场景理论下非遗旅游地文化价值提升研究——基于浙江省27个非遗旅游小镇数据分析

A Study on the Increase of Cultural Value of Intangible Cultural Heritage Tourism Sites under the Scene Theory:Based on the Data of 27 Intangible Cultural Heritage Tourism Towns in Zhejiang Province

文化价值提升是非遗旅游地高质量发展的重要内容。场景理论视阈下,非遗旅游地文化场景的打造是实现文化价值提升的有效路径。非遗旅游地文化价值的取向特征可以由包括3个主维度和15个子维度在内的文化场景维度框架进行衡量。在此思路下,浙江省27个非遗旅游小镇呈现出功利型、普惠型和本地型三种发展模式,企业性、功利主义、自我表达和公共利益是三种场景模式间的主要差异性维度。为探索不同类型非遗旅游地的差异化发展优势和品质化发展路径,实现文化价值的全面提升,相关主体需要关注文化内涵的多角度挖掘、消费设施的合理布局和市场偏好的精准判断。

The increase of cultural value is an important part of the high-quality development of intangible cultural heritage tourism.From the perspective of the scene theory,the creation of cultural scene in intangible cultural heritage tourism sites is an effective way to improve the cultural value.The orientation characteristics of cultural value of intangible cultural heritage tourism sites can be measured by the cultural scene framework including 3 main dimensions and 15 sub dimensions.Therefore,the development of 27 intangible cultural heritage tourism towns in Zhejiang Province can be classified into three patterns:utilitarian pattern,inclusive pattern and local pattern.Enterprise,utilitarianism,self-expression and public interest are the main difference dimensions of the three scene modes.In order to explore the advantages of differentiated development and high-quality development path of different types of intangible cultural heritage tourism sites and realize the overall improvement of cultural value,relevant subjects should pay attention to the upgrade of cultural connotation,the rational layout of consumption facilities and the accurate judgment of market preference.