地域景观IP形象设计策略研究--以东昌湖为例

Research on IP Image Design Strategy of Regional Landscape--Taking Dongchang Lake as an Example

文旅融合发展背景下,地域景观IP形象设计和开发已受到地方政府和民众的高度重视。本文通过对聊城东昌湖地域景观特色和旅游优势进行归纳分析,揭示了东昌湖文旅形象应用现状及存在的问题,并对地域景观与IP形象关系进行阐释,提出IP形象在地域景观塑造中宣传景观文化的作用,并针对东昌湖文旅现状提出了地域景观IP形象设计策略,其一为彰显传统故事,提升IP形象的文化性;其二为融入聊城古城风格特色,强化协同性;其三为创新形式载体,增强延展性。最终从IP构建角度设计出适合东昌湖文旅IP形象,以此传播东昌湖的地域景观文化,提高聊城东昌湖的知名度和影响力,彰显聊城作为国家历史文化名城的旅游形象。

Under the background of the integrated development of culture and tourism,the design and development of regional landscape IP image has been highly valued by local governments and people.By summarizing and analyzing the regional landscape characteristics and tourism advantages of Dongchang Lake in Liaocheng,this paper reveals the application status and existing problems of Dongchang Lake cultural tourism image,explains the relationship between regional landscape and IP image,puts forward the role of IP image in promoting landscape culture in shaping regional landscape,and puts forward the regional landscape IP image design strategy based on the current situation of Dongchang Lake cultural tourism.One is to highlight the traditional story and enhance the cultural image of IP;the second is to integrate the style characteristics of Liaocheng ancient city and strengthen the synergy;the third is the innovative form carrier to enhance the ductility.Finally,the IP image of Dongchang Lake cultural tourism is designed from the perspective of IP construction,so as to spread the regional landscape culture of Dongchang Lake,improve the popularity and influence of Dongchang Lake in Liaocheng,and highlight the tourism image of Liaocheng as a national historical and cultural city.