Research On The Internet Communication And Tourist Perception Of Cultural Landscape Symbols In Zhaojun Museum In Hohhot

Since the introduction of semiotics into the field of tourism research,the research on tourism symbols has become more and more concretized.Under the background of integrated development of culture and tourism,the symbolic significance of cultural landscape within tourist scenic spots has attracted much attention.By constructing cultural Landscape symbols with unique connotation,thus shaping and forming individual cultural tourism brand image,it has become an important initiative for many scenic spots to enhance their tourism attractiveness and competitiveness.Hohhot Zhaojun Museum is a national AAAA-level tourist attraction with the theme of historical figure Wang Zhaojun and the culture of "Harmony" based on the site of Zhaojun’s tomb.This thesis takes Hohhot Zhaojun Museum as the research object,combining the theory of tourism semiotics,Cultural Communication and social construction theory,the composition of the cultural landscape symbols of scenic spots includes the reproduction body(scenic landscape),the object(scenic spot)and the interpretation item(cultural connotation of scenic spots).The construction path is divided into six steps: The first step is to dig the connotation of scenic cultural landscape symbols;The second step is to investigate tourists’ pursuit of the connotation of scenic cultural landscape symbols;The third step is to couple the symbolic connotation common to scenic areas and tourists;The fourth step is to encode scenic cultural landscape symbols;The fifth step is to spread the connotation of scenic cultural landscape symbols;The sixth step is for tourists to interpret the connotation of scenic cultural landscape symbols and realize symbolic interaction.Then,by analyzing the information on the official media of Zhaojun Museum through content analysis and field survey,we found that the cultural landscape symbols of Zhaojun Museum include icon cultural landscape symbols,index cultural landscape symbols,convention cultural landscape symbols,and the overall symbolic meaning is the essence of the excellent traditional Chinese culture of "harmony culture" which has been perpetuated for a long time;Zhaojun Museum builds the Zhaojun cultural landscape symbol system by coding tourism landscape symbols,and focuses on the convention cultural landscape symbols that promote the cultural connotation of exchanges and interactions among various ethnic groups on the whole.On this foundation,the visitor recognition and interpretation scale of cultural landscape symbols of Zhaogun Museum was compiled by browsing the relevant literature and drawing on other scholars’ perception scales about the landscape symbols of scenic spots.Questionnaire survey at Zhaojun Museum Scenic Area through a combination of online +offline methods,and 434 valid questionnaires were obtained.And then,the descriptive statistical analysis,the reliability and validity analysis,the correlation analysis and the multiple linear regression were performed on the gained data using tools such as SPSS23.0 and Excel,and it was found that the symbolic meaning constructed and disseminated by the scenic spot from the supply side deviates from the focus of tourists’ perception,and the symbols that have the greatest impact on the overall perception of the visitor was icon cultural landscape symbols.The causes were analyzed as follows:The icon cultural landscape symbols have no meaning,which leads to tourists ’interpretation of the symbolic representation;The index cultural landscape symbols are overly regulated,which causes tourists’ cultural experience to be distorted;The convention cultural landscape symbols lack linkage,which cannot deepen tourists’ cultural cognition.On the basis of the above research,the following adjustment suggestions are proposed for the construction of cultural landscape symbols in Zhaojun Museum of Hohhot:Enriching the narrative way of icon cultural landscape symbols to strengthen tourists ’ sensory stimulation;Strengthening the flexible side of index cultural landscape symbols to enhance tourists ’experience acquisition;Strengthening convention cultural landscape symbol linkage to improve tourists’ exploration enthusiasm.