基于乡村振兴背景的乡村文化广义虚拟价值评估与补偿--以张家界为例

Evaluation and Compensation of Rural Cultural Generalized Virtual Value based on the Background of Rural Revitalization--A Case Study of Zhangjiajie

乡村文化是地域文化的重要构成,然而在城镇化大背景下,乡村文化及其广义虚拟价值受到忽视。为更好地保护和传承乡村文化,本文以张家界为案例地,从协调利益相关者价值认知的视角出发,构建以文化旅游服务和文化遗产服务为乡村文化价值评估载体,以旅行费用法和层次分析法为主要评估方法的综合评估体系,对乡村文化广义虚拟价值进行评估。以旅行费用法计算得到文化旅游服务价值为710.46亿元,平均每位旅游者享受了1247元的文化旅游服务价值;以层次分析法评估文化遗产服务价值,各项非物质文化遗产价值均处在80到61的第二等级上。根据乡村文化价值评估深入探析乡村文化补偿路径,提出以经济补偿填补价值认知不足,以情感补偿增强文化价值认同,以制度补偿支撑文化生存空间,推动乡村文化的保护与补偿,实现旅游的持续健康发展。

Rural culture is an important component of regional culture,but in the context of urbanization,rural culture and its value are ignored.For better protection and inheritance rural culture,Zhangjiajie is taken as an example to build a comprehensive evaluation system with cultural tourism service and cultural heritage service as the evaluation carrier of rural cultural value,and travel expense method and analytic hierarchy process as the main evaluation methods from the angle of the coordination of stakeholder value cognition which can evaluate the value of rural culture.The value of cultural tourism service calculated by the travel expense method is 71.046 billion Yuan,with the average tourist enjoying 1247 Yuan of cultural tourism service value.The service value of cultural heritage is evaluated by the analytic hierarchy process that all intangible cultural heritage values are on the second scale of 80 to 61.Based on the evaluation of the value of rural culture,this paper probes into the compensation path of rural culture,proposes that economic compensation should be used to fill the deficiency of value cognition,emotional compensation should be used to strengthen the recognition of cultural value,and institutional compensation should be used to support the living space of culture,so as to promote the protection and compensation of rural culture and realize the sustainable and healthy development of tourism.