利用非物质文化遗产开发重庆市旅游纪念品的策略研究

针对重庆市旅游纪念品市场无序开发的现状,意在探讨如何利用具有代表性和特殊性的活态文化——非物质文化遗产,设计研发出具有地方特色及适应消费者更高审美需求的旅游纪念品;通过对非物质文化遗产进行提炼与分析,结合旅游纪念品设计实践来实现对其进行图像化表达,总结出在视觉文化时代如何将非物质文化遗产进行图像化解读的方法,具体提出以具象的图形、文字和造型以及提炼抽象的文化符号两种策略对非物质文化遗产进行图像化;所以,在大力发展创意产业之际,对非物质文化遗产进行开发与提升,实现其在旅游纪念品设计中文化的转化与再生,都是值得持续探究的内容。

Research on the Strategy for Developing Chongqing Tourism Souvenirs by Making Use of Intangible Culture Heritage

According to the disordered situation in Chongqing tourism souvenirs market, this paper aims how to use intangible culture heritage, the representative and special dynamic culture, to design and develop the tourism souvenirs with local characteristics and with suiting higher aesthetic demand of the consumers. Through the refining and analysis of the intangible culture heritage, by combining with tourism souvenirs design practice, the tourism souvenirs can be expressed by image processing to summarize how to interpret intangible culture heritage by image processing in the visual era. Such two concrete strategies as real image, character and shape as well as refined cultural symbol to interpret the souvenirs are provided. Thus, at the time of developing animation industry, the development and promotion of intangible culture heritage to realize its transformation and regeneration in the culture of tourism souvenirs design is the content worth being continuously studied.