Symbolic Production in the Stage Performance of Ethnic Cultural Tourism—A Case Study of Gao Yuan Hong, a Tibetan and Qiang's Song and Dance in Jiuzhai Valley

With the formation of the mass consumption society, traditional songs and dances of ethnic culture just meet the consumer demand for symbolic consumption, thus become a kind of cultural goods with symbolic meaning.This paper, taking Gao Yuan Hong(a Tibet and Qiang's song and dance performance in Jiuzhai Valley) as an example, analyzes the process of symbolic production and the characteristics of stage performance from the perspective of semiotics and points out that ethnic cultural tourism stage performance with native signified meaning is created, to meet consumer demand for the symbolic consumption, in which the original signifier has been dismantled, selected and regenerated, and the new signifier becomes the production for ethnic cultural tourism consumption.