Research On The Symbolic Construction Of The Tourism Image Of Ancient Village

The ancient village is not only the material carrier of Chinese excellent traditional culture,but also the witness and crystallization of the development of farming culture.The 19 th CPC National Congress put forward the "Rural Revitalization Strategy",which instigated a new opportunity for the establishment of a beautiful countryside.However,under the background of rural revitalization,the development of ancient villages is faced with practical problems and has received widespread attention.General Secretary Xi Jinping has mentioned the relationship between "Chinese story" and "nostalgia" many times.Experts and scholars have made a further study on the connotation and extension of nostalgia and the cultural revitalization of ancient villages in their rich works on the theoretical connotation and practical significance of Xi Jinping’s discussion on nostalgia and the protection,inheritance and utilization of ancient villages.The contents of residential architecture,folk customs and life style in ancient villages have given birth to profound symbolic culture,constructed multiple tourism images of ancient villages,and awakened the audience’s inner "beautiful nostalgia" with green ecological livability as well,and all of them will promote the tourism development of ancient villages and the protection and development of ancient villages.On the basis of the Semiotic Theory,this study adopts the research methods of literature research,case analysis and field investigation,and takes the special feature film "the Story of Wangjiachan village" as an example to explore the process from "signifier" "signified" to "indication".Through analyzing the symbols which are used to construct the tourism image of ancient villages,the film tells the vivid practice of Wangjiachan’s beautiful rural construction.First of all,this thesis makes it clear that the theme content of the feature film,and sorts out a variety of symbol elements in the ancient village and the presentation context of the two symbol types of original ecological landscape symbols and social-cultural symbols in the ancient village.Secondly,through the analysis of the symbol construction characteristics and representation significance of the visual cultural product "stories in the Wangjiachan village",this thesis probes into the symbol construction process of the tourism image of the ancient village,excavates the problems existing in the current development of the ancient village,and then puts forward the optimization strategy as well in order to serve the protection and development of ancient villages.The use of visual symbols to build a profound visual image and gives the audience a cultural feast,which meet the audiences yearning and needs for the tourism image of the ancient village.Finally,the thesis puts forward some thoughts on the film and television presentation of the ancient village from three aspects: the construction effect of the authenticity of the ancient village symbol,the defect of the construction of the ancient village tourism image and the optimization of the ancient village tourism image construction.On the one hand,the purpose of using documentary to analyze the symbolic construction of ancient village tourism image is to expand the vision of the study of ancient village tourism image and improve the development and use of symbolic elements;on the other hand,it also provides an explanatory example for follow-up researches and practices,which will promote the integrated development of semiotics and communication to a certain extent.Furthermore,it helps to tell better stories of Chinese ancient villages,and diffuses the image of Chinese ancient villages internationally.