符號學視角下江南旅遊文創產品的消費需求調查與設計策略研究

An Investigation on Consumption Demand and Design Strategy of Jiangnan Tourism Cultural and Creative Products from the Perspective of Semiotics

素有“煙雨入江南”讚歎的江南地區是中國旅遊目的地的首選之一。順應文旅融合的時代背景，積極推動江南地區的文化和旅遊協同發展，將江南文化深入融入進旅遊發展中，是推動江南地區發展的關鍵舉措。江南旅遊文創消費是旅遊市場中重要核心分支，因而，重視江南旅遊文創產品富含的各類價值打造是推動江南地區旅遊市場高品質發展的重要驅動因素，對促進江南地區文旅發展具有現實意義。本研究目的，為了解大眾對於江南旅遊文創產品的消費意見以及各類價值重要性偏好，以鮑德里亞消費理論中的使用價值、交換價值、符號價值、象徵價值四個維度作為問卷結構支撐，采用問卷調查作為研究方法，累計共回收317份問卷，317份皆為有效問卷。研究結果顯示，曾購買過旅遊文創產品的消費者已經具有了一定的產品功能使用體驗，在第二次購買旅遊文創產品時會更易選擇具有更多使用價值的旅遊文創產品；大眾購買旅遊文創產品作為伴手禮的消費目的行為較為普遍，導致江南旅遊文創產品的交換價值受不同人口特質消費者影響較多，在調查的受訪者中曾購買過旅遊文創產品的消費者、中年族群、碩士群體以及旅遊頻率較高的消費者均較重視江南旅遊文創產品的交換價值；文化的不斷積累加深了消費者對於產品品牌價值的重視程度，因而受教育程度較高者以及旅遊頻率較高者更易認可江南旅遊文創產品的符號價值；產品中的文化屬性（如產品的品牌價值、文化價值、產品所體現的歷史原真性等）更容易引起中年族群的共鳴，中年群體更加在意江南旅遊文創產品的象征價值。本文提出以下江南旅遊文創產品設計建議：一、重視有旅遊文創購買經驗者的需求意見，提高江南旅遊文創商品復購率；二、大眾贈禮需求大，設計時需著重江南旅遊文創產品的贈禮意涵；三、提高江南品牌價值，擴大江南品牌影響力積極打造江南IP形象；四、不同年齡層設計需求差異較大，根據年齡需求差異設計江南旅遊文創產品。

Known as“misty rain into the south of the Yangtze River“praise is one of China's top tourist destinations. The key measures to promote the development of Jiangnan region are to conform to the historical background of the integration of culture and tourism, actively promote the coordinated development of culture and tourism in Jiangnan region, and deeply integrate Jiangnan culture into the development of tourism. Jiangnan tourism cultural and creative consumption is an important core branch of the tourism market. Therefore, attaching importance to the creation of various values rich in Jiangnan tourism cultural and creative products is an important driving factor to promote the high-quality development of the tourism market in Jiangnan, which has practical significance to promote the development of Jiangnan tourism. The purpose of this study is to understand the public's consumption opinions on cultural and creative tourism products in Jiangnan and their preferences for various value importance. Using the four dimensions of use value, exchange value, symbolic value and symbolic value in Baudrillard's consumption theory as the structural support of the questionnaire, questionnaire survey is adopted as the research method, and a total of 317 questionnaires are collected,317 of which are valid questionnaires. The research results show that consumers who have purchased tourism cultural and creative products have had certain experience of using product functions, and are more willing to choose tourism cultural and creative products with more use value when they buy tourism cultural and creative products for the second time; It is common for the public to buy tourism cultural and creative products as the consumption purpose of hand gifts. So, the exchange value of Jiangnan tourism cultural and creative products is more affected by consumers with different demographic characteristics. Among the respondents of the survey, consumers who have bought tourism cultural and creative products, middle-aged people, master’s degree groups and consumers with high tourism frequency attach more importance to the exchange value of Jiangnan tourism cultural and creative products; The continuous accumulation of culture deepens consumers' attention to the brand value of products. Those with higher education level and higher tourism frequency pay more attention to the symbolic value of Jiangnan tourism cultural and creative products; The cultural attributes in the products (such as the brand value, cultural value of the product, the historical authenticity of the product, etc.)are more likely to arouse the resonance of middle-aged groups, who pay more attention to the symbolic value of Jiangnan tourism cultural and creative products. This paper puts forward the following suggestions on the design of Jiangnan tourism cultural and creative products:1.Pay attention to the needs and opinions of those with tourism cultural and creative purchasing experience, and improve the re-purchase rate of tourism cultural and creative commodities in Jiangnan;2.There is a great demand for gifts from the public, so the gift meaning of Jiangnan tourism cultural and creative products should be emphasized in the design; Third, improve the brand value of Jiangnan, expand the influence of Jiangnan brand and actively build the IP image of Jiangnan;4.The design needs of different age groups differ greatly, and Jiangnan tourism cultural and creative products should be designed according to the age needs difference.