旅游商品作为旅游目的地的文化承载体,在旅游文化传承交流中扮演着重要角色。旅游商品开发要以深入挖掘旅游商品自身特性为基础做好旅游商品的包装设计,最大限度刺激旅游者的感官,以形成心理共鸣,引发心理扩张,产生消费欲望,实施消费行为。本文从旅游商品特性视觉对旅游商品的包装问题进行了解读。 As a cultural carrier of tourism destination, tourism commodities play an important role in the cultural exchange of tourism culture. Tourism product development should dig deep into the characteristics of tourism products as the basis for the packaging design of tourist products, to maximize the stimulation of tourists’ senses to form a psychological resonance, trigger psychological expansion, generate consumer desire, the implementation of consumer behavior. This article interprets the packaging of travel goods from the visual characteristics of tourism goods.