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伴随着旅游业的蓬勃发展,旅游城市品牌形象的建立已成为彰显地域性文化特色、提高城市知名度的一块重要名牌。国内大多数城市纷纷通过塑造城市品牌形象占领市场制高点,推动经济向前发展。宜昌是巴楚文化的重要发源地,也是巴楚文化的根基,这就需要结合巴楚文化积淀下来的深厚历史文化底蕴打造出独特的地域性旅游品牌视觉形象,突显具有代表性的地域文化特色。因此,探讨巴楚文化在宜昌旅游品牌形象设计中的价值体现,不仅能够将地域性的文化真正融入到旅游品牌形象设计当中,还能更好地开发和利用好文化资源,才能有效、准确的传达旅游信息,提升旅游品牌形象的竞争力,在众多的旅游品牌视觉形象当中脱颖而出。
With the vigorous development of tourism, the establishment of the brand image of tourist cities has become an important brand name which shows the regional cultural characteristics and enhances the urban popularity. Most domestic cities have dominated the market high ground by shaping the city’s brand image in order to promote economic development. Yichang is an important birthplace of Bachu culture and also the foundation of Bachu culture. It needs to combine with the deep historical and cultural heritage accumulated by Bachu culture to create a unique visual image of regional tourism brands and highlight the representative regional cultural characteristics . Therefore, to explore Bachu culture in Yichang tourism brand image reflects the value of not only able to truly local culture into the tourism brand image design, but also to better develop and make good use of cultural resources, in order to be effective and accurate Convey tourist information, enhance the competitiveness of the tourism brand image, stand out in the visual image of many tourism brands.