The Functional Mechanism Of Cultural Heritage In The Construction Of Tourism Image Of Heritage Sites:the Mediating Role Of Field And Habitus

The important role of cultural heritage in tourism image of heritage sites has been recognized by both theoretical and practical circles.However,there is still a lack of systematic theoretical discussion on the role of cultural heritage in the process of constructing tourism image of heritage sites,such as the process,changes and results of its role.Taking the role of cultural heritage in the construction of tourism image of heritage sites as the core research content,based on the field theory,habitual theory and tourism image theory,and taking Lijiang,Fenghuang,Dali and Yangshuo as examples,this paper studies the role of cultural heritage in the construction of tourism image of four cases in different periods by using cross-case study method,and finds out that culture plays an important role in the construction of tourism image of four cases.Heritage in the construction of tourism image in heritage sites has gone through the authentic stage,official stage,commercial stage and alienation stage.With the successive participation of local residents,government,businessmen and tourists,they rely on the intermediary role of cultural heritage to form their respective fields in the game,and the dominant subject's culture will form corresponding habits in the field,and then become accustomed to it.This paper summarizes Xi's formation of tourism image of heritage sites in this stage,and draws the following four conclusions:(1)Cultural heritage influences the construction of tourism image of heritage sites through fields and habits;(2)Cultural heritage plays a leading role in the construction of original image and official image;(3)Cultural heritage plays a "foil" role in the construction of commercial image and alienated image;(4)The decreasing role of heritage and the increasing market power lead to the irreversible trend of alienation of tourism image of heritage sites.?This paper attempts to summarize and supplement the research on cultural heritage and tourism image,and explore the role of cultural heritage in the construction of tourism image theoretically.From a new perspective to build a reasonable research framework,and reveal the role of cultural heritage in tourism image construction and how to build and build the process.