论设计在旅游文化中的应用与推广摘要在当前旅游活动中，文化成为了旅游的生命，也是景区的重要吸引力，旅游文化具有极大的发展潜力。但目前河北旅游文化开发尚显不足，旅游文化同质化严重，多数景区尚未进行差异化设计。准确把握旅游文化与设计的关系，构建消费者独特的旅游感受，推动旅游文化的发展，既是建设旅游文化强省的必由之路，也是提升河北省文化软实力的客观要求。文章通过对历史文化性景区避暑山庄进行研究分析，并结合自己对避暑山庄VI设计进行分析，使人们更加清晰地了解到的VI设计在旅游文化中发挥的重要作用。关键词：VI设计；旅游文化；应用；推广OntheapplicationandpopularizationofdesignintourismcultureAbstractInthecurrenttourismactivities，culturehasbecomethelifeoftourism，anditisalsoanimportantattractionofthescenicspots.Tourismculturehasgreatpotentialfordevelopment.Butatpresent，thedevelopmentoftourismcultureinHebeiisstillinadequate，andthecultureoftourismishomogeneity，andmostofthescenicspotshavenotyetbeendifferentiated.Accuratelygraspingtherelationshipbetweentourismcultureanddesign，buildingauniquesenseoftourismandpromotingthedevelopmentoftourismcultureistheonlywaytobuildastrongtourismandculturalprovince，andalsoanobjectiverequirementtoenhancetheculturalsoftpowerofHebeiprovince.ThroughtheresearchandanalysisofthehistoricalandculturalscenicspotMountainResort，combinedwithitsownVIdesignanalysisofsummervilla，wecanclearlyunderstandtheimportantroleofVIdesignintourismculture.Keywords：VIdesign；tourismculture；application；promotion目录一、引言........................................................................................................................1二、相关理论概述........................................................................................................1（一）旅游与文化.................................................................................................1（二）设计与文化的契合性.................................................................................2（三）设计在旅游文化中的重要性体现.............................................................21.设计与旅游文化的联系...............................................................................22.设计对旅游文化的影响...............................................................................3三、设计在河北旅游文化应用存在的问题................................................................3（一）缺少设计意识.............................................................................................3（二）缺乏品牌整合设计.....................................................................................3（三）缺乏设计独特性.........................................................................................4四、设计在河北旅游文化应用的策略........................................................................4（一）立足于地区旅游资源，增强地域性色彩.................................................4（二）分析消费者心理，明确定位旅游文化设计形象.....................................4（三）借用多种传播手段，加强旅游文化设计推广.........................................5五、设计在旅游文化中的应用与推广........................................................................5（一）VI设计在旅游文化的重要性分析............................................................5（二）品牌定位分析.............................................................................................61.承德避暑山庄的文化内...
