The Construction Mechanism And Model Research Of Museums As Tourist Attractions

In the context of cultural and tourism integration,more and more tourist attractions are committed to enhancing cultural connotation and enriching the cultural experience of tourists.As an institution with a high concentration of cultural resources,the museum is gradually changing its role,from collecting and displaying,gradually transforming into a tourist destination integrating entertainment,leisure and education.Museum tourism has become an important travel mode in the new era.However,it is difficult for traditional museums to change the dull and ponderous image in the tourism market,unable to provide tourists with a relaxing and pleasant sightseeing experience,and difficult to become a real tourist attraction.The transformation needs to explore more paths.In order to carry out the research on the construction of museum tourist attractions,this paper comprehensively uses grounded theory,text analysis,and network ethnography research methods.First,following the research logic of grounded theory,we conducted in-depth interviews with 18 interviewees of both the host and the guest of the museum.After coding,the five main subjects of "signs,cultural symbols,group symbols,social construction behaviors and processes,and individual consumption behaviors and processes" were sorted out.The construction elements and construction mechanism of tourist attractions arised.Use multimodal discourse analysis to disassemble the dissemination effect of the Shanghai Museum "National Treasure" program,obtain the social production process of museum tourist attractions,identify the best dissemination media and channels;use Python software Octopus to collect the text of bullet screen in the video,then coded with the qualitative research software Nvivo11,nodes are established,and subject clustering is used to obtain the individual consumption process of museum tourist attractions.In order to explore the match between social production and individual consumption,cyberspace observations and text transcription of tourist comments on four online platforms were conducted,and the details of the psychological connection between museums and tourists were explored,finally,the process model for the construction of museum tourist attractions was obtained.Research shows that:(1)Museum becoming a tourist attraction is the result of social construction.Symbols and representations represent social values ??and ideals.The pursuit of museum tourist attractions shows public protection of traditional culture and enhancement of cultural self-confidence.At the same time,tourist attractions are reconstructed in the interaction;(2)The self-shaping behavior to be realistic and technical in simple language is the key for the museums;(3)The resonance between potential tourists and the museum comes from the connection between cultural relics and modern life,and their own individuality,this resonance can stimulate tourism motivation;(4)The return to the six elements of tourism is the true basis of museum tourism behavior,and it is also the highlight of the service nature of museums as tourist attractions;(5)Field trips to touch the authenticity of cultural relics,sightseeing activities in a relaxed atmosphere become cultural pilgrimages with the sublimation of the sense of respect and worship,and the symbolic shaping is more successful.Finally,under the inspiration of the research conclusions,some corresponding suggestions are drawn on the management and marketing methods of museums in the new era.