红色旅游文化软实力及其符号化研究

Research on the cultural soft power and symbolization of red tourism

红色旅游是中国国情下产生、形成的一种新型旅游产品,其文化软实力已在实践中呈现出显著的效果。文章从民族精神的标举、主流意识形态的巩固、执政党执政合法性的认识和国家向心力的凝聚等方面探讨了红色旅游的文化软实力问题,并从符号学的角度研究红色旅游文化软实力的表征力,剖析旅游者心理需求的符号化特征,分析红色旅游"场所精神"的符号化问题,建构红色旅游产品符号系统。提出红色旅游品牌文本符号的建立与开发,以及红色旅游创新的符号化思考。

Red tourism is a new kind of tourism product formed by China＇ s special national situation. The cultural soft power of red tourism has showed a remarkable effect in practice, therefore it becomes the focus of academic research. Throughout research, the essay discusses that the cultural soft power of red tourism mainly embodies in the following respects ： the flag of nation- al spirit, the consolidation of main ideological stream, the cognition of the ruling party＇ s ruling legitimacy, the agglomeration of national centripetal force and so on. From the perspective of Semiology, the essay also discusses the characteristics of red tourism＇ s cultural soft power. At first, the essay analyses the symbolization feature of tourists＇ psychological needs from the demand re- spect. Nostalgia, exploration and worship are the symbolization features of red tourism＇ s psychological characteristic. Then, the essay carries out symbolization research on the ＂ place spirit＂ of red tourism. It is the ＂soul＂ of red tourism which should lead the whole tourism product development. The essay establishes the symbol system of the red tourism product and proposes the textual symbols＇ establishment and development of the red tourism brand and reflects on the symbolization of red tourism innovation.