Designing And Researching The Brand Image Of Temples In The Perspective Of Cultural Tourism Integration

The 14th Five-Year Plan for Public Services,to be implemented in 2021,proposes the integrated development of culture and tourism.We insist on shaping tourism with culture,highlighting culture with tourism,and creating a tourism experience with Chinese cultural characteristics.As mentioned in the article "Shanxi: Cultural Tourism Integration Unleashes New Green Economic Momentum",Shanxi is focusing on making the cultural tourism industry a strategic pillar industry,adhering to the concept of "integration where appropriate,integration where possible",and further tapping into the development potential of the cultural tourism market.In particular,80% of the ancient buildings on the ground before the Yuan Dynasty in China are in Shanxi Province,and the temple complex,as a typical representative of ancient architecture,is still only at a preliminary stage in terms of the depth of cultural tourism integration.Most temples lack a clear visual image and a complete set of visual branding system.This paper starts with the theory of temple brand design,exploring how to establish a visual image that fits for modern temple design,how to appropriately convey the temple concept,the spirit of Buddhism,and then focuses on the brand image design construction of Huayan Temple in Datong,Shanxi as an example,analysing the needs of Huayan Temple’s brand image,digging into the characteristics of Huayan Temple,fully considering its characteristics,cultural connotations,spiritual beliefs,and It attempts to establish a modern visual identity system for the temple that can meet the religious understanding and travel and tourism experience of the general public.The design of a distinctive visual identity will attract people and money,maintain the sustainable construction of the temple,enhance the depth of cultural and tourism integration,and promote regional economic development.