Abstract: The article introduces the western semiotics theory on the tourism activities with the background of economy. The aim is to use a new perspective to re-examine the modernization and symbol consumption and their motivation for tourists. Based on the literature analysis and from both ethnography and semiotics，the article further explains the connotation of authenticity and the nature of tourism and concludes that in the economic era，tourism is a kind of symbolic activity，its motivation is to pursue symbolic sense. “Imagination” and “authenticity” are the important measure of tourist experience. Experience authenticity on symbol perception at tracts the attention of the planning designers based on the inner demands of modern tourists symbol system. The pursuit of the alienation of mental state and realization of the value of tourist image construction ensure the rationality of the existence and the sustainable development of itself.

Keywords: semiotics; tourism sign; tourism experience; authenticity

摘要： 本文将西方符号学的思想理论引入体验经济时代背景下的人类旅游活动的研究中。其目的在于运用一种全新的思维视角重新审视在现代化、异化和充斥着各种符号的消费世界里旅游者出游的根本动机是什么；旅游体验的本质特征是什么以及旅游体验质量高低的衡量标准又是什么。基于文献分析法、民族志工作法，运用符号学的研究视角，文章对真实性的内涵以及旅游活动的特征进行了深入解读，并得出体验经济时代中旅游活动的本质实际上是一种符号化过程的结论，旅游者出游的根本动机是追求一种符号的感知即“天堂想象”，“真实性”则是衡量旅游者体验质量高低的重要标准。在此基础上提出了符号感知下的旅游体验真实性的实现途径，以期引起规划设计者们的注意。在旅游产品的规划、设计、开发的过程中应根据现代旅游者的内心诉求来构建旅游产品符号系统，通过技术层面展现和演绎原生文化并努力实现与游客认知的完美互动，让旅游者认同所展示的“真实”符号符合其追求的异化心理，进而实现旅游地形象价值与精神意义在旅游者心目中的构建。

关键词: 符号学, 旅游符号, 旅游体验, 真实性