Research On Brand Image Design Of Rural Tourism Under The Concept Of Service Design

Under the background of rural revitalization,the term "rural tourism" has gradually entered the public’s vision.In today’s society,with the rapid development of national economy and the continuous improvement of per capita income level,people are no longer satisfied with the current basic material life,but pursue a higher level of spiritual and cultural enjoyment.Rural tourism,as an important form of domestic tourism,is also one of the activities to enrich people’s spiritual and cultural activities,which is favored by the public.Rural tourism plays a positive role in improving living environment,promoting agricultural transformation and upgrading,narrowing the income gap between urban and rural residents,and realizing rural revitalization.Nowadays,more and more rural tourism development,but due to the brand positioning is not clear,homogenization phenomenon is serious,lack of regional characteristics and the awareness of building brand image,it is difficult to cultivate the loyalty of tourists to rural tourism.This paper takes Jingtang Ancient Village as the research object.The village attracts tourists by virtue of its beautiful natural scenery,living environment,folk customs,production forms and pastoral scenery.At present,due to the lack of a set of systematic design methods,the brand image of Jingtang ancient Village can only meet the most basic tourism needs of tourists,and cannot occupy a place in the fierce competition in the rural tourism market.So,how to understand the pain points of tourists’ experience and realistic demands,as well as the construction of rural tourism brand image and sustainable development of rural construction,are urgent problems to be solved in the process of Jingtang ancient village rural tourism brand image design.In recent years,as a hot topic in the field of art design research,service design covers various fields.It is a brand new thinking mode,breaking through the traditional design mode.It takes the user as the center,excavates the needs of the user at a deeper level,and carries out targeted design according to the needs of the user,so that the user can benefit from the activities and process and get a memorable experience.Therefore,this paper takes the concept of service design as the guiding ideology,and starts from the perspective of tourists to find the design method of rural tourism brand image system,so as to improve tourists’ travel experience.At the same time,excavate the rural characteristic tourism resources,strengthen the regionalization and individuation of rural tourism brand image.It aims to explore the path of "culture + tourism + design" rural tourism brand image design based on the concept of service design,and provide a new development direction for rural revitalization.Firstly,this paper clarifies the related concepts of service design and rural tourism brand image design,reviews the literature of both,and clarifies the theoretical basis of this paper.Secondly,the literature investigation and field investigation of Jingtang Ancient Village are carried out,and the current situation of Jingtang Ancient Village is comprehensively analyzed by SWOT theory.The excellent rural tourism cases at home and abroad are sorted out,and their development experience is absorbed and learned from.Thirdly,the concept of service design is applied to Jingtang Ancient village rural tourism brand image design to explore the real needs of tourists,and from the perspective of tourists,the whole tourism service experience is divided into:In the three parts before,during and after tourism,this paper analyzes and sorts out the emotional fluctuations and pain point demands of tourists at various stages by using the user itinerary map and service blueprint,and then derives the brand design opportunity points in the process of Jingtang Ancient village rural tourism,and sorts out the design framework of rural brand image visual identity system.Finally,according to the unique regional culture of Jingtang ancient village,the representative visual symbols are extracted and applied to the brand visual image design of Jingtang ancient Village,and the rationality of the scheme is verified by testing and iteration.Based on this,on the one hand,it can increase the competitiveness of the brand,stimulate tourists through various visual symbols and establish a distinct brand image in the minds of tourists;On the other hand,it can stabilize the market and reduce the loss of consumer groups.It is also the premise of brand extension.In this context,this paper has carried on the preliminary design of Jingtang ancient village brand image visual identity system,mainly divided into two aspects: basic element design and application element design.This paper further verifies the feasibility of service design in rural tourism brand image design and provides reference for the construction of rural tourism brand image in other areas.