符号学视角下的旅游地竞争力解读——以清东陵为例

Interpretation of the Semiotics of Tourism Destination Competitiveness ——A Case of Eastern Qing Tombs

将符号学理论引入旅游地竞争力研究,分析旅游地符号化运作的内在动因,探索根据旅游符号识别特征建立显性符号系统和隐性符号系统两个主类。以世界文化遗产清东陵为例进行实证研究,对旅游符号系统进行符号语言统计与解读,从旅游地景观展示、旅游形象和旅游者行为3个方面认知符号学带给旅游地竞争力的启示。

This article introduced the theory of semiotics into the research of tourism destination competiveness, analyzed the in- ternal motivation and explored the two main types of the dominant and hidden symbol system. A case of Eastern Qing Tombs, the paper carried out an empirical study, the tourist symbol system statistics and interpretation. Fianally,it gave some enlight- ment which cognitive semiotics brings to tourism destination competiveness, from the following three aspects： show from the tourist resorts, tourism image and tourists hehavoirs.