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旅游纪念品的开发和研究越来越受到重视,但我国旅游纪念品市场同质化很严重,旅游纪念品的质量也普遍不高,营销手段单一。文章以凤凰“小红鼠”银饰为例,结合人类学相关理论,对旅游纪念品的开发进行分析,提出旅游纪念品开发的建议,立足民族特色,创建品牌,提高附加值。一、苗族银饰的相关人类学理论苗族银饰作为苗族这个族群区别于其他族群的重要标志之一,有着其内在的文化遗存,苗族文化中的文化内涵除了语言方面的阐释之外,服饰(特别是银饰)也是苗族文化的重要阐释。
The development and research of tourist souvenirs are getting more and more attention, but the homogeneity of souvenir market in our country is very serious, the quality of tourist souvenirs is generally not high, and the marketing means is single. Taking phoenix “little red mouse ” silverware as an example, this article analyzes the development of tourist souvenirs based on anthropological theories, puts forward suggestions on the development of tourist souvenirs, bases on national characteristics, creates brand and increases added value. I. Anthropological Theory of Miao Silverware Miao silverware, as one of the important symbols that distinguish this ethnic group from other ethnic groups, has its own cultural relics. The cultural connotation of Miao culture, in addition to language interpretation, Silverware) is also an important interpretation of Miao culture.