Village identity research and design:case of study on zhaoshan,hubei province,china

Abstract

Against the backdrop of China's vigorous advancement of the Village Revitalization Strategy, village identity construction faces critical challenges such as severe homogenization and a lack of core values. This study takes Zhaoshan in Ezhou City, Hubei Province, as a case study, aiming to explore how to discover, organize, and apply regional characteristic elements to promote the effective construction of village identity. The goals are to gain practical experience in designing Zhaoshan’s identity, foster a shared identity among local residents and officials, promote village cultural tourism design that integrates in-depth cultural and regional characteristics, and establish a universal methodology for village identity design and recognition to provide theoretical reference and practical guidance for the development of other villages.

This study uses a comprehensive approach that integrates literature review, fieldwork, questionnaire surveys, in-depth interviews and the dual-diamond model. It systematically collects and analyzes perspectives from local residents, township staff, tourists, and industry experts. The findings show that successful village identity design goes beyond visual system construction. Its core is the establishment of an integrated framework that combines regional knowledge, immersive experiences, and sustainable development.

Based on these findings, this study constructed a theoretical and practical model called "Village Identity Research and Design." The model includes analysis of the core elements of village identity, visual design solutions, experiential route planning, and a comprehensive process framework that integrates marketing communication strategies and long-term sustainable development mechanisms. This study provides specific design strategies and identity-building solutions for Zhaoshan in Ezhou City and offers references for similar village identity-building initiatives in China.

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