基于新媒体语境的曾厝垵旅游品牌设计形象应用探究

Applied Exploration of Design of Zengcuoan Tourism Brand Image Based on New Media Context

将旅游景点进行品牌化的经营模式是目前旅游业中的常态,但旅游品牌形象同质化现象严重,缺乏足够的视觉差异化及新颖性,传统纸媒的传播形式已经不再利于旅游品牌设计的有效传播。本文以根植于曾厝垵文创村鲜明的本土民俗文化为基点,结合相关旅游地的品牌设计成功案例,提出曾厝垵在新媒体语境下旅游品牌形象设计的方法及推广方式,以求创造出具有新颖性及影响力的旅游品牌。

The business model of branding for tourist attractions is normal in tourism currently. However, tourism brand images are seriously homogeneous, and sufficient visual differentiation and novelty are absent. Traditional paper media are not conductive to effectively publicizing tourism brand images. In line with the successful cases of brand design of related tourist attractions, this paper kept a foothold on the distinctive local folk cultures at Zengcuoan Cultural Creativity Village, and put forward the designing approach and promotion way of tourism brand image of Zengcuoan in new media context, aiming at creating novel and influential tourism brands.