The Exhibition Mechanisms Of Globalization And Localization In Cultural Heritage Tourism

With the development of economic globalization, tourism is taking a great effecton the tourist destination as a modern way, which reflects on the standardization of touristservices and the homogenization of the destination. But at the same time, local culture isalso constantly presenting resistance by its special forces. With the help of the traditionalcultural renaissance and innovation, localization has been deeply implanted in the touristproducts and facilities, and then opens up the multicultural performance of the tourist desti-nation.It is based on the survey in ancient town of Lijiang, this paper takes the ancient townof Lijiang for example and its tourism inn as carrier, and use the research methods of inter-disciplinary, field survey and Indepth interviews and so on. The writing of this paper willbe divided into two parts: one part, as a representative of the globalization, tourists and theexternal operators through the decorate style, reception mode, service idea, operation back-ground, currency, etc impact the representative of the local——community residents; theother part, the local community residents and the government, the attitude for the touristsand the operators, the attitude of local is how to face the the effects of globalization.This paper analyzes the organization of the development history of ethnic culture inLijiang, the relationship between the teahorse road and the formation of Lijiang residentinn and the relationship between the Lijiang tourism and the evolution of resident inn indetail.And focuses on the dis-tribution, types and culture attribute of resident inn in anci-ent town of Lijiang. This paper interprets the resident inn culture of Lijiang from its opera-tors, tourists, community reside-nts and local government and other different subje-cts.This paper is based on the relationship which is both mutually contradictory and consulta-tion between the globalizaion and localization, analyzing the different beneficial bodiesunder the background of tourism and probing into its culture performance mechanism. Thispaper discusses the cultural deve-lopment strategy of “harmonious Lijiang”. In the basis ofthe related researrch made the following conclusion:(1) The demands of each subjects is differentResearch shows that the Lijiang ancient town inn carrying the tea-horse road historyhas become an important cultural representation under the background of tourism develop- ment. Different interpretations of the inn culture from operators, tourists, community resid-ents and local government reflect the different demands of current different main bodies inthe process of culture performing. External operators generally accept the "new" culturewhile local operators not; most tourists generally agree with the change while the small pa-rt of them not; local residents are in the contradiction of economic development and endan-gered culture while the local government encourages the cultural innovation based on thetradition.(2) The culture of ancient town is essentially the final result of consultation between globa-lization and localization.The culture performance mechanism of Lijiang tourism is deduced from the ancienttown inn. After "blindly worshiping foreign things", local cultural renaissance and culturalinnovation, Lijiang is at the stage of multicultural fusion. In this period, the ancient townculture shows its multiple aspects: the heaven of petty bourgeoisie, creative culture and ot-her new culture performance are endless. The relation formed by different beneficial bodi-es in the culture performance of ancient town is complicated. Analysis of different subjectsshows that the community residents and external tourism operators representing the localand global forces respectively are competing, doing the cultural reproduction and reconstr-uction. Therefore, the culture of ancient town is essentially the final result of consultationbetween globalization and localization.(3) The cultural diversity development strategy of "harmonious Lijiang"In order to develop the Lijiang tourism continuously, different cultures need to coexistharmoniously in Lijiang and different beneficial bodies need to harmonize the relationshipfurther. Based on the above theory and empirical analysis, this paper finally puts forwardthe cultural diversity development strategy of "harmonious Lijiang", which includes: enco-uraging the cultural protection that takes community as the main body, strengthening thestandardized operation of ancient town resident inn, boosting tourism development andmanagement mode based on the culture protection and promoting the fusion of culturaldiversity, and so on.The perspective of this research is ingenuity, containing the contrast of globalization and localization for the proposition to studies the cultural heritage tourism performancemechanism, this paper regards the ancient town of Lijaing as the multicultural shock, fus-ion stage, in the cultural integration perspective to grasp foreign culture on a local culturecommissioning; at the same time, the formation mechanism of the tourism culture phenom-enon interprets the development process of the ancient of Lijaing, the different faces of theancient town of Lijiang, the heaven of petty bourgeoisie，creative culture and other newculture performance.This research is the reflection and deepening to the cultural acculturation and thetheory of globalization. It shows the important value of the research from the tourismsociological cases and the field, which contributes to solving the current bottleneckproblem of cultural excursion from Lijiang heritage tourism development and provokingnew thinking for the cultural development of heritage tourism destination.