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| THE RESEARCH ON THE ROLES OF CALLIGRAPHIC LANDSCAPE IN THE CONSTRUCTION OF TOURIST IMAGE——A Case Study in Forest of Steles, Xi'an |
| YIN Li-jie, ZHANG Jie, ZHANG Hong-lei, ZHANG Chen |
| School of Geographic Oceanography Sciences, Nanjing University, Nanjing 10093, China |
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Abstract Calligraphy is not only a symbol of Chinese culture, but also one of cultural landscape symbols in constructing national identity with its long history, diverse forms, abundant connotation and close relationship with human life. For its considerable aesthetic, historical and cultural value,calligraphy plays an important role in modern tourism industry. Calligraphic landscape, as one of important cultural landscapes, which provides much information for tourists, has a major impact on the perception and behavior of visitors. The proposition of the concept of calligraphic landscape makes it possible that the research of calligraphic geography has material carrier and definite object from geographic perspective. Since 1970s, tourism image research has developed rapidly including two research directions:conceptual research and application research, but there is almost no research about the impact of landscape elements on overall destination tourism image. In this paper, we take Xi'an Beilin Museum for an example to study the relationship between tourism image and calligraphic landscape. Firstly, based on the brief summary of calligraphic landscape, combining the method of factor analysis, calligraphy landscape is divided into three dimensions from the function point of view:the dimension of aesthetic experience function, the dimension of local identity function, and the dimension of behavior oriented function. Secondly, by establishing a structural equation model, the role of calligraphic landscape in constructing tourism image has been researched, hoping to help in the future development of tourism and in tourism planning. The result shows that calligraphic landscape has a positive role on tourism image development. However, different dimensions of calligraphic landscape features have different ways in their functions and also different strength. The dimension of calligraphic landscape`s local identity function`s role to emotion image is significant, however, the effect on perception/cognitive image is not very significant.
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Received: 13 January 2011
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2011, Vol. 26 
