The Analysis On Baijiu Culture Symbol And Tourism Development Appraisal In Maotai Town,China

Wine culture has a long history in China.People express their feelings,socialize and express their thoughts through wine,which plays an important role in their lives.Liquor,as an important cultural heritage,has not been thoroughly explored.The purpose of establishing liquor cultural symbol system in Maotai town is to explore liquor heritage value,promote cultural dissemination and drive the development of the whole industry.Liquor and tourism are pillar industries of Guizhou province,but the wine tour development is still in its early stage,the related research is less,and by using the theory of semiotics study tourism for many years history,but there is no use of semiotics research precedent,wine tourism is not set up a wine culture symbol system,which is the innovation of this study.In this paper,according to the semiotic theory,the liquor cultural symbol system of Maotai Town was constructed.The liquor cultural symbols of Maotai Town were divided into five categories: historical and cultural symbols,brewing technology symbols,liquor customs symbols,wine tasting symbols and red symbols,and the symbol representation was analyzed in detail by using symbol analysis method.According to the analysis results of network text,the research found that red symbols had a high degree of flexibility,while historical and cultural symbols,brewing technology symbols,wine custom symbols and wine tasting symbols were not enough.In order to promote the flexibility of implicit symbols and enable tourists to accurately interpret wine culture symbols,In the future development of Maotai town,we should also perfect symbol interpretation,construct symbol consumption scene and promote symbol interaction.Combined with Maotai symbols be innovated and comparing foreign wine tourism development present situation,Maotai travel mode is still in its initial conclusions can be,if you want to improve you have to pay attention to the integration of resources,construction of chateau and tourists personalized service,consumer-centric marketing policy,in order to improve visitors experience as the ultimate goal.Whether a symbol can be accurately recognized by people also depends on people’s identification of the culture.In order to ensure the correct interpretation and dissemination of the symbol system of wine culture,we hope to explore ways to improve the quality of wine culture in the future research.