Application Research Of Jiangnan Wuzhen Culture In The Design Of Tourism Catering Brand Image

The rapid development of tourism has brought more opportunities to the tourism and catering industry.In recent years,Wuzhen has paid attention to communication with culture in the development direction of tourism.It has a long history and cultural heritage and profound humanistic inheritance.Therefore,it has great advantages in constructing the development direction of tourism and food culture brands.Under the impact of the cultural atmosphere of tourism activities,consumers no longer stop at the shallow sightseeing of tourism but also hope to experience the local culture in depth,especially the choice of restaurant brands.However,at present,the domestic tourism catering market is characterized by brand homogeneity,lack of brand culture awareness,blind follow-up,and neglect of local characteristics,which are at the middle and low level in the entire catering industry.Therefore,the integration of local culture into the tourism and catering brands is a topic worthy of further study.In view of the current realistic background,this paper starts from the perspective of brand image design,based on brand design theory and innovative ideas,and integrates the brand design theory and innovative ideas of Wuzhen characteristic culture to build a high-end tourism catering brand in Wuzhen.The construction of this brand is carried out under the premise of full preparation.Firstly,it organizes the historical and cultural connotation and regional cultural characteristics of Wuzhen and provides data support for the creation of the brand.Then it mainly adopts the method of inductive analysis and case proof,analyzes and summarizes the current situation and existing problems of Wuzhen and domestic tourism catering market.From the cultural point of view,it analyzes the brand visual image of excellent catering cases and summarizes the image design of tourism catering brand.Principles and methods.How to enhance the image value of tourism catering brands through the integration of Wuzhen culture,and analysis from the market survey results show that the current domestic tourism catering brand homogenization is serious,consumers' demand for cultural upgrading,this article extracts Wuzhen cultural elements from consumers Based on the habits of aesthetic preferences and emotional needs,the construction of the “Yu Dai Ge” brand and the visual image design were carried out to create a mid-to-high-end tourism catering brand with Wuzhen cultural connotation.This research provides a new direction for Wuzhen culture to integrate into tourism and catering brands.It has certain reference significance,endowing the cultural connotation of tourism catering brands,enhancing the competitiveness of Wuzhen tourism catering brand image,adapting to market competition demand and the changing times.The "Yu Dai Ge" brand,which I built,aims to enhance the multi-angle experience of Wuzhen culture in the process of consumers' dining.