The sign Avatar and tourists’ practice at Pandora: A semiological perspective on a film related destination

Film tourism reflects the complex interaction of people, media, and space. This paper focuses on an attraction related to the film Avatar in Zhangjiajie, China. Through Roland Barthes' semiology, it analyzes the construction process of the signification between the destination and Avatar, and applies the interpretation to the behavioral characteristics of tourists. It finds that: 1) The specific behavioral patterns and practices of tourists are Passing, Appreciation, Record and Reminiscence according to different degrees of involvement with sight and marker; 2) The symbolic space comprises a universal construction by locals referencing the film and diverse constructions by tourists influenced by social conventions; 3) Under media influence, attractions may result in self-obliteration. By enriching the explanatory capacity of a series of classic semiotic concepts related to tourism in the current context, this paper suggests destinations should aim to maintain social awareness while creating a symbolic space that balances commercial and cultural interests.