The Deconstruction And Remodeling Of Hui'an Women's Image Under The Tourism Gaze

As the key attraction and cultural carrier of folk culture tourism,the wedding customs,beliefs,costumes of Hui'an Women have attracted wide attention,Now,Hui'an women's image has become the tourism business card of Quanzhou and Fujian Province.Especially in Fujian province Culture and Tourism Department,the city's official website and micro-platform have fully displayed the image of Hui'an women.Movies,TV dramas,documentaries,songs,dance works,poems and photography works are numerous featuring Hui'an women.However,when the author walked into the areas of Hui'an women,which is,the case of this article,Xiaozuo town,Jingfeng town,Chongwu town,Shanxia town in Quanzhou,Fujian province.The author found that the folk culture that represented by Hui'an women has been faded from people's memory,there is almost no one wears this Hui'an womens traditional costumes of the region,which was the most interesting part for tourists,the most attractive costumes and included in the provincial intangible cultural heritage.Even some locals considered it as a symbol of backwardness,feudalism,conversely,the Hui'an women's folk culture of tourism goods,souvenirs can be found everywhere.At the same time,based on the early investigation of the local government,the author found that they take pride in the local Hui'an women folk culture and take it to develop cultural tourism business.This phenomenon has aroused the author's reflection: Why there is such a large contrast and contradiction of Hui'an women's image in the eyes of tourists,locals and government departments,and where this contrast and contradiction is from? How to reconcile it,so as to promote the development of folk culture tourist destination.This paper uses the interdisciplinary research method,such as network search method,grounded theory research method,field investigation method and AIDA model evaluation method based on the theory of tourism gaze,the theory of tourism front and back desk,the semiotics theory and behavioral geography.This study analyzes the images of Hui'an women in their respective horizons from three angles(that is,tourists,locals and the local government),and tries to explore the contradictions and causes of Hui'an women's images from the perspective of multiparty gaze.On this basis,this paper puts forward some suggestions on the reconstruction of Hui'an women's image to mediate the contradiction of tripartite gaze,combining with the life cycle theory of tourist destination and aiming at the possible threats to the future development of Hui'an women's image according to the role of Hui'an women's image in different stages of local tourism.This is not only conducive to enhancing the local cultural self-confidence and cultural identity,but also can meet the needs of modern tourists,and promote tourism destination to rebuild a good image.