| Summary: | As a part of creative cultural industry, heritage tourism combines cultural, historical, artistic and scientific values. It includes both spiritual consumption and material consumption. It is not only a social and cultural phenomenon, but also an economic phenomenon, upgrading from sightseeing to purchasing goods and then to cultural experience. The process of heritage tourism experience is actually a process of encoding symbols. The attraction of heritage tourism derives from the symbolic significance of tourism itself. In essence, tourism consumption is a kind of symbolic consumption, which forms tourism motivation based on the attraction of indicative symbols, and then evolves emotional satisfaction in a symbolic environment. When tourists obtain emotional satisfaction through symbolic consumption, the premium ability of tourism commodities will be enhanced and the derivative value of tourism will thus be formed. Therefore, excavation and utilization of symbol consumption is the core factor of sustainable tourism construction.
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