M FA THE SIS JIAHUI ZHU
M FA THE SIS JIAHUI ZHU
ACADEMY OF ART UNIVERSITY SCHOOL OF GRAPHIC DESIGN
[ Designer ]
JIAHUI ZHU
PROJECT
T hes i s Pro c es s B o o k
www.jiahuizhu.com
INSTRUCTOR
D ave G ottwa ld
jiahuizhu87@gmail.com
TITLE OF BOOK
Chi na Les s T raveled
415.728.2335
PHOTOGRAPHY
Ca no n 5D
PRINTER
G i a nt Ho u rs e
BINDERY
T he Key s
PA P E R
1 00# F i nc h F i ne ID
T Y P E FA C E
D o s i s, Chro ni c le Text
BOOK SIZE
8.62 5’ by 1 1 .62 5’
©2013 JIAHUI ZHU All rights reserved. No part of this publication can be reproduced w i t h o u t e xpre ss pe r mi ssi on from Ji a hui Zhu. All re s p e ct iv e wo r k s h o wn has been a p p r o p r i a t e l y i d e n t i f i e d c r e d i t e d .
A N E A S Y WAY T O T R AV E L I N C H I N A
THE DESTINATION IS NEVER A PLACE BUT A NEW WAY OF SEEING THINGS.
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[ Preface ]
CHINA LESS TRAVELED OUR PATH MAKES ALL THE DIFFERENCE
[ Concept ]
China Less Traveled project is designed to help foreign tourists to get a better tour experience when they travel in China. By using this program, foreigners can easily find their personal local guides and customize their trips. Unlike common travel ways, China Less Traveled program makes all the difference. The project itself is totally new, which could be regarded as a breakthrough in the field of promoting China’s cultural tourism. It provides a convenient approach to foreign tourists so that they can find local insiders directly and travel with them in China. China Less Traveled, let things easy.
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C H I N A L E S S T R AV E L E D
A N E A S Y W AY T O T R A V E L I N C H I N A
TABLE OF CONTENTS
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01
PLANNING THE TRIP
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02 TAKE OFF
OVER VIE W OF CHINA’S TOURISM
DE VELOPING T HE T HE SIS
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03 EN ROUTE T HE DE SIGN PROCE S S
04 ARRIVAL F INAL DEL IVER ABL E S
J I A H U I Z H U , M FA
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C H I N A L E S S T R AV E L E D
A N E A S Y W AY T O T R A V E L I N C H I N A
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[ Chapter ]
PLANNING THE TRIP OVERVIEW OF CHINA’S TOURISM
[ Overview ]
China’s tourism has greatly expanded over the last few decades since the beginning of reform and opening. Thanks to a various culture of thousands of years, incalculable historical attractions and amazing natural landscapes, China has been a popular tourist destination in recent 10 years. Long history and abundant travel resources attract a huge number of foreign tourists coming to visit China. Fifty-six ethnic groups with different backgrounds and their cultural diversity makes a wonderful China. W hat ’s more, according to the statistics of UNESCO, China has 41 world heritage sites to date; of these, 29 are cultural heritage sites, 8 of which are natural sites, and 4 are cultural and natural mixed sites, ranking third in the world. China is the third most visited country in the world. The number of overseas tourists was 55.98 million in 2010. And according to a report released by China Tourism Academy, the number of foreign tourists was estimated as up to 132 million in the last two years. In general, Chinese tourism has a developing market in the future.
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C H I N A L E S S T R AV E L E D
FOREIGN TOURISTS COME TO CHINA FOR DIFFERENT RE A SONS
68%
pay more attention to culture contents
17%
10%
5%
for business demands
for education studies
for other reasons
By China National Tourism Administration
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C H AP T E R 0 1 / P L AN N I N G T H E T R I P
A N E A S Y W AY T O T R A V E L I N C H I N A
More than half of foreign tourists come to China for cultural interests.
Cultural tourism is a movement of persons outside of their place of residence with the goal to learn, experience and contribute to the cultural heritage and live culture of the host culture and widen their cultural understanding and emotional pleasure. During the research, the statistic points out that most foreign tourists came to China for experiencing unique cultural life and appreciating distinct intangible heritages. The cultural element is an important factor and motivator for travel decisions. For a large number of foreign travelers, cultural experiences are value added because it can help to enhance their enjoyment.
