基于个性特质的旅游城市品牌形象设计研究——以呼和浩特为例

Research on Brand Image Design of Tourism City Based on Personality Characteristics——Taking Hohhot as an Example

随着我国经济进入高质量发展阶段,许多地区为实现内循环驱动的经济发展模式,积极探索向旅游城市转型。然而,在转型过程中普遍存在“千城一面”、城市缺乏个性的问题。本文以全国优秀旅游城市呼和浩特为例,运用心理学人格特质理论,通过对城市游记和评论的词义分析,采用ROST CM 6.0和微词云软件以及问卷调查和德尔菲专家评议的方法,探索如何确立城市个性,并基于个性设计旅游城市品牌的标志,进而丰富地域品牌形象设计理论。研究结果构建了呼和浩特城市的个性层次结构,包括首要特质、中心特质和次要特质,得出了广阔博大、神秘独特、真诚热情、多元包容、美丽宁静、时尚繁荣、悠远凝重和大方朴实8个个性特征。此次研究不仅为呼和浩特的旅游发展明确了宣传目标,也为其他城市构建独具特色的品牌形象,实施差异化的发展战略提供了有益启示。

As China's economy has entered a stage of high-quality development,many regions are actively exploring the transformation to tourist cities in order to realize the economic development model driven by internal circulation.However,in the process of transformation,there is the problem of "one city" and lack of personality.In this paper,the national excellent tourist city Hohhot,for example,using the theory of psychological personality traits,through the analysis of the city travel and comments,using ROST CM 6.0 and micro cloud software,and the questionnaire survey and Delphi expert review method,explore how to establish urban personality,and based on personality design tourism city brand logo,and enrich the regional brand image design theory.The research results constructed the personality hierarchy structure of Hohhot city,including the primary characteristics,central characteristics and secondary characteristics,and come out the broad,mysterious and unique,sincere and enthusiastic,diverse and inclusive,beautiful,quiet,fashion,prosperous,distant,dignified and generous and simple eight personality characteristics.This study not only clarified the publicity goal for the tourism development of Hohhot,but also provided useful inspiration for other cities to build a unique brand image and implement differentiated development strategies.