Research On The Design And Communication Of Tourism Brand Image Of Maanshan Under The Perspective Of Media Ecology

In the era of media integration,the Internet is developing rapidly and the media environment continues to evolve.The Internet environment has become mobile,digital and social.If the city wants to shape the differentiated and branded urban tourism image,it needs to be integrated with the development of the general trend of the media.This topic from the perspective of media ecology,through the study of media,to better apply the media in the city tourism brand image shaping and communication,this paper better applies the media to the shaping and dissemination of urban tourism brand image,not only enhancing the visibility of urban tourism,but also promoting the development of urban tourism economy.In August 2020,General Secretary Xi Jinping visited Maanshan and proposed to make Maanshan the "cabbage heart" of the Yangtze River Delta.As one of the main cities in the integrated development strategy of Yangtze River Delta,Maanshan has good policy prospects and opportunities.This study takes Maanshan as the research object,through the data collection,analyzes the media communication paths in the current stage of Maanshan city tourism image,and proposes guiding strategies for shaping its tourism brand image,which can effectively communicate the newly positioned brand image.At the same time,the city tourism branding is refined into a brand visual design,which can also be applied to the overall urban environment to enhance the city’s tourism image.In order to present the visual image of its brand in a more systematic and complete way,and to sort out the regional advantages and cultural aspects of Maanshan,by investigating the status quo of Maanshan’s urban tourism visual image and analyzing the web questionnaire,the study summarizes the corresponding design orientation and principles,extractes the visual symbols that can reflect the characteristics of Maanshan’s local culture,and designes the visual identity system for brand image.This thesis combines the theory of communication with the image of urban tourism,and this perspective enriches the research angle and scope of urban tourism image communication.Simultaneously,through the exploration of Maanshan’s figurative and colorful images,it combines with effective communication methods,refines a more intuitive image of Maanshan’s tourism brand,provides a feasible basis for its image design under the new orientation.