The Role Of Auspicious Symbol In The Event Image

In the perspective of semiotics, auspicious symbol is a symbol that attach humanconsciousness of auspicious to specific things, and through the specific things to express andreflect the concept of auspicious. Auspicious symbol is the product and external performanceof auspicious consciousness. Auspicious symbol is an indispensable element to the event, andthere are different kinds of auspicious symbols, such as totem, auspicious patterns, mascot,and so on.Currently, event research is in the booming stage, but it is still a young research area.Many aspects of event research are at the exploration stage, especially the study of eventimage. Many scholars study on the function of events to the destination image, but few toevent image itself, they ignore the tourists transit their view from event image to thedestination image.This study start from the perspective of semiotics and choose auspicious symbol as theresearch object to analyze the role of auspicious symbol in the event image. At first,designing the normal questionnaire through the analysis of literatures and in-depth interview.Then selecting Guangzhou Polo Christmas Temple Fair as the case to collect date. Finally,using descriptive statistical analysis, variance analysis, factor analysis and structural equationmodel analysis to analyze the date and test the research model and hypotheses.The main conclusions are as follows: the event-goer’s perception of auspicious symbolinclude three dimensions: signifier, signified, commodity; the event-goer’s perception ofauspicious symbol has a significant positive impact on their perception of event image; theevent-goer’s motivation has a significant positive impact on their perception of auspicioussymbol and event image; the auspicious symbol affects the event image from four aspects:showing the folk culture, meeting the spiritual and psychological needs of event-goer,promoting the atmosphere of event, as the attraction of event tourism.