Research On Visual Design Of Tourism Brand Image Based On Experience Design

Intensifying competition in the tourism industry and tourism market under the background of gradually mature, differentiation of tourism also increasingly highlight the importance of brand image building. Destinations to enhance tourism experience, increase satisfaction, loyalty must rely on a good brand image. At the same time, with the advent of the era of experience economy, the concept of experience design conveniently, also as a new design concept, design method, is widely applied to the design field. Tourism is essentially a typical sightseeing leisure experience and cultural consumption experience service with the theme of the entertainment industry, therefore the development of experience-based tourism has become the satisfy the mass experience consumption of one of the inevitable trend.Based on the requirement of the branding and experience tourism development, tourism brand image must be guided by tourism experience design, through the experience of tourism market consumers demand research, integrated development of regional tourism resources, and rethink the experience theme, highlight the characteristics of natural and human landscape, design interactive participation of tourism products, improve the infrastructure construction, to improve the visual image system design, finally realize the maximization of the economic benefits of tourism destination development and keep the sustainable healthy development trend. And guided by experience design of tourist destination brand vision design, it is also the image of tourist destination development and shape of the improvement of the theory and practice.This paper intends to combine design, tourism, brand, consumer psychology and other disciplines relevant theory, from the perspective of experience design the basic principles of tourism brand visual design and strategy. The full seven chapters according to the theory to practice, abstract to concrete the logical order of argument.Paper first chapter introduction through the introduction of the status quo of Chinese tourism fast development and the development trend of branding, experience and the main problems in development, illustrates the research background and the source; At the same time, the tourism experience design and brand image design of the research results at home and abroad has made the analysis and induction, points out that the thesis mainly adopts the literature analysis, a multidisciplinary approach, instance analysis and other research methods; This topic using the innovation to research on the interdisciplinarity research experience reasonable design concept is applied to tourism brand vision design, has a certain theoretical and practical significance.The second chapter is the basic theory and related concepts involved in the thesis, experience and tourism brand image design, tourism experience of visual design, and the research category and practical application of paper made specific definition.The third chapter first from the relational model and the tourism industry of "eat, live, travel, tour, shopping, entertainment" six comprehensive analyzes the tourism experience design and brand image of tourism; the inseparable connection between the Secondly discussed in the process of tourism brand image creation should follow the experience theme consistency, interactive participation, experience, use of souvenirs and experience of regional authenticity experience design principles; Finally summed up the experience of the use of design concept is helpful to improving tourists travel experience quality, shape good brand image, differentiation of tourism functional significance."The senses of the fourth chapter mainly from the Angle of psychology, behavior, emotions, thinking, link" experience needs five probes into the development level of experience design in visual design feasibility of the application of tourism brand image, to lay a good foundation for the research of design strategy.Fifth chapter respectively from research experience requirements, integration of resources, innovation experience experience, visual experience design strategy, subject effect test to evaluate several angles, combined with the specific case analysis based on experience design of tourism brand image visual design method, for the rational development of tourism destination and keep the sustainable development to provide important methodology basis.The sixth chapter is the practice application part of this paper, the specific strategy system used in the design of the visual experience of yangshuo county, increase the tourists experience, in order to create a full of tourism brand image.Thesis conclusion main conclusion sums up the main results of this research, and points out that the research is not enough in-depth and comprehensive thinking limitations and further research.