Academic journal article Canadian Social Science

Design Innovation and Exploration of Sichuan Embroidery and Sichuan Brocade Tourist Souvenirs

Academic journal article Canadian Social Science

Design Innovation and Exploration of Sichuan Embroidery and Sichuan Brocade Tourist Souvenirs

Article excerpt

Abstract

Under the background of the booming global tourism industry, tourist cities and tourist attractions are all just trying to build local tourism images to better progress their tourist industries. However, the excellent establishment of a tourist industry cannot leave from tourist souvenirs, a kind of derivative industry. The tourist souvenirs as a high value-added industry, take a large proportion among tourism shopping and serve as an important source of income for the tourism industry. This paper researches the tourist souvenir markets in Sichuan Province, analyzes the development status and insufficiency of Sichuan embroidery and Sichuan brocade tourist souvenirs at present, determines the conditions that the products of Sichuan embroidery and Sichuan brocade must have as tourist souvenirs. It also exercised possible studies for the design innovation of Sichuan embroidery and Sichuan brocade tourist souvenirs and finally took some concrete measures for the design of Sichuan embroidery and Sichuan brocade tourist souvenirs.

Key Words: Sichuan embroidery; Sichuan brocade tourist souvenir series; Design innovation

INTRODUCTION

Sichuan embroidery as "the treasure of Sichuan" is always called as one of "Four Major Famous Embroideries" together with Suzhou embroidery, Hunan embroidery and Guangdong embroidery, among which the market share of Suzhou embroidery was 70%-80%, like a bright business card of Suzhou. The tourism has contributed vastly to the development of embroidery industry (Cao «fe Sun, 2011). It is safe to say that the well-developed Suzhou embroidery is promoting the tourist industry in Suzhou Province to grow further and in turn gained tangible benefits out of it. Compared with Suzhou embroidery, the present situation of Sichuan embroidery shows a worrying prospect.

Sichuan embroidery and Sichuan brocade as a kind of intangible cultural heritage were ranked in the directory on May 20, 2006. Among Sichuan embroidery and Sichuan brocade products, now most of the attentions have been paid to the protection and inheritance, outlining specifically that the design innovation and research of Sichuan embroidery and Sichuan brocade products receive less attention on heritage protection and weave skill inheritance. As we know, the inheritance of a culture is not merely to "keep in current situation" but also need to "carry forward" so we should promote the modem evolution of Sichuan embroidery and Sichuan brocade culture with the help of an external force. We should take Sichuan embroidery and Sichuan brocade products as tourist souvenirs to design and innovate, research and development. First, the prosperous tourism industry can satisfy the requirement of tourism shopping by increasing the production of Sichuan embroidery and Sichuan brocade products which are known as quantitative change. Second, with the development of tourism industry, the market will increase the quantity demanded of tourist souvenirs and also make a stricter request for variety, style and grade of the tourist souvenirs of Sichuan embroidery and Sichuan brocade. The way can be called qualitative change. In that way, the intangible external force causing qualitative change from quantitative change is the design innovation and research for the tourist souvenirs of Sichuan embroidery and Sichuan brocade. In this approach, the traditional culture of Sichuan embroidery and Sichuan brocade have been protected, inherited and promoted.

1. DEVELO P MENT STATUS AN D ANALYSIS OF SICHUAN EMBROIDERY AND SICHUAN BROCADE TOURIST SOUVENIRS

Sichuan Province is one of the areas with rich tourist resources in China and there are a lot of products that can serve as tourist souvenirs for design and development, of which Sichuan embroidery and Sichuan brocade possess relatively ornamental value and collection value. On March 25, 2013, Peng Liyuan visited "The Women and Development Foundation" in Tanzania, and gave gifts to the Foundation, including Two Pandas under Plum Blossoms which belongs to Sichuan embroidery. …

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