為了打動消費者的情感,在新一代的觀光宣傳訴求開始走向「創意思考」與「互動溝通」的設計模式,設計者應用創意表達、溝通技巧的設計方法,讓觀光宣傳物達到引起消費者注目,而引發前往觀光的慾望,進而使其產生好奇以前往觀光目的地。在繁雜的觀光宣傳物裡,毫無變化想必已經捕捉不了消費者的視覺目光。因此為了要使廣告宣傳能使消費者產生好奇與觀看的興趣,並且真正展現觀光地的文化內涵,本研究欲突破以往呆板的平面宣傳表現手法,而轉以使用「創意敘事策略」手段來表現烏來觀光導覽圖畫書。本研究所得到的結果如下: 一、敘事策略的應用在導覽觀光設計的價值呈現,能幫助觀者更迅速地了解烏來 觀光地的內涵特色。 二、烏來觀光導覽圖畫書呈現故事化、實景對照與觀光導覽的三大功能。 三、烏來觀光導覽圖畫書呈現更深入與人性化的導覽模式。
In order to move consumers emotionally, the new generation of sightseeing advertisements starts to emphasize design models with innovative thinking and interactive communication, where designers use innovative expression and communication skills to enable sightseeing advertisements to attract consumers’ attention and arouse their desire so that they will feel curious and visit the sightseeing destination. Among the numerous and diverse sightseeing advertisements, those without a change can no longer attract consumers’ attention. Therefore, to enable advertisements and promotions to generate curiosity and interest in taking a look inside consumers and truly demonstrate the cultural content of a tourist spot, this research intends to break away from conventional rigid printed advertisement techniques and use the “creative narrative strategy” to present the picture-book of tourists advertisements for the Wulai township. The findings of this research are listed as follows: 1. It could help consumers to know the contents and features of Wulai Township rapidly when narrative strategies are applied in the design of tour-guiding. 2. It presents the functions of “Narrative”, “Locale Comparison”, and “Tour-Guiding” in the picture-book of tourist advertisements for the Wulai Township. 3. It shows deeper and more humanistic model of tour-guiding in the picture-book of tourist advertisements for the Wulai Township.