探索旅游纪念品到旅游文创产品的转型升级路径

Explore the Transformation and Upgrading Pathway from Tourism Souvenirs to Tourism Cultural and Creative Products

随着我国文化创意产业的兴起和文旅融合趋势的加深,旅游纪念品的转型升级对扩大消费市场、完善地区特色文化建设具有重要意义。文章从理论的角度阐述旅游纪念品和文创产品的异同、提炼文创产品的特征与优势,提出旅游文创产品的概念。从品牌、文化、功能三个角度探索旅游纪念品升级为旅游文创产品的方法与途径。

With the rise of China’s cultural and creative industries and the deepening of the trend of cultural and tourism integration,the transformation and upgrading of tourist souvenirs means great significance for expanding the consumer market and improving regional cultural construction. The article expounds the similarities and differences between tourist souvenirs and cultural and creative products from a theoretical perspective, by refines the characteristics and advantages of cultural and creative products, and proposes the concept of tourism cultural and creative products, in order to explore the methods and ways of upgrading tourist souvenirs into tourism cultural and creative products from three perspectives include brand, culture and function.