Abstract
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 preference of package designs for Japanese tourists.
The research is developed following two sections along with the objectives.
1) Examining Japanese tourists' preferences on Taiwanese souvenir packaging design for gift- giving by using eye-tracking and interviews.
The result of eye-tracking revealed that Japanese tourists pay attention to typography and graphic design among other packaging design elements. The interviews during the experiment also revealed that Japanese would change the choices of souvenir packaging design depending on whom to give a souvenir.
Author Information
Taiichi Shimamura, National Cheng Kung University, Taiwan
Paper Information
Conference: ACCS2023
Stream: Cultural Studies
This paper is part of the ACCS2023 Conference Proceedings (View)
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To cite this article:
Shimamura T. (2023) Conceptualizing Taiwanese Cultural Values in Souvenir Packaging Design for Foreign Tourists: How Japanese Tourists Purchasing for Casual Gift-Giving ISSN: 2187-4751 The Asian Conference on Cultural Studies 2023: Official Conference Proceedings https://doi.org/10.22492/issn.2187-4751.2023.8
To link to this article: https://doi.org/10.22492/issn.2187-4751.2023.8
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