Tourism Brand Image Design Of Qingyan Ancient Town

Culture is the soul of tourism,and tourism is the carrier of culture.This is a long-standing claim,which gives a direct and visual expression for the relationship between tourism and culture.Along with the diversified information development in current society,both the central government and local governments at all level have greatly promoted the implementation of the big target of brand strategy to facilitate the integrated development between cultural industry and tourism industry.Under such times background,China has gradually faced a new trend for tourism development and competition.More and more regional tourism destinations start to focus on their own brand cultural building and brand image construction,and the build the tourism destination brand in virtue of the natural resources,cultural conditions and the advantages in other resources,to reach the purpose of increasing market competitiveness,improve brand awareness and enhance tourism experience.Guiyang City in Guizhou Province has always adhered to leading tourism culture construction with new development concept,and creating tourism brand,rural tourism development,cultural industry and other features.Tourism culture quality and efficiency have been constantly improve in recent years,and the construction of the world’s tourism famous city featured by ecology is accelerated.As an important tourism city throughout the country,it has numerous tourism destinations and very rich tourism resources,and it obtains and remains the competitive advantages of a tourism destination to better complete the government’s major strategic deployment on this premise.Therefore,in this paper,by taking Qingyan ancient town in Guizhou as a case,and taking the brand image,tourism brand visual image and other basic introductions as the staring point,deep exploration,analysis and extraction were made for the cultural features of the tourism region,meanwhile,analysis was made towards the current situation of tourism image positioning of Qingyan ancient town,to carry out tourism brand image design via combination of theories and practice.Besides,the tourism brand image of Qingyan ancient town differing from other ancient towns was built,to enable the potential tourism advantages and resource featured to be fully reflected,to attract more tourists to head for Qingyan ancient town for travel and endow a longer life for the local tourism industry.This topic is guided by brand strategy,and with the tourism region of Qingyan ancient town as the background,the research is carried out through five chapters:chapter one is introduction,in which overview was made for integration of the explored tourism brand images from research background,research status at home and abroad,research thought etc.;chapter 2 is mainly about the elaboration of the basic cognition of brand image and definition of tourism brand image,as well as functions of tourism brand visual image design;in chapter 3,first of all,deep analysis was made based on the basic situation of tourism brand,including overview of Qingyan ancient town,resource structure,tourism image status,government planning and audience investigation,and then exploration was made towards the designed tourism brand image design positioning and strategy of the research object under this topic;chapter five verified the research results through the design practice for the tourism brand image of Qingyan ancient town,and optimized the exploration direction;and based on the above research practice,chapter five gave a summary and prospect for the tourism brand image deisgn and the tourism brand future of Qingyan ancient town.From the perspective of design science,it solves a series problems problems during brand image construction of Qingyan ancient town and communication,and it is of a certain reference for construction and development of tourism brand images in other regions.