The IP Image Design Of Jiangsu Grand Canal Under The Integration Of Culture And Tourism

The cultural industry and the tourism industry both belong to the tertiary industry,and there are great differences between the two in terms of their essential connotations and basic functions,but,with the development of social economy,the collision and integration of the two industries is inevitable.The integration of culture and tourism is of great help to the cultural and tourism industries in their current stage of development,and is of great significance to the resolution of basic social contradictions.Jiangsu is the first canal heritage province,and the cities along the Jiangsu section of the Grand Canal have beautiful scenery,numerous monuments,and a great deal of beauty.The Jiangsu Grand Canal has witnessed the courageous and passionate struggle of the children of the canal,and is the cultural and spiritual core of the Chinese nation.In today’s cultural tourism market,the "tourism + IP" mode of operation continues to heat up,and the creation of a super IP has become a new means for quality cultural tourism destinations to enhance their core competitiveness.The value of building a cultural tourism IP image lies in integrating the cultural elements of a cultural tourism destination and giving it character,culture,quality and values,so that it has a soul and becomes the best spokesperson for the destination.The integration of culture and tourism has greatly unleashed the charm of the Jiangsu Grand Canal.On this basis,the development and design of the Jiangsu Grand Canal IP image can conveniently and effectively enhance the visibility and brand effect of the Jiangsu Grand Canal,and drive the development of derivative industries or projects such as cultural experiences,entertainment facilities and cultural tourism products,building core competitive advantages.In turn,the construction of cultural tourism destinations along the Jiangsu Grand Canal provides quality cultural resources and creative sources for the development and design of IP images.The two complement each other.However,there is currently little research on cultural tourism IP image design in China,and it is characterised by uneven quality and market confusion,which is a problem faced by cultural tourism destinations and designers.This research helps designers to discover the unique charm of the Jiangsu Grand Canal from a new perspective,and to discover new ways of designing cultural tourism IP images that will allow the culture of the Jiangsu Grand Canal to flourish.The first part of this paper includes five parts: research background,research purpose and significance,research ideas and methods,research status and research framework.The second part is a study related to the integration of culture and tourism,analysing the causes,current situation and results of the integration of culture and tourism from the perspective of the development history,status quo and problems of the cultural and tourism industries,which is also the basic background of this topic.The third part traces the development history of Jiangsu Grand Canal,analyses the cultural value of Jiangsu Grand Canal,and summarises the relationship between Jiangsu Grand Canal and cultural tourism integration and its practical results,which is the source of this topic.The fourth part is the definition of the concept of cultural tourism IP image,the analysis of excellent cultural tourism IP image cases and the study of ways to create the IP image of Jiangsu Grand Canal,which is the theoretical reference and practical basis for the design practice.The fifth part takes the example of the Humble Administrator’s Garden,an outstanding cultural heritage representative along the Jiangsu Grand Canal,to design an IP image of the Humble Administrator’s Garden that is rich in cultural core and combined with contemporary aesthetics,and summarises the methodology and practical reference applicable to the creation of IP images of other cultural tourism destinations along the Jiangsu Grand Canal.