Optimization of Visual Identity of Wuyi Mountain Cultural Heritage Brand Based on the Kano Model

Abstract

As a World Cultural and Natural Heritage site, Wuyishan’s brand visual identity system (VI) plays a crucial role in
showcasing its cultural value and attracting tourists. This paper takes user perception as its starting point, and based on the three-level cultural theory model, extracts three dimensions—functional experience, visual foundation, and cultural symbols—to construct an analytical framework. An empirical study is conducted using a questionnaire survey combined with the Kano model. The results reveal the priority of different user needs in VI optimization and verify the applicability and effectiveness of the Kano model in optimizing the VI of cultural heritage brands. Furthermore, this research provides new paths and references for Wuyishan’s cultural dissemination and tourism brand building in the new era.