资源同质区域的旅游纪念品设计差异化研究
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摘要
区域之间的旅游资源同质,旅游纪念品的设计会出现差异化难度大、抄袭模仿严重等问题。客体表现出的地理及文化,主体表现出的开发性及全球化,均是导致其资源同质化的原因。旅游资源同质对旅游纪念品产生的影响具有正面及负面的双元性。对此,依托产品差异化理论、结合旅游纪念品文化纪念性的特点,从塑造品牌、变弱差异化为强差异化、拓展产业链三个层面展开设计差异化的探讨建议。研究表明,对资源同质区域的旅游纪念品关联相关产业及扩大产业集聚效应的研究,是可拓展的研究空间。
Homogeneous tourism resources between regions will lead to difficulty in souvenir design differentiation and severe plagiarism and imitation. The geographical and cultural manifestation of the object,the development and globalization of the subject are the causes for the homogenization. The homogeneity of tourism resources has both positive and negative impact on tourist souvenirs. In this regard,based on the product differentiation theory and the characteristics of tourism souvenirs and cultural commemoration,this paper discusses the design differentiation from the three aspects of building the brand,changing weak differentiation into strong differentiation,and expanding the industrial chain. The research shows that researches into the tourist souvenir related industries in the resource-homogeneous region and the expansion of industrial agglomeration effect can be further promoted.
Homogeneous tourism resources between regions will lead to difficulty in souvenir design differentiation and severe plagiarism and imitation. The geographical and cultural manifestation of the object,the development and globalization of the subject are the causes for the homogenization. The homogeneity of tourism resources has both positive and negative impact on tourist souvenirs. In this regard,based on the product differentiation theory and the characteristics of tourism souvenirs and cultural commemoration,this paper discusses the design differentiation from the three aspects of building the brand,changing weak differentiation into strong differentiation,and expanding the industrial chain. The research shows that researches into the tourist souvenir related industries in the resource-homogeneous region and the expansion of industrial agglomeration effect can be further promoted.
引文
[1]郭富红,陈艳莹.产品差异化理论研究综述:基于产品差异化程度越高市场势力越大视角[J].现代管理科学,2016(9):97-99.
[2]尹华光,鲁芮妍.全域旅游背景下张家界旅游景区的空间结构优化[J].中南民族大学学报(人文社会科学版),2018,38(5):68-72.
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[4]王通武.水乡特色旅游纪念品的设计要素分析及创新思考[J].无锡商业职业技术学院学报,2018,18(4):48-51.
[5]魏凯旋.景区文化衍生的旅游纪念品设计研究:以新疆锡提亚景区为例[J].旅游纵览(下半月),2016(11):19-20.
[6]张芳燕,梁浩.少数民族地区民俗旅游纪念品的开发策略[J].贵州民族研究,2017,38(12):192-195.
[7]黄昊.以无锡为例的旅游纪念品品牌化开发策略研究[J].包装工程,2014,35(24):124-128.
[8]周建,张双鹏.资源积累、同质性与差异性的统一:基于世纪金榜差异化战略的案例研究[J].管理案例研究与评论,2016,9(2):119-135.
[9]周建标.文化产业与旅游业的产业链融合机制探究[J].新疆社科论坛,2017(5):54-57.
[2]尹华光,鲁芮妍.全域旅游背景下张家界旅游景区的空间结构优化[J].中南民族大学学报(人文社会科学版),2018,38(5):68-72.
[3]中华人民共和国国家质量监督检验检疫总局.旅游资源分类、调查与评价:GB/T 18792-2003[S].北京:中国标准出版社,2003.
[4]王通武.水乡特色旅游纪念品的设计要素分析及创新思考[J].无锡商业职业技术学院学报,2018,18(4):48-51.
[5]魏凯旋.景区文化衍生的旅游纪念品设计研究:以新疆锡提亚景区为例[J].旅游纵览(下半月),2016(11):19-20.
[6]张芳燕,梁浩.少数民族地区民俗旅游纪念品的开发策略[J].贵州民族研究,2017,38(12):192-195.
[7]黄昊.以无锡为例的旅游纪念品品牌化开发策略研究[J].包装工程,2014,35(24):124-128.
[8]周建,张双鹏.资源积累、同质性与差异性的统一:基于世纪金榜差异化战略的案例研究[J].管理案例研究与评论,2016,9(2):119-135.
[9]周建标.文化产业与旅游业的产业链融合机制探究[J].新疆社科论坛,2017(5):54-57.