Research On The Language Landscape Of Ancient Town Tourism From The Perspective Of Scene Theor

Under the background of the rise of consumer culture,culture and art have become new consumer goods and popular objects.Mass tourism consumption has also begun to shift to the direction of experience and culture,paying more attention to the sensory pleasure and spiritual pleasure brought by tourism,which is the desire for high-quality tourism experience.Tourism language landscape is the cultural carrier and the most direct cultural expression of the tourist destination,and the primary symbol resource for tourists to carry out visual consumption.The unique tourism language landscape not only carries the profound historical and cultural deposits of the destination,but also provides freshness and sense of reality for the newly arrived tourists,thus shaping the tourist experience.As a place where culture and tourism are deeply integrated,it is of great value and significance to study the tourism language landscape of ancient towns.As the first historic town in Shanghai,Zhujiajiao Ancient Town takes it as the practice object of tourism language landscape research,which can provide reference for the development of the same type of ancient town.In the study of ancient town tourism language landscape,this paper introduces the scene theory and divides the study of ancient town tourism language landscape into three dimensions,namely "physical dimension","cultural dimension" and "experience dimension",based on the analysis of the element composition,dimension construction,influence factors and scenario-based development path of ancient town tourism language landscape.Then,it makes a concrete analysis of the ontology of language landscape,the cultural connotation it carries and tourists’ perception of language landscape.First of all,the study of ancient town tourism language landscape under the "physical dimension" focuses on the language landscape ontology,that is,the content directly presented or expressed by the tourism language landscape,including the type and combination of codes,the type and orientation of codes and signs,the style of inscription,the placement of signs and the expression of information.Through field investigation,it is found that the tourism language landscape of Zhujiajiao ancient town includes four codes and seven combinations of codes,which shows its high language service ability and can meet the needs of tourists from many countries to absorb information.In the type of code signs,the private language landscape composed of shop signs accounts for a large proportion,reflecting the prosperous commercial forms of the area;In terms of inscription style and signs,ancient traditional fonts such as regular script,running script and official script are mostly used in inscription.The color is mainly golden and mostly relies on wood materials,which not only increases the beauty of signs and signs,but also echoes with the cultural atmosphere of the ancient town,achieving a mutually beneficial effect.In ancient towns,signs are mainly placed in de-contextualized and scene-oriented places.In terms of information expression,the information function of tourism language landscape is divided into indicator function,behavior regulation,interaction function and cognitive function.Secondly,the study of tourism language landscape under the "cultural dimension" is based on the symbolic function,and analyzes the hidden language power,status and language ideology,and the image and positioning of ancient towns.In terms of language power,Chinese has an absolute superiority,which fully demonstrates the respect for the status of the national common language.In terms of social status and identity,the differentiation degree of shop signs in the ancient town is not very high.Except for some high-end teahouses,due to their high added value of service,the consumption level or status of tourists is differentiated.In terms of the image and positioning of the ancient town,buildings,river ports,teahouses,stone Bridges and pavilions and other landscapes always show the ancient style of "Jiangnan Water Town",render the cultural atmosphere of the town and enhance the tourists’ experience.Moreover,the tourism language landscape under the "experience dimension" is mainly to analyze tourists’ perception of language landscape.Qualitative research method is adopted to conduct node coding on the collected photo samples.The research results show that tourists have the highest and most obvious perception of architecture,water and characteristic traffic in the ancient town.The perception of artistic works,life scenes and some couplets inscribed inscribed plaques is low.It shows that characteristic architecture is the most prominent and main landscape culture in Zhujiajiao Ancient town.Small Bridges and water people,whitewashed walls and thousands of buildings in Ming and Qing dynasties stand by the water,which form a strong visual impact on the new tourists and leave a deep impression,and also fully demonstrate the charm of Zhujiajiao Ancient town as a water town south of the Yangtze River.Finally,based on the above research results,this paper puts forward relevant optimization suggestions for scenization of ancient town tourism language landscape from various dimensions.The development of tourism language landscape under the "physical dimension" should increase the coverage rate of multilingual landscape and broaden the expression dimension.Under the "cultural dimension",the development of tourism language landscape should strengthen the cultural identity of local residents and tourists to language landscape,and enrich the connotation of language landscape.The tourism language landscape under the "experience dimension" strives to boost the cultural experience atmosphere with the characteristic landscape and improve the tourists’ experience.The three dimensions work together to actively improve the development status of tourism language landscape in ancient towns,and finally realize high-quality development of ancient towns.