Yunnan Special Motorway Service Area In The Context Of Traffic And Tourism Integration Design Strategy For Renewal

The highway shoulders the important task of people’s transportation and logistics,and is vital to the country’s economic development.As the airline and railway transportation industries continue to improve and upgrade their quality,the development of highway transportation business has been hit by a considerable impact.In the macro background of the national vigorous development of cultural tourism,the highway system is also constantly thinking and exploring the direction of transformation and upgrading,among which the creation of a comprehensive service area with local cultural characteristics for the integration of traffic and tourism,and the realisation of traffic-based cultural tourism with the help of the highway traffic network throughout the country is an important development direction.Under the guidance of the development idea of traffic-travel integration,the highway service area will not only be a simple resting service station on the highway traffic network,but should also become a display point of different regional characteristics and a carrier of local economic growth on the highway grid,playing a greater role in cultural dissemination and rural economic revitalisation.In this thesis,we will discuss the optimal design strategy for the integration of transport and tourism in four aspects: function,culture,experience and branding,based on the policy background of national transport-tourism integration,through in-depth research of existing motorway service areas in Yunnan and analysis of excellent service area design cases at home and abroad,and taking the Longjiang Bridge motorway service area in Yunnan as a specific object.Combined with a questionnaire survey of visitors to the service area,it is found that the existing spatial environment and service functions are lacking in local characteristics display function,single natural landscape viewing function,lack of vitality and vigour in the commercial area,limited recreational facilities,inadequate emergency medical function,and lack of brand marketing means,etc.In the strategic research and virtual practice design,in response to the above problems,it is proposed to increase the local characteristics cultural display space In the strategic research and virtual practice design,solutions are proposed to address the above problems,such as increasing the space for cultural display of local characteristics,optimising the natural landscape viewing function,integrating and improving the commercial service function,enriching the recreational activities,adding basic medical emergency function,optimising the internal and external space,and designing and applying corporate VI and IP.This thesis combines the policy of integration of transport and tourism,environmental design theory,excellent case experience and Yunnan cultural resources in the optimization design of the Longjiang Bridge Expressway Service Area,aiming to create a more local characteristic spatial environment and a richer service experience,providing a platform for cultural dissemination and rural revitalization in the surrounding area,and enriching the practical exploration of this field with the design results,resulting in a good academic The design results also enrich the practical exploration in this field,resulting in good academic and social values.