Brand Design And Communication Of Hainan Tourist Crafts

With the continuous warming up of the construction of Hainan International Tourism Island and Free Trade Zone,the central government clearly proposed to build Hainan International Tourism Consumption Center.The policy of the construction of Hainan International Tourism Island has risen to the national strategy,and the market development of Hainan tourism crafts has become a hot spot.Hainan's unique tropical marine customs and Li-Miao folk culture have produced rich tourist crafts,which occupy a large proportion in the local tourist souvenir market.There are many kinds of tourist crafts in Hainan,forming a market of crafts made of textiles,sculptures,seashells,clay pottery and rattan bamboo knitting materials.Its handicraft's naturalness,pattern and oceanic characteristics show unique advantages in folk culture resources.However,its rough craftsmanship design,weak cultural brand and weak brand communication also become undetectable disadvantages.It faces many problems of communication and development in the tourism market.In view of this,the author tries to use folklore culture,art design and brand communication to investigate the current situation of Hainan tourism crafts market.On the basis of the investigation,the author studies some issues related to Hainan tourism crafts and brands: 1.Basic and problems,the system and types of Hainan tourism crafts,the discrimination of related concepts of tourism crafts,Hainan local tourism workers.The relationship between folklore characteristics and regional culture of Arts and crafts,brand status and problems of Tourism Arts and crafts.2.Strategic research,the connotation and characteristics of brand building,the method of shaping brand visual image,and the driving factors of brand communication.3.Case study,Hainan's representative tourism crafts brand design and communication research,the development of Taiwan's creative arts and crafts are compared,and its innovation and enlightenment are analyzed.This paper presents a dynamic research process from problem analysis to solution,completes a modern brand building method of traditional tourism crafts,and points out that innovative thinking of brand is the source of vitality and power for modern transformation of Hainan tourism crafts.