| Nowadays,with the rapid development of the Internet and new media,which accompanied by increasing pressure of life and work,we begin to seek ways to get spiritual relaxation and sustenance,and ancient town tourism has become one of the preferred methods for people.Due to the rapid development of the domestic tourism industry in recent years,many ancient towns have become homogenized and commercialized that is lack of local characteristics,which shows the lack of awareness of the brand image about ancient towns.Therefore,it plays a vital role in the development of ancient town tourism to establish the brand image of ancient town tourism.It can not only enhance the beautiful impression of the ancient town in people's minds,but also bring economic benefits for the ancient town.From the perspective of urban tourism brand image design theory,this article conducts relevant theoretical research on ancient town tourism brand image which as a theoretical support to study and design the tourism brand visual image of Huai'an Hexia Ancient Town,and finally proposes diversified promotional methods.Huai'an Hexia Ancient Town,located in the northwest corner of Huai'an District,Huai'an City,Jiangsu Province,near the ancient canal and Xiao Lake,is one of the core protected areas of Huai'an historical and cultural city.It has a history of more than 2,500 years that forms rich natural and historical and cultural resources.But in today's competitive tourism market,the tourism development of Huai'an Hexia Ancient Town is slow and poor because it's lack of systematic brand image.In view of the tourism development and visual status of Huai'an Hexia Ancient Town,the author puts forward relevant solutions.Through literature search,questionnaire survey,field investigation,case analysis and other research methods,combined relating theories of urban brand image design theory,design semiotics,corporate visual recognition and communication,the author uses a combination of theory and practice to systematically create a visual image of tourism brand of Huai'an Hexia Ancient Town.On the one hand,it enhances the visibility of Huai'an Hexia Ancient Town,improves the market competitiveness,and promotes the development of the surrounding economy;on the other hand,it also provides effective reference for the design and establishment of tourism brand images for other ancient towns.The full text is mainly divided into seven chapters.The first chapter introduces the research background,purpose and methods of the subject,and analyzes the research status at home and abroad,so as to express the research content and innovation of the subject;The second chapter is to elaborate the related theories of the visual image design of ancient town tourism brand,research and analyze the basic principles and methods of ancient town tourism brand construction;The third chapter is to list several domestic and foreign urban tourism brand visual image design cases,summarize the current development trend and characteristics of urban brand visual image design,andprovide practical reference for the tourism brand visual image design of Hexia ancient town;The fourth chapter is the overview of Hexia ancient town,the status quo of tourism and brand visual image of the status quo analysis,summary of the existing problems and finally put forward solutions;The main content of the fifth chapter is to analyze the regional cultural characteristics of Hexia ancient town and extract the relevant visual elements,to elaborate the value embodiment and image orientation of the tourism brand visual image design of Hexia ancient town,and finally to make the overall plan of the tourism brand visual image design scheme of Hexia ancient town;The sixth chapter is the design practice part,based on the explicit localization and the visual element extraction,has designed two sets of tourism brand vision image plans;At the end of the seventh chapter,the author summarizes the research process and the prospect of the research results,as well as personal gains and insights. |
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