A Study on Construction of Brand Image for Cultural Tourism Based on Visual Grammar --- Taking the Brand Image of “Mystery” of Xiangxi as an Example

Abstract

With the deep integration development of culture and tourism, cultural tourism brand has become an important factor of core competitiveness. As the brand of cultural tourism of Xiangxi Tujia and Miao Autonomous Prefecture (hereafter referred to as Xiangxi), “Mystery” represents the core value of Xiangxi’s culture and tourism. The publicity video of Mysterious Xiangxi becomes the important carrier of the “Mystery” brand, playing a vital role in the transmission of brand image. This paper illustrates and analyzes the constructing features of brand image of “Mystery” from dimensions of representation meaning, interactive meaning and composition meaning respectively based on visual grammar, and puts forward some suggestions on it combining with four factors of cultural brand image design.