本文關(guān)鍵詞： 絲綢之路 旅游紀(jì)念品 需求意象 符號(hào)　出處：《陜西科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展和西部旅游業(yè)的持續(xù)升溫，陜西絲綢之路旅游紀(jì)念品的發(fā)展成為熱議話題。利用陜西絲綢之路獨(dú)具特色的資源優(yōu)勢(shì)和國(guó)際影響力，設(shè)計(jì)出具有濃郁地域文化特色的絲綢之路旅游紀(jì)念品，對(duì)重振漢唐時(shí)期絲綢之路的輝煌形象，展現(xiàn)陜西城市風(fēng)情，完善旅游市場(chǎng)，弘揚(yáng)地域文化特色，提升陜西旅游形象，以及拉動(dòng)經(jīng)濟(jì)發(fā)展都有積極意義。但是，隨著時(shí)代的發(fā)展和消費(fèi)者文化水平的提高，目前市場(chǎng)上樣式陳舊，形式單一，做工粗糙、缺少特色的紀(jì)念品已遠(yuǎn)遠(yuǎn)不能滿足新時(shí)期消費(fèi)者多樣的偏好需求，造成了紀(jì)念品發(fā)展緩慢和市場(chǎng)萎縮的局面。在此背景下，本研究以陜西絲綢之路旅游紀(jì)念品設(shè)計(jì)為研究對(duì)象，針對(duì)紀(jì)念品設(shè)計(jì)發(fā)展的滯后性和人們對(duì)陜西絲綢之路文化旅游認(rèn)識(shí)的模糊性，嘗試從消費(fèi)者的感性需求入手研究陜西絲綢之路旅游紀(jì)念品，從而解決上述問(wèn)題，提高消費(fèi)者的滿意程度。 陜西作為絲綢之路旅游大省，與絲綢之路文化相關(guān)的旅游紀(jì)念品卻很少。通過(guò)市場(chǎng)走訪與調(diào)查，，市場(chǎng)上少量的與陜西絲綢之路景點(diǎn)相關(guān)的旅游紀(jì)念品存在特色不濃、樣式雷同、設(shè)計(jì)落后等方面的問(wèn)題。分析得出產(chǎn)生這一現(xiàn)狀的原因主要包括兩方面：一是設(shè)計(jì)的盲目性，這主要是因?yàn)閷?duì)新時(shí)期消費(fèi)者的需求特點(diǎn)缺乏調(diào)查和了解；本文利用感性工學(xué)技術(shù)進(jìn)行市場(chǎng)調(diào)查問(wèn)卷，并用聚類分析法通過(guò)SPSS軟件分析，獲得代表性的消費(fèi)者需求意象特征。解決消費(fèi)者對(duì)紀(jì)念品的需求特點(diǎn)難以把握的問(wèn)題。二是對(duì)陜西絲綢之路旅游資源和符號(hào)認(rèn)識(shí)的模糊性；解決這一問(wèn)題主要是通過(guò)大量的文獻(xiàn)閱讀和分析整理，對(duì)現(xiàn)有的陜西絲綢之路旅游資源進(jìn)行特征屬性分類與分析，以解決人們對(duì)陜西絲綢之路旅游認(rèn)識(shí)的模糊性。 陜西絲綢之路旅游資源豐富、類型多樣，不同景點(diǎn)的紀(jì)念品卻大致相同，缺乏特色。針對(duì)這一現(xiàn)狀，本文針對(duì)不同類型旅游資源下的紀(jì)念品設(shè)計(jì)發(fā)展，提出了差異化的發(fā)展策略，希望能有效改善紀(jì)念品市場(chǎng)現(xiàn)狀，滿足市場(chǎng)發(fā)展要求，提高消費(fèi)者滿意度。同時(shí)利用符號(hào)學(xué)對(duì)陜西絲綢之路代表性符號(hào)元素進(jìn)行提取、歸納和總結(jié)，并以新時(shí)期消費(fèi)者對(duì)紀(jì)念品的需求特征為指導(dǎo)，利用三維軟件，進(jìn)行紀(jì)念品設(shè)計(jì)實(shí)踐和滿意度的市場(chǎng)調(diào)查。
[Abstract]:With the development of economy and the rising of western tourism, the development of Shaanxi Silk Road tourist souvenirs has become a hot topic. The silk road tourism souvenirs with rich regional cultural characteristics are designed to revive the glorious image of the silk road during the Han and Tang dynasties, to show the customs of Shaanxi cities, to perfect the tourism market, to carry forward the regional cultural characteristics, and to promote the Shaanxi tourism image. But with the development of the times and the improvement of the cultural level of consumers, the current market has an old style, a single form, and a rough workmanship. The lack of special souvenirs has been far from meeting the diverse preference needs of consumers in the new period, which has resulted in the slow development of souvenirs and the shrinking market. Under this background, this study takes the design of Shaanxi Silk Road tourist souvenirs as the research object. In view of the lag in the development of souvenir design and the vagueness of people's understanding of Shaanxi Silk Road cultural tourism, this paper attempts to study the Shaanxi Silk Road tourism souvenirs from the consumers' perceptual needs, so as to solve the above problems. Improve consumer satisfaction. As a major tourist province of the Silk Road, Shaanxi has few tourist souvenirs related to the Silk Road culture. Through market visits and surveys, a small number of tourist souvenirs related to Shaanxi Silk Road scenic spots are not characterized by strong characteristics on the market. The reasons for this situation include two aspects: one is the blindness of design, which is mainly due to the lack of investigation and understanding of the demand characteristics of consumers in the new period; This paper makes use of perceptual engineering technology to carry on the market survey questionnaire, uses the cluster analysis method through the SPSS software analysis, To obtain the representative image of consumer demand, to solve the problem that consumers' demand for souvenirs is difficult to grasp. Second, to understand the ambiguity of tourism resources and symbols of Shaanxi Silk Road, and to solve the problem that it is difficult to grasp the characteristics of consumers' demand for souvenirs. In order to solve this problem, it is necessary to classify and analyze the existing tourism resources of Shaanxi Silk Road by reading and analyzing a lot of documents, so as to solve the ambiguity of people's understanding of Shaanxi Silk Road tourism. Shaanxi Silk Road tourism resources are rich and diverse, but the souvenirs of different scenic spots are roughly the same and lack of characteristics. In view of this situation, this paper aims at the design and development of souvenirs under different types of tourist resources. This paper puts forward the development strategy of differentiation, hoping to effectively improve the present situation of souvenir market, meet the requirements of market development and improve consumer satisfaction. At the same time, the representative symbol elements of Shaanxi Silk Road are extracted, summarized and summarized by means of semiotics. Guided by the characteristics of consumers' demand for souvenirs in the new period, a market survey of souvenir design practice and satisfaction is carried out by using 3D software.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TB472

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