Studyon Landscape Planning And Design Of Characteristic Town Based On Cultural Tourism Brand Image

As an important connecting point between new urbanization and rural revitalization,characteristic towns have been cultivated all over the country in recent years,and a lot of exploration has been made on the construction of characteristic towns.Among them,brand construction has become an important soft power to enhance characteristic towns and an important measure to promote the development of cultural and tourism industry.As an important carrier and symbol of cultural and tourism brand construction,the landscape environment of characteristic towns should have become an important support for cultural and tourism brands.However,in the actual construction process,the landscape planning and design of some characteristic towns are divorced from the brand strategy,and the landscape environment construction pays more attention to material forms than brand building.Therefore,this thesis puts forward the solution of shaping the cultural tourism brand image of the characteristic town through landscape planning and design.Firstly,this thesis analyzes the landscape construction and development trend of domestic characteristic towns,studies the theories of Characteristic Towns and cultural tourism brands at home and abroad,and also studies the internal correlation between landscape design and brand building,so as to lay a theoretical foundation for the research of landscape planning and design.Secondly,it studied the relevant policies of Chongqing characteristic towns,conducted in-depth research on 35 Characteristic Towns in Chongqing,and deeply summarized the current situation and problems of the landscape construction of characteristic towns,that is,the landscape style construction tends to be the same,and the brand pays more attention to "form" than "soul";The landscape system guidance is insufficient,and the brand emphasizes "short" rather than "far";The landscape brand strategy is out of line,and the brand emphasizes "emptiness" rather than "reality";The landscape is lack of cultural heritage,and the brand focuses on "tourism" rather than "people".Thirdly,four cases of gankeng Hakka town in Shenzhen,Yuanjia village in Shaanxi,Houdong village in Xinbei City,Taiwan,and Kuanzhai alley in Chengdu are analyzed to provide reference for the landscape planning and design of characteristic towns,and then put forward the application strategy of landscape planning and design of characteristic towns.Based on the principles of difference,systematization,experience and humanism.From the perspective of landscape planning,four strategies are proposed: spatial planning,system coordination,sequence guidance and crowd portrait.From the perspective of landscape design,it is proposed to refine the competitive products of landscape resources and enhance brand awareness;Excavate the characteristics of folk culture and highlight the brand positioning;Sort out the landscape space and place to enhance the brand value;Four methods of constructing visual image system and shaping brand image.Finally,it briefly summarizes the location,human resources and surrounding tourism resources of Baisha Town,evaluates the resource status of Baisha Town,analyzes the problems existing in the cultural and tourism brand construction of Baisha Town,and then applies the strategy to the landscape planning and design of Baisha Town to demonstrate with examples,so as to provide effective ideas for the landscape planning and design of characteristic towns.