| 摘要: |
| 提出了区域旅游商品开发中存在严重的同质化问题，指出简单的文化符号论指导下的商品开发会导致模仿而丧失独特性。论述了运用文献研究法、深度访谈法、问卷调查法等分析主题形象，继而提出了提炼、塑造区域旅游商品形象的要素和方法，并以石家庄旅游商品为例具体分析，探讨系列旅游商品主题形象。 |
| 关键词: 区域旅游商品 主题形象 石家庄 |
| DOI： |
| 分类号:TB472 |
| 基金项目:河北省科技厅软科学课题（12457203D-14） |
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| Image Design and Development of Regional Souvenirs |
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KONG Xu-hong, WANG Lei
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Hebei University，Baoding 071002，China
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| Abstract: |
| It proposed the serious homogenization in the development of regional souvenirs, pointed out that souvenirs development under the guidance of simple cultural symbols would result in imitate with the loss of uniqueness. It discussed the application of literature research, depth interviews, questionnaires to analyze the theme image, then put forward the elements and methods of refining and modeling the regional souvenirs image. Taking the Shijiazhuang souvenirs as example, it discussed the theme image of series of souvenirs. |
| Key words: regional souvenirs theme image Shijiazhuang |
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