Jiang Rui

School of Business Administration, Anhui University of Finance and Economics

Abstract：

The concept of symbolic consumption is increasingly penetrating the cultural consumption market, and semiotics theory offers a novel approach to the development of tourism destinations. As cultural landmarks of cities, historic and cultural districts play a significant role in urban tourism development. Taking Dongguan Historic and Cultural District in Yangzhou City as an example, this paper explores the intrinsic symbolic value of Dongguan Street based on semiotics-related theories. In light of its current development status and existing issues, it proposes specific pathways for developing and promoting symbolic consumption in historic and cultural districts, aiming to provide theoretical references for the sustainable development of other historic and cultural districts.

Key Words：

semiotics; symbolic consumption; tourism; historic and cultural districts