| Rural industry is the top priority of rural development.In recent years,the development of rural tourism has become the consensus of some resource-deficient villages,and "Internet+ rural tourism" has become an important development mode.In this context,there are a number of "Web-star villages",hoping to use the effect of "Web-star" to promote the sustainable development of the village,what is the "Web-star village" ? What are its characteristics? How does it work? What kind of development can it bring to the countryside?Based on the above problems,this study takes "J Village",a mature Web-star village,as the research object,conducts in-depth research on the development process,management system and rural tourism status quo of J village,interviews and surveys the village committee members,business owners and tourists of J village,and introduces the tourism symbol consumption theory on the basis of this empirical study.From the three aspects of the construction of tourism symbols,the dissemination and promotion of symbols and the interpretation of symbols by tourism consumers,this paper makes an in-depth analysis of the operation mechanism of "Web-star village",clarifies the relationship among the village,the network and tourism consumers,and finds that:First,in terms of the construction of tourism symbols,the main body of the village is the starting link of the whole tourism information communication chain,and also the defining body of the symbol.The tourism resources and tourism value of the village are the basis of the construction of the tourism symbol.On the basis of the integration of its resources,the village forms the symbol of "Guanzhong impression experience place" and constructs a relatively complete image of the village.So that consumers have a preliminary perception of the tourist destination.Second,in terms of symbol communication and promotion,the arrival of the Internet era has greatly changed the way people collect information,and the multi-directional communication of tourism information has become a reality.Under the joint action of mainstream media,we media and network groups,the public opinion has endowed J Village with the symbol of "Web-star village".The "Web-star" symbol,with its own aggregation and consumption effect,further stimulates consumers to generate tourism motivation,bringing more popularity to the village.Third,consumers decode the symbols of tourist destinations through tourism actions,which are divided into functional consumption and emotional experience.The decoding process is also the process of forming their own tourism experience.After the tour,tourists will upload their photos and travel experience to the social network to realize the reproduction of meaning and deepen the symbolic image of the village.Such sharing will also become the source of information for other potential tourists.With the positive feedback of information,a new round of tourism consumption practice may be triggered.Generally speaking,"Web-star village" is formed under the interaction of village,network and consumers.The tourism behaviors of consumers not only further shape the symbol of "Web-star",but also react on the construction of villages,further enrich the tourism forms of villages,and promote the reproduction of Web-star tourism destinations.Although "Web-star village" can bring help to rural economic growth and promote the promotion and communication of villages,it can not be taken as a shortcut to village development.Although tourists will have the desire to travel because of "Web-star" label,the content of their tourism consumption still depends on the material and cultural basis of the village itself.In this aspect,"Web-star" is only a superficial and decorative expression.Therefore,rural tourism should focus on strengthening its local characteristics and tourism value.At the same time,it is also necessary to make good use of network tools to strengthen publicity and promotion.Only in this way can "Web-star village" achieve sustainable development. |
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