浅析旅游纪念品市场开发的现状与发展趋势

浅析旅游纪念品市场开发的现状与发展趋势

摘要：

旅游纪念品作为旅游业收入的重要来源之一，特别是近年来我国旅游业的高速发展其市场潜力非常巨大，所以旅游纪念品市场开发的设计、推广等方面越来越受到业界重视。本文主要从旅游纪念品的发展现状、地位、地域性特点以及未来发展趋势等角度来阐述旅游纪念品的开发推广和设计过程中地域特点和创意的重要性。旅游产业规模日渐庞大，则旅游纪念品市场需求也大大增加。我国是一个文化底蕴丰厚的大国，资源丰富，而且手工艺精湛，发展旅游购物市场有着得天独厚的优势。然而我们也发现在国内许多旅游景点所销售的纪念品缺乏创意、造型单一、制作简单，并且趋于雷同、缺乏地域特色、价格混乱，这些方面也制约了旅游纪念品市场的良性发展。

关键词：旅游纪念品 市场开发 设计

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浅析旅游纪念品市场开发的现状与发展趋势

目录

1.旅游纪念品 ······················································································································ 4

1.1旅游纪念品的概念 ································································································· 4 1.2旅游纪念品的类型 ································································································· 4 1.3旅游纪念品的特征 ································································································· 4 1.4旅游纪念品的功能 ································································································· 5 2旅游纪念品市场的发展现状及分析 ················································································ 5

2.1各景点旅游纪念品造型趋于雷同、缺乏创意 ······················································· 6 2.2产品品质低劣、质量缺乏保证·············································································· 6 2.3违法经营现象猖獗、市场秩序混乱、执法不力管理不严 ···································· 7 2.4.宣传力度不够、缺少特色 ····················································································· 7 2.5 市场营销方法不齐全 ···························································································· 7 2.6价格不合理、纪念品缺乏纪念价值 ······································································ 8 2.7没有重视品牌的建设 ····························································································· 8 2.8包装与纪念品本身不协调、不利于携带 ······························································ 8 2.9.销售人员的服务质量和服务意识不高 ·································································· 9

3．解决方案、发展策略 ······································································································ 9

3.1加强旅游纪念品的设计与开发、着重体现当地特色 ··········································· 9 3.2树立品牌意识、尽快形成更多的旅游纪念品品牌 ··············································· 9 3.3重视顾客意见反馈、注重销售方法 ······································································ 9 3.4举办纪念品设计大赛、重视新产品开发、制定合理价格 ·································· 10 3.5营造良好的购物环境 ··························································································· 10 3.6充分考虑旅游者的审美标准和购物走向 ···························································· 10 3.7规范行业管理体制 ······························································································· 10 3.8注重产品品质 、包装 ························································································· 11 3.9注重服务 ·············································································································· 11 4.实例分析-南京 ··············································································································· 11 5.总结 ································································································································ 13 6.参考文献 ························································································································ 13

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引言

在旅游目的地供给弹性有限的情况下，特别是在我国旅游业开始进入常规化、成熟型发展阶段，发展旅游商品不仅体现为对经济的推动作用，更重要的是 ，能否最大限度地吸引旅游者购物是一个国家旅游业发展程度的重要标志，旅游购物已成为现代旅游活动中不可缺少的组成部分，由此形成的收入也成为旅游业经营收入中最重要的构成部分。旅游纪念品是我国旅游商品的重要组成部分，在我国旅游经济中有着突出的地位。开发创造更多更好的适应旅游者需要的旅游商品 ,不仅能反映旅游区自然与文化的特色，有着较高审美价值，而且制作精巧的旅游纪念品，对活跃旅游商品市场、促进旅游经济发展、塑造我国旅游区的良好形象都有着重要的意义。

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浅析旅游纪念品市场开发的现状与发展趋势

1.旅游纪念品总况 1.1旅游纪念品概念

旅游纪念品：是指旅游者在旅游活动过程中购买的具有地域文化特征、富有民族特色、具有纪念性的所有物品。旅游纪念品不同于一般的商品，它能反映旅游地的特色，浓缩了地域和民俗风情，沉淀着旅行的记忆。旅游纪念品是一个国家或地区历史与文化的缩影，它是该旅游地独有的特色商品，在旅游市场上具有独占性的商品。而购买纪念品是旅游活动中一个不可或缺的内容。 1.2旅游纪念品的类型

旅游纪念品从不同的角度来分析有不同的分类方式：

第一类按照旅游纪念品的功能分为：旅游纪念工艺品、旅游纪念实用品、旅游纪念礼品、旅游纪念特色食品等。

第二类按照生产工艺可分为：工业制品和手工艺制品，工业制品如：钥匙扣、茶具，可以批量生产的现代工业产品。手工业制品为：刺绣、景点模型等。 第三类按旅游纪念品的美学价值和商业价值分为：高、中、低三类，高档次的纪念品无论在包装还是工艺上都把地域特色文化发挥到了极致，制作精细，美学价值高。低档次的纪念品工艺简陋，包装简单甚至没有包装。中档次的旅游纪念品介于两者之间。

第四类按照游客购买的目的分为：纪念用、收藏用、礼品用和实用性等。作为纪念用要充分体现当地特色和旅游地的文化内涵，对旅游活动具有很高的并且在纪念意义；作为收藏用要有很高的商业价值和工艺美学价值；实用性的纪念品要求纪念品本身具有纪念意义和实用价值。 1.3旅游纪念品的特征

概括来讲，旅游纪念品的特征有：纪念性、文化性、地域性、艺术性和观赏性、便携性等。

第一，纪念性：这是旅游纪念品的核心特征，旅游这往往会在旅游地购买旅游纪念品作为物证，不负到此一游.

第二，文化性：现代旅游活动已不仅仅是一项经济娱乐休闲活动，更是一种文化交流活动，目的在于充分的体验旅游地的特色文化和习俗，从而更增加对旅游地的了解。

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