摘要
Abstract
Against the national strategic background of the deep integration of culture and tourism and rural revitalization,the branding construction of heritage parks has become an important bridge connecting cultural heritage protection and the transformation of contemporary values.Taking the Neolithic Age Site Park in Sanxing Village,Jintan City,Jiangsu Province as the research object,this paper addresses the practical dilemmas commonly existing in the branding of current heritage parks,such as abstract cultural expression,homogenization of visual images,and disconnection between experience and image.By introducing the theory of cultural genes,it constructs a design research framework of"cultural gene decoding―visual symbol translation―brand system construction".Firstly,through field investigation,literature research and semiotic analysis,the study systematically sorts out and decodes the unique cultural genes of the Sanxing Village site from three levels:material,behavioral and spiritual.It provides an interdisciplinary solution with both theoretical value and practical reference for the cultural activation and branding construction of similar small and medium-sized prehistoric heritage parks.关键词
文化基因/品牌视觉符号/三星村/设计转译/文旅融合Key words
cultural genes/brand visual symbols/sanxing village/design translation/integration of culture and tourism分类
社会科学
