RESEARCH ON THE DESIGN GUIDELINES FOR TOURISM SOUVENIRS BASED ON THE CULTURAL SYMBOLS OF FOSHAN LION DANCE IN GUANGDONG, CHINA

Abstract

This study explores design proposals for incorporating the symbolic elements of Foshan lion dance, an intangible cultural heritage of the Lingnan region in China, into modern tourism souvenir design. Foshan lion dance is a traditional folk art from Foshan, Guangdong Province, and an integral part of Lingnan culture. Originating during the Ming and Qing dynasties, it is closely associated with local martial arts culture. Beyond being a form of entertainment, it also carries cultural significance, symbolizing the dispelling of evil, disaster prevention, and the pursuit of blessings and prosperity, while showcasing unique artistic charm. Based on this, many souvenirs have been derived using the image of Foshan lion dance as a prototype. However, existing lion dance-themed souvenirs face issues such as limited design variety, lack of innovation, and a small market scale, failing to effectively meet the personalized needs of modern consumers. Based on this, this study utilizes preliminary research, field observation, and interviews, combined with a questionnaire survey, to analyze the history, artistic characteristics, and cultural connotations of Foshan lion dance while extracting its design elements. By integrating qualitative and quantitative research methods, the study explores the symbolic representation of Foshan lion dance culture, analyzes the preferences of young consumers, and combines traditional cultural imagery with modern consumer tastes to propose effective design solutions. According to the research results, the following conclusions were drawn. A total of 87.87% of respondents showed a strong interest in lion dance souvenirs and placed greater emphasis on their cultural value. Consumers tend to prefer souvenirs with significant cultural symbolism. Moreover, Gen Z consumers are more inclined to purchase cultural souvenirs that feature uniqueness and innovation. Through data analysis, this study provides meaningful insights and valuable data for the souvenir market.