رنگ منظر ایرانی؛ جایگاه رنگ در کشف برند گردشگری ایران

نوع مقاله: ترویجی

نویسنده

پژوهشگر دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ، عضو هیأت علمی پژوهشکده توسعه تکنولوژی جهاد دانشگاهی

چکیده

امروزه کشورها به دنبال ایجاد تمایز و موقعیت خاص برای خود، اقدام به برندسازی برای مدیریت سیمای مقصد و توسعه گردشگری می کنند. برند ملی گردشگری یک کشور باید از دل فرهنگ، تاریخ و جغرافیای آن استخراج شود، متمایز، پایدار و قابل باور بوده و برای تمامی ذی نفعان جذاب باشد و بتواند در تمامی ارتباطات و تعامات جای خود را باز کند. از دیگر سو رنگ در زندگی انسانها مفهومی نمادین دارد و پدیده ای عینی- ذهنی است که میتواند محرک و جالب توجه باشد، بار معنایی و مفهومی عمیقی را بر دوش کشد و پیام اصلی خود را به مخاطب برساند. همچنین پژوهش ها نشان می دهد در تمدن ایران، از دیرباز تاکنون، رنگها حامل جهانبینی و نگرش ایرانیان بوده و تنها جنبه تزیینی نداشته اند. بنابراین در برند گردشگری ایران، کشوری که مزیت نسبی آن طبیعت ویژه و تمدن کهن آن است، کاربرد یک نماد رنگین ضروری است.

کلیدواژه‌ها


عنوان مقاله [English]

The Color of Persian Landscape The Position of Color in Iran’s Tourism Brand

نویسنده [English]

  • mehrnoosh bastenegar
Ph.D Candidate in Tourism Management, University of Science and Culture, Faculty member of the Institute for Technology Development (ACECR)
چکیده [English]

Abstract | Brand creation for destinations has been a common practice among different countries to make differentiation and special position in managing the image of their destinations and developing the tourism industry owing to people’s tendency to make mental images from their smallest interactions and memories. These images are collections of observations, statements and travel experiences that create values. By seeing the brand of that destination, those images will become alive again in mind and causes the decision to travel to that destination among the people of other countries. The tourism brand must be chosen according to the realities within a logical base. It must be an expression of cultural features of the country and its people and carry human and social values. It must be a set of unique recalls that would be understood in each unchanged facing. The national brand of tourism must be emerged deep inside the culture, history and geography of a nation. It must be distinguished, sustainable and believable, attractive for all stakeholders and demonstrate its true position in all communications and interactions. To this end, the national tourism brand of Iran must be the resultant of its cultural, historical and natural heritage and also of its tourism attractions. Color has a symbolic meaning in human life. It is both a subjective and objective phenomenon that can be inspiring and interesting. It could carry deep concepts and important messages for the audience. In this research, the place and meaning of color in Iranian culture, history, art and civilization are investigated. Colors have been carried the outlook and attitude of Iranians from ancient times. They have used colors in carpets, architecture, painting, literature and traditions. The colors are blended with their attitudes toward the epistemological concepts and are something more than aesthetical means. The current research finds out that the national tourism brand of Iran, a country with a relative advantage of its distinguished nature and ancient civilization, cannot be designed without a colorful symbol. The vivid nature and colorful gardens are another evidence for this claim. Based on the studies carried out during the research, the following recommendations are provided for the color of the national brand of Iranian tourism. The verification of these recommendations needs another complementary research