【摘要】：“瀟湘八景”歷來是自然山水的典范,也是歷代文人墨客最愛游歷的山水之一,在游歷之際,它們留下了大量寶貴的文學(xué)藝術(shù)作品,至今影響深遠(yuǎn)。旅游紀(jì)念品作為旅游文化的傳遞者,它的開發(fā)已成為旅游業(yè)中一項(xiàng)具有高附加值的產(chǎn)品,引起了許多的國(guó)家、各級(jí)政府及各個(gè)景區(qū)的重視。開發(fā)“瀟湘八景”旅游紀(jì)念品是在挖掘“瀟湘八景”文化與地域特色的基礎(chǔ)上展開的,因此開發(fā)是為了更好地保護(hù)與傳承“瀟湘八景”文化。 本文從“瀟湘八景”的歷史文化入手,用調(diào)查分析法、綜合比較法、理論結(jié)合實(shí)際等,多角度地研究了“瀟湘八景”旅游紀(jì)念品開發(fā)的策略與設(shè)計(jì)思路,并以“江天暮雪”為例進(jìn)行設(shè)計(jì)實(shí)踐。本文主要內(nèi)容分為五個(gè)章節(jié),按照研究導(dǎo)出——理論解讀——實(shí)地調(diào)研——開發(fā)策略——設(shè)計(jì)實(shí)踐等邏輯順序展開。 首先,在國(guó)內(nèi)外研究的基礎(chǔ)上,認(rèn)知了“瀟湘八景”及“旅游紀(jì)念品”的相關(guān)概念,并分析了“瀟湘八景”精彩紛呈的文人文化、覽勝探奇的游歷文化與淡薄超然的隱逸文化與旅游紀(jì)念品的內(nèi)涵、外在特征,研究了“瀟湘八景”旅游紀(jì)念品開發(fā)的經(jīng)濟(jì)價(jià)值、文化遺產(chǎn)保護(hù)價(jià)值和傳播價(jià)值。 其次,挖掘了“瀟湘八景”旅游資源中的人文旅游資源和自然旅游資源,從中探索“瀟湘八景”旅游紀(jì)念品開發(fā)的有利資源。從以下三個(gè)方面提出了“瀟湘八景”旅游紀(jì)念品的開發(fā)策略：一、以市場(chǎng)需求為導(dǎo)向突出地域文化；二、以歷史文化為核心塑造品牌文化;三、以整體風(fēng)格為主導(dǎo)突出個(gè)體差異性。強(qiáng)調(diào)“瀟湘八景”旅游紀(jì)念品設(shè)計(jì)時(shí)堅(jiān)持人性化、藝術(shù)化、系列化原則,通過視覺視覺傳達(dá)設(shè)計(jì)要素中圖形、形態(tài)、材質(zhì)、色彩等表達(dá)“瀟湘八景”旅游紀(jì)念品的文化內(nèi)涵即：文人文化、地域文化、隱逸文化及禪宗文化。 再次,以“瀟湘八景”之“江天暮雪”為例,嘗試性設(shè)計(jì)“江天暮雪”旅游紀(jì)念品,如郵票、文化衫、傘具、明信片等。設(shè)計(jì)前調(diào)查了“江天暮雪”地域特色,發(fā)放調(diào)查問卷,科學(xué)地獲取游客對(duì)“瀟湘八景”旅游紀(jì)念的需求意向,從而研究出“江天暮雪”旅游紀(jì)念品設(shè)計(jì)的思路。
[Abstract]:"eight scenes of Xiaoxiang" has always been a model of natural landscape and one of the most popular landscapes of literati in the past. At the time of their travels, they left a large number of valuable literary and artistic works, which have far-reaching influence. Tourism souvenir as the transmission of tourism culture, its development has become a high value-added product in the tourism industry, which has attracted the attention of many countries, governments and scenic spots at all levels. The development of "Xiaoxiang eight scenery" tourism souvenir is based on the excavation of "Xiaoxiang eight scenery" culture and regional characteristics, so the development is to better protect and inherit the "Xiaoxiang eight scenery" culture. Starting with the history and culture of "eight scenes of Xiaoxiang", this paper studies the tactics and design ideas of tourism souvenir development of "eight scenes of Xiaoxiang" from many angles by means of investigation and analysis, comprehensive comparison, theory combined with practice, and so on. And take "River Twilight Snow" as an example to carry on the design practice. The main contents of this paper are divided into five chapters, which are carried out according to the logical sequence of research and derivation-theoretical interpretation-field investigation-development strategy-design practice and so on. First of all, on the basis of domestic and foreign research, this paper recognizes the concepts of "Xiaoxiang eight scenery" and "tourist souvenir", and analyzes the brilliant literati culture of "Xiaoxiang eight scenery". This paper studies the economic value, the cultural heritage protection value and the dissemination value of "Xiaoxiang eight scenery" tourist souvenir development, including the connotation and external characteristics of the tourist souvenir development of the scenic tour culture and the thin and detached recluse culture and tourism souvenir. Secondly, it excavates the human tourism resources and natural tourism resources of "Xiaoxiang eight scenery" tourism resources, and explores the favorable resources for the exploitation of "Xiaoxiang eight scenery" tourist souvenirs. The development strategy of "Xiaoxiang eight scenery" tourist souvenir is put forward from the following three aspects: first, the regional culture is highlighted according to the market demand; Second, the historical culture as the core to shape brand culture; third, the overall style as the leading prominent individual differences. It emphasizes the principles of humanization, artistry and serialization in the design of "Xiaoxiang eight scenery" tourist souvenirs, and conveys the figures, forms and materials in the design elements through vision. Color and other expressions of "Xiaoxiang eight scenery" tourist souvenir cultural connotation: literati culture, regional culture, recluse culture and Zen culture. Thirdly, taking the eight scenes of Xiaoxiang as an example, we try to design tourist souvenirs, such as stamps, cultural shirts, umbrellas, postcards and so on. Before the design, the regional characteristics of "Jiangtian Twilight Snow" were investigated, questionnaires were issued, and tourists' demand for "Xiaoxiang eight scenery" tourism memorial was scientifically obtained, so as to find out the idea of designing tourist souvenirs of "Jiangtian Twilight Snow".
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：TB472;F592.7

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