平遥古城旅游纪念品开发策略研究

摘要

Tourism souvenirs are important parts for the tourism revenue. This paper investigates tourist souvenirs' development in the ancient city of Pingyao through questionnaires and research. Some questions are found such as single souvenirs; lack of creativity; single packaging, lack of the awareness of brand and so on. These market imperfections affect further sales for tourist souvenirs. So some development strategies are put forward to tourist souvenirs in the ancient city of Pingyao according to the feasible analysis and the tourists' expectations. These strategies are as follows: finding cultural connotation of tourism souvenirs;enriching more creative designs of tourism souvenirs; improving practical value of tourism souvenirs; developing different tourism souvenirs in different levels and experiential souvenirs; researching souvenirs together with other talents; promoting the propaganda of tourism souvenirs; holding influential thematic activities and so on. The author hopes these strategies can be used in the development of tourism souvenirs of the ancient city of Pingyao.%旅游纪念品是旅游业收入的重要组成部分，本文通过调查问卷和实地考察的方式，了解了平遥古城旅游纪念品的开发现状，并对目前存在的问题进行了提列，如旅游纪念品开发特色单一、缺乏创意、包装简陋、缺乏品牌等，这些市场缺陷影响了旅游纪念品更好的销售，在此根据深入开发平遥古城旅游纪念品的可行性分析及游客对纪念品的期望，对平遥古城旅游纪念品进行了研究，提出了一些平遥古城旅游纪念品的开发策略，包括深挖纪念品的文化内涵、丰富纪念品的创意化设计、提高纪念品的实用价值、开发适应不同消费档次的旅游纪念品、开发体验式旅游纪念品、联合多方人才共同研发纪念品、加大旅游纪念品的宣传力度、举办有影响的纪念品主题性活动，希望在开发平遥古城旅游纪念品时可以借鉴。