基于文化创意的地域性旅游产品品牌形象设计研究

发布时间：2018-02-16 09:51

本文关键词： 文化创意地域性旅游产品品牌形象设计　出处：《天津理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：品牌形象的视觉设计符号是所有地域文化和经营理念的外在表达,是具体化、视觉化、标准化的形象识别。所有的文化创意都是具有文化背景的,文化创意不是简单的文化复制,是灵感和想象力的结晶。我们必须借助艺术设计与科学技术的结合,对旅游文化资源进行有效的利用和提升。本文结合设计心理学、消费心理学、美学原理等相关理论,对文化创意背景下的地域性旅游产品品牌形象设计进行了系统的理论分析与研究,得出了地域性旅游产品品牌形象设计的方法和策略。本文主要通过大量的前提调研,对本课题国内外发展现状的相关数据和调查问卷相关数据进行整理归纳,并对当今旅游产品品牌形象设计同文化创意之间的融合性、可行性进行了重点分析,以此来深入解析提升旅游产品附加值所需的设计理念和设计要素。经调研结果证实,我国的许多不同地区和民族都拥有自己独特的地域性文化语言要素,它是地域文化内涵的重要标志,其内容、形式和特色各有迥异。通过分析旅游产品品牌形象设计中地域性“语言”的种类及不同风格特色,如对“滇元素”的提取和再创作方法研究,深入探讨了如何依据地域文化资源更准确、更合理地提炼地域性典型的本土文化视觉语言要素。同时,结合对现代消费观念与旅游产品的文化附加值分析,进一步丰富理论研究成果,总结出我国地域性旅游产品品牌形象设计的可行性方法和创新思维观点。本课题研究表明,文化创意附加值对增强产品竞争力、提供产品定价和开拓产品市场起着重要的作用。在旅游产品品牌形象设计中所展现出来的地域文化是具有多样性、独创性和审美性特征的,它是以自然环境为基础、地域传统文化和社会历史沉积的集中化的三维时空的综合结合。本文利用典型性的实地考察案例分析,如台湾文创产品品牌特色与成都文创产品品牌特色的对照分析,厦门当地旅游产品品牌设计策略与日本知名旅游产品品牌设计策略的案例分析,进一步阐述了文化创意理念同旅游产品品牌形象设计理念相互融合的必要性。
[Abstract]:The visual design symbol of brand image is the external expression of all regional culture and management idea, and it is the recognition of concrete, visual and standardized image. All cultural ideas have cultural background. Cultural creativity is not a simple cultural reproduction, but a crystallization of inspiration and imagination. We must combine art design with science and technology to effectively utilize and promote tourism cultural resources. Based on the theories of consumer psychology and aesthetics, this paper makes a systematic theoretical analysis and research on the brand image design of regional tourism products under the background of culture and creativity. The method and strategy of brand image design of regional tourism products are obtained. This paper mainly through a large number of prerequisite research, the development of this topic at home and abroad of the status quo of the relevant data and questionnaire related data are summarized. And the combination and feasibility between brand image design and cultural creativity of today's tourism products are analyzed in order to analyze the design concept and design elements needed to enhance the added value of tourism products. Many different regions and nationalities in China have their own unique regional cultural language elements, which is an important symbol of the connotation of regional culture and its content. By analyzing the types and different styles of regional "language" in the brand image design of tourism products, such as the extraction and re-creation of "Dian element", This paper deeply discusses how to refine the visual language elements of regional typical local culture more accurately and reasonably according to the regional cultural resources. At the same time, it analyzes the cultural added value of modern consumption concept and tourism products. Further enrich the theoretical research results, summarize the feasibility method and innovative thinking point of brand image design of regional tourism products in China. This research shows that the added value of culture and creativity can enhance the competitiveness of products. Providing product pricing and developing product market play an important role. The regional culture displayed in the brand image design of tourism products has the characteristics of diversity, originality and aesthetics, and it is based on the natural environment. The integration of regional traditional culture and social historical deposition of three-dimensional spatiotemporal integration. This paper makes use of typical field investigation case analysis, such as the comparative analysis of the brand characteristics of Taiwan Wenchuang product and Chengdu Wenchuang product brand. Based on the case study of the brand design strategy of local tourism products in Xiamen and famous tourism products in Japan, this paper further expounds the necessity of merging cultural and creative ideas with the brand image design concepts of tourism products.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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