The Semiotic Research Of Festival & Event Tourism

Festival & event (FSE) tourism is the floorboard of festival tourism and event tourism. In recent years, more and more festival & event tourism are being hold everywhere in China, which has frequently brought both economy effects and social effects to the local area and meanwhile has gradually become the focus of the academy. However, the current FSE tourism development exists serious problem: large quantities, huge investment, but low efficiency. For this problem, research semiotic meaning of the FSE tourism, grasp the cultural meaning and social foundation of FSE has a important significance.As an subject focus on communication and symbol, semeiology originated in language and translation studies. The western academia introducing the thoughts of semiotic in tourism research fields began in the early 1970s; and in domestic academia, the same research appears in late 20th century, belong to a new perspective of tourism research. The basic ideas of semiotics that consciousness is a symbol of the process, thinking is a combination of symbols, and transform the regeneration process, this makes the symbol of human knowledge become the medium of things. From this perspective, the tourism process can be regard as a kind of tourists accept external stimulation in the process of symbolic.This dissertation based on related research achievements at home and abroad, and using the method of generalized semiotics, analyzed tourism culture festival for the spread of symbols, tourists in the experience of mechanism and the present situation of the development of tourism festival. And on this foundation, the cultural factors in Qingdao International Beer Festival are analyzed. Through the analysis of cases, this article concluded that the development of festival must pay attention to achieve its culture, to reach cultural authenticity and really walk into real life of local residents to become public holidays.