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C H I N A L E S S T R AV E L E D
Difficulties in traveling in China is leading to a drop in the Chinese inbound tourism satisfaction index. [ Problems ] However, compared to China’s 5,000 years of history, the period of development of its Tourism Industry is short. Some problems still exist in the its tourism service. Because of over-commercialization behaviors of many attractions and those regimented products of travel agencies, foreign tourists have fewer chances to experience the authentic China. Poor information— inappropriate, hard to obtain, hard to understand—still threatens to undermine the pleasure of travel. Foreigners have found that it is hard to travel in China on their own for two main reasons: one, it is difficult to get local detailed information of travel destinations; the second headache is language, which remains a major obstacle to a pleasent trip. Generally, the real travel experience in China cannot equal tourists’ expectations.
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C H AP T E R 0 1 / P L AN N I N G T H E T R I P
A N E A S Y W AY T O T R A V E L I N C H I N A
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A N E A S Y W AY T O T R A V E L I N C H I N A
More than 75% of foreigners traveled in China via traveling agencies in the past. According to the best knowledge of them, the journey in China is mostly like this: have a quick view of attractions, listen to recorded stories in a monotone, eat at limited restaurants and cost a lot of time on shopping malls. However, what they really expect should be a journey deep into the local life and local culture.
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The number of inbound tourists to Beijing dropped 10.3% in the first 11 months of 2013 compared with a year earlier to 4.2 million. Only 42% of foreign tourists felt satisfied with the travel experience in Beijing.
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TAKE OFF DEVELOPING THE THESIS
[ Proposal ]
Meeting and interacting with local people could increase the fun of traveling and it is also a good way to improve the quality of tourism. Since foreigners feel difficult to travel in China independently, a group of knowledgeable local insiders can help them to address the problems. As we know, even with the array of guidebooks and travel information on the internet, authentic daily life and best-kept secrets of are still only known by local people. I want to provide an option to foreign tourists so that they can travel tailored to their preferences and have opportunities to get a better understanding of “real China“ with the help of local people. In this section, I did more researches and analyzed related statistics to find a clear design direction as well as to support my thesis.
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C H I N A L E S S T R AV E L E D
“THE USE OF TRAVEL IS TO REGULATE IMAGINATION BY REALITY, AND INSTEAD OF THINKING HOW THINGS MAY BE, TO SEE THEM AS THEY ARE.” — Samuel Johnson
A N E A S Y W AY T O T R A V E L I N C H I N A
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
With the boom of China’s tourism industry and the development of globalization, traveling with locals in China can become a reality. [ Opportunities ] China has become one of the world’s most-watched inbound tourist markets. The world is on the cusp of a sustained Chinese tourism boom. However, unlike many other developed economies, the tourism is still considered a relatively new phenomenon in China. To improve and innovate our tourism industry to attract more foreign visitors, governments would like to increase investment and make new laws to satisfy tourists’s expectations. Governments are required to include the tourism industry into local development plans at the same time, which means that greater efforts will be made to improve public services in order to foster local tourism industry. On the other side, with the strong influence of globalization, learning a second language has become a very popular trend. More and more Chinese can speak English, French or other languages, while English speakers have occupied the majority. Chinese people, especially young generations, are willing to welcome foreign guests.
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AGE R ANGE OF TOURISTS WHO LIKE TO TR AVEL ON THEIR OWN
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18-2 3
22%
24 -2 9
3 1%
30-3 5
17 %
36- 41
12 %
4 2- 47
9%
4 8- 5 3
6%
54+
3%
C H AP T E R 0 2 / TAK E O FF
A N E A S Y W AY T O T R A V E L I N C H I N A
My audience is the group of foreign tourists who prefer to travel on their own. [ Target Audience ] In general, all the foreign tourists coming to visit China could be my audience. However, the concept of my proposal will be more suitable for those visitors who prefer to travel on their own and independent backpackers. W hat I want to do is provide a new travel option for tourists, it doesn’t mean that travel agencies would be denied. I also made a research on the different age groups of my audience and I found that younger groups around my age felt more interested in traveling independently, which could enjoy more f un and cost less. Thus, my main audience is the group of tourists at age 18 to 40 years.
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C H I N A L E S S T R AV E L E D
88% of people search for travel information on Internet and 86% of backpackers are influenced by travel reviews or feedback on websites. [ Possible Deliverables ] Through the research, I found that the Internet has played an important role for tourists in searching for travel information. So I want to create a website and a mobile app as main deliverables to provide people with a bridge to find their personal guides, directly contact with locals and customize their trips. Local insiders could show the wonders of their hometown to foreign tourists , which is far beyond than what they can find in ordinary guide books or general travel websites. Via this online platform, locals can offer wide various authentic and area-specific experiences for visitors. Besides, campaigns and advertisements will be also designed to help people recognize my project and guide them in how to access it. The whole brand identity of the project is created to build up a better image of China’s Tourism Industry.
