| The heritage landscape is a symbol of a country and a nation.According to Lefebvre's " spatial triad",the initial value of the heritage space lies in its physical sense of materiality.The material space is material and materialized.In the "physical" space,once the "physical space" is combined with rights,capital,and technology,the heritage space enters the vigorous "Representations of Space" stage and begins to have strong influence and attractiveness.The emergence and prevalence of post-modernism in the 20 th century,people have a strong interest in cultural heritage and the ideological and cultural values they carry,coupled with the increase in consumer demand for mass culture and the psychological appeal of “Nostalgia”,making culture Heritage tourism has gradually become one of the modern lifestyles of people.The combination of "historical space" and "tourism" is the symbolic meaning of the symbol of the heritage landscape in the field of tourism consumption,which makes the construction and representation of the heritage site a major issue.When the tourists are involved in this space,they begin to perceive and experience the cultural heritage space through the human senses.The spatial reproduction is transferred to the spatial practice.The tourist subject begins to deconstruct the space and construct the space.There is a vivid relationship between the host and the guest.This vivid relationship between the subject and the guest is the starting point of this study.In the past studies on cultural heritage tourism,the perspectives were mostly based on the object perspective of cultural heritage sites.Later,some scholars began to pay attention to the perception of cultural heritage tourists.However,few studies can combine object perspective and subjective perspective.In a system,the study of the representation and deconstruction of cultural heritage sites is an important force to promote the value of the ideal cultural heritage tourism experience.Based on this,this study focuses on the influence of both the host and the customer on the value of tourism experience and the mechanism of its formation.This study will be in accordance with three mutually progressive research processes: 1)the interaction between the construction and representation of tourism attractions in the cultural heritage site and the perception and deconstruction of tourists,intended to explore the generation of tourism experiences and Influencing factors;2)The interaction between the perception of tourist tourism experience and the value of tourism experience.It is intended to explore how the dimension of tourism experience value is generated and the impact of relevant experience elements on each experience value dimension;3)classify the tourism attraction system represented by managers according to technical attributes,functional attributes and experience attributes,by means of tourists perception This interediary media relates the influence and function of the relevant attributes of the manager's design representation to the value of the tourist experience,and finally constructs the generation mechanism model of the tourist experience value under the symbolic interaction.In view of the above research problems,this study adopts the paradigm sociology paradigm,with single case embedded research as the strategy,mainly adopts the research method combining the grounded theory and the content analysis method,selects the Xi'an city wall as the case,based on the perspective of both the host and the customer.Semi-structured interviews with intentional sampling and snowball sampling interviewed Xi'an City Wall Scenic Area Managers and tourists respectively,and used Nvivo11 software combined with rooted theory three-level coding to process first-hand interview data,and obtained initial categories and main categories.In order to ensure the trustworthiness of the research,the network text data of Xi'an City Wall Review on the three major network platforms of Public Comment,Cat Tuying and Ma Honeycomb are selected.The content analysis method is used to perform high word frequency statistics on the network text,and the word frequency is encoded and The rooted theory three-level coding performs matching verification,which realizes the coverage and overlap of the initial category and the main category.In the end,the core category is summarized in the initial category and the main category,and the generation mechanism model of Xi'an city wall cultural heritage tourism experience value is constructed.The study found that: the object level: 1)The cultural heritage space's construction is the combination of state,government,tourism developers,planners,scholars and tourism operators,they represent the rights,capital,technology and market of space production,with their power,the off-site Marker of Xi'an City Wall appeared in the form of “mass media”,“festival activities” and “media events”.Their combination as a process of off-site symbol production contributed to the “image” of Xi'an City Wall.2)The symbolic production on the site is essentially the stage of on-site characterization of tourist attractions.The theme,corresponding cultural elements,activities and supporting facilities are the core of this system.System elements can be divided into technical attributes,functional attributes and experience attributes,which represent non-cultural subject goods and services,and products and services that incorporate cultural themes.And all the cultural attributes related to the experience;3)Tourists construct the Xi'an City Wall through the non-site identification information of the Xi'an City Wall and the word-of-mouth communication built by others.This stage is the pre-experience stage of symbolic imagination,that motivate Fantasy and expectation,which has spawned tourism demand and tourism motivation.Through visits,tourists began to symbolize “sighs”,“markers” and “tourists” in cultural heritage space.Tourism attraction perception ultimately manifests as theme perception,atmosphere perception,event perception,authenticity perception,and service perception.They affect the cognitive value,emotional value,recreational value and functional value of the tourist experience.4)The technical attributes,functional attributes and experience attributes generated by the tourism attraction representation based on the theme,elements,activities and service facilities directly affect the visitor's theme perception,atmosphere perception,event perception,authenticity perception and service perception.And the experience perception of these five attribute groups has generated the value of the travel experience.The manager's intention to shape the tourism experience relies on the perception of tourists,which ultimately affects the value of the tourism experience.5)Only when the objective and the subjective achieve positive interaction can build a tourism experience worth recalling and affect the cognitive value,emotional value and leisure of the tourists.Entertainment value and functional value.The innovations of this paper are as follows: Firstly,the perspective of this research is based on the symbolic interaction theory.For the first time in the empirical field,the common point between the experience attribute and the perceived attribute of the tourist is characterized by the manager design and the tourist attraction.Differences and analysis of the reasons for these differences.Secondly,it focuses on the dynamic and contextual tourism experience of the tourists at the micro level and deepens into the value of tourism experience.At present,the research on tourism experience value is still borrowed from the customer value theory,which enriches the value of tourism experience.Theoretical system.Finally,the focus of this study is on the relationship between the tourism experience of heritage sites,the perception of tourism experience in heritage sites and the value of tourism experience.Studying such interactions is not only inspiring for the better design and representation of experience products for heritage site tourism managers.It can also benefit other travel destination experience designers,and ultimately enhance the value of tourists' travel experience,which has both theoretical and practical significanc. |
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