| 中山市五桂山旅游景区形象设计探讨 |
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| 引用本文： | 禹贡.中山市五桂山旅游景区形象设计探讨[J].热带地理,2005,25(2):176-180. |
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| 作者姓名： | 禹贡 |
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| 作者单位： | 广州大学,旅游学院,广州,510091 |
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| 基金项目： | 广州市高校科技项目(3019)资助 |
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| 摘 要： | 五桂山作为一个新开发的旅游景区,存在形象模糊、主题不突出、“灰度区”特征明显等问题。基于SWOT分析、形象定位和区域形象系统理论,五桂山旅游景区整体形象定位为：绿野仙踪、红色胜迹。旅游景区人-地感知形象、人-人感知形象的要素设计重点：视觉形象主要是标准色及字体、旅游徽标、标识牌、建筑物亭、交通工具、服饰、门票和吉祥物等8大识别要素,旅游徽标主体图案设计为“五桂飘香”;听觉形象主要是沁人心扉元素;居民形象应强化纯朴、热情、善良、文明元素设计;地标区、光环效应区形象建设的重点在东部绿野仙踪、红色胜迹旅游区和城桂路、翠山路、马石路沿岸及其进出口。
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| 关 键 词： | 五桂山 景区形象设计 形象定位 SWOT分析 |
| 文章编号： | 1001-5221(2005)02-0176-05 |
| 修稿时间： | 2004年12月30 |
A STUDY ON THE TOURIST IMAGE DESIGNING OF WUGUI MOUNTAIN IN ZHONGSHAN CITY |
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| YU Gong.A STUDY ON THE TOURIST IMAGE DESIGNING OF WUGUI MOUNTAIN IN ZHONGSHAN CITY[J].Tropical Geography,2005,25(2):176-180. |
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| Authors: | YU Gong |
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| Abstract: | As a new developing tourist attraction, Wugui Mountain's tourist image is misty. Its theme is not distinct and has"grey area". The SWOT analysis show that the tourism Wugui Mountain has five advantages and three weaknesses, and is facing three opportunities and two threats. According to the district image system theories, the overall tourist image of Wugui Mountain should be focused on feeling the variety of nature ecosystems and experiencing the harmony of human and nature. So it can be positioned as "green nature and red site of revolution". For Wugui Mountain's image designing many factors should be considered. Visual image mostly includes standard color, letterform, tourism badge and mark, marking card, pavilion, traffic sign, dress, admission ticket and tourism mascot. The main pattern of tourism badge and mark of Wugui Mountain could be designed as "Wugui Mountain emits aroma". Auditory image could be designed as euphonious elements, and the resident image should be simple, honest, warmhearted, virtuous and civilized. |
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| Keywords: | Wugui Mountain SWOT analysis Image designing Image positioning |
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