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A N E A S Y W AY T O T R A V E L I N C H I N A
ONLINE PLATFORM
Website
Mobile App
CAMPAIGNS
Posters
Advertisements
Billboards
SWAG
Postcards
Stationery
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C H I N A L E S S T R AV E L E D
TO ACHIEVE BETTER INTERACTION BETWEEN FOREIGN TOURISTS AND LOCAL COMMUNITIES WHEN TRAVELING IN CHINA, I INTEND TO CREATE AN ONLINE PLATFORM TO SUPPORT TOURISTS IN LOOKING FOR THEIR TAILORED GUIDES AND PERSONALIZING THEIR TRIPS.
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PROJECT
01
02
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A V E L 0I N8 C H I N 0 4A N E A0S5Y W AY 0 6 T O T 0R 7 0 A9
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[ Chapter ]
EN ROUTE T HE DE S IG N P R O C E S S
[ Importance ]
Design process will save a lot of time and energy and most importantly help the designer produce more samples for revision in a short time. It would not only help me achieve the goal of my design but also improve the quality of final work. The process includes brainstorming, repeated sketches and refinements. During the process, critiques and suggestions from instructors and classmates really helped me to improve my thesis project. In this part, I will show my ways of thinking and working. The whole process will explain about the concept and design in visual aspect.
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[ Timeline ] Before the design part, a timeline was made to help plan my work process step by step. It was modified to match my real situation whenever necessary.
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A N E A S Y W AY T O T R A V E L I N C H I N A
The design of my project logo should represent the essence of China. [ Meaning of the Title ] My thesis project is named China Less Traveled. First of all, it is related to China’s cultural tourism. Then, Less Traveled comes from the poem The Road Not Taken, Robert Frost said, “I took the one less traveled by, and that has made all the difference.” As the same, Less Traveled here means that traveling on the path which is not taken by people frequently.
[ Meaning of the Mark ] I want to design a mark containing the code of China, which could be clearly recognized by foreign travelers when they use it. Finally I’ve found a Chinese character “YI”, meaning easy and simple in English, and one of China’s symbols—The Great Wall as my design inspiration. I combined these two elements to creat a final logo of my thesis.
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Chinese character “YI”—Easy, Simple
Symbol of culture—The Great Wall
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[ Logo Sketches ]
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C H I N A L E S S T R AV E L E D
X 3.5X
0.75X
0.5X
0.75X 0.75X
4.5X
0.75X 0.75X X
1.25X
1.25X
4X
7.25X
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6.75X 1.125X
10.75X
8X
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J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
The choice of typeface and color should be matched to the concept and feature of my thesis project. [ Type and Color ] The logo font was created by me from the base font of Bariol. It’s a kind of rounded ty pe which is matched to the round strokes of the logo mark. Thus, I also want to choose a rounded sans-serif as my brand font to go with the logo type. Dosis is a rounded sans-serif ty pe family. It brings a feeling of soft and smooth. The mission of my thesis project is to help foreigners find their personal local guides when they travel in China. And the Dosis font looks quite friendly and happy. The colors, red and yellow, could be regarded as “China’s colors”. They can be seen at the Forbidden City, the flag of China or the majority of traditional festivals. My thesis project is specific for China’s cultural tourism while these colors can remind foreign tourists of China.
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A N E A S Y W AY T O T R A V E L I N C H I N A
[ Dosis Typeface ]
0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz [ Color System ]
C/010 M/100 Y/100 K /025 R/172 G/022 B/027
C/000 M/090 Y/085 K /000 R/239 G/065 B/05 4
C/000 M/035 Y/100 K /000 R/252 G/175 B/023
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C H I N A L E S S T R AV E L E D
[ Video Sketches ] At first, I wanted to make a video to describe the whole story of my thesis and display how the website works. However, the production of the video didn’t go smoothly. It wasn’t a necessary deliverable but I spent a lot of time on it. Thus, I decided to give up it.
PAG E / 0 5 8
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A N E A S Y W AY T O T R A V E L I N C H I N A
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C H I N A L E S S T R AV E L E D
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C H AP T E R 0 3 / E N R O U T E
A N E A S Y W AY T O T R A V E L I N C H I N A
[ Website Flowchart ] Sometimes it’s more effective to visualize something graphically than it is to describe it with words. The flowchart of my website explains the contents and how the website works clearly through symbols and text. Using the flowchart could help me to build the frame of my website.
