The Scenic Visual System Structure Following The Folktales

The development of tourism industry is continuous in China,which on the one hand allows visitors have more tourist choice,on the other hand also means a fiercely competitive of tourism market environment.With the opening of cultural tourism destination,build a mature,perfect,and unique cultural characteristics of urban tourism brand has becoming a big trend in the development of tourism brand.Different region has different tourism culture resources,so we need to consider the unique cultural characteristics in different regions during extract the cultural resources,such as the local folk culture and regional culture.Scenic area tourism brand construction is direct related to the development of scenic spots in the future.The scenic visual system construction is the key component during the brand building,and it's also the major carrier of the scenic visual image.Planning and design a set of scenic spot visual system with strong identification and cultural might plays an important role and has an effect on the city's brand image building,which is also a good idea to make the brand stand out in the other culture tourism brands.West lake spot in Hangzhou is one of the National 5A tourist attractions in China,it has already established a complete tourism brand image and the scenic visual system.But after some investigations of author,we found that the west lake spot is based on natural landscape,the export of tourism cultural for the general public is still limited,and the ways of display are usually very traditional,though the west lake spot is always defined as humanity lake.West lake folk tales are the important part of regional culture and folk culture in Hangzhou,which embody all aspects of the traditional culture of Hangzhou.This paper based on the Hangzhou west lake spot as an example,using the west lake folk tales as cultural links and sources of visual design.Specific to the landscape feature in view of the west lake spot to structure the design method for landscape visual system,and fuse tourism branding design and communication methods,so as to make the west lake spot design theory to be further perfect.In addition,this paper from the tourism industry and the analysis of urban tourism brand to start,according to the characteristics of the west lake's culture resources and categories to analyze,try to combine the visual design system details with design principles and find the visual design method of folktales to construct a set of tourism brand design system to promote the tourism industry development in Hangzhou,also provides some design thought and design theory on visual system design and tourist brand building for other same-type cultural landscape.