A New Paradigm for City Image from "Static Symbols" to "Enterable Narratives" under the Perspective of Cultural and Tourism Integration

Abstract

Under the dual influence of the national cultural-tourism integration strategy and the emerging experience economy, traditional city branding paradigms reliant on landmark architecture and visual symbols are showing their limitations. From a design perspective, this paper proposes a new paradigm shift from "static symbols" to "enterable narratives." By analyzing the fundamental differences between the "viewing" and "entering" modes, we construct a design approach that restructures urban space through a "narrative grammar." This methodology translates urban environments into perceptible, participatory, and resonant three-dimensional storyfields through narrative design. The research aims to provide concrete design strategies and forward-looking insights to facilitate the transition in city image design from "visual communication" to "experience creation."