中国城市旅游形象标识视觉体验研究  

Research on Visual Experience of Chinese City Tourism Image Logo

作　　者：刘旭晨 周睿 LIU Xuchen;ZHOU Rui(School of Fine Arts and Design,Xihua University,Chengdu,Sichuan,610039)

机构地区：[1]西华大学美术与设计学院,四川成都610039

出　　处：《湖南包装》2025年第1期68-71,共4页

基　　金：天府文化研究院天府文化研究与文创课题(TYB202202)。

摘　　要：为提升城市形象、推动城市经济发展,以中国34个省区市发布的城市旅游形象标识作为研究样本,分析了城市旅游形象标识带来的价值和意义,结合眼动追踪试验及用户深度访谈,剖析了城市旅游形象标识的色彩、图形和文字3个构成要素,构建出旅游景点的符号化呈现、旅游风情的移情化传达、旅游理念的时代性变迁、旅游建筑的多样性表现4个方面的体验策略。研究结果表明,色彩元素中,越鲜亮的颜色越吸引人的眼球;图形元素中,自然、贴切且有创意的图形标识更容易让人记住;文字元素中,当地的特色文字对人们有更强烈的吸引力。城市形象标识推广出去之后被更多的居民和旅游者认可、吸引更多的国内外游客,提高了城市知名度、辨识度和影响力。不断完善旅游形象塑造系统,形成一个良性螺旋上升的发展走向。In order to enhance the city image and promote the development of urban economy,the city tourism image logos issued by 34 provinces,cities and districts in China were used as research samples.The value and significance of the city tourism image logos were analyzed.Combined with eye tracking experiments and in-depth interviews with users,the three components of the city tourism image logos,namely color,graphics and text,were analyzed.Four experience strategies were constructed,namely the symbolic presentation of tourist attractions,the empathetic communication of tourist customs,the epochal changes in tourism concepts,and the diversity of tourist buildings.The research results show that among color elements,the brighter the color,the more eye-catching it is;among graphic elements,natural,appropriate and creative graphic logos are easier to remember;among text elements,local characteristic texts have a stronger appeal to people.After the city image logos were promoted,they were recognized by more residents and tourists,attracted more domestic and foreign tourists,and improved the city's popularity,recognition and influence.The tourism image shaping system is constantly improved to form a virtuous spiral upward development trend.

关 键 词：体验设计 旅游形象 旅游标识 视觉体验 

分 类 号：J524[艺术—艺术设计] F592[经济管理—旅游管理]