception and aesthetic experience of souvenirs,as well as the product evaluation of tourists.Secondly,luxury perception,authenticity perception and aesthetic experience have significant partial mediating effect on art presence and product evaluation.Thirdly,art interest has a significant moderating effect between art presence and authenticity perception.Fourth,the degree of familiarity with Dunhuang and understanding of Dunhuang frescoes can make a significant difference in tourists’ perception of authenticity and aesthetic experience of souvenirs.Fifthly,the geographical location has significant differences in tourists’ product evaluation,luxury perception,authenticity perception and aesthetic experience.Sixth,the different ways of combining cultural heritage and souvenirs will make tourists have different product evaluation,luxury perception,authenticity perception and aesthetic experience of souvenirs.According to the above results,while further expanding the theory of art infusion,this paper puts forward some suggestions,such as extracting local cultural symbols,activating the communication function of souvenirs,enrich the digital display of cultural heritage,building brand authenticity,creating the present atmosphere of souvenirs and strengthening the training of professional talents,so as to provide certain reference value for the creative development of souvenirs. |
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