Research And Practice Of Brands Image Visual Performance In Tourist City At County Level

With the unceasing and rapid development of tourism industry, an increasingly fierce competition has gradually drawn big concerns. In such an age with the tendency of service and product being homogenized, enhancement of the tourism brands impact in tourist attractions is deemed as the unique channel of increasing the core competence of tourism industry effectively. Thus, the accurate positioning and successful design of the tourism brands image, which can represent local tourism features to the utmost extent, are of vital importance for urban tourism industry in pursuit of the sustainable development.Nevertheless, there are more than two thousand counties in China, and the' image features of each tourism brand at different levels significantly differ from each other in not only connotation extraction but also strategy advancing. With that circumstances bearing in mind, and via an integrated application of certain relative theories, such as image identification, brand establishment, and mass communication, etc. this paper intends to discuss the basic rules and methods in terms of the visual image building of tourism brands at county level, which are later put into practice in Poyang County of Jiangxi Province. As a result, local government's core strategy of tourism brands is precisely conveyed, and the essential value of tourism in Poyang is vividly shown to a higher degree.This paper is in general divided into four parts. Definitions and relevant theories of brands, tourism brands, urban tourism brands, and tourism brands at county level are talked about respectively. And then specific implementing dissertations of principles and methods are offered. At last, a real tourism image design for Poyang County is carried out in accordance with the above mentioned contents.At the very beginning, three core ideologies are put forward relating to visual image building of urban tourism brands, which are guarantee of urban tourism brands ideology, unfolding of urban local features, and keeping of systematic standard principles. In addition, uniqueness of tourism products at county level is presented as well. Firstly, tourism products are simplified, and tour period and space are limited. Secondly, tourism theme image is prominent, while brands impacts are insufficient. Besides, neighboring tour attractions can be grouped as a whole, acting as one part of the combined tourist area. Upon that basis, visual image building of tourism brands is mainly sequentially proceeded as researching and analyzing at earlier stage, positioning and interpreting in the following, and implementing visual presentation ultimately.