An Analysis Of The Game Relations Among Multi-Agents In Old Town Of Lijiang Cultural Consumption Market

Old Town of Lijiang was listed in the World Heritage List by UNESCO in December 1997.Later,with the promotion of marketization,the traditional and modern cultural atmosphere converged here,and it gradually became a popular cultural tourism destination in China.In order to better adapt to foreign consumers’ cultural aesthetics,in the initial stage of development,the strategies of the ancient city are as follows:to extract national cultural symbols for modern transformation and processing,introduce leisure and entertainment formats and encourage the migration of the original inhabitants of the ancient city.After a period of development,in Old Town of Lijiang,the scale of cultural consumption continues to expand,the modern consumption industry quietly rises,and the cultural consumption market has also been nurtured and developed.However,in this process,the cultural consumption market of Old Town of Lijiang gradually revealed many difficulties that should be paid enough attention to.On the one hand,the leisure and consumption space of local residents is gradually squeezed;It is difficult to release the local cultural consumption demand;consumers’consumption demand for national culture has also been weakened by modern consumption patterns.On the other hand,the cultural consumption demand of local residents and foreign consumers can hardly be coordinated,and the cultural consumption space of local and foreign countries is also separated.Old Town of Lijiang,as a world cultural heritage,not only needs to be used to improve the local economic situation,promote industrial upgrading and economic development,but also more importantly to meet people’s cultural consumption needs,reflecting its cultural value and social benefits.At this level,it is particularly important to highlight the local cultural characteristics of Lijiang,nourish consumers with excellent national cultural products and promote the healthy development of cultural consumption.In this paper,the purpose is to solve the dilemma of Old Town of Lijiang’s cultural consumption market and make further reflection on the overall development of Old Town of Lijiang’s cultural consumption.Firstly,the relevant concepts and research boundaries involved in this paper are defined,and the current situation and dilemma of Old Town of Lijiang cultural consumption market are systematically sorted out.Secondly,from the perspective of multi-subjects of cultural consumption market,this paper considers that different interests will be demanded by different subjects based on the dual attributes of cultural consumption market,and then makes an empirical analysis of the interests of government departments,operators,local residents and foreign consumers.Thirdly,different interest demands make the subjects have complex relations with each other.This paper analyses the game relationship of each subject by introducing the theoretical tools of game analysis.On this basis,some thoughts on the development of Old Town of Lijiang cultural consumption are put forward.