旅游者商业化符号感知与体验真实性研究——以西安回民街为例

有关符号感知下的旅游体验真实性研究已引起广泛关注，然而基于编码者视角的符号研究并不能完全认识符号的多元属性，也无法完全理解体验真实性的意义。以西安回民街为例，结合旅游商业化、旅游符号和体验真实性的相关理论，从游客视角对民族文化旅游街区的商业化符号进行识别和解读，并对旅游商业化符号感知与体验真实性之间的关系进行定量分析。结果表明，可识别的回民街商业化符号包括旅游商业环境符号、旅游空间环境符号、社会经营管理符号、商业及商品经营符号、现代化感知符号和地方认知符号。其中，地方认知符号感知对体验真实性有显著正向作用，其余商业化符号对体验真实性无显著抑制作用。

A study on the tourism commercialization symbol perception and experiential authenticity of tourists:A case study of Xi'an Huimin Street

The study on the tourist experiential authenticity accounting for symbol perception has attracted extensive attention.However,the study of commercialization symbol based on the encoder can not fully explore the multiple attributes of the symbol,nor can it fully reveal the meaning of the experiential authenticity.Taking Xi'an Huimin Street as an example,combined with the related theories of tourism commercialization,tourism symbols and experiential authenticity,this paper investigates and interprets the commercialization symbols of ethnic cultural tourism blocks from the perspective of tourists,and makes a quantitative analysis of the relationship between tourists' perception of tourism commercialization symbol and experiential authenticity.The results show that the commercialization symbols of Huimin Street,which can be identified by tourist include tourism business environment symbols,tourism space environment symbols,social management symbols,business and commodity management symbols,modernization perceptual symbols and place cognitive symbols.Among them,tourists' perception of place cognitive symbols has a significant positive effect on their experiential authenticity,while the perception of other commercialization symbols does not have a significant inhibitory effect on it.