Study On The Design And Application Of Tourism Brand Image Of Matou Ancient Town In Linyi,Shandong Province

At present,with the deepening of people's cognition of brand,brand image,brand culture,brand value core and other words are gradually well known to the public.Brand image is not only limited to logo or some external identification design,but also a reflection of culture and connotation.In the field of tourism brand image design,most local governments in China realize that tourism industry can lead local economic development so as to vigorously carry out the construction and development of tourism products.But many development and construction are anxious for success,the relative weakness in the tourism brand image positioning and core culture extraction affected the subsequent brand promotion.Matou ancient town,located in Tancheng County,Linyi City,Shandong Province,has a history of thousands of years and rich water transportation culture.In recent years,the Linyi government has focused on creating a tourist area "Double Millennium Ancient Town".In the early planning and construction,a lot of funds and manpower are invested,but the project has not established a specific brand image up to now,which affected the overall propaganda of Matou ancient town lagging behind the development of tourist attractions.This paper takes the design and application of tourism brand image in Matou ancient town of Tancheng County as the research object,analyzes the problems existing in its development,and puts forward the targeted design scheme and solution.First of all,the paper expounds the relevant concepts of tourism brand image design,combined with examples to clarify its positioning and constituent elements,and summed up the role of brand image on the tourist destination.Secondly,the present situation of tourism brand image construction in Maotou ancient town is investigated and analyzed to find out the problems and shortcomings in the design of tourism brand image.Finally,the thinking of tourism brand image in Matou ancient town is planned on the basis of previous research,and the visual image design scheme with typical and regional characteristics is designed to solve theproblem of lack of brand image in the development of ancient town.At the same time,the brand image is extended and applied,and the relevant conduct propaganda path and promotion strategy of design are put forward.It is hoped that the results of this study will provide useful ideas and references for the brand image design and application of other tourist attractions.