开封城市旅游形象设计研究

发布时间：2018-07-17 19:25

【摘要】：随着人们物质生活水平的不断提高和改善，旅游已经成为我们日常生活中的一个重要组成部分。伴随旅游业的发展，旅游消费的日渐成熟，城市旅游形象的竞争也显得日趋激烈，这种客观的形势要求旅游城市必须塑造出独特而又鲜明的城市旅游形象，才能吸引更多的旅游消费者产生旅游动机并进而实施旅游计划。因此，在这种形象竞争的时代下，“形象”已成为各行业所关注的焦点。对于一个旅游城市来说，做好城市旅游形象的设计和推广就显得极为重要。城市形象是一个城市发展的最基本动力，并且也是一个城市文化的最直接体现和反映。那么作为一个旅游城市，其形象的塑造，与该城市文化是有着一定的联系的，也即是城市文化决定着城市形象的品质。因此，若想塑造该城市旅游的形象，明确城市旅游形象的设计定位，就必须要挖掘该城市本身所具有的城市文化精髓，，总之，城市旅游形象的设计所需要的各方面设计元素，都必须来源于该城市地域文化。开封曾经被称作大梁、汴梁、东京、汴京，位于河南省的东部，是体现宋文化的一个最典型的城市，也是中原地区黄河沿线一带重要的历史文化国际旅游城市，因此，历史文化的积淀是得天独厚的。然而，与国内同样拥有着深厚历史文化的其他旅游城市相比，开封城市的旅游形象并不十分突出，并且该城市旅游形象的设计欠缺一定的系统性和有效的城市旅游形象推广方案。因此，如果把历史深厚的宋文化遗产通过深度挖掘，用艺术设计的手段加以整合和归纳，设计出独特、醒目、又突出城市文化特色的视觉形象，从而对全面提升开封城市本身的旅游形象，增强在开封地区的旅游吸引力和综合竞争力具有一定的现实意义。本课题试图结合旅游学、市场学、广告学、艺术设计等学科的相关理论，针对开封城市旅游形象现状存在的一些问题，结合宋文化特色，提出了用图形化的设计方法构建开封城市旅游形象的新观点。论文主体包括四个部分：第一部分从城市旅游形象设计、城市文化的概述入手，分析了城市文化与城市旅游形象设计的关系；第二部分对开封宋文化资源与城市旅游形象现状进行了分析，总结并提出了开封城市旅游形象的设计思路和定位；第三部分提出开封市旅游形象设计的策略，在把握城市旅游形象设计原则的基础上，探讨开封城市旅游形象的的设计方案，并提出用图形化的旅游形象设计手法塑造开封城市旅游形象；第四部分提出开封城市旅游形象的传播推广策略及在推广过程中对开封城市旅游形象设计的维护和更新。
[Abstract]:With the improvement of people's material life, tourism has become an important part of our daily life. With the development of tourism and the maturity of tourism consumption, the competition of urban tourism image is becoming increasingly fierce. This objective situation requires tourism cities to create a unique and distinct urban tourism image. In order to attract more tourism consumers to generate tourism motivation and then carry out tourism plans. Therefore, in this era of image competition, "image" has become the focus of attention. For a tourist city, it is very important to design and popularize the city tourism image. City image is the most basic motive force of a city's development, and it is also the most direct embodiment and reflection of a city's culture. As a tourist city, the shaping of its image has a certain connection with the city culture, that is, the city culture determines the quality of the city image. Therefore, if we want to shape the image of the city's tourism and define the design orientation of the image of the city's tourism, we must excavate the essence of the city's own urban culture. In short, the design of the city's tourism image needs all aspects of the design elements. Must be derived from the city's regional culture. Kaifeng was once called Daliang, Bianliang, Tokyo, Bianjing, located in the eastern part of Henan Province. It is the most typical city embodying Song culture, and it is also an important historical and cultural international tourist city along the Yellow River in the Central Plains. The accumulation of history and culture is unique. However, compared with other tourist cities with profound history and culture in China, the tourist image of Kaifeng City is not very prominent. Moreover, the design of the city tourism image lacks a systematic and effective scheme to promote the city tourism image. Therefore, if the deep historical cultural heritage of the Song Dynasty is excavated in depth and integrated and summed up by the means of artistic design, the visual image of unique, eye-catching, and prominent urban cultural characteristics can be designed. Therefore, it is of practical significance to enhance the tourist image of Kaifeng city itself and enhance its tourism attraction and comprehensive competitiveness in Kaifeng area. This paper attempts to combine the theories of tourism, marketing, advertising, art design and so on, aiming at some problems existing in the present situation of tourism image in Kaifeng, and combining with the characteristics of Song culture. This paper puts forward a new view of constructing the tourist image of Kaifeng city by graphic design method. The main body of the thesis consists of four parts: the first part analyzes the relationship between urban culture and urban tourism image design, starting with the design of urban tourism image and the overview of urban culture; The second part analyzes the cultural resources of Kaifeng and the present situation of city tourism image, summarizes and puts forward the design ideas and positioning of Kaifeng city tourism image, the third part puts forward the strategy of Kaifeng city tourism image design. On the basis of grasping the principles of urban tourism image design, this paper probes into the design scheme of Kaifeng city tourism image, and puts forward that the graphic tourism image design technique should be used to mold Kaifeng city tourism image. The fourth part puts forward the spreading and popularizing strategy of Kaifeng city tourism image and the maintenance and update of Kaifeng city tourism image design in the process of promotion.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524

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