本文關(guān)鍵詞：基于體驗(yàn)設(shè)計(jì)的旅游品牌形象視覺(jué)設(shè)計(jì)研究　出處：《廣西師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：在旅游行業(yè)競(jìng)爭(zhēng)加劇及旅游市場(chǎng)逐漸走向成熟的背景下,差異化的旅游品牌形象構(gòu)建的重要性也日趨凸顯。旅游地增強(qiáng)旅游體驗(yàn),提升滿意度、忠誠(chéng)度必須依靠良好的旅游品牌形象。同時(shí),隨著體驗(yàn)經(jīng)濟(jì)時(shí)代的來(lái)臨,體驗(yàn)性設(shè)計(jì)的概念也順勢(shì)而生,作為一種新的設(shè)計(jì)理念、設(shè)計(jì)方法,被廣泛運(yùn)用到各設(shè)計(jì)領(lǐng)域當(dāng)中。旅游業(yè)本質(zhì)上就是典型的以觀光休閑體驗(yàn)和文化消費(fèi)體驗(yàn)為主題的服務(wù)性?shī)蕵?lè)產(chǎn)業(yè),因此體驗(yàn)式旅游的發(fā)展也就成為了滿足大眾體驗(yàn)消費(fèi)的必然趨勢(shì)之一。 基于旅游業(yè)發(fā)展品牌化和體驗(yàn)化的需求,旅游地品牌形象的塑造必須以旅游體驗(yàn)設(shè)計(jì)為導(dǎo)向,通過(guò)對(duì)旅游市場(chǎng)消費(fèi)人群的體驗(yàn)需求進(jìn)行調(diào)研,整合開(kāi)發(fā)地域性旅游資源,重新構(gòu)思體驗(yàn)主題,突出特色的自然和人文景觀,設(shè)計(jì)互動(dòng)參與性強(qiáng)的旅游產(chǎn)品,改善基礎(chǔ)設(shè)施建設(shè),以完善視覺(jué)形象系統(tǒng)設(shè)計(jì),最終實(shí)現(xiàn)旅游地開(kāi)發(fā)的經(jīng)濟(jì)效益最大化及保持可持續(xù)健康發(fā)展的趨勢(shì)。而以體驗(yàn)設(shè)計(jì)為導(dǎo)向的旅游地品牌形象視覺(jué)設(shè)計(jì)的探討,也正是對(duì)旅游地開(kāi)發(fā)和形象塑造的理論與實(shí)踐的完善。 本文擬結(jié)合設(shè)計(jì)學(xué)、旅游學(xué)、品牌學(xué)、消費(fèi)心理學(xué)等學(xué)科的相關(guān)理論,從體驗(yàn)設(shè)計(jì)的角度探討旅游品牌形象視覺(jué)設(shè)計(jì)的基本規(guī)律和策略。全文七個(gè)章節(jié)按照理論到實(shí)踐、抽象到具體的邏輯順序展開(kāi)論證。 論文第一章引言通過(guò)介紹我國(guó)旅游業(yè)快速發(fā)展的現(xiàn)狀以及品牌化、體驗(yàn)化的發(fā)展趨勢(shì)和發(fā)展中出現(xiàn)的主要問(wèn)題,闡明了課題研究的背景和來(lái)源；同時(shí),對(duì)旅游體驗(yàn)設(shè)計(jì)和品牌形象設(shè)計(jì)的國(guó)內(nèi)外研究成果做出了分析和歸納,指出論文主要采用文獻(xiàn)分析法、多學(xué)科研究法、實(shí)例分析法等研究方法；點(diǎn)明本課題利用學(xué)科交叉研究創(chuàng)新地將體驗(yàn)設(shè)計(jì)理念合理應(yīng)用于旅游品牌形象視覺(jué)設(shè)計(jì)當(dāng)中,具有一定的理論與現(xiàn)實(shí)意義。 第二章是對(duì)論文涉及的基礎(chǔ)理論和相關(guān)概念——體驗(yàn)設(shè)計(jì)、旅游體驗(yàn)和旅游品牌形象視覺(jué)設(shè)計(jì)的詮釋,并對(duì)論文的研究范疇和實(shí)踐應(yīng)用做出了具體界定。 第三章首先從關(guān)系模型和旅游業(yè)的“吃、住、行、游、購(gòu)、娛”六個(gè)立體綜合層面分析了旅游體驗(yàn)設(shè)計(jì)與旅游品牌形象之間密不可分的關(guān)聯(lián)性；其次探討了在旅游品牌形象塑造的過(guò)程中應(yīng)該遵循的體驗(yàn)主題一致性、互動(dòng)參與性、體驗(yàn)真實(shí)性、利用紀(jì)念品、體驗(yàn)地域性等體驗(yàn)設(shè)計(jì)的原則;最后總結(jié)出體驗(yàn)設(shè)計(jì)理念的運(yùn)用有利于提升游客旅游體驗(yàn)的品質(zhì),塑造良好的、差異化的旅游品牌形象的功能性意義。 第四章重點(diǎn)從心理學(xué)角度的“感官、行為、情感、思維、關(guān)聯(lián)”體驗(yàn)需求的五個(gè)發(fā)展層面探討了體驗(yàn)設(shè)計(jì)在旅游品牌形象視覺(jué)設(shè)計(jì)中應(yīng)用的可行性,為設(shè)計(jì)策略的研究奠定基礎(chǔ)。 第五章分別從調(diào)研體驗(yàn)需求、整合體驗(yàn)資源、創(chuàng)新體驗(yàn)主題、視覺(jué)體驗(yàn)設(shè)計(jì)策略、體驗(yàn)效果測(cè)試評(píng)估幾個(gè)角度,結(jié)合具體案例分析了基于體驗(yàn)設(shè)計(jì)的旅游品牌形象視覺(jué)設(shè)計(jì)的方法,為旅游地的合理開(kāi)發(fā)和保持可持續(xù)發(fā)展道路提供重要的方法論依據(jù)。 第六章是本論文的實(shí)踐應(yīng)用部分,將具體策略體系應(yīng)用于陽(yáng)朔縣的視覺(jué)體驗(yàn)設(shè)計(jì)之中,增加游客的旅游體驗(yàn),以期塑造一個(gè)飽滿的旅游品牌形象。 論文結(jié)論部分主要總結(jié)概括了本課題研究的主要成果,并指出研究不夠深入、全面等局限性和后續(xù)研究的思考。
[Abstract]:The importance of differentiated tourism brand image construction is becoming more and more prominent in the background of the intensification of competition in tourism industry and the gradual trend of tourism market . As a new design concept , the concept of experiential design has to rely on good tourist brand image . Based on the need of tourism development branding and experience , the shaping of tourism ground brand image must be guided by the tourism experience design . Through the research on the experience demand of the tourist market consumer crowd , the tourism products with strong interactive participation are integrated and