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客家文化视觉元素在旅游品牌形象中的应用研究

发布时间:2018-06-06 06:51

  本文选题:客家文化 + 视觉元素 ; 参考:《广西师范大学》2017年硕士论文


【摘要】:近年来,中国旅游业的快速发展,促使各个地方各个企业开始注重起本土旅游品牌的构建。品牌作为吸引旅游者的重要因素,应当向旅游者传递本身所代表的独特形象,而目前,旅游业的品牌不单是在质量、价格和服务的竞争,更因聚焦在品牌视觉形象设计上。利用好当地的人文理念和文化符号,整合地域文化,利用多元化的传播手段,借此提高受众群体对旅游品牌形象的认知度,避免旅游品牌同质化,并获得市场的肯定、消费者的认可和稳定的经济价值。客家文化有着深厚的地域文化底蕴,民间艺术种类繁多,如建筑、服饰等从多方面反映了客家人的梦想和祈求,以及中国宗法社会的体制,将客家文化融入旅游品牌中,有利于打造地域性旅游品牌视觉形象,提升旅游品牌的竞争力。本篇论文主要分为四部分。第一部分,先从客家文化和旅游品牌视觉形象的概述切入,然后从客家文化的视觉元素在旅游品牌视觉形象设计中的必要性、可行性和价值体现这几方面分析了两者的关联性;第二部分以三个地域文化背景下旅游品牌为例,总结出国内外典型地域文化下旅游品牌案例的构建方法;第三部分先分析了客家文化下旅游品牌的现状,再结合上文的案例分析后总结的构建方法,得出客家文化的在旅游品牌视觉形象设计中的提升方法,分别从视觉元素的文化符号的创新和应用和多元化视觉形态的传播两方面来探讨,并阐述了客家文化的在旅游品牌视觉形象设计中的应用原则和设计策略;第四部分是将以上的提升方法运用到贺州路花温泉视觉形象设计的开发实践。结论部分总结了本文的研究成果及见解,并提出发展的趋势。
[Abstract]:In recent years, the rapid development of China's tourism industry has prompted various local enterprises to pay attention to the construction of local tourism brands. As an important factor to attract tourists, brands should convey their unique image to the tourists. At present, the brand of tourism is not only the competition of quality, price and service, but also the focus of the tourism industry. In the design of brand visual image, we can use the local humanistic ideas and cultural symbols, integrate the regional culture and use the diversified means of communication to improve the recognition of the audience group on the tourism brand image, avoid the homogeneity of the tourism brand, and obtain the recognition of the market, the recognition of the consumer and the stable economic value. A wide variety of regional culture and folk art, such as architecture, clothing, etc., reflect the dreams and prayers of the Hakka people from many aspects, as well as the system of Chinese patriarchal society, and the integration of Hakka culture into the tourism brand is conducive to creating the visual image of regional tourism brands and raising the competitiveness of the tourism brands. This paper is divided into four parts. The first part, first from the Hakka culture and the tourism brand visual image of the overview, and then from the Hakkas culture visual elements in the tourism brand visual image design of the necessity, feasibility and value of these two aspects of the analysis of the relationship between the two; the second part of the three regional cultural background tourism brand as an example, summed up The construction method of tourist brand cases under the typical regional culture at home and abroad; the third part first analyzes the present situation of the tourist brand under the Hakka culture, and then combines the construction method of the case analysis above, and obtains the promotion method of the Hakka culture in the visual image design of the tourist brand, and the innovation of the cultural symbols of the visual elements respectively. This paper discusses the two aspects of the application and the spread of diversified visual forms, and expounds the application principles and design strategies of Hakka culture in the visual image design of tourism brands. The fourth part is the application of the above method to the development of the visual image design of Hezhou road flower hot spring. And views, and put forward the trend of development.
【学位授予单位】:广西师范大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:J524;G122

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