茶马古道文化对道孚旅游品牌形象设计塑造的影响研究  

A Study on the Influence of the Ancient Tea-Horse Road Culture on the Shaping of Tourism Brand Image Design in Daofu

作　　者：孟鑫 张成禄[1] Xin Meng;Chenglu Zhang(College of Arts,Nantong University,Nantong Jiangsu)

机构地区：[1]南通大学艺术学院,江苏南通

出　　处：《Design（汉斯）》2024年第2期619-624,共6页设计（汉斯）

摘　　要：在全球化背景下,旅游已成为推动地区经济和文化交流的重要力量。甘孜道孚,作为中国西南部一个风光秀丽的地区,拥有着丰富的文化遗产和自然资源,其旅游品牌形象设计的塑造尤为重要,旅游品牌形象设计的构建不仅能够提升其在国际和国内旅游市场的竞争力,还能促进地方文化的传承和保护。茶马古道文化作为该地区重要的文化遗产之一,其文化内涵和历史价值为道孚的旅游品牌形象设计的塑造提供了独特的资源和深远的背景。本研究旨在探讨茶马古道文化对甘孜道孚旅游品牌形象设计塑造的影响。通过分析茶马古道文化的内涵、意义及其在甘孜道孚地区的体现,研究了甘孜道孚地区旅游品牌现状和不足,后探讨了旅游品牌形象设计对于道孚旅游业发展的重要性。研究茶马古道文化如何影响甘孜道孚旅游品牌形象设计的构建和传播,以及其在设计中如何应用。旨在为甘孜道孚地区的旅游品牌形象设计塑造提供理论依据和实践指导,促进文化遗产的保护和旅游业的可持续发展。In the context of globalization,tourism has become an important force to promote regional eco-nomic and cultural exchanges.Ganzi Daofu,as a scenic region in southwestern China with rich cultural heritage and natural resources,the shaping of its tourism brand image design is particu-larly important,and the construction of tourism brand image design can not only enhance its competitiveness in the international and domestic tourism market,but also promote the inherit-ance and protection of local culture.As one of the important cultural heritages in the region,the culture connotation and historical value of the Ancient Tea Horse Road provides unique resources and far-reaching background for the shaping of tourism brand image design in Daofu.This study aims to explore the influence of the Ancient Tea Horse Road culture on the shaping of tourism brand image design in Ganzi Daofu.By analyzing the connotation and significance of the Ancient Tea Horse Road culture and its embodiment in the Ganzi Daofu region,the current situation and shortcomings of the tourism brand in the Ganzi Daofu region are studied,and the importance of tourism brand image design for the development of Daofu’s tourism industry is later discussed.This study dis-cusses how the culture of the Ancient Tea and Horse Road influences the construction and dissemi-nation of Ganzi Daofu’s tourism brand image design,and the study also examines how these cultural elements are applied in the design.It aims to provide theoretical basis and practical guidance for the design and shaping of tourism brand image in Ganzi Daofu area,and to promote the protection of cultural heritage and the sustainable development of tourism.

关 键 词：茶马古道文化 旅游品牌形象设计 道孚 

分 类 号：F59[经济管理—旅游管理]