【作者】 黄艳；

【导师】 王猛；

【作者基本信息】 安徽大学 ， 艺术设计（专业学位）， 2023， 硕士

【副题名】以安徽桐城为例

【摘要】 近年来,各地方旅游产品和旅游体验同质化严重,大都缺乏个性化差异,让景点失去对游客的吸引力。文旅融合是国家发展大背景下,要求用地方独特的文化符号和文化魅力来诠释旅游。地方要结合当地的文化特色属性和产业特色属性等方面来打造地方城镇旅游,而采用地方城镇IP形象来构建一体化文化旅游产业链、地方IP品牌是为一种更专业,更生动、更易传播的表现形式。本文研究选取桐城地方IP形象设计作为主要研究对象,在论文第一部分简要理出了城镇IP形象设计的研究目的和意义,并分析了其研究方法、研究内容以及创新点。第二部分理解归纳文旅融合和IP形象设计等相关理论概念,为后续的设计实践提供理论基础。第三部分通过目前实际投入运营的地方城镇IP形象案例分析,发现并分析地方城镇文化在IP形象方面的可设计与开发的方向,提供地方城镇文化独特性发展的思路。自第四章开始笔者对桐城地方文化进行收集、整理工作,归纳出桐城市的历史故事、文化符号、地域特征和时代内涵。通过设计实践将其文化元素转化成可视化的视觉符号,融入到桐城市IP形象的设计中,从而塑造出个性鲜明、内涵丰富的IP形象,利用IP形象设计及其衍生品助力桐城市的文化和旅游发展,用设计的力量让当地人、游客乃至不知晓桐城的人群加深对桐城文化的认识,并乐于接触桐城文化,通过设计开发将桐城优秀的历史文化继续传承下去,并在现代社会中持续发展,提升桐城城镇旅游的历史文化价值和现代市场价值。更多还原

【Abstract】 In recent years,there has been a serious homogenization of tourism products and experiences in various regions,most of which lack personalized differences,making scenic spots less attractive to tourists.Cultural tourism integration is a national development context that requires the interpretation of tourism with unique local cultural symbols and charm.Local governments should combine local cultural and industrial characteristics to create local urban tourism.Using local urban IP images to build an integrated cultural tourism industry chain and local IP brands is a more professional,vivid,and easily disseminated form of expression.This article selects Tongcheng local IP image design as the main research object.In the first part of the paper,it briefly summarizes the purpose and significance of urban IP image design research,and analyzes its research methods,research content,and innovation points.The second part is to understand and summarize relevant theoretical concepts such as cultural tourism integration and IP image design,providing a theoretical basis for subsequent design practices.The third part discovers and analyzes the exploitable directions of local urban culture in terms of IP image through case studies of local urban IP image that are currently in operation,and provides ideas for the unique development of local urban culture.Starting from the fourth chapter,the author has collected and sorted out the local culture of Tongcheng,summarizing its historical stories,cultural symbols,regional characteristics,and era connotations.Through design practice,its cultural elements are transformed into visual symbols and integrated into the design of the IP image of Tongcheng City,creating an IP image with distinctive personality and rich content.IP image design and its derivatives are used to assist the cultural and tourism development of Tongcheng,and the power of design is used to deepen the understanding of Tongcheng culture among local people,tourists,and even those who do not know Tongcheng,and they are willing to be exposed to Tongcheng culture,Continue to inherit the excellent historical and cultural heritage of Tongcheng,and continue to develop in modern society,to enhance the historical and cultural value and modern market value of urban tourism in Tongcheng.更多还原