City Tourism Brand Visual Image Research

Competition in the tourism market more and more focuses on tourism brand in the development of city tourism. City's tourism brand is the core competency of a tourism city. It will be the key problem of how to orientate and design a tourism brand image with characteristics like vivid individuality, strong attraction and high credit. And this problem will influence sustainable development of a city's future tourism.This thesis, combining with theory on CIS and Communication Studies, is discussing basic regulations and methods of shaping visual image of city's tourism brand from the perspective of Visual Communication Design. And these regulations and methods will be applied to the mould of Changsha's tourism brand visual image so that the brand advantage and development strategy of Changsha tourism can be expressed by way of visual symbol. This will outstand city's local characteristics, create a city's specific and vivid tourism brand image and promote a city's tourism development.There are four chapters in this thesis, unfolding the argumentation as the logical sequence from theory to practice, and from abstract to concrete.Firstly, on the basis of present research and development, the thesis chooses brand science theory, corporate identity system theory, communication theory as the main theoretical basis, and begins with the explanation of the concept, defining the concepts of city's tourism brand and visual image of city's tourism brand, and then discussing the functions of visual image of city's tourism brand. Secondly, summing-up the basic principles of building visual image of city's tourism brand, studying deeply about the program and method of building visual image of city's tourism brand from three layers such as "basic layer", "extract layer" and "overt layer". Thirdly, with the analysis of the local base, receiver investigation and development strategy of Changsha's city tourism, the thesis sums up that it should pay attention to two distinctive tourism resources like "historical culture" and "entertainment culture" during orientate the tourism brand image of Changsha. Finally, it orientates the overall tourism brand image of Changsha, and proposes the design idea of it, aiming at demonstration and application of theoretical research results.