Research On IP Image Design And Promotion Of Taoist Culture Tourism In Sanqing Mountain

The creation of cultural tourism is an important approach in the national rural revitalisation policy.Due to the homogenisation of scenic spots around the country in recent years,the income of tourist spots is single and the economic benefits are poor.A well-designed cultural IP image will not only attract more traffic and tourists,but also create a fan base for the tourist attractions.After discussing the relationship between cultural tourism and IP images,the need for a cultural IP image when creating cultural tourism is clarified.Therefore,it is feasible to adopt the cultural IP image design approach when creating the cultural tourism brand image of a scenic spot.By tapping into the resources of cultural tourism in a scenic area and extracting representative design elements and cultural visual symbols from them,a cultural tourism IP image is designed to match the locality of the scenic area.The cultural IP image itself has emotional,value and cultural attributes that are ideal for media communication,and the content created can better attract audiences and generate interactivity.In the process of spreading the culture of the scenic spot,the influence of the brand of the spot is formed.Through the analysis of excellent cultural IP cases at home and abroad,as well as the analysis of data on the visual image and applied influence of the existing IP image of Sanqingshan Scenic Area,some problems with the existing IP image have been identified.After recognising the importance of its cultural IP image when Sanqing Mountain tourist attractions are to create cultural tourism.In order to carry out the design of the cultural IP image in a more systematic and comprehensive manner,the resources of natural visual elements and regional cultural symbols of Sanqing Mountain will be re-examined,and the brand resources of the scenic spot will be collated and utilised from the perspective of the local Taoist cultural lineage.The cultural IP image of the scenic area will be further developed and positioned on new cultural attributes from the levels of personification,emotion and storytelling.Finally,the IP image of the Taoist cultural tourism of Sanqing Mountain is extended and applied to publicity and advertising,etc.,in order to help the sustainable development of the brand building of Sanqing Mountain scenic area.