Application Of Western Hunan Red Gene In Tourist Souvenirs Under The Background Of Cultural Tourism Integration

Based on the market research of red tourist souvenirs in Western Hunan,this paper practices the application of red gene in tourist souvenirs in Western Hunan,and explores the value of design and application.Firstly,this paper expounds and distinguishes the concepts of red gene and red culture,and analyzes and summarizes the concept,classification,characteristics and value of red tourist souvenirs.Secondly,through field investigation on the price,quality and sales of red tourist souvenirs in Western Hunan and the actual situation of consumer groups in scenic spots,it is found that red tourist souvenirs in Western Hunan have some problems at this stage,such as disordered operation and management,unable to guarantee quality,lack of regional characteristics,insufficient cultural heritage,weak brand awareness and so on.Thirdly,the red tourist souvenirs in Western Hunan are compared with the tourist souvenirs with the leading sales volume in China,and the solutions are put forward.The design of red tourist souvenirs in Western Hunan should follow the principles of culture,region,innovation,function and environmental protection;In terms of design methods,visual graphic design,enlightening educational design,interesting interactive design,revisiting artistic conception design and other methods are used;In terms of design process,four steps are taken.The first step is to analyze the needs of consumers and scenic spots,the second step is to determine the design objectives according to the main needs,the third step is to obtain sales feedback to improve the insufficient design,and the fourth step is to invest in the tourism market for marketing promotion.Finally,according to the above methods,taking the memorial hall of Hunan Hubei Sichuan Guizhou revolutionary base in Zhangjiajie as an example.Specifically analyze the needs and current situation of the memorial,so as to determine the design content: logo design,IP image design,red element extraction,tourism souvenir application.The application part of tourist souvenirs is divided into three categories and two series.Three categories: enlightening and educational red tourist souvenirs,interesting interactive red tourist souvenirs and revisiting artistic conception red tourist souvenirs.Two series: cute cartoon series for primary and middle school students and simple text series for young cadres.As an old revolutionary base with rich red tourism resources,Western Hunan should also pay attention to red tourism souvenirs.The core of red culture is red gene.Spreading red culture and activating red gene through the carrier of red tourist souvenirs is of great and far-reaching significance for the Chinese people to inherit and carry forward the red spirit.