In today's era of experience economy, tourism consumption will inevitably be marked with experience and brand style. That is to say, tourism products cannot be separated from symbolic consumption in the consumption process of tourists. In the process of consumption of tourism products, tourists not only obtain tourism experience through the use of five senses, but also release the absolute value, consumption value and symbolic value hidden in the tourism product to the outside through their own tourism behavior. Since modern tourist consumers pay more attention to the value of behavior itself and its significance in their own communities, symbolic value also occupies a major position in tourism products. This requires that the symbolic meaning must be implanted through the packaging of tourist souvenirs.

Tourist souvenirs have both natural and human attributes, and they have strong social attributes because they are eventually packaged into tourist products and consumed by tourists. Under the guidance of social consensus, tourist souvenirs are a three-stage construction and consumption process. First, the travel industry embeds the sending meaning coding of their own cognition and understanding of travel souvenirs to complete the process of symbolization; second, the textual meaning carried by the travel attraction is transmitted through media advertising and online word-of-mouth marketing. To potential travel consumers; finally, the tourists decode the meaning carried in the travel souvenirs and release them into the social context during the tour.
        Based on the above analysis, Shenzhen Xinhongyang Packaging Products believes that the core strategy of tourism souvenir packaging should follow the following ideas. The first is to systematically sort out, summarize, and summarize the landscape map and cultural genes contained in tourist souvenirs to make them systematize; Contextualization; third, innovatively use the research results of tourism semiotics and consumer psychology to transform the research results obtained in the first and second steps into semantic text through discourse narration, advertising and marketing, and then complete the symbol Encode and inject into the world of phenomena.