Research And Practice Of Brand Visual Image In Celebrity’s Hometown Under The Integration Of Cultural Tourism

As the integration of culture and tourism is the development trend of China’s tourism industry,and the cultural atmosphere and cultural experience of scenic spots become the focus of tourists’ attention,many scenic spots actively excavate the cultural and regional elements of scenic spots,design visual images and tourist souvenirs to enhance the popularity and competitiveness of tourist attractions.Based on the survey of 3220 scenic spots above 4A level,the author points out that the hometown of celebrities contains rich regional elements and profound connotation of celebrities,which is of great significance for the upgrading and transformation of scenic spots.Brand visual image design is conducive to create brand value and enhance brand image.In this paper,based on the development of celebrity hometown scenic spot,to inherit the celebrity spirit and regional elements as the goal,to explore the design method of the brand visual image of celebrity’s hometown.First of all,the author selects the time span as the screening condition,selects three famous hometown scenic spots with relatively complete design of domestic visual image,and carries out comparative analysis from the aspects of brand logo,brand official website,scenic souvenirs and scenic guide system.Secondly,around the celebrity elements and regional elements of celebrity’s hometown,this paper explores the brand visual image design method of celebrity’s hometown from three aspects of element fusion,celebrity symbol and spiritual visibility.Finally,the brand design of Mei Lanfang memorial hall,which is a famous scenic spot in Fengcheng River Scenic Area in Taizhou,is carried out.By designing the brand visual image of the scenic spot,the breath of celebrity elements and regional elements is radiated to the whole Fengcheng River scenic area,creating the city card of "celebrity hometown".