信息传播视域下历史文化景区形象设计研究

发布时间：2018-01-10 14:38

本文关键词：信息传播视域下历史文化景区形象设计研究　出处：《江苏大学》2017年硕士论文　论文类型：学位论文

【摘要】：历史文化景区作为旅游景区的分支,伴随国民人文质素的提高,近年来在旅游业市场化的份额也日渐增多,受到业界、学界和管理部门的重视。历史文化景区形象作为重要的信息载体,在景区发展和旅游推广上起着重要的作用。值得注意的是,我国历史文化景区形象设计及推广的水平参差不齐,究其原因,一方面关于历史文化景区形象设计的理论讨论尚处于摸索阶段;另一方面历史文化景区形象设计未能立足长远,诸多追求短期效应的设计方案反而在一定程度上制约了形象设计的推广和使用。鉴于上述现状,有必须要建立系统化的历史文化景区形象设计理论体系,归纳出从形象形成-形象设计-形象传播的链条化嵌入式研究框架用于指导设计实践。研究中以历史文化景区为对象,基于信息传播的视野从设计学角度综合设计学、传播学、认知心理学、地理学、旅游学等相关理论知识,运用案例对比、问卷调查、综合类比、总结归纳等方法,对我国历史文化景区形象设计现状进行整理和归纳分析,探讨历史文化景区形象形成过程以及形象设计的思路、规律与方法。在论述中按照从理论研究到实践验证的逻辑顺序将研究分为四个阶段:(1)提出本研究的缘起,对国内外相关研究概况进行归纳,综合阐述了研究意义、研究方法,确定技术路线;(2)对历史文化景区形象相关概念进行界定,分析历史文化景区形象形成的内在架构与外在要素;(3)鉴于形象形成的过程和要素,提出针对性形象设计方略,主要归纳出深化品牌意识、提炼地域特色、建构传播渠道、营造感官体验等设计方法;(4)以镇江市历史文化景区——西津渡历史文化景区为个案,对其景区文化、景区形象进行实际考察和满意度问卷放样。结合调研结果以及前述理论,系统地进行分析和设计实践,从信息传播的信源至受众,从形象设计至传播多方位一体化地得出设计构想,通过个案的顺利执行,从理论层面验证前述论点。综上,历史文化景区形象设计虽从属于广义的形象设计范围,但其还应有独立的形象设计系统和规则,在考量这种规则乃至方案设计的同时必须借鉴传播学、心理学等理论,才能够让这种嵌入式设计得以真正地深化。同时由于形象设计的范畴过于宽泛,形象形成的过程中不可预知的变量因素也是实时存在的,形象设计的传播方式与方法也需要市场进一步验证,上述问题都有待今后进一步研究。
[Abstract]:Historical and cultural scenic spots as a branch of tourist attractions, with the improvement of human quality, in recent years in the tourism market share is also increasing, by the industry. As an important information carrier, the image of historical and cultural scenic spots plays an important role in the development of scenic spots and tourism promotion. The level of image design and promotion of historical and cultural scenic spots in China is not uniform. The reason is that on the one hand, the theoretical discussion on the image design of historical and cultural scenic spots is still in the exploratory stage; On the other hand, the image design of historical and cultural scenic spots can not be established in the long run, and many design schemes that pursue short-term effects restrict the promotion and use of image design to a certain extent. It is necessary to establish a systematic theoretical system of image design of historical and cultural scenic spots. Induces the chain embedded research frame from image formation-image design-image communication to guide design practice. The research takes the historical and cultural scenic spot as the object. From the perspective of design, communication, cognitive psychology, geography, tourism and other related theoretical knowledge, the application of case comparison, questionnaire survey, comprehensive class ratio. Summarize and sum up the methods of image design of historical and cultural scenic spots in our country to sort out and analyze the image of historical and cultural scenic spots and explore the process of image formation and image design ideas. In the discussion, according to the logical sequence from theoretical research to practical verification, the research is divided into four stages: 1) the origin of this study is proposed, and the related research situation at home and abroad is summarized. The significance of the research, the research methods and the determination of the technical route are comprehensively expounded. 2) defining the related concepts of the image of historical and cultural scenic spots, and analyzing the internal structure and external elements of the formation of the image of historical and cultural scenic spots; (3) in view of the process and elements of image formation, this paper puts forward a strategy of targeted image design, which mainly summarizes the design methods of deepening brand awareness, refining regional characteristics, constructing communication channels and creating sensory experience. Taking Zhenjiang Historic and Cultural Scenic spot-Xijindu Historic and Cultural Scenic area as a case, the actual investigation and satisfaction questionnaire are carried out on the scenic area culture and image of the scenic spot. Combined with the survey results and the aforementioned theory. Systematic analysis and design practice, from the source of information dissemination to the audience, from the image design to the spread of multi-directional integration of the design concept, through the smooth implementation of the case. In summary, the image design of historical and cultural scenic spots is subordinate to the broad scope of image design, but it should also have an independent image design system and rules. In considering this kind of rules and even the scheme design, we must draw lessons from the theory of communication, psychology and so on, in order to make this kind of embedded design really deepen. At the same time, the scope of image design is too broad. The unpredictable variable factors in the process of image formation also exist in real time. The communication methods and methods of image design also need to be further verified by the market. The above problems need to be further studied in the future.
【学位授予单位】：江苏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TU984.18

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