Research On Visual Identity System Of Rural Tourism

Taking Chonghe village as an example, this paper aims to analyze the role of Visual Identity (VI) System and existing problems in the rural tourism industry. Thus the author puts forward ideas on how to upgrade the VI system.It is complex to develop rural tourism in Chonghe village, mainly because it is classified into the ethnic culture-oriented rural tourism. It involves a broad range of subjects and categories, geared to the scope of cross disciplinary research. Therefore, the paper takes design science and tourism landscape science as core theories,supported with the theories of ethnology and sociology. The questionnaire survey method, literature research method,interdisciplinary research method, exploratory research method and experience summary method are adopted in this paper to explore two breakthrough issues. First, the commercialization of rural tourism has facilitated enterprisization of the rural development model. The village is taken as a main attribute of enterprise in the research of VI system. The main design field of the VI system has mainly been enterprises and companies. It is seldom applied to the category of rural tourism. However, as the new rural construction strategy is put forward , the country has implemented corresponding policies for rural reform and development. The most notable feature is the two-step strategy that combines large-scale rural reform and rural tourism. Therefore, when villages start to take the road of commercializing rural tourism,business practices will gradually enhance the corporate property. This is the premise for rural tourism industry to apply the VI system to integrate and build up corporate images. Second, develop and extend the VI system research. The traditional VI system could no longer meet the rigid demand of people for rural tourism under the new period background.So the traditional VI solutions will inevitably have proper combination with other related specialties in the background of new problems in the new era. While improving and enriching their own concepts and frameworks, it will better overcome the limitations of VI in resolving related problems for a long time. At the same time, for enterprises, it will create a better situation for realizing visual image integration.