The Research On Nanjing City Tourism Souvenir Design Innovation

Since the 1990’s, with the income increased significantly, tourism industry ushered in a period of rapid development. As an important part of tourism consumption, tourism souvenirs, the social adjustment of industrial structure, promote economic development, increase the income of residents and the protection of regional culture play important roles. However, from a global perspective, China’s tourism souvenir market development is still at a low level and there is a big gap between the developed countries of Europe and the United States tourism. Therefore, to improve the design level of tourist souvenirs to meet the growing passenger demand of material, spirit is imminent.Nanjing, as the ancient capital, the famous historical and cultural city, has a long history. On the one hand, the development of Nanjing tourism market gradually out of a single situation, towards diversification, regional, market, national characteristics,and development direction. But on the other hand, Nanjing tourism souvenir market development is still slow, souvenirs creative level is low, the homogenization of serious, lack of geographical and cultural characteristics of the phenomenon of hindering the development of Nanjing tourism souvenir market. Therefore, in order to Nanjing regional culture as the basis, the use of modern design method for extraction of regional cultural symbols used representative in Nanjing tourist souvenirs creative design is particularly important.This paper focuses on the analysis of the regional culture in Nanjing history, current situation and problems of cultural heritage and tourist souvenirs from the view of regional culture, put forward the concept of Nanjing tourist souvenirs creative design, reference design classic case of overseas tourist souvenirs, tourist souvenirs for the Nanjing innovative design strategies to provide constructive and operable ideas, aims, highlights the tourist souvenir in Nanjing regional culture characteristics, improve the tourism souvenirs design and content, to create a regional culture representative tourist souvenirs brand, so as to improve the level of development of Nanjing tourism industry, protection, make an important contribution to the heritage of Nanjing regional culture. At the same time, it has reference significance for the inheritance and protection in the process of research.the empirical theory and design method for the rest of tourist souvenirs creative design and culture. It has reference significance in souvenirs innovative design and cultural heritage and protection.