文旅融合视域下乡村公共文化服务差异化模式及实现路径

Rural Public Cultural Service from the Perspective of Integration of Culture and Tourism:Differentiation Mode and Realization Paths

本文选取首批全国乡村旅游重点村为调研对象,总结文旅融合背景下乡村公共文化服务的同质化现状并分析成因,根据产品差异化理论和市场细分理论构建乡村公共文化服务差异化模式,探讨实现路径。通过深挖乡村特色文化资源优势,升级文化设施和活动;挖掘旅游数据构建游客群体画像,提供精准化文化旅游信息服务;吸纳旅游业人才参与乡村公共文化服务,提升服务差异化水平等途径实现文旅融合下乡村公共文化服务的差异化,以提升乡村公共文化服务供需的匹配程度。

The first batch of national key villages of rural tourism is studied to analyze the status quo of homogenization of rural public cultural service and the reasons.Based on the theory of product differentiation and market segmentation,the differentiation mode of rural public cultural service is constructed and the realization paths are discussed.Cultural facilities and activities could be updated by excavating the advantages of characteristic cultural resources.Targeted cultural and tourism information service could be provided according the tourists’group portrait based on tourism data.Service differentiation level would be improved by recruiting professional talents to participate in rural cultural service.All of those contribute to the differentiation of rural public cultural service under the integration of culture and tourism,and enhance the supply and demand in the rural public cultural service.