摘要
目的:在文旅融合的大背景下,调研分析江苏旅游发展现状。对全域旅游品牌设计的重要性进行深入解读,以“水韵江苏”为例探究江苏全域旅游品牌发展现状,以庆丰村为例,结合当地的旅游资源分析,对其全域旅游品牌形象进行构建。方法:通过对“水韵江苏”全域旅游品牌的研究,对江苏全域旅游品牌发展现状进行探究。通过对庆丰村全域旅游资源的调研,构建因地制宜的全域旅游品牌视觉形象。结果:挖掘出“水韵江苏”品牌标识与文化内涵、创意产品与文化载体、推广营销与文化理念之间的关系,探索江苏全域旅游发展的设计思路。设计出庆丰村的品牌标志、辅助元素、稻米包装、周边产品,全域旅游品牌认知度、影响力不断提升。结论:基于当地旅游特色的全域旅游品牌设计,不仅有利于当地旅游发展的可持续性、全面性、多样性,而且有利于发展区域经济。
Purpose: Under the background of culture and tourism integration, research and analysis of the current situation of tourism development in Jiangsu. To interpret the importance of regional tourism brand design, to explore the status of regional tourism brand development in Jiangsu by taking “Charm of Jiangsu” as an example, to take Qingfeng Village as an example, and to construct its regional tourism brand image by combining the analysis of local tourism resources. Methods: Through the study of the whole region tourism brand of “Charm of Jiangsu”, the cur-rent situation of the whole region tourism brand development in Jiangsu was explored. Through the study of Qingfeng Village’s tourism resources, we constructed a visual image of the whole region’s tourism brand according to the local conditions. Results: The relationship between the brand logo of “Charm of Jiangsu” and its cultural connotation, creative products and cultural carriers, promotion and marketing and cultural concepts are explored, and design ideas for the development of Jiangsu’s overall tourism are explored. The brand logo, auxiliary elements, rice packaging, and peripheral products of Qingfeng Village were designed, and the recognition and influence of the regional tourism brand have been increasing. Conclusion: Territorial tourism brand design based on local tourism characteristics is not only conducive to the sustainability, comprehensiveness and diversity of local tourism development, but also to the development of regional economy.
