Sign Consumption For Sustainable Cultural Tourism: Case Of “Mount Lushan”, Jiujiang City

Abstract

The objectives of this research were: (1) To study the situation of sustainable cultural tourism of “Mount Lushan” and “Guling community”; (2) To analyst the sign consumption of sustainable cultural tourism of “Mount Lushan” and “Guling community”; and (3) To propose guidelines for sign consumption of sustainable cultural tourism of “Mount Lushan” and Guling community. The main theories is sustainable cultural tourism and semiotic. The research was qualitative research. The key informants were 18 persons. The instruments used for data collection were document, in-depth interview, and non-participatory observation. The data analysis was content analysis. The research findings revealed that; (1) Mt. Lushan National Park is located in Jiujiang City, Jiangxi Province. It is the long history from Jin, Tang, Song dynasty. Designated a UNESCO world Cultural Heritage site in 1996, and the 5A criteria of tourism place in People’s Republic of China. (2) 2.1 Sign consumption of natural conservation and cultural preservation of Mount Lushan comprises of 1)Natural conservation and cultural preservation part is divided into 9 topic 2.2 Guling community satisfy from economic gaining with respectful from tourist, in central area, there are many tourisms facility such as restaurant, accommodation, shopping center, night market. Villa area has museums, historical villa and also the renovate villa to rent for tourists. About economic atmosphere of Guling community, many Guling people and outsider entrepreneur satisfy from income but less  respectful from tourists .3) There are common problem such as almost signs are symbols which emphasis informative content (general information, warning information) but less of education and interactive content, Lack of analyse consumer behavior in digital nowadays, but lack of using abstract or meaning from natural and cultural properties, The repetition story telling from history, political, aesthetic content but lack of using abstract sign to create many dimensions. The specific problem such as the different context between central area and villar, lack of people participation in tourism. lack of Guling culture sign presentation. The suggestions are Strengthen the interpretation of cultural heritage, Promote community tourism, Seasonal and year-round tourism development, Environmental and cultural sustainability.