基于体验设计的旅游品牌形象视觉设计研究

发布时间：2018-01-01 11:13

本文关键词：基于体验设计的旅游品牌形象视觉设计研究　出处：《广西师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：在旅游行业竞争加剧及旅游市场逐渐走向成熟的背景下,差异化的旅游品牌形象构建的重要性也日趋凸显。旅游地增强旅游体验,提升满意度、忠诚度必须依靠良好的旅游品牌形象。同时,随着体验经济时代的来临,体验性设计的概念也顺势而生,作为一种新的设计理念、设计方法,被广泛运用到各设计领域当中。旅游业本质上就是典型的以观光休闲体验和文化消费体验为主题的服务性娱乐产业,因此体验式旅游的发展也就成为了满足大众体验消费的必然趋势之一。基于旅游业发展品牌化和体验化的需求,旅游地品牌形象的塑造必须以旅游体验设计为导向,通过对旅游市场消费人群的体验需求进行调研,整合开发地域性旅游资源,重新构思体验主题,突出特色的自然和人文景观,设计互动参与性强的旅游产品,改善基础设施建设,以完善视觉形象系统设计,最终实现旅游地开发的经济效益最大化及保持可持续健康发展的趋势。而以体验设计为导向的旅游地品牌形象视觉设计的探讨,也正是对旅游地开发和形象塑造的理论与实践的完善。本文拟结合设计学、旅游学、品牌学、消费心理学等学科的相关理论,从体验设计的角度探讨旅游品牌形象视觉设计的基本规律和策略。全文七个章节按照理论到实践、抽象到具体的逻辑顺序展开论证。论文第一章引言通过介绍我国旅游业快速发展的现状以及品牌化、体验化的发展趋势和发展中出现的主要问题,阐明了课题研究的背景和来源；同时,对旅游体验设计和品牌形象设计的国内外研究成果做出了分析和归纳,指出论文主要采用文献分析法、多学科研究法、实例分析法等研究方法；点明本课题利用学科交叉研究创新地将体验设计理念合理应用于旅游品牌形象视觉设计当中,具有一定的理论与现实意义。第二章是对论文涉及的基础理论和相关概念——体验设计、旅游体验和旅游品牌形象视觉设计的诠释,并对论文的研究范畴和实践应用做出了具体界定。第三章首先从关系模型和旅游业的“吃、住、行、游、购、娱”六个立体综合层面分析了旅游体验设计与旅游品牌形象之间密不可分的关联性；其次探讨了在旅游品牌形象塑造的过程中应该遵循的体验主题一致性、互动参与性、体验真实性、利用纪念品、体验地域性等体验设计的原则;最后总结出体验设计理念的运用有利于提升游客旅游体验的品质,塑造良好的、差异化的旅游品牌形象的功能性意义。第四章重点从心理学角度的“感官、行为、情感、思维、关联”体验需求的五个发展层面探讨了体验设计在旅游品牌形象视觉设计中应用的可行性,为设计策略的研究奠定基础。第五章分别从调研体验需求、整合体验资源、创新体验主题、视觉体验设计策略、体验效果测试评估几个角度,结合具体案例分析了基于体验设计的旅游品牌形象视觉设计的方法,为旅游地的合理开发和保持可持续发展道路提供重要的方法论依据。第六章是本论文的实践应用部分,将具体策略体系应用于阳朔县的视觉体验设计之中,增加游客的旅游体验,以期塑造一个饱满的旅游品牌形象。论文结论部分主要总结概括了本课题研究的主要成果,并指出研究不够深入、全面等局限性和后续研究的思考。
[Abstract]:The importance of differentiated tourism brand image construction is becoming more and more prominent in the background of the intensification of competition in tourism industry and the gradual trend of tourism market . As a new design concept , the concept of experiential design has to rely on good tourist brand image . Based on the need of tourism development branding and experience , the shaping of tourism ground brand image must be guided by the tourism experience design . Through the research on the experience demand of the tourist market consumer crowd , the tourism products with strong interactive participation are integrated and developed to improve the infrastructure construction , so as to improve the design of the visual image system , and finally realize the development of the tourism ground brand image visual design , and also the perfection of the theory and practice of the development and image shaping of tourism . This paper intends to explore the basic rules and strategies of the visual design of tourism brand image from the perspective of experience design combining with the theories of design , tourism , brand and consumer psychology . The first chapter introduces the background and source of the research on tourism experience design and brand image design by introducing the present situation of the rapid development of tourism industry and the main problems in the development of brand image design . At the same time , the author points out that the research methods of tourism experience design and brand image design are analyzed and summarized . The second chapter explains the basic theory and relevant concept _ experience design , the tourism experience and the visual design of tourism brand image , and defines the research category and practical application of the thesis . In the third chapter , the relationship between tourism experience design and tourism brand image is analyzed from six aspects of relationship model and tourism ' s " eating , living , walking , traveling , shopping and entertainment " . Secondly , the author discusses the principles of experience theme consistency , interactive participation , experience authenticity , use of souvenirs , experience regional and so on in the process of shaping tourism brand image , and concludes that the application of experience design concept is beneficial to improve the quality of tourist ' s tourism experience , and to shape the functional significance of tourism brand image with good and differentiated tourism brand image . The fourth chapter focuses on the feasibility of the application of experience design in the visual design of tourism brand image from the five developmental aspects of the " sensory , behavioral , emotional , thinking and correlation " experience demand , and lays a foundation for the research of design strategy . In the fifth chapter , from the research experience demand , the integration experience resources , the innovative experience theme , the visual experience design strategy and the experience effect test , the paper analyzes the method of the visual design of the tourism brand image based on the experience design , and provides an important methodological basis for the reasonable development and maintenance of the sustainable development path . The sixth chapter is the practical application part of this paper , which applies the concrete strategy system to the design of the visual experience of Yangshu County , and increases the tourist experience of the tourists , with a view to shaping a full tourism brand image . The conclusion part of this paper mainly summarizes the main achievements of the research , and points out that the research is not thorough , comprehensive and so on .

【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J505;F592.6

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