| Summary: | 碩士 === 輔仁大學 === 應用美術學系碩士班 === 104 === With the rising economic development and living standards, travelling has made a popular entertainment around the world. Tourism, as a result, has been one of the biggest industries in Taiwan. According to the statistics from Tourism Bureau, Taiwan attracted 13,182,976 inbound tourists in 2015. “Tourism Brand” joins regional image and features in order to add value and meanwhile bring improved living and environmental quality back to the region. AnPing, bearing rich historical and cultural background, have been a main feature of Tainan tourism. In the moment of acute competition in tourism industry, the differential branding strategy and image design for bringing more tourism benefit and tourists have become a subject worth discussion.
This study elaborates a complete strategy solution to build new image of tourism brand, designing specifically for Tainan Anping tourism area. To begin with, literature review and analysis were completed focusing on “tourism brand”, “cultural codes” and “Tainan Anping” in order to construct the essential factors and elements of tourism brand, to analyze the correlation between tourism brand and the origin of cultural codes, and to find out Anping’s historical and cultural features. Next, 12 domestic and foreign tourism brand cases were utilized to research regional branding strategy and image design. Factors of successful tourism brand and strategy are deduced through focus group. Finally, visits to Anping district office and in-deep interview were conducted to furthermore realize the current situation of tourism development, and to dig deeper into the Anping’s cultural feature and core value.
As an outcome of the study, to create a new tourism brand to introduce Anping’s cultural image into branding design, three strategic directions are concluded to reform tourism brand design including “connection to visual cultural image”, “projection effect of brand” and “Aesthetics of design.” This study is dedicated to provide a reference to future administrative strategy on tourism image branding.
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