developed to improve the infrastructure construction , so as to improve the design of the visual image system , and finally realize the development of the tourism ground brand image visual design , and also the perfection of the theory and practice of the development and image shaping of tourism . This paper intends to explore the basic rules and strategies of the visual design of tourism brand image from the perspective of experience design combining with the theories of design , tourism , brand and consumer psychology . The first chapter introduces the background and source of the research on tourism experience design and brand image design by introducing the present situation of the rapid development of tourism industry and the main problems in the development of brand image design . At the same time , the author points out that the research methods of tourism experience design and brand image design are analyzed and summarized . The second chapter explains the basic theory and relevant concept _ experience design , the tourism experience and the visual design of tourism brand image , and defines the research category and practical application of the thesis . In the third chapter , the relationship between tourism experience design and tourism brand image is analyzed from six aspects of relationship model and tourism ' s " eating , living , walking , traveling , shopping and entertainment " . Secondly , the author discusses the principles of experience theme consistency , interactive participation , experience authenticity , use of souvenirs , experience regional and so on in the process of shaping tourism brand image , and concludes that the application of experience design concept is beneficial to improve the quality of tourist ' s tourism experience , and to shape the functional significance of tourism brand image with good and differentiated tourism brand image . The fourth chapter focuses on the feasibility of the application of experience design in the visual design of tourism brand image from the five developmental aspects of the " sensory , behavioral , emotional , thinking and correlation " experience demand , and lays a foundation for the research of design strategy . In the fifth chapter , from the research experience demand , the integration experience resources , the innovative experience theme , the visual experience design strategy and the experience effect test , the paper analyzes the method of the visual design of the tourism brand image based on the experience design , and provides an important methodological basis for the reasonable development and maintenance of the sustainable development path . The sixth chapter is the practical application part of this paper , which applies the concrete strategy system to the design of the visual experience of Yangshu County , and increases the tourist experience of the tourists , with a view to shaping a full tourism brand image . The conclusion part of this paper mainly summarizes the main achievements of the research , and points out that the research is not thorough , comprehensive and so on .

【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J505;F592.6

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