Research and Design on the Logo and Tourism Advertisement Media of the Zhangye Danxia Pingshanhu Grand Canyon Scenic Area
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This study aimed: (1) to explore the natural and cultural characteristics, spiritual connotations, and artistic values of the Zhangye Danxia Pingshanhu Grand Canyon scenic area; (2) to extract visual symbols from six key landmark attractions within the area to design a logo and a set of tourism advertisement media based on these findings, with applications extended to appropriate tourist souvenirs; and (3) to evaluate the newly designed logo, tourism advertisement media, and tourist souvenirs for effectiveness and appeal. The research employed a combination of literature review, on-site investigations, creative design methods, and satisfaction evaluation techniques. The satisfaction evaluations were conducted through randomly distributed questionnaires targeting a sample of 100 tourists visiting the scenic area.
The findings indicated that: (1) The Zhangye Danxia Pingshanhu Grand Canyon scenic area featured magnificent and diverse natural landscapes with vibrant colors. The six main landmarks held significant spiritual and cultural value, including the origin and historical legend of "Jiulong Huihai," associated with the nine sons of the Chinese dragon ("Loong") in Chinese culture, and the depiction of the famous Western Han Dynasty general, Huo Qubing, in the "General Stone" landmark. Another example included the heroic figure of Fu Xi represented in "Yixiantian." (2) The existing logo of the scenic area was found to be ineffective in conveying the unique characteristics and essence of the attractions, and there was an evident lack of suitable tourism advertisement media and tourist souvenirs. (3) The design inspiration for the new logo and tourism advertisement media was derived from the scenic area's vibrant and colorful characteristics, as well as its associated myths and legends. Five tourist souvenirs were selected for incorporating the new designs: wall clocks, monthly calendars, phone cases, circular fans, and parasols, all of which hold cultural significance. (4) The evaluation results showed high satisfaction scores for the designed logo ( Arithmetic mean = 4.32) and tourism advertisement media (Arithmetic mean = 4.39), indicating that they were perceived as highly suitable. Among the tourist souvenirs, circular fans received the highest satisfaction score ( Arithmetic mean = 4.49), followed by parasols (Arithmetic mean = 4.48).
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References
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