Research on Rural Tourism Design in Zhejiang under Sustainable Cultural Development

Linxin Ouyang; Sakesan  Tanyapirom; Rasa  Suntrayuth

doi:10.60027/ijsasr.2023.3328

Authors

Linxin Ouyang Faculty of Fine and Applied Arts, Burapha University, Chonburi, Thailand https://orcid.org/0009-0003-0698-5007
Sakesan Tanyapirom Faculty of Fine and Applied Arts, Burapha University, Chonburi, Thailand https://orcid.org/0009-0004-6634-9456
Rasa Suntrayuth Faculty of Fine and Applied Arts, Burapha University, Chonburi, Thailand https://orcid.org/0000-0003-4338-3219

DOI:

https://doi.org/10.60027/ijsasr.2023.3328

Keywords:

Sustainable Culture; , Fishing Culture; , Tourism Design

Abstract

Background and Aim: Zhejiang Province of China is located in China's East China Sea, is China's ports in the province, the province's famous fishing villages are known to fish a lot of unique marine location advantages formed distinctive fishermen's living customs, but also gradually formed a rich and colorful fishing culture in Zhejiang. Therefore, the sustainable tourism development of Zhejiang fishing villages is closely related to the overall economic level of Zhejiang Province. By searching for the characteristics of fishing villages in Zhejiang Province, we create a suitable image design and model and develop and promote it, to promote the development of sustainable cultural tourism in beautiful villages.

Materials and Methods: Based on the perspective of sustainable development, this paper analyses and integrates the characteristics of the "Chinese Fishing Village" in Zhejiang Province from three aspects through literature research, field survey, and questionnaire survey, applying the concept of sustainable development and the strategy of CI to design an image design and model of sustainable development that meets the requirements of the Chinese fishing village, and promote it to the life of the fishing village. The image design and model of sustainable development of the "Chinese fishing village" are designed and promoted to the life of the fishing village, and the visual image of the sustainable development concept is set up, which helps to disseminate the core concept and spirit of the concept, to enhance the influence of the fishing village and to design and promote the common sustainable cultural development of the fishing village.

Results: The study found that the characteristics of the "Chinese fishing village" in Xiangshan County, Zhejiang Province, China, combined the resource base of fishing culture and art in the fishing village with the brand communication, and designed a sustainable development model to take fishing culture as the core of the development, develop fishing culture resources, do a good job of promoting the fishing culture and increase the development of cultural and creative products, to promote the sustainable cultural tourism development of the village. sustainable cultural tourism development.

Conclusion: Based on the results of the study, this paper derives image designs and models that contribute to the development of sustainable cultural tourism in villages.

References

Agriculture and Rural Office of Zhejiang Province. (2019). Zhejiang Rural Revitalization and Development Report. Hangzhou: Agriculture and Rural Office of Zhejiang Province

Ai, X. (2019). A comprehensive evaluation of sustainable urbanization in Jilin Province based on SDGs. Northeast Institute of Geography and Agroecology，（06），32.

Chen, B. (2021). Brand image design and application of Gannan red culture tourism. Journal of Hubei University of Technology，（08），11-15.

Chen, J. (2019). Study on the visual image design of ancient Village Cultural tourism brand. Journal of Hebei University of Science and Technology， (12)，17.

Chen, Z. (2016). Analysis of the transformation from CORPORATE CI design to brand image design. Journal of decorative theory，（6），281.

Guozhong, W.K. ＆ Zhou. (2008). Research on rural tourism and community sustainable development. Beijing: Tsinghua University Press.

Jie, B.J., ＆ Jie, Q. (2017). On the Fishery Culture Industry of Zhejiang Province Under the Background of the Marine Strategy. Zhejiang Hangzhou: Zhejiang University Press.

Jing, S. (2018). Research on energy technology regulation from the perspective of sustainable development. Journal of China University of Political Science and Law. 7, 25-36.

Li, M. (2018). Research on the application of sustainable design concepts in tourism product design. Journal of Tianjin University of Technology，（2）， 5-6.

Liang, W. (2019). Embodiment and analysis of the concept of sustainable development in scenic spot tourism planning. Travel through. 193

Lin, C. (2022). Sustainable development countermeasures of ancient village cultural tourism in the context of rural tourism. Journal of Cultural Industry，（3），127-129.

Liu, L. (2016). Brand image design of product packaging in CI strategy from tea packaging. Fujian tea. Journal，（4），209.

Na, L. (2017). Research and application of sustainable design concepts in tourist souvenir design. Journal of Shandong Academy of Arts and Crafts，（6），10.

Sheng, M. (2019). Preliminary study on CI brand image design of tea products under the background of the "Internet +" era. Journal of literature and art of the masses. （04），77.

Wang, L. (2019). Embodiment and analysis of the concept of sustainable development in scenic spot tourism planning. Journal of Ecological and Environmental Protection（04），193.

Xiong, W. (2020). The application of Jingchu traditional pattern in Wuhan tourism culture brand image design. Journal of Tianjin Polytechnic University，（1）， 32.

Yang, H. (2021). Sustainable development of rural tourism under the new development concept. Journal of Contemporary Travel Magazine，（8），34-36.