DOI: 10.38007/978-1-80053-627-2

This book synthesizes over a decade of multidisciplinary research, weaving theoretical frameworks with empirical analysis. By integrating semiotic tools—from Saussure’s signifier/signified duality to Peirce’s triadic model—with Bourdieu’s field theory and Appadurai’s concept of “scapes,” it constructs an analytical framework of semiotic ecology. Methodologically, it combines thick description with thick data, dissecting symbolic chains in ethnic rituals while conducting semantic analyses of tourism commodities and destination metadata. 

Finally, this work is dedicated to all who inspired us in the field: the Tibetan artists translating the Gesar epic into performative tourism, the Mosuo weavers reinterpreting “tradition” before tourists’ lenses, and the younger generations reconstructing ethnic identities through TikTok. Their practices remind us that the vitality of cultural symbols lies in their boundless capacity for creative dialogue. 

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