Optimization Of Tourism Value Chain Based On Cultural Symbols

Tourism is a practical activity of symbolic significance.All actors in the tourism field transform,dominate and control about the cultural symbols,so as to obtain the cultural power and maximize their economic benefits.With the rise of smart technologies such as big data,artificial intelligence and 5G,the proportion of people’s consumption and experience of symbols is increasing.According to Saussure,a structuralist linguist,any symbol is composed of "signifier" and "signified"."Signifier" refers to the image of the symbol itself,and "signified" refers to the concept reflecting the representation of meaning.In the era of intelligent media,people pay more attention to the sense of interaction and experience with cultural symbols in the process of tourism.The optimization strategy of tourism value chain should run through the whole process of production,dissemination and consumption in the tourism market,and obtain the social value recognition through the way of cultural commercialization and symbol capital reproduction.Through the production of cultural symbols and the consumption of tourism experience,the tourism value chain forms a cultural symbol production system centering on the representation of tourist attractions from inside to outside.The generation and expression of cultural power and their interaction promote the transformation of cultural capital and other capitals.Therefore,cultural symbols have great significance to the evolution and upgrading of tourism value chain.At the same time,value chain and its related theories are widely used in various industrial sectors(especially enterprises),but tourism does not have a stable and continuous internal value chain process like most industries.Therefore,there are few researches on tourism value chain both domestic and foreign.In this paper,the research object is the tourism value chain relying on an industrial cluster with cultural tourism activities as the core.At present,many sociologists believe that China has entered a consumptive society,and the characteristic of paying attention to "symbolic value" is increasingly obvious and widespread.Therefore,the pursuit of "symbolic value" is also the product of the consumptive society.Under the dual roles of the rapid development of digital economy and the rapid growth of tourism,tourism consumption level generally needs to be improved,and consumers pay more attention to the "symbolic value" of tourism destinations.Therefore,the isomorphism of cultural symbols in tourism value chain is in accord with the development of domestic tourism.A series of important questions that are rarely studied are,what are the key elements to promote the integration of cultural and tourism industries? Are tourism consumers attracted by the culture in the tourism field? Do they learn history and culture through tourism activities? How to enhance the tourism value Chain in the context of Digital economy? From the perspective of cultural symbols interaction in tourism field,this paper focuses on testing whether cultural symbols enhance the cultural rights during the process of generating tourism value and maximize the benefits,to explore the role played by cultural symbols in the process of generating tourism value chain.Cultural symbols and digital technology will be combined in tourism activities to create an intelligent environment for the optimization of the tourism value chain.After symbolic producting in the tourism field,the culture is implanted into the intelligent environment of the optimization of the tourism value chain,it can not only explore the mechanism behind the increase of the dissemination scale of cultural symbols,but also interpret the high-quality development of the tourism value chain.Generally speaking,in the higher quality tourism value chain,culture runs through all links of supply,channel and demand from symbolization and symbol production,which consumers’ cognition and exploration often represent higher value output.To sum up,the question needs to study are whether the interaction of cultural symbols has optimized the composition of the current tourism value chain,and explore the interaction evolution of cultural symbols in the process of tourism.Firstly,the interactive evolution model of cultural symbols is constructed,the role of cultural symbols in tourism value activities is discussed,and the theoretical proposition is put forward.Then,the text and visual text are used to verify and analyze.The findings are as follows :(1)the evolution of cultural symbol communication in tourism field is a series of complex adaptive processes;(2)In the tourism field,there is an interaction between the Living Agent of Knowledge(human)and Inanimate Agent of Knowledge(cultural symbol);(3)The Inanimate Agent of Knowledge(cultural symbol)in the tourism field has a positive impact on the symbolic image representation;(4)Tourism experience value output includes cultural symbol transfer and consumer cognitive learning.Therefore,as components of the tourism value chain,the interaction and evolution mechanism of cultural symbols needs to be guided by a more mature systematic methodology.The theory of complex adaptive system opens a new space for the study of tourism value chain from a new perspective of self-adaptation.Compared with the traditional static algorithm to find the optimal solution under certain constraints,the theory organically links the micro and macro,which can better understand the generation and evolution of tourism value chain.Secondly,this paper draws on the classic ideas of Porter,a famous management scientist,to construct the tourism value chain,puts forward the theoretical proposition,and then uses the Delphi method for verification and analysis.The results are as follows :(1)the tourism value chain is reconstructed by Lagrange multiplier method to maximize the profits of tourism enterprises and optimize the allocation of cultural resources;(2)The key influencing factors of Dunhuang tourism value output are verified by Structural Equation Model(SEM);(3)Design an intelligent interactive environment for cultural symbols to upgrade the concept verification for the cultural and tourism industries;(4)Reconstruct the tourism value chain in the digital era to optimize and upgrade the industrial value.Based on this,this paper will analyze the composition of tourism value chain under the background of cultural and tourism integration from the perspective of semiotics,reconstruct the tourism value chain in the digital era,and on this basis,take Dunhuang as a case to construct an intelligent conceptual model of tourism value chain optimization in the digital era,which will be divided into the following seven chapters for research.Chapter 1,with the rapid development of the integration of culture and tourism in the digital era,this paper proposes a research question.Chapter2,with the help of Citespace visualization software,conducts literature analysis of relevant research,and establishes the interdisciplinary nature of cultural symbol research and the research context of tourism value chain optimization through the research status at home and abroad.Chapter 3,put forward the research hypothesis based on the theoretical foundation.Chapter 4,based on the theory of cellular automata,analyzes the evolution process of cultural symbols in tourism field,and plans to bring symbol production into the value chain research system.At the same time,clustering algorithm is selected to carry out Dunhuang tourism related web text mining.Chapter 5,the construction of the tourism value chain is verified by Delphi method,and the Lagrange multiplier is used to optimize the tourism value chain in order to achieve the optimal allocation of resources in the tourism field.Chapter 6,taking Dunhuang as a case,the influencing factors of tourism experience value are empirically tested through questionnaire survey,and the intelligent mobile environment design of informal learning of cultural symbols is discussed in the tourism field evolutionary automata system.Chapter 7,to form the tourism value chain optimization management enlightenment.The possible marginal contribution of this paper is reflected in the following four points:(1)It verifies the role of cultural symbols in the output of tourism value.The theory of cellular automata is used to simulate the symbolization and symbolization production of culture in tourism field,which ensures the consistency of tourism value chain modeling.(2)Integrate symbols into the value chain analysis framework.The analysis of cultural communication and tourism management is related to realize the theoretical leap from micro analysis to macro analysis.(3)Dynamic construction of Dunhuang cultural tourism value chain.The concept model of Dunhuang tourism intelligence development is designed to provide practical reference for "promoting tourism with culture" in the digital era.(4)Make suggestions for the optimization of tourism value chain from macro and micro perspectives.This study puts forward suggestions on digital optimization and field transformation of Dunhuang value chain to provide digital solutions for Dunhuang tourism development.This study puts forward suggestions on the optimization of the internal and external value chain of tourism enterprises,to expand the space for maximizing the profits of tourism enterprises.This study puts forward the top-level design suggestions of tourism value chain optimization to provide system deployment support for various construction tasks.This study puts forward suggestions on symbol communication in the optimization process of tourism value chain to provide intelligent media upgrading for the isomorphism of cultural symbols and tourism value chain.