江浙沪水乡旅游纪念品设计特征的比较研究

A Comparative Study on the Design Characteristics of Tourist Souvenirs in Jiangsu-Zhejiang-Shanghai Water Township

江浙沪水乡的旅游纪念品存在形象趋同现象。比较设计特征是实现旅游纪念品设计差异化定位的关键。通过案例研究法和比较分析法,从外观、功能、文化3个层面分析江浙沪水乡旅游纪念品设计特征的差异。地理位置临近、旅游资源相似、文化相近是造成设计特征同质化的原因。江浙沪水乡应摆脱对旅游资源的强依赖性,构建丰富品牌的多维度内涵,设计地域差异个性化产品。

There is a phenomenon of image convergence in the tourist souvenirs of Jiangsu-Zhejiang-Shanghai water township. The design feature comparison is the key to the differentiation of tourist souvenir design. Through ease study and comparative analysis, this paper analyzes the differences in the design features of tourist souvenirs from the aspects of appearance, function and culture. The close geographical position, similar tourist resources and cultures are the reasons for the homogenization of design characteristics. Jiangsu-Zhejiang-Shang- hai water township should get rid of the strong dependence of tourism resources, build a rich multi-dimensional connotation of the brand and design personalized products with regional differences.