乡村振兴下乡村文化旅游融合发展的理论逻辑与路径选择--以徽州卖花渔村为例

Theoretical Logic and Path Choice of the Integrated Development of Rural Cultural Tourism under the Strategy of Rural Revitalization:Take Huizhou Flower Fishing Village as an Example

乡村发展具有极大的潜力与后劲,立足新时代,乡村文化旅游融合发展是推进乡村振兴战略的有效途径,而乡村振兴也为乡村文旅融合发展提供了战略支撑,因而,乡村文旅融合发展的研究具有重要的现实意义。文章基于国民旅游需求的变化,从供给与需求两侧,以身份认同为切入点,将游客需求从个人、地方与民族三个层次,阐述文旅融合的内在逻辑。研究以卖花渔村为典型案例,从文旅产业融合方式的角度,对乡村振兴下卖花渔村乡村文旅融合发展的模式进行分析。在此基础上提出,在新时代,乡村文旅融合要从供需两侧“齐头发力”,掌握目标游客需求,塑造具有特色的乡村文化形象,引导文旅消费,从而促进城乡资源要素交换,促进文化与旅游深度融合,实现乡村旅游可持续发展。

Rural development has great potential and potential in the future.Based on the new era,rural tourism is an effective way of rural revitalization.The integrated development of rural cultural and tourism is an effective way to promote the strategy of rural revitalization,which also provides strategic support for the integrated development of rural culture and tourism.Therefore,the study of the integrated development of rural culture and tourism has important practical significance.Based on the change of national tourism demand,the paper expounds the internal logic of the integration of culture and tourism from the aspects of supply and demand,identity identity as the cut-in point,and tourist demand from individual,local and national levels.The paper takes the case of a village as a study and analyzes the mode of the integration development of the culture and tourism in the village from the perspective of the integration mode of the culture and tourism industry.On this basis,it is proposed that in the new era,the integration of rural culture and tourism should reform from the two sides of supply and demand.Firstly,we should grasp the needs of the target tourists and excavate the cultural elements and shape the characteristic of cultural image to promote the quality of rural tourism products.Thirdly,we should guide the consumption of cultural tourism.Last but not least,we should promote the exchange of resources between urban and rural and realize the sustainable development of rural tourism.