The Placeness Construction And Humanistic Response Of Ethnic Characteristic Blocks From The Perspective Of Semiotics ——A Case Study Of Gage Ancient Alley In Thousand Miao Villages Xijiang

Baudrillard points out that the contemporary society has been transformed from the functional consumption of things to the symbolic and cultural consumption of symbols.Under the background of economic globalization,the capital power constantly pursues the symbolic regional culture,which can not be copied to other places of the symbol,has become the placeness that is different from other places.However,in the tide of globalization,placeness has been disintegrated and even disappeared under the influence of capital power,which leads to the crisis of homogenization,and the tragedy of“No characteristics” in places,such as Mcdonald’s,Disney,Shopping mall.Therefore,more and more humanistic geographers have begun to pay attention to the study of socio-cultural reconstruction based on place significance.Many scholars began to pay attention to the specific and subtle space closer to the daily life,and studied its formation mechanism,change process and influence effect.In modern society,ethnic characteristic blocks have gradually evolved into a cultural complex with multiple meanings under the influence of globalization forces,including complex social spatial phenomena that can cover multi-disciplinary discussions.They are typical micro carriers to explore the rich social implications under cultural globalization.However,the current construction of ethnic characteristic blocks seems to be limited to the capital’s top-down implantation of a large number of place symbols,the simple pursuit of the improvement of the material environment,the improvement of economic benefits,the creation of the image for the block,lacking deep-seated reflection on the connotation of ethnic culture and humanistic attention to residents and tourists.Ethnic characteristic blocks have appeared a homogenization tragedy,becoming a "Centralized selling place for small commodities" "Space to display national symbols",resulting in the loss of residents’ collective memory and place identity,and making the tourists’ just get superficial experience in real national characteristics.So,through the “Symbolization”to create a “Characteristic block”,whether it really has “Characteristics”? Or is it a simple list of symbols? This is an issue worth exploring in depth.How do residents and tourists feel about this“Top-down”creation of place space? Further discussion and study are necessary.Therefore,based on the place theory and from the perspective of semiotics,this paper takes Xijiang Thousand Miao Village’s Gage Ancient Alley as a case to apply the relevant theories and research methods of sociology,anthropology and human geography,on the basis of literature collation and field investigation,this paper analyzes the place structure of Gage Ancient Alley by qualitative research method,and discusses the response of residents and tourists to the place structure by quantitative research,on this basis,the author puts forward some suggestions on the tourism development of ethnic characteristic blocks.The findings suggest:（1）The main body of the placeness construction of Gage Ancient Alley is the tourism developer,which constructs the place characteristics of the ethnic blocks from three aspects: the material symbol,the spiritual symbol and the institutional symbol.（2）In the study of the relationship between residents ’ placeness perception,place attachment and tourism support,residents’ perception of spiritual symbol can directly influence tourism support,and can further influence tourism support through place attachment as an intermediary;However,residents’ perception of institutional symbol and material symbol can only affect tourism support through place attachment.Residents’ perception of institutional symbol,spiritual symbol and material symbol all have significant positive effects on place dependence,but only spiritual symbol perception has significant positive effects on place identity.Both place dependence and place identity have significant positive effects on tourism support.（3）In the study of the relationship between tourists’ placeness perception,tourism satisfaction and tourism consumption behavior,tourists’ perception of institution,spirit and material symbol can directly affect their tourism satisfaction;Tourists’ perception of spiritual symbol can directly affect the intention of tourism consumption behavior,and tourists’ satisfaction can directly affect the tourism consumption behavior.The test result of intermediary effect is as follows: Tourist satisfaction does not play an intermediary role in the influence of material symbol on tourism consumption behavior,however,it plays an intermediary role in the influence of spiritual symbol and institutional symbol on the tourism consumption behavior.（4）From the perspective of residents’ and tourists’ perception of placeness,the residents’ and tourists’ perception of the placeness at the Gage Ancient Alley is stronger,which reflects the success of the tourism developer in building the placeness of Gage Ancient Alley,and can be perceived by residents and tourists.