The relationship between aesthetic consciousness and tourism.

Marx has long said that worried poor people and jewelers full of interests can't appreciate the beauty of jewelry, and so can tourism activities. As early as in China, Mr. Ye Lang put forward: "Tourism, in essence, is an aesthetic activity. Without aesthetics, what about tourism? ..... Tourism activities are aesthetic activities. " Mr. Yu Guangyuan also stressed: "Tourism is a short-term special lifestyle of residents in modern social life. This lifestyle is characterized by remoteness, amateurism and enjoyment. " They all emphasized the leisure and aesthetics of tourism activities, which was very insightful. We can also get some enlightenment about the leisure and aesthetics of tourism activities from China's interpretation of the word "you" in ancient times. If the meaning of the word "you" is interpreted as "the drop of a standard" in Shuowen, its original meaning is the drop of a standard and can be extended to freedom. Zhu explained "swimming" in this way: "playing with things and adapting to feelings" means experiencing the freedom of life in pleasure. From this, we can understand the meaning of tourism: people are free to experience and appreciate (swim) during the journey, and the meaning of tourism is the free experience of free life. The significance of Gadamer's "festival" theory mentioned above also applies to tourism, which is people's real life experience.

Tourism needs a state of leisure, a feeling of freedom, artistic imagination and aesthetic taste. There is a sign on the way up the mountain in the Alps: "Go slowly, please enjoy yourself", which tells the true meaning of tourism. Nobuyoshi Imado, a famous Japanese aesthetician, described aesthetic feeling as a "vertical interruption of daily consciousness", which can also be used as a description of tourism status. A real tourist should not be a passer-by passing by in a hurry, but an experiencer of the whole process of playing with things, traveling with things and enjoying things. This requires us to fully consider people's leisure, aesthetic and experience needs in the construction of tourism landscape and the provision of tourism services. How to improve the aesthetic realm of tourism landscape, how to improve the aesthetic cultural quality of tourism service providers and how to guide the aesthetic taste of tourists has become an urgent and important topic for humanistic tourism.

In the book "Experience Economy" written by Joseph Pine and James gilmour, co-founders of American Strategic Horizon LLP Company, 1999 defines experience as "an enterprise takes service as the stage, goods as props, and consumers as the center, creating activities that consumers can participate in and are worth remembering". Experience economy is a brand-new economic form which is produced by satisfying people's various experiences. Since its birth, human economic life has experienced four stages of development: agricultural economy, industrial economy, service economy and experience economy. Experience has gradually become the dominant economic form after agricultural economy, industrial economy and service economy. More and more consumers are eager to experience, and more and more enterprises carefully design and sell experiences. In the experience economy, the enterprise is no longer just selling goods or services, it provides the final experience and is full of emotional power, leaving unforgettable and happy memories for customers.

From this point of view, in the era of experience economy, the products or services that customers buy every time are not just real goods or services, but a feeling, an emotional, physical, intellectual and even spiritual experience. Tourism is a natural experience economy. As an important way for people to seek novelty, novelty, beauty and knowledge, it is an experience economy in itself. We should have a full understanding of the leisure, aesthetics and experience of tourism activities, and this magazine is willing to make its own efforts to explore these topics.