The Design And Application Of Mascots In Tourism Brand Promotion

The mascot is a visual image element specially designed for brand promotion.It refers to the representation of characters,animals,plants,and virtual objects,using anthropomorphic symbolism and exaggerated modeling forms.The mascot has advantages over other brand elements in promoting the brand,attracting the attention of the public,deepening people's impression of the brand,bringing people closer to the brand,forming interaction between people and brands,and making the brand image more affinity.The use of mascots to create tourism brands,to convey the value and personality of local tourism to consumers,has become an important means of tourism promotion.In recent years,with the development of tourism,mascots play an increasingly prominent role in promoting tourism brand image.For example,the Japanese mascot "Kumamon" and the mascot of the Chinese Fujian "Hujian" have brought a wide range of influences and huge business opportunities to the local area,and they are popular all over the world with their unique individuality and affinity.Based on the development of tourism and the rise of ice and snow industry,this paper analyzes the advantages of mascots in tourism brand promotion.The first chapter elaborates on the concepts of mascots,brands,and travel brands.Several aspects are summarized,analyzed mascot role of tourism branding from the development of the mascot,the mascot role in brand visual communication system,the mascot as the dominant brand ambassador.The second chapter studies the connection relationship between mascot design and tourism brand connotation.From the aspects of cultural background,image design and promotion strategy,this thesis analyzes the role of mascots "Kumamon " and "Hujian" in tourism brand promotion,and summarizes the experience of "Kumamon " and "Hujian" in the design and promotion process.The third chapter is based on the previous analysis,combined with the regional cultural background of China snow township and the promotion of the tourism brand,to complete the creative design of the Chinese snowy mascot “Qi Shi”.Finally,summarize the experience of research and practice,and make suggestions and prospects for the design and promotion of other tourism mascots.