乡村振兴背景下的乡村文旅融合发展路径探索——以北京市车厂村为例

Exploring the Development Path of the Integration of Rural Culture and Tourism under the Background of Rural Revitalization:Taking Chechang Village in Beijing as an Example

乡村振兴战略已上升为国家战略,文旅融合的可持续发展能够有效打造乡村特色,从而实现乡村振兴的总目标。本文以产品三层次理论为指导,从核心层、形式层、附加层三个层次提出牢固文旅基础、丰富文旅表现、创新文旅营销的乡村文旅融合发展路径;并以北京市车厂村文旅融合发展实践研究为例,通过分析其现存问题,以及对文旅产品进行划分,有针对性地提出以产品三层次理论为指导的文旅融合发展策略。在探索乡村文旅融合可持续发展路径的同时,旨在为实现同类乡村文旅融合可持续发展做出范本,并扩展到乡村整体发展范畴,助力乡村振兴。

The rural revitalization strategy has been upgraded to a national strategy.The sustainable development of culture and tourism integration can effectively create rural characteristics,thereby achieving the overall goal of rural revitalization.Guided by the product three-level theory,this article proposes a solid cultural and tourism foundation,enrich cultural and tourism performance,and innovative cultural and tourism marketing from development the core layer,form layer,and additional layer to develop a rural cultural and tourism integration path.Taking the practice research of cultural and tourism integration in Chechang Village,Beijing as an example,it analyzes the village existing problems and divides the culture and tourism products,and according to the three level theory of products proposes targeted strategies for the integrated development of culture and tourism.While exploring the sustainable development path of rural culture-tourism integration,the aim is to create a model for the sustainable development of similar rural cultural tourism integration and expand to the overall rural development to help the rapid realization of rural revitalization.