A Study On Tourism Development Strategies Of Intangible Cultural Heritage Of Xiamen City Based On The Symbolic Interaction Theory

With the rapid development of our society,economy and culture,people’s desire for cultural consumption is also growing.Relying on the development of intangible cultural heritage,cultural tourism products are more and more popular among tourists.The protection of the intangible cultural heritage has been highly valued by the state and the governments at all levels.The proper handling of the relationship between cultural tourism and the protection of intangible cultural heritage can promote the sustainable development of the regional social economy.Based on the intangible cultural heritage resources of Xiamen,this paper explores the strategies of tourism development of intangible cultural heritage in Xiamen,in order to provide intellectual support for local governments and tourism businesses.This article from the cultural tourism,heritage tourism,tourism experience,tourism image,the concept of symbolic interaction theory,social role theory,reference group theory,through the methods of questionnaire and interview,semiotics theory analysis of Xiamen intangible cultural heritage resources and tourism development based on the situation.The author analyzes several key problems in the development of cultural heritage tourism from the perspective of symbolic interaction theory,namely the orientation of tourism image,tourism experience,tourism protection and tourism utilization,that the intangible cultural heritage "symbol" as the core in the development of tourism,mining and construction of symbolic significance,select the appropriate vector symbol display,guidance and inspiration tourist participation symbol consumption.The questionnaire and interview based on the data and information,using semiotics theory analysis should deal with the key problems of Xiamen tourism development of intangible cultural heritage,that is to deal with the tourism symbol interaction,tourism image,tourism symbol symbol recognition system,the study on tourist destination heritage symbol collection rules,with suggestions communication media influence of tourism symbol consumption behavior and to enhance the travel experience of emotion,rational use of reference group media program guide tourism from imitation trend,behavior recognition,visual recognition,auditory recognition to strengthen the interaction of tourists and tourism service personnel experience,the transmission of cultural symbols,so as to put forward reasonable suggestions to protect and enhance the Xiamen intangible cultural heritage tourism development of cultural resources.Such as:improve the legal system,standardize the management of development;integration of intangible cultural heritage tourism resources,the authentic and fashion symbol combination,to build the tourism industry chain;combining the symbolic elements of mining tourism value,innovative development model,the depth of development;to explore the value of sign value coupling,strengthen the role of interactive experience;cultivating high quality cultural tourism professional personnel,and puts forward some strategies of Xiamen intangible cultural heritage tourism development.