The Research On Regionality Of Tourist Destination Brand Image Visual Identity Design

With the rapid development of tourism and the trend of branding management, all parts of China are constructing tourist destination brand image (TDBI) positively. As far as correlative problems of TDBI are concerned, the thesis studies and analyzes the influence and function that regionality, which is the core of the differentiate TDBI, exerts on visual identity design for TDBI, and explores the approach and method of visual identity design centering on regionality for TDBI.The first part of the thesis is the interpretation of TDBI, which includes correlative conception, rules of image cognition and its composing system. The second part is the study and analysis of regionality. It discusses mostly the apparent and fundamental cause of the three main characters of regionality, that is the natural and geographical character, the historical and cultural character, and the folk-custom cultural character. It also enunciates the relationship between the visual aesthetic character and the above three, and the significance of regionality for TDBI as the core attribute, combining the rules that tourists cognize the tourist destination image. The substance of the third part is the relationship between visual identity design and regionality. It deploys discourse from such aspects as the composition of visual identity design system, the classification of regional design elements, and the theory of visual spread and brand orientation. Then, it offers a visual design strategy which gives prominence to the character of regionality, and makes design analysis and sum-up with guiding the strategy into visual system. Lastly, our exploitation of the visual identity design system for the TDBI of He Zhou city, Guang Xi province, provides an example of such a design strategy.