Tourism Image Design of Qingtang City Site Based on ZMET Methodology

ZHAN Qinchuan; LU Yueying; ZHAO Yang; CHEN Song

doi:10.19554/j.cnki.1001-3563.2025.24.047

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (24) : 547-556. DOI: 10.19554/j.cnki.1001-3563.2025.24.047

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Tourism Image Design of Qingtang City Site Based on ZMET Methodology

ZHAN Qinchuan^*, LU Yueying, ZHAO Yang, CHEN Song

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Abstract

The work aims to systematically explore the tourism image design strategy of the Qingtang City Site based on the ZMET (Zaltman Metaphor Elicitation Technique) methodology, to optimise its cultural attraction and tourists' experience by tapping into the implicit cognitive and emotional needs of tourists, and promote the living inheritance of cultural heritage. Combined with field research, questionnaire survey and ZMET technology, the metaphorical fragments of tourists' perception of Qingtang City were extracted, the potential cognition and emotional experience of tourists to Qingtang City were explored and a three-dimensional framework of "cognitive layer - emotional layer - behavioural layer" was constructed to identify the key contradictions, and translate them into a design to come up with a design strategy. The ZMET method provides a systematic path from "mental model" to "design translation" for cultural heritage tourism image design. Through multi-dimensional design translation, a corresponding tourism image design scheme is proposed, which is expected to enhance tourists' cultural experience and sense of participation in the heritage site.

Key words

Zaltman Metaphor Elicitation Technique / Qingtang City Site / tourism image design

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ZHAN Qinchuan, LU Yueying, ZHAO Yang, CHEN Song. Tourism Image Design of Qingtang City Site Based on ZMET Methodology[J]. Packaging Engineering. 2025, 46(24): 547-556 https://doi.org/10.19554/j.cnki.1001-3563.2025.24.047

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