Research On IP Image Design Of Red Tourism Brand From The Perspective Of New Culture And Innovation

Red tourism should always maintain its original intention and mission.In recent years,the red tourism market has begun to try to expand the dissemination of red culture through the power of IP.Before that,the new cultural and creative concept proposed a new model of content production with IP as the core.Thus,how to grasp the new cultural and creative concept to guide the design and operation of red tourism brand IP image becomes the research direction of this paper.Based on the promotion of IP resources for the development of red tourism market under the concept of new cultural creation,this article explores the design method and operation strategy of red tourism brand IP image by taking Yan’an Literary and Art Memorial Hall as the research object.The article firstly analyzes the development and utilization mode of IP resources and the current status of IP image design of red tourism brands with actual cases,and analyzes the excellent cases of brand IP in line with the new cultural creation concept,from which the design methods and operation strategies of brand IP image under the new cultural creation concept are summarized.Secondly,taking Yan’an Literary and Art Memorial Hall as the research object,the brand image perception analysis is conducted by using the tourism destination image analysis method to summarize the problems existing in the development of brand image.And through the comparative analysis of differences,the analysis of the spirit of brand connotation,and the combing of classic IP resources of the memorial hall,the design methods suitable for the brand IP image of Yan’an Literature and Art Memorial Hall are proposed in combination with the new cultural and creative concepts: "clarifying IP design positioning according to the audience of red travel","summarizing red IP attributes to choose design style","rich IP connotation personality expression of the red spirit",on the basis of this method IP image design practice,and the new cultural and creative concept as a guide to build brand IP operation strategy.The new mode of content production with IP as the core advocated by the new cultural creation concept can make the red tourism brand IP image more in line with the look and experience that people need in the new era,thus helping red culture to spread and inherit more widely and vividly.