旅游文化创意品牌形象的情感化设计研究

Research on the Emotional Design of Creative Brand Image of Tourism Culture

在文旅融合发展的格局下,旅游文化创意产业逐渐呈现出蓬勃发展的态势,市场竞争日益激烈,导致品牌形象同质化严重等问题。文章以情感化设计为切入点,首先剖析了旅游文化创意品牌形象情感化设计的价值和意义,其次提出了基于本能、行为、反思三个维度的旅游文化创意品牌形象情感化设计的建构策略,最后将其应用于实践项目之中。以期通过情感化设计来提升旅游文化创意品牌形象,将情感赋予品牌及产品,刺激消费者的购买欲望,同时也为旅游文化创意品牌形象设计与发展提供一些借鉴与思考。

Under the integrated development pattern of culture and tourism,the tourism cultural creative industry has gradually shown a vigorous development trend,and the market competition is increasingly fierce,resulting in serious homogenization of brand image and other problems.Taking emotional design as the starting point,this paper first analyzes the value and significance of emotional design of tourism cultural creative brand image,then puts forward the construction strategy of emotional design of tourism cultural creative brand image based on instinct,behavior and reflection,and finally applies it to practical projects.It is expected to enhance the image of tourism cultural creative brand through emotional design,endow the brand and product with emotion,stimulate consumers'desire to buy,and provide some reference and reflection for the design and development of tourism cultural creative brand image.