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J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
PAG E / 0 62
C H AP T E R 0 3 / E N R O U T E
A N E A S Y W AY T O T R A V E L I N C H I N A
PA G E / 0 6 3
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
PAG E / 0 64
C H AP T E R 0 3 / E N R O U T E
A N E A S Y W AY T O T R A V E L I N C H I N A
PA G E / 0 6 5
J I A H U I Z H U , M FA
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C H I N A L E S S T R AV E L E D
A N E A S Y W AY T O T R A V E L I N C H I N A
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[ Chapter ]
ARRIVAL F INAL DEL IVER ABL E S
[ Benefits ]
My final deliverables include the web, app, promotion campaigns and some accessories. All the design works are used to provide a path to my audience so that they can have opportunities to enjoy the local life and experience the authentic culture in China. This new travel way can bring a win-win outcome. For foreign visitors, local experts have insider connections to help them build their dream trip with all the extras that make it memorable. They can enjoy high quality traveling experience with less cost. For locals, we can connect with different travelers from all over the world; enrich our knowledge and share our beautiful hometown; supplement the income or build a business doing the things we love. Foreign tourists can travel with local insiders and take part in the daily life when they visit China via this new travel program.
PA G E / 0 6 7
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
PAG E / 0 68
C H AP T E R 0 4 / AR R I VAL
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J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
The Website [ chinalesstraveled.org ] The website is the most important deliverable of my thesis project. It is a simple website with powerful function, which can help foreigners find personal guides tailored to their preference. This website is a good assistant when foreign tourists want to visit China. This website can help connect tourists with local insiders. Foreigners just need to answer a few questions, then they can be matched with our certified insiders. Chat, meet up and travel together with locals in China!
PAG E / 0 70
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
PA G E / 0 7 1
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
PAG E / 0 72
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
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A N E A S Y W AY T O T R A V E L I N C H I N A
[ Icons for Different Interests ]
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PAG E / 0 78
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
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PAG E / 0 80
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
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J I A H U I Z H U , M FA
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J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
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A N E A S Y W AY T O T R A V E L I N C H I N A
The Mobile App [ Iphone Application ] The App of China Less Traveled project is designed to support its website, especially for foreign tourists when they are in China. People can use the website to browse interesting experiences and find their personal guides before they come to China. However, when they are in China,the mobile app is more convenient than the website. Tourists can modify their trip and pick new guides according to their real travel situation.
PA G E / 0 8 5
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
PAG E / 0 86
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
PA G E / 0 8 7
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
PAG E / 0 88
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
PA G E / 0 8 9
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PAG E / 0 90
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
PA G E / 0 9 1
J I A H U I Z H U , M FA
PAG E / 0 92
C H I N A L E S S T R AV E L E D
A N E A S Y W AY T O T R A V E L I N C H I N A
PA G E / 0 9 3
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
Posters Series [ Promotional Ads ] I designed a set of posters as my campaigns. Each of posters describes an interesting travel experience in China. The key word is “Find�, which emphasizes the the concept of my thesis project, helping foreign tourists find their personal guides. And the design idea came from the frames of Polaroid photos. There are six different stories, three posters in horizontal version and three in vertical version. As all kinds of advertisement displays, the location is always important. Therefore, I would like to put our posters on buses, bart stations and airports, where they may catch our potential customers more efficiently.
PAG E / 0 96
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
TRADITIONAL CULTURE CENTER, CITY OF BEIJING
Donald wanted to find classes for the traditional Chinese fan dance. So he found us. OUR PATH MAKES ALL THE DIFFERENCE. Discover more at chinalesstraveled.com
THE GREAT WALL, CITY OF BEIJING
Lisa and her friends wanted to find their own spot on the Great Wall. So they found us. OUR PATH MAKES ALL THE DIFFERENCE. Discover more at chinalesstraveled.com
PA G E / 0 9 7
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
PAG E / 0 98
C H AP T E R 0 4 / AR R I VAL
A N E A S Y W AY T O T R A V E L I N C H I N A
PA G E / 0 9 9
Discover more at chinalesstraveled.com
OUR PATH MAKES ALL THE DIFFERENCE.
Natalia wanted to find a baby panda. So she found us.
