The Study On Symbols Of Huizhou Architectural Decoration And Its Application In Tourism Cultural And Product Design

Recently,with the continuous improvement of people's material living standards,tourism has become a modern way of life.Its industry's requirements for culture have also become higher and higher.People are no longer satisfied with the sightseeing-type tourism.They put forward higher demands for the cultural connotations of tourism.Huangshan City is a famous tourist city in China.In addition to the beautiful Mount Huangshan,Huangshan City also has a profound Huizhou culture.Since the Ming Dynasty,numerous Huizhou merchants have emerged from this land.They have taken the stage of history with the power of groups and have had a tremendous impact on the feudal society of China,especially the Ming and Qing dynasties.The economic base determines the superstructure.With the wealth of Huizhou merchants,the Huizhou culture has begun an unprecedented glorious history.As an intuitive form of material expression of Huizhou culture,Huizhou architecture has a place in the traditional Chinese architectural school because of its geographical features.The typical characteristics of the Huizhou architecture are“outer Pu Neihua”.The simple appearance and exquisite decoration can be said to be the expression of the ancient Huizhou people's spiritual world and contains profound cultural connotations.With the help of the tourism platform of Huangshan City,Huizhou architectural decoration symbols such as typical Huizhou cultural elements have been applied to the design of tourism cultural and creative products.This will not only enhance the cultural taste of tourism products,but also create a rich cultural atmosphere for Huangshan City.At the same time,it can also spread Huizhou culture,allow Huizhou traditional culture to develop in the inheritance,and pass on in development.Through document retrieval,historical research,and field research on the relatively well-preserved Huizhou villages like Hongcun,Xidi,Chengkan,this paper analyzes the natural environment and cultural background of Huizhou,studies the formation on Huizhou architecture.Based on this,the theory of semiotics was applied to classify the architectural decoration of Huizhou,and each type of decorative symbol was specifically elaborated and demonstrated by examples to form a complete symbol system so as to be easily applied to tourism cultural and creative products designing.Before designing,the author conducted a survey of Huangshan's tourism commodity market,analyzed the current situation of tourism and shopping in Huangshan.The author conducts questionnaire survey of domestic tourist in Huangshan City to study their tourism shopping preferences and the decoration of Huizhou architecture.The paper employs item analysis,correlation analysis and factor analysis to analyze the survey results by SPSS22.0.And then,we can get the market factors that should be considered when we design,develop and sale the tourism cultural and creative products.It can provide the reference for the development of Huangshan City tourism.Based on the above research,it can be concluded that the symbols of Huizhou architecturaldecoration are mainly divided into three categories: image symbol,indicative symbol,and symbolic symbol.Each type of decorative symbol is not completely separated but can be transformed and superimposed on each other.To ensure that the symbols can be correctly disseminated,we should balance their relationship with each other and correctly apply them to the design of tourism cultural and creative products.It has a positive effect on promoting the development of Huizhou culture inheritance.After analyzing the results,it is known that most tourists in Huangshan City have the intention to purchase tourism products.When they buy tourism products,they most value the cultural attributes of the products,including local characteristics,commemorative significance,cultural connotation,etc.It further proves the market value of Huizhou architectural decoration symbols applied to the design of tourist cultural and creative products;secondly,they value the essential attributes of commodities,including color,texture,style,price,etc.;moreover,they value commodity values.Additional attributes,such as the availability of goods,services of goods,etc.;and the social attributes of goods,including the packaging of goods,the brand of goods,etc.are their final consideration.Therefore,when designing tourism cultural and creative products,it is necessary to improve the cultural attributes of the products and at the same time ensure the essential attributes such as the cost-effectiveness of the products so as to attract more tourists to purchase.Finally,this article uses tea sets,“scholar's four jewels” and book end as examples,and the symbol of Huizhou architectural decoration with high awareness for tourists in Huangshan City as an element,persisting in being market-oriented and highlighting the cultural characteristics of Huizhou region.As a principle,a combination of contemporary contexts transforms the symbol of architectural decoration of Huizhou and applies it to the design of tourism cultural and creative products.A bold design practice is carried out.