乡村旅游目的地品牌形象构建研究——以佛山南海松塘村为例  

Research on Brand Image Construction of Rural Tourism Destination in Nanhai Songtang Village

作　　者：刘妹[1] 邹瑾琳[1] 王倩[1] LIU Mei;ZOU Jinlin;WANG Qian

机构地区：[1]广东职业技术学院

出　　处：《丝网印刷》2024年第18期1-5,共5页Screen Printing

基　　金：2021年度广东省普通高校重点领域专项(科技服务乡村振兴)课题“乡村旅游目的地品牌建设研究——以佛山南海松塘村为例”的研究成果(编号2021ZDZX4089)。

摘　　要：以佛山南海松塘村为例,探讨乡村旅游目的地品牌形象的构建。在充分调研的基础上分析了松塘村品牌的风格定位和设计原则,完成了松塘村品牌标识、品牌色彩、辅助图形、IP的开发以及应用系统的设计实践,并提出松塘村未来品牌发展的策略。研究旨在为其他乡村旅游目的地品牌构建提供参考,为促进乡村旅游的发展,实现乡村振兴助力。Taking Songtang Village in Nanhai,Foshan as an example,this paper explores the construction of brand image for rural tourism destinations.Based on thorough research,the style positioning and design principles of the Songtang Village brand were analyzed.The development of the Songtang Village brand logo,brand colors,auxiliary graphics,IP and application system design were completed,and strategies for the future brand development of Songtang Village were proposed.The research aims to provide reference for brand building of other rural tourism destinations,promote the development of rural tourism,and assist in rural revitalization.

关 键 词：乡村旅游目的地 品牌形象 设计 

分 类 号：F592.7[经济管理—旅游管理] F327[经济管理—产业经济]