Research On Brand Image Design Of Cultural Tourism Scenic Spots Based On Experience Design

With the prosperity and development of economy and society,popular tourism is gradually rising,and the consumer psychology of tourists is becoming more and more mature.Under the background of experience economy,tourists put forward a higher level of demand for the scenic spot tourism industry,and pursue more differentiated,quality and diversified tourism experience.As a civilized country with a long history and rich resources,China has a large number of cultural tourism scenic spots,which are favored by tourists.However,due to the increasingly fierce competition among scenic spot’s brands,the differences in personalities between each other have gradually faded,and there are has been a certain assimilation among various scenic spot brands.Therefore,it is necessary to deeply integrate the characteristic resources of the scenic spot and implant the reasonable and creative design concept of the experience into the brand image of the cultural tourism scenic spot,which will help the scenic spot to create a unique and exclusive brand impression.This article analyzes the characteristics and development trend of cultural tourism scenic spots from the perspective of experience design,combines different experience levels with culture tourism scenic spot brands,and discusses the principles and approaches suitable for the branding of cultural tourism scenic spots.Taking the Yuncheng Water Margin Hero City Scenic Spot,giving tourists a full and unique experience content,making the scenic spot The formation of its own exclusive market competitiveness among many cultural tourism scenic spots in China is conducive to the long-term development of the Water and Seoul Scenic Spot brand and the promotion and inheritance of the Water Margin culture.The thesis is divided into six chapters.the first chapter is the introduction,it mainly explains the research background,research status and research significance.The secondchapter gives a basic introduction to the related concepts of cultural tourism scenic spot brand,and analyzes the trend of the current situation of cultural tourism scenic scenic spot brand development in China.The third chapter introduces the basic concepts and value significance of experience design,and summarizes the ways and methods of experience design in line with the brand image construction of cultural tourism scenic spots.The fourth chapter analyzes the types and internal demands of tourists in the scenic spot based on the example of the Water Margin Hero City,explains the concept of the Water Margin culture and positions the scenic spot exclusively,and discusses the design methods and strategies applicable to the brand image of the scenic spot from the perspective of experience design.The fifth chapter links the theory summary with the practice and makes a series of design practice exploration for the brand image of the water truth Seoul scenic spot.The sixth chapter based on the experience design of cultural tourism scenic spot brand image design and development of the relevant prospects and summary.