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为了实现鲁迅故乡——绍兴地区的旅游文化纪念品创新,本文选取体现鲁迅文化精华的鲁迅文学作品进行人物形象、故事场景、语言文字、精神内涵元素分析,并针对旅游纪念品现状存在的不足进行分析,从提炼鲁迅文化视觉符号以树立鲁迅文化品牌形象,增加与产品互动趣味性和赋予产品精神文化内涵三个方面对鲁迅文化旅游纪念品创新与开发提出思考。借用旅游文化纪念品的形式载体,不仅有益于绍兴地区的旅游经济发展,而且完成了对鲁迅精神文化的传承与创新。
In order to realize the innovation of tourist culture and souvenir in the hometown of Luxun - Shaoxing, this article analyzes the elements of the image, story, language and spirit of the Lu Xun literary works embodying the essence of Lu Xun culture and analyzes the existing problems of the souvenir of tourism. From the refining of Lu Xun cultural visual symbols to establish Lu Xun cultural brand image, increasing interaction with the product interesting and spiritual connotation of product connotation of Lu Xun cultural tourism souvenir innovation and development of thinking. Borrowing the carrier of tourism and cultural memorabilia not only benefits the development of tourism economy in Shaoxing, but also inherits and innovates the spiritual culture of Lu Xun.