文旅融合视角下红山森林动物园的品牌形象设计研究

Research on Brand Image Design of Hongshan Forest Zoo from the Perspective of Cultural and Tourism Integration

摘要: 随着经济的发展和人民精神文化需求的提升，文旅融合程度加深。文化与旅游融合为城市带来了新的发展机遇和挑战。因此，重新定义城市品牌形象的视觉表现是适应文旅融合趋势的必要举措。坐落于南京的红山森林动物园近年来作为极其出圈的旅游地点，也成为南京极具特色且火爆的旅游品牌。本文从文旅融合视角探究红山动物园的旅游品牌形象设计，旨在理解文旅融合内涵，把握设计原则，构建科学合理体系，为相关研究与发展提供思路与借鉴。

Abstract: With the development of the economy and the improvement of people’s spiritual and cultural needs, the integration of culture and tourism has deepened. The integration of culture and tourism brings new development opportunities and challenges to cities. Therefore, redefining the visual representation of the city’s brand image is a necessary measure to adapt to the trend of cultural and tourism integration. Located in Nanjing, Hongshan Forest Zoo has recently become a highly popular tourist destination and has become a distinctive and popular tourism brand in Nanjing. This paper explores the tourism brand image design of Hongshan Zoo from the perspective of cultural and tourism integration to understand the connotation of cultural and tourism integration, grasp the design principles, build a scientific and reasonable system, and provide ideas and reference for related research and development.