School of Foreign Languages & International Business, Guangdong Mechanical and Electrical Polytechnic, Guangzhou, China.
School of Business Administration, Guangdong University of Finance, Guangzhou, China.
PLoS One. 2023 Feb 21;18(2):e0282102. doi: 10.1371/journal.pone.0282102. eCollection 2023.
Based on the Peircean semiotic theory, this study aims to explore the semiotic construction of a festival tourist attraction using the Guangfu Temple Fair in China as a case. A qualitative research method of grounded theory was used to analyze the organizers' planning scheme, conference materials, 7 interviews, and 45 tourists' interviews. We found that festival organizers produce festivalscape based on social values and tourists' expectations, including safety assurance, cultural activity, personnel service, facilities, creative interaction, food, a trade show, and the festival atmosphere. Tourists in the festivalscape, through cultural, novel, social, and emotional experience and collateral observations, assign meaning to the festival's attractiveness in terms of cultural diversity, vibrant activities, distinctive features, and a sense of ceremony. These findings indicate that organizers' sign production and tourists' sign interpretation constitute the conceptual model of the semiotic construction of festivals as tourist attractions. Furthermore, the study extends the understanding of tourist attractions and will help organizers to create successful festival attractions.
基于皮尔士符号学理论，本研究旨在以中国广福寺庙会为例，探讨节日旅游吸引物的符号建构。采用扎根理论的定性研究方法，对组织者的规划方案、会议资料、7 次访谈和 45 名游客访谈进行了分析。我们发现，节日组织者基于社会价值观和游客期望来制作节日景观，包括安全保障、文化活动、人员服务、设施、创意互动、食物、贸易展览和节日氛围。游客在节日景观中，通过文化、新奇、社交和情感体验以及旁侧观察，赋予节日吸引力以文化多样性、充满活力的活动、独特性和仪式感等方面的意义。这些发现表明，组织者的符号制作和游客的符号解释构成了节日作为旅游吸引物的符号建构的概念模型。此外，本研究拓展了对旅游吸引物的理解，并将有助于组织者打造成功的节日吸引物。
