【摘要】：隨著旅游經(jīng)濟(jì)的火爆,各旅游城市紛紛創(chuàng)建獨(dú)特的品牌形象以吸引消費(fèi)者目光。優(yōu)秀的城市旅游品牌以其成功經(jīng)驗(yàn)表明,城市旅游品牌形象的塑造應(yīng)深度挖掘自身特色資源,以本地域獨(dú)特的精神內(nèi)涵為核心,以自然人文等特色景觀為主體,迎合以市場(chǎng)需求來塑造出符合旅游地個(gè)性特征的形象。本文研究重點(diǎn)為鄂爾多斯旅游品牌視覺形象的開發(fā)與設(shè)計(jì)。通過前期對(duì)旅游品牌、城市旅游品牌、城市旅游品牌視覺形象等相關(guān)概念和內(nèi)容的分析,了解了城市旅游品牌視覺形象建立的基本方法。具體到鄂爾多斯旅游品牌視覺形象的開發(fā)構(gòu)建,以在旅游區(qū)實(shí)地考察中所獲取的資料以及該市旅游發(fā)展政策性文件為研究基礎(chǔ)。針對(duì)旅游視覺形象目前存在的問題,全局謀劃鄂爾多斯旅游形象,分析研究旅游資源及市場(chǎng)狀況,開發(fā)設(shè)計(jì)出以鄂爾多斯地域文化特征為核心的旅游視覺形象以及視覺形象在各事物中的應(yīng)用規(guī)范。整合多種媒介形式,通過視覺形象的多頻次傳播,提高公眾對(duì)鄂爾多斯旅游品牌的認(rèn)知度,進(jìn)而對(duì)該旅游地形成向往心理,促成旅游行為的實(shí)施。論文第一部分主要闡釋了城市旅游品牌視覺形象的相關(guān)概念,探究了旅游地視覺形象塑造的方法。第二部分主要分析了鄂爾多斯旅游資源的基本情況,提取出特色旅游產(chǎn)品及其核心精神內(nèi)涵。第三部分主要論述鄂爾多斯旅游現(xiàn)狀并且明確旅游業(yè)未來發(fā)展走向,為準(zhǔn)確定位旅游形象提供依據(jù)。第四部分為設(shè)計(jì)實(shí)踐部分,基于明確的定位,選取核心元素,設(shè)計(jì)鄂爾多斯旅游視覺形象。第五部分側(cè)重于論述鄂爾多斯旅游視覺形象的推廣的方式。在結(jié)語部分總結(jié)了此次研究的成果以及個(gè)人收獲和感悟。
[Abstract]:With the popularity of tourism economy, tourism cities have created a unique brand image to attract the attention of consumers. The excellent urban tourism brand shows with its successful experience that the shaping of the urban tourism brand image should deeply excavate its own characteristic resources, take the unique spiritual connotation of the region as the core, and take the natural and humanistic characteristic landscape as the main body. Cater to the needs of the market to create a consistent with the tourist destination personality characteristics of the image. This paper focuses on the development and design of the visual image of tourism brand in Ordos. By analyzing the related concepts and contents of tourism brand and city tourism brand visual image, the basic method of establishing city tourism brand visual image is discussed. Based on the information obtained in the field investigation and the policy documents of the tourism development in Ordos, this paper focuses on the development and construction of the visual image of the tourism brand in Ordos. In view of the existing problems of tourism visual image, the overall planning of tourism image of Ordos, the analysis of tourism resources and market conditions, This paper develops and designs the tourism visual image and the application standard of visual image in all kinds of things with the core of Ordos regional culture. Through the multi-frequency communication of the visual image, the author integrates various media forms to improve the public's recognition of the tourism brand in Ordos, and then form the yearning psychology to the tourist destination and promote the implementation of the tourism behavior. The first part of the paper mainly explains the related concepts of the visual image of urban tourism brand, and probes into the method of visual image shaping of tourist destination. The second part mainly analyzes the basic situation of Ordos tourism resources, extracts the characteristic tourism product and its core spirit connotation. The third part mainly discusses the current situation of tourism in Ordos and defines the future development of tourism, which provides the basis for the accurate positioning of tourism image. The fourth part is the design practice part, based on the clear positioning, select the core elements, design the visual image of Ordos tourism. The fifth part focuses on the promotion of tourism visual image in Ordos. The conclusion summarizes the results of this study as well as personal gains and insights.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 李靜;包頭城市旅游形象研究[D];北京交通大學(xué);2013年

2 毛亮;城市旅游品牌視覺形象研究[D];中南大學(xué);2008年

3 黃軍;旅游地品牌形象視覺設(shè)計(jì)地域性研究[D];江南大學(xué);2006年

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本文編號(hào)：2193531