Research On The Visual Identity Design Of Cultural Creative Brand In The Tourist IP Perspective

In the context of the integration of culture and tourism,this paper aims at providing new perspectives to address problems that the cultural and creative tourism product market is currently facing by proposing to systematically develop cultural and creative tourism products combining with brand vision image based on tourism intellectual property(hereinafter referred to as tourism IP)theory,which will contribute to enrich the market supply of cultural and creative tourism products and boost the cultural tourism industry in tourist destinations.The research part adopts literature research,analysis,and synthesis methods.It first examines the dilemma in the cultural and creative tourism market and clarifies the four types and conceptual boundaries of tourism IP with case study,which focuses on studying the type of tourism IP that is designed for tourism purpose and for a specific tourist destination and discusses its design principles.It also discusses the relationship between tourism IP and brands,and concludes that the tourism IP should be built in accordance with brands,through which the feasibility of combining tourism IP with cultural and creative brand design has been studied.The research part has analyzed the design principles of the combination of tourism IP and brands,major categories of cultural and creative product design,and illustrated the design concept and methods with a focus on the tourism IP character built to best integrate cultural and creative brands,which will provide a theoretical reference for practical studies.The early stage of design and practice part adopts field investigation method combined with questionnaire and content analysis method to conduct a qualitative and quantitative research on the Dongshan Island Fengdongshi Area’s tourism overview,current condition of cultural and creative tourism market,and consumer demand.The research has concluded the tourism attraction that will serve as reference materials for the design positioning in the later stage.In the later stage of design,the concept of tourism IP is incorporated into designing the "Impression Dongshan" cultural and creative tourism brand with early stage’s survey results as a basis.Under the "Impression Dongshan" brand,a series of tourism characters IP have been developed such as "Guan Xiaoyu",“You Amo”,and “Huang Daxia”.The cultural and creative tourism brands and products with distinctive themes and characteristics built around tourism IP have promoted "Impression Dongshan" ’s added value and market competitiveness,which will contribute to the development of local cultural and tourism industry and provide an empirical evidence for theoretical studies.