资源同质区域的旅游纪念品设计差异化研究  

On Differentiated Design of Tourism Souvenirs for Areas with Homogeneous Tourism Resources

作　　者：王通武[1] WANG Tongwu(Suzhou Industrial Park Branch, Jiangsu Union Technical Institute, Suzhou 215123, Jiangsu, China)

机构地区：[1]江苏联合职业技术学院苏州工业园区分院,江苏苏州215123

出　　处：《四川旅游学院学报》2019年第2期82-86,共5页Journal of Sichuan Tourism University

基　　金：江苏省教育厅高校哲学社会科学基金项目"江浙沪水乡旅游纪念品设计特征的比较研究";项目编号:2017SJB2249

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.

关 键 词：旅游资源同质 旅游纪念品设计 资源依托型 产品差异化 

分 类 号：F592[经济管理—旅游管理]