Utazás dinamikus tájakon: Kulcstényezők a desztinációs márkák vizuális identitásának fejlesztésében
DOI:
https://doi.org/10.14267/TURBULL.2024v24n3.2Kulcsszavak:
turizmustervezés, turisztikai imázs, desztináció márkázás, designkommunikáció, dinamikus vizuális identitásAbsztrakt
A desztinációk versenyképességét jelentősen formálja az innováció és a kísérletezés, amelyre kiváló példát jelent a dinamikus vizuális identitások (DVI) alkalmazása a márkázási gyakorlatban.
Jelen tanulmány célja, hogy felfedjen olyan kulcsfontosságú tényezőket, amelyeket leginkább figyelembe vesznek a dinamikus vizuális identitással rendelkező desztinációs márkák fejlesztése során. Kutatásunkban 53 olyan nemzetközi esetet elemeztünk, ahol a tervezők dinamikus vizuális stratégiát alkalmaztak. Az elemzés során az elkötelezettség, a fenntarthatóság és a komplexitás témaköreihez sorolható tényezőket tártuk fel. A DVI-on keresztüli részvétel lehetővé teszi, hogy az érintettek különböző csoportjai jelen lehessenek a kreatív folyamatban, így a desztináció nemcsak a látogatók, hanem a helyi lakosok számára is vonzóbbá válhat. A kutatás egyedülálló perspektívát képvisel a designkommunikáció (DIS:CO) és a turizmus metszetében.
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