Research On The Tourism Brand Redesign Of Zigong Lantern Festival

With the vigorous development of China's cultural and creative industries and the advent of the era of mass tourism,new changes in tourism consumer demand have emerged,from just this tour to a deeper cultural tour,consumers' sense of tourism acquisition Increasingly demanding.At the same time,with the development of the Internet era,the digital communication environment has been integrated into all walks of life.In this context,tourism brands need to update their brand image in a timely manner to adapt to the constantly evolving new demands of tourism consumption and a new communication environment.The Zigong Lantern Festival is a national-level intangible cultural heritage and a traditional folk festival with local characteristics.It has a profound historical heritage and cultural origin,and has cultural tourism resources that are unmatched by other lantern festivals.However,after years of development,the once influential Zigong Lantern Festival has experienced brand aging due to lagging product updates and neglect of digital communication.In this paper,through the combination of actual research and theoretical research,according to its existing brand image and promotion status,it studies the necessity of its brand image redesign and discusses the redesign strategy and method.A Zigong Lantern Festival travel brand image recognition system that adapts to new consumer needs and digital communication attempts to boost and expand its brand influence.This article have five chapters,the third chapter and the fourth Chapter are the key chapters.The first chapter summarizes the research background and origin,research purpose and significance,domestic and foreign research status,research content and methods,and expounds the necessity of redesigning the Zigong Lantern Festival tourism brand image.The second chapter explains the related concepts of tourism brand,brand identification and brand design,and tourism brand design,and briefly summarizes the historical evolution and unique value of Zigong Lantern Festival.The third chapter summarizes the status quo of zigong lantern brand and points out the main problems existing in the visual image of zigong lantern brand.The fourth chapter proposes redesign strategies,focusing on goal and direction setting,redesign principles and path and method combing,and further discusses how to effectively advance the aging Zigong Lantern Festival travel brand with the times.The fifth chapter through the design practice from the brand foundation identification system,the application system design and the key contact point innovation experience design to construct the zigong lantern association tourism brand image redesign system,so as to verify the research results of this paper,and continue to explore the direction of design optimization.The sixth chapter summarizes the research in this article,hoping to inspire the relevant research on how the aging tourism brand develops with the times through this research,and prospects the future of Zigong Lantern Festival tourism brand.