Tourist Souvenir Design Based on The Dong Grand Song of Sanjiang, Guangxi
คำสำคัญ:
Cultural meme database, Dong Grand Song, Intangible cultural heritage, Memetic theory, Tourist souvenirs designบทคัดย่อ
The world-class intangible cultural asset Dong Grand Song features polyphonic, conductor-less choral singing and represents appreciation for nature, strong familial ethics, distinctive labor wisdom, and complex epic storytelling. To address the current issues of insufficient cultural depth, low recognizability, and weak market competitiveness in Dong Grand Song tourism souvenirs, this study will build a design model of cultural elements and propose design strategies to create tourism souvenirs. In this work, tourism souvenirs are designed using the Dong Grand Song of Sanjiang, Guangxi. This sequential mixed-methods study combines qualitative and quantitative research. 1. Created a "Dong Grand Song Cultural Memes Database" using memetics theory to collect cultural knowledge on Sanjiang, Guangxi's Dong Grand Song. Each meme's hierarchical relationships and visual anchors are explained by this database. 2. Semiotic design ideas were used to extract Dong Grand Song-cultural visual translation strategies. 3. Based on the meme database, designed at least 10 Dong Grand Song-themed tourism souvenirs that mix cultural distinctiveness with market flexibility.
“Building a Meme Database” goal found 6 key domains and 30 secondary memes via field research (22 hours of audio/video footage, 1,110 photos), literature analysis (89 academic publications, 262 song lyrics), and expert interviews (12 cross-disciplinary specialists). The database construction fulfills “academic reliability + design usability.” The purpose of “extracting visual translation strategies”: The three-tier technique of meme-driven symbol extraction, modern style integration, and narrative-based distribution is based on meme theory and the four-dimensional semiotic model (syntax, semantics, pragmatics, and context). Simple ethnic motifs are avoided using this method. Phone covers, canvas bags, puzzles, and more from the “Dong Melody, Dong Colors” product range meet the “souvenir design practice” goal. Cultural recognition and visual novelty scores on Likert scales by 15 tourists and 9 intangible cultural heritage inheritors topped 4.2/5, proving design feasibility.
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