Conceptualizing Taiwanese Cultural Values in Souvenir Packaging Design for Foreign Tourists: How Japanese Tourists Purchasing for Casual Gift-giving (70654)

Session Information: Cultural Studies
Session Chair: Nilobon Vongpattaranon

Saturday, 20 May 2023 09:55
Session: Session 1
Room: Room 705
Presentation Type:Oral Presentation

All presentation times are UTC + 9 (Asia/Tokyo)

Souvenir packaging design is the primary visual information that tourists interact with. Thus, for foreign tourists the appearance design should present a country's distinct cultural characteristics to trigger purchase. The purpose of this study is to examine the influence of Taiwanese souvenir packaging design on Japanese tourist purchases with a perspective of how cultural values perceived by Japanese tourists in Taiwanese packaging design. Taiwan has long been one of the most popular tourist destinations among Japanese tourists. The target audience of the research is the millennial generations of Japanese tourists who prioritize travels in their lives. As for Taiwanese souvenirs, a pineapple cake is selected in order to explore the cultural meanings of package designs.

The research is developed following four sections along with the objectives.
(1) Understanding Japanese millennial tourists' purchasing behavior for casual gift-giving by focused group interview.
(2)Exploring the cultural values in packaging design of pineapple cake by conducting a small brainstorming workshop with Taiwanese designs.
(3)Examining Japanese tourists' preferences on Taiwanese souvenir packaging design for gift-giving by using eye-tracking and interviews.
(4)Conceptualizing cultural values which Japanese tourists prefer in Taiwanese souvenir packaging design as a guideline.

All findings and results during studies are documented and developed as a branding and design guideline to support Taiwanese designers with future souvenir packaging design use.

Taiichi Shimamura, National Cheng Kung University, Taiwan
Tseng-Ping Chiu, National Cheng Kung University, Taiwan
Shynan Liou, National Cheng Kung University, Taiwan

About the Presenter(s)
Mr Taiichi Shimamura is a University Postgraduate Student at National Cheng Kung University in Taiwan

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00