PANADA RESERVE, CITY OF CHENGDU
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
PAG E / 10 2
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PA G E /1013 05 PAGE
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C H I N A L E S S T R AV E L E D
A N E A S Y W AY T O T R A V E L I N C H I N A
J I A H U I Z H U , M FA
PAG E / 10 8
C H I N A L E S S T R AV E L E D
A N E A S Y W AY T O T R A V E L I N C H I N A
THANK YOU [ Family ]
FAT HE R , MOT HE R , L E I YA NG, Y I YA N , GR A NDP R E S E N T S , A NU T LU, C H A N Y U Z H A NG, GR A C E W U
Thank you for your firm support, understanding and encouragement throughout the course of my master education.
[ Friends ]
T ING Y I Z H A NG, Y UF E I L IU, TA O L I , B E I YA N , Y UH A N S U, K IM A NDR E B OE , M A N JI A Z H A O, Z I JI A N L I , A NDR E C A R NE VA L E A ND OT HE R DE A R C L A S S M AT E S
The last four years at Academy of Art University have been great because of my fantastic friends.
[ Instructors ]
M A RY SCOT T, PHIL H A ML E T T, HUN T ER W IMMER , A RIEL GRE Y, BOB SLOT E , DAV E GOT T WA L D, JIL L B A L L A RD, S T EPHEN A BNE Y
Your expertise guidance, professionalism and brilliance will always be remembered. Thank you for your great help!
PA G E / 1 1 1
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D
BIBLIOGRAPHY *According to my thesis project, some references come from websites in Chinese.
[ Online Resources ]
Statistics of China National Tourism Administration
Foreigners in China
http://vacchina.com/ html/rjy/index.html
http://www.foreignercn.com/
Tourism in China
Preparing for China’s Tourism Boom
http://en.wikipedia.org/Tourism in China
http://www.nytimes.com/2010/12/21/ business/global/21inside.html
Chinese Tourism News
Why I Love the Backpacking Experience
http://www.cntour2.com/
http://dosomethingcool.net/ love-backpacking-experience/
BBC News of Travel in China
About China’s Inbound Tourism( From Google China)
http://www.bbc.com/travel/asia/china
http://travel.sohu.com/20130711/n381269442.shtml
Travel News
China Culture Center
http://travel.chinadaily.com.cn/
http://www.chinaculturecenter.org/cccinfo/aboutus.php
Personal Blog of Travelling in China
Avoiding Common Tourist Scams in China
http://www.china-mike.com/about-mike-lin/
http://www.china-mike.com/china-travel-tips/avoiding-scams/
China to Boost Cultural Tourism
Malpractice of Chinese Tourism(In Chinese)
http://www.chinadaily.com.cn/china/2010-03/21/
http://www.360166.com/news-91479-2.html
Couchsurfing
China in the Eyes of Foreigners(In Chinese)
https://www.couchsurfing.org/
http://goabroad.sohu.com/20121214/n360475461.shtml
Chinese Culture Industry
Why Foreigners Come to Visit China(In Chinese)
http://www.cnci.gov.cn/content/69/
http:// bbs.tiexue.net/post2 _ 3249764 _1.html
A N E A S Y W AY T O T R A V E L I N C H I N A
[ Online Resources ]
[ Books, Essays And Reports ]
2013 Annual Report of China’s Tourism Industry
The Status Quo of China’s Tourism Industry(In Chinese)
http://res.meadin.com/IndustryReport/94162 _1.shtml
Liu Wenhai, Jan 2012
Time to Tell the Truth
China’s Obsession with Foreigners
http:// holeinthedonut.com/2010/09/25/
http://www.vagabondjourney.com/chinas-obsession-with-foreigners/
Safety and Crime in China
National Geographic Magazine(China)
http://www.china-mike.com/china-travel-tips/
No.2-No.11, 2013 No.8-No.10,2012 No.7-No.12, 2011
China: A Difficult Place to Travel
50 Places of a Lifetime in China
http://www.independent.co.uk/travel/asia/
Wang Hui, Dec 2011
Personal Guide to Newyork City
10 Years of Backpacking(In Chinese)
http://www.triplagent.com/
Xiao Peng, Oct 2010
Home Exchange Lets You Travel Like Locals
Live Lecture(In My Hometown)
http://www.cabeau.com/ blog/2013/08/17/
Discuss the Present Status of Cultural Tourism in China Today Wang Caizhong, The director of Tourism Bureau of Changzhou, Jiangsu Province, China
[ Live Chat and Interviews ]
Interviewed some foreign friends and asked them about their impression to travel in China
J I A H U I Z H U , M FA
C H I N A L E S S T R AV E L E D