觀光資源為發展無煙囪產業的重要條件,目前已被世界各國所注重並積極開拓,在各級政府的輔導政策之下,許多觀光產業的興起,也帶動了文化觀光場域的再開發與再設計,並成為新的旅遊趨勢。在文化觀光場域中,旅遊環境不僅要擁有良好的服務品質,更要使旅客感受到旅遊資訊的完整性與旅遊氛圍的獨特性,才能讓旅客享受到優質旅遊且滿載回憶而歸。此外,在眾多觀光場域中,如何促使觀光客在選擇旅遊地時,在腦海中產生旅遊地的特殊印象,最後成為被選擇的對象,是各個觀光景區努力的目標,因此,觀光品牌的經營,以及如何傳達適切的品牌精神與意象,已成為相當重要的課題。 如以上所述,空間的氛圍是營造消費者對品牌意象最直接的接點,而視覺標識系統更是組織旅遊空間重要的一環,若在視覺標識之中適切融入品牌意象,標識系統除了發揮空間資訊的機能性,還能成為與旅客密切接觸的品牌傳達途徑。本研究探討環境視覺標識系統的設計,除了在圖像符號上的識別性、文字及顏色的視認性等理性要素之外,更以觀光場域的品牌意象及環境氛圍等感性思維進行研究,期使透過與場域及品牌形象的融合,達到與消費者進行品牌溝通的目的,使標識系統不僅具備引導、說明等基本功能,也能將場域的品牌意象透過使用者與視覺系統的互動進行雙向傳播,成為觀光環境重要的品牌接點。
Tourism resources has been essential in developing pollution-free industries. Being emphasized all over the world and under the support of local and central governments, many tourism industries has risen up vastly in recent years, it has also brought upon the exploit or re-design of many other travel sites. As for a person to experience a pleasant and unforgettable journey, a cultural tourism site must encounter helpful and completeness of tourist guidance information, special and unique features of the place itself, as well as fine and pleasing service qualities. In addition, how to catch the eyes, be embedded in the mind and finally become travelers first choice, has been the goal for tourism sites. So it has come to a conclusion that building the brand image and expressing the spirit is critical for a tourism site. As the above, brand image reflects directly on the right ambient, and the visual way-finding systems (marks) plays an important roll in directing the journey, so if we bind these two together, visual way-finding systems not only provides the right direction, but it can also combined brand image closely with the consumer. Due to this cause, this paper studies the design of visual way-finding systems. It covers the icon identification ability, the text writing, the color and it's legibility in the rational way, we've also done a research on the sites' brand image and it's ambient cutting in from the emotional way. Blending the tourism site with it's brand image and achieving the goal of sending the message to the customers, way-finding system not only has the basic functions of providing guidance and information, it also sends the brand image back to the consumer's eyes achieving a two-way interactive communication, outstandingly becoming the touch point in tourism environments.