乡村振兴背景下的乡村旅游品牌形象设计实践研究  

Research on the Practice of Rural Tourism Brand Image Design under the Background of Rural Revitalization

作　　者：王红兵 孙湘明[2] Wang Hongbing;Sun Xiangming

机构地区：[1]湖南应用技术学院设计艺术学院,湖南常德415100 [2]中南大学,湖南长沙410083

出　　处：《家具与室内装饰》2022年第10期70-73,共4页Furniture & Interior Design

基　　金：2019年度湖南省教育厅重点项目(19A358);湖南省一流本科专业建设点项目(教高厅函[2022]14号-80);湖南应用技术学院“十三五”重点建设学科(XKJS(HY2017)-4);湖南应用技术学院成果奖培育项目(湖应院发[2021]59号)。

摘　　要：本文旨在探讨乡村振兴背景下的乡村旅游品牌形象设计策略。通过实地调研和设计实践研究法,从乡村旅游品牌形象定位和设计策略两方面入手,查阅相关资料,对国内外乡村旅游品牌形象设计典型案例进行研究。分析出乡村旅游品牌形象设计需遵循“体现‘乡味’本质、造出‘差异’卖点、突出‘旅游’属性”三大设计策略。最后以常德临澧县“福船村”品牌形象设计为例,从案例分析到项目调研、品牌形象设计定位等方面对“福船村”品牌形象进行设计实践,由此归纳出,乡村旅游品牌形象设计要符合“乡”的品牌气质、体现“游”的品牌属性、造出“村”的品牌差异三个方面进行设计定位,本文希望通过提升的方式促进乡村旅游业的快速发展,为乡村振兴背景下乡村的复兴提供理论依据及实例参考。This paper aims to explore the brand image design strategy of rural tourism in the context of rural revitalization. Through the method of field investigation and design practice research, this paper studies the typical cases of the brand image design of rural tourism at home and abroad by consulting the relevant materials from the two aspects of the brand image positioning and design strategy of rural tourism. This paper analyzes that the brand image design of rural tourism should follow the three design strategies of “embodying the essence of ’rustic taste’, creating the selling points of ’difference’, and highlighting the attribute of ’tourism’”. Finally,taking the brand image design of “Fuchuan Village” in Linli County, Changde city as an example, it conducts a design practice, which includes case analysis, project research, and brand image design positioning and other aspects. In this case, it concludes that the brand image design of rural tourism should conform to the brand temperament of village, embody the brand attribute of tourism and create the brand difference of rural area. This paper hopes to advance the rapid development of rural tourism through promotion, and provide theoretical basis and practical reference for the rejuvenation of rural area under the background of rural revitalization.

关 键 词：乡村振兴 乡村旅游 “福船村” 品牌形象设计 

分 类 号：TS664.1[轻工技术与工程]