【摘要】：隨著人們物質(zhì)生活水平的不斷提高和改善，旅游已經(jīng)成為我們?nèi)粘Ｉ钪械囊粋�重要組成部分。伴隨旅游業(yè)的發(fā)展，旅游消費的日漸成熟，城市旅游形象的競爭也顯得日趨激烈，這種客觀的形勢要求旅游城市必須塑造出獨特而又鮮明的城市旅游形象，才能吸引更多的旅游消費者產(chǎn)生旅游動機并進而實施旅游計劃。因此，在這種形象競爭的時代下，“形象”已成為各行業(yè)所關(guān)注的焦點。對于一個旅游城市來說，做好城市旅游形象的設(shè)計和推廣就顯得極為重要。 城市形象是一個城市發(fā)展的最基本動力，并且也是一個城市文化的最直接體現(xiàn)和反映。那么作為一個旅游城市，其形象的塑造，與該城市文化是有著一定的聯(lián)系的，也即是城市文化決定著城市形象的品質(zhì)。因此，若想塑造該城市旅游的形象，明確城市旅游形象的設(shè)計定位，就必須要挖掘該城市本身所具有的城市文化精髓，，總之，城市旅游形象的設(shè)計所需要的各方面設(shè)計元素，都必須來源于該城市地域文化。 開封曾經(jīng)被稱作大梁、汴梁、東京、汴京，位于河南省的東部，是體現(xiàn)宋文化的一個最典型的城市，也是中原地區(qū)黃河沿線一帶重要的歷史文化國際旅游城市，因此，歷史文化的積淀是得天獨厚的。然而，與國內(nèi)同樣擁有著深厚歷史文化的其他旅游城市相比，開封城市的旅游形象并不十分突出，并且該城市旅游形象的設(shè)計欠缺一定的系統(tǒng)性和有效的城市旅游形象推廣方案。因此，如果把歷史深厚的宋文化遺產(chǎn)通過深度挖掘，用藝術(shù)設(shè)計的手段加以整合和歸納，設(shè)計出獨特、醒目、又突出城市文化特色的視覺形象，從而對全面提升開封城市本身的旅游形象，增強在開封地區(qū)的旅游吸引力和綜合競爭力具有一定的現(xiàn)實意義。 本課題試圖結(jié)合旅游學(xué)、市場學(xué)、廣告學(xué)、藝術(shù)設(shè)計等學(xué)科的相關(guān)理論，針對開封城市旅游形象現(xiàn)狀存在的一些問題，結(jié)合宋文化特色，提出了用圖形化的設(shè)計方法構(gòu)建開封城市旅游形象的新觀點。 論文主體包括四個部分：第一部分從城市旅游形象設(shè)計、城市文化的概述入手，分析了城市文化與城市旅游形象設(shè)計的關(guān)系；第二部分對開封宋文化資源與城市旅游形象現(xiàn)狀進行了分析，總結(jié)并提出了開封城市旅游形象的設(shè)計思路和定位；第三部分提出開封市旅游形象設(shè)計的策略，在把握城市旅游形象設(shè)計原則的基礎(chǔ)上，探討開封城市旅游形象的的設(shè)計方案，并提出用圖形化的旅游形象設(shè)計手法塑造開封城市旅游形象；第四部分提出開封城市旅游形象的傳播推廣策略及在推廣過程中對開封城市旅游形象設(shè)計的維護和更新。
[Abstract]:With the improvement of people's material life, tourism has become an important part of our daily life. With the development of tourism and the maturity of tourism consumption, the competition of urban tourism image is becoming increasingly fierce. This objective situation requires tourism cities to create a unique and distinct urban tourism image. In order to attract more tourism consumers to generate tourism motivation and then carry out tourism plans. Therefore, in this era of image competition, "image" has become the focus of attention. For a tourist city, it is very important to design and popularize the city tourism image. City image is the most basic motive force of a city's development, and it is also the most direct embodiment and reflection of a city's culture. As a tourist city, the shaping of its image has a certain connection with the city culture, that is, the city culture determines the quality of the city image. Therefore, if we want to shape the image of the city's tourism and define the design orientation of the image of the city's tourism, we must excavate the essence of the city's own urban culture. In short, the design of the city's tourism image needs all aspects of the design elements. Must be derived from the city's regional culture. Kaifeng was once called Daliang, Bianliang, Tokyo, Bianjing, located in the eastern part of Henan Province. It is the most typical city embodying Song culture, and it is also an important historical and cultural international tourist city along the Yellow River in the Central Plains. The accumulation of history and culture is unique. However, compared with other tourist cities with profound history and culture in China, the tourist image of Kaifeng City is not very prominent. Moreover, the design of the city tourism image lacks a systematic and effective scheme to promote the city tourism image. Therefore, if the deep historical cultural heritage of the Song Dynasty is excavated in depth and integrated and summed up by the means of artistic design, the visual image of unique, eye-catching, and prominent urban cultural characteristics can be designed. Therefore, it is of practical significance to enhance the tourist image of Kaifeng city itself and enhance its tourism attraction and comprehensive competitiveness in Kaifeng area. This paper attempts to combine the theories of tourism, marketing, advertising, art design and so on, aiming at some problems existing in the present situation of tourism image in Kaifeng, and combining with the characteristics of Song culture. This paper puts forward a new view of constructing the tourist image of Kaifeng city by graphic design method. The main body of the thesis consists of four parts: the first part analyzes the relationship between urban culture and urban tourism image design, starting with the design of urban tourism image and the overview of urban culture; The second part analyzes the cultural resources of Kaifeng and the present situation of city tourism image, summarizes and puts forward the design ideas and positioning of Kaifeng city tourism image, the third part puts forward the strategy of Kaifeng city tourism image design. On the basis of grasping the principles of urban tourism image design, this paper probes into the design scheme of Kaifeng city tourism image, and puts forward that the graphic tourism image design technique should be used to mold Kaifeng city tourism image. The fourth part puts forward the spreading and popularizing strategy of Kaifeng city tourism image and the maintenance and update of Kaifeng city tourism image design in the process of promotion.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J524

【參考文獻】

相關(guān)期刊論文 前7條

1 張復(fù)明;城市定位問題的理論思考[J];城市規(guī)劃;2000年03期

2 張學(xué)連;;CIS戰(zhàn)略與旅游景區(qū)形象的塑造[J];法制與社會;2009年14期

3 仇敏;大眾傳媒功能與旅游資源開發(fā)[J];貴州大學(xué)學(xué)報(社會科學(xué)版);1997年04期

4 劉中潔;;淺談旅游形象大使對旅游目的地形象的作用[J];科技信息(科學(xué)教研);2008年09期

5 張鴻雁;論城市形象建設(shè)與城市品牌戰(zhàn)略創(chuàng)新——南京城市綜合競爭力的品牌戰(zhàn)略研究[J];南京社會科學(xué);2002年S1期

6 龔雯莉;;視覺形象系統(tǒng)應(yīng)用對宜春旅游產(chǎn)業(yè)影響初探[J];上海藝術(shù)家;2010年06期

7 彭靖里,馬敏象,安華軒;中國城市形象建設(shè)的發(fā)展現(xiàn)狀及其展望[J];中國軟科學(xué);1999年02期

本文編號：2130686