A Survey Of Cultural Tourism Landscape Symbols In Guoliang Village Of Xin-Xiang City

With the deep integration and mutual promotion of rural culture and tourism,tourism has played an important role in the dissemination of Chinese excellent traditional culture and advanced socialist culture."Promoting literature through tourism and shaping tourism through literature" has become the power source of sustainable development of rural tourism.From the perspective of semiotic theory and social construction,the theoretical logic of the symbol construction of rural cultural tourism landscape and the investigation and analysis of the practice can provide a new perspective for the study of rural cultural tourism.Guoliang Village is located at the southern foot of Taihang Mountain,under the jurisdiction of Shayao Township,Huixian City,Xinxiang City,Henan Province.With the spiritual and cultural connotation of "taking the bull by the horns and daring to explore",it has formed a national 4A level scenic spot with "Guoliang" as the symbol of cultural tourism.This paper takes Guoliang Village as the research object,analyzes the construction of symbols of rural cultural tourism landscape and holds that the construction of symbols of rural cultural tourism landscape should follow the principles of science,system,symbol and recognizability.Symbol construction includes host construction and communication,tourist perception and feedback and other basic steps.Through field investigation,it is found that the symbol connotation of Guoliang Village is the "Guoliang spirit" of local villagers who are brave to explore the dangers and dangers through landscape symbol construction measures such as individual selection,system construction,meaning interpretation and publicity of cultural tourism landscape.On this basis,a questionnaire survey was conducted among 391 visitors,and the data of tourists’ perception of Guoliang Village cultural tourism landscape symbols were obtained.SPSS23.0 was used to conduct statistical analysis and multiple regression analysis on the collected data.The results showed that:Guoliang Village cultural tourism landscape symbols are significantly attractive to young groups due to their unique symbols.Tourists have the clearest perception of the symbol of cultural tourism landscape in Guoliang Village;Rural cultural tourism landscape symbols such as historic streets and traditional houses highlight the local unique cultural connotation;Tourists’ perception of tourism commodities such as cliff cypress and hawthorn derivatives in Guoliang Village is low,while their perception of image cultural tourism landscape symbols affects their willingness to revisit and recommend to a large extent.Based on the above survey results,the following conclusions are reached: unique symbols of rural cultural tourism landscape can attract tourists to interact better;Cultural tourism landscape symbols are more likely to highlight the social symbolic significance;Guoliang Village has not formed a mature tourism commodity symbol system;Indicative cultural tourism landscape symbols have not fully penetrated the rural personality cultural elements.Based on this,the following suggestions are put forward for rural tourism destinations: select the cultural symbols with local uniqueness to construct tourism symbols;Enrich the symbol system of rural cultural tourism landscape;The symbol of rural cultural tourism landscape is built into an organic whole;Build a symbol brand of cultural tourism landscape with "Internet +".