城市旅游品牌视觉形象研究

发布时间：2018-04-08 10:47

本文选题：城市　切入点：旅游品牌　出处：《中南大学》2008年硕士论文

【摘要】： 在城市旅游业的发展过程中,旅游市场的竞争越来越表现为旅游品牌的竞争,城市旅游品牌是旅游城市的核心竞争力所在。如何定位并设计出个性鲜明、具有强烈感召力而又真实可信的旅游品牌形象,将是今后城市旅游业能否得以持续发展的至关重要的问题。本文拟结合企业形象识别和传播学等相关理论,从视觉传达设计的角度探讨城市旅游品牌视觉形象建立的基本规律和方法,并实际应用到长沙城市旅游品牌视觉形象的塑造当中,从而使长沙城市旅游业的品牌优势与发展战略能够通过视觉符号的形式表达出来,突出体现城市的地方特色,创建鲜明独特的城市旅游品牌形象,推动城市旅游业的发展。全文共分为四个章节,按照从理论到实践,从抽象到具体的逻辑顺序展开论证。首先,在研究国内外现状及发展的基础上,本文选择品牌学理论、企业识别系统理论与传播学理论作为主要的理论基础,从基本概念的解读开始分析,界定了城市旅游品牌以及城市旅游品牌视觉形象的概念,同时探讨了城市旅游品牌视觉形象的功能。其次,总结了城市旅游品牌视觉形象建立的基本原则,并从“基础层面”、“提炼层面”和“外显层面”三个层面深入研究了城市旅游品牌视觉形象建立的程序和方法。再次,通过对长沙城市旅游地方基础、受众调查和旅游业发展战略的分析,总结出长沙旅游品牌形象定位应把握住“历史文化”和“娱乐文化”两大特色旅游资源。最后,在此基础上进行了长沙城市旅游品牌总体形象定位,并提出了相应的设计构思,旨在对理论研究成果做进一步论证并指导实践。
[Abstract]:In the process of the development of urban tourism, the competition of tourism market is more and more the competition of tourism brand, which is the core competitiveness of tourism city.How to locate and design a distinct personality, strong appeal and true and credible tourism brand image will be the key to the sustainable development of urban tourism in the future.Based on the related theories of corporate image identification and communication, this paper discusses the basic rules and methods of establishing the visual image of urban tourism brand from the angle of visual communication design.And the actual application of Changsha city tourism brand visual image shaping, so that Changsha city tourism brand advantages and development strategies can be expressed through the form of visual symbols, highlighting the local characteristics of the city.Create a distinct and unique urban tourism brand image, promote the development of urban tourism.The thesis is divided into four chapters, from theory to practice, from abstract to concrete logical sequence.First of all, on the basis of studying the current situation and development at home and abroad, this paper chooses brand theory, enterprise identification system theory and communication theory as the main theoretical basis, and starts with the analysis of the basic concepts.The concept of urban tourism brand and the visual image of urban tourism brand are defined, and the functions of the visual image of urban tourism brand are discussed.Secondly, it summarizes the basic principles of the establishment of visual image of urban tourism brand, and deeply studies the procedures and methods of the establishment of visual image of urban tourism brand from the three levels of "basic level", "refining level" and "explicit level".Thirdly, through the analysis of Changsha city tourism local foundation, audience investigation and tourism development strategy, it concludes that Changsha tourism brand image positioning should grasp the "historical culture" and "entertainment culture" two major characteristics of tourism resources.Finally, on the basis of this, the overall image positioning of Changsha city tourism brand is carried out, and the corresponding design conception is put forward in order to further demonstrate the theoretical research results and guide the practice.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F592.7

【引证文献】