基于桂林文化的旅游品牌形象设计策略研究
摘 要：在我国旅游业快速发展的形势下，旅游品牌形象的建立已经成为当今旅游目的地建设的关键环节。文章基于桂林文化进行旅游品牌形象设计，通过分析桂林旅游品牌形象设计的现状，提出了融入地方特色文化、树立整体统一与高辨识度的对外形象、加强跨媒介传播三个方面的设计策略，希望借此次研究可以为桂林旅游品牌形象设计提供新思路。
关键词：桂林文化；旅游；品牌形象设计；策略
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2021)05-0080-02
Abstract： With the rapid development of my country's tourism industry, the establishment of tourism brand image has become a key link in the construction of today's tourism destinations. The article designs tourism brand image based on Guilin culture. By analyzing the status quo of Guilin tourism brand image design, the article puts forward three aspects of integrating modern visual cultural aesthetics, establishing a unified and highly recognizable external image, and cross-media linkage of visual communication. Design strategy, hope that this research can provide new ideas for the design and development of Guilin tourism brand image.
Key Words：Guilin culture; tourism; brand image design; strategy
