社会性关联与乡村文旅融合发展中的地域特色营造--以川北坪村为例

Social Correlation and the Creation of Local Features in the Integrated Development of Rural Culture and Tourism-A Case Study of Chuanbeiping Village

作为乡村社会建设与发展的有效路径,乡村文旅融合发展并非要刻意迎合市场经济机制,而要摆正乡村、游客和旅游项目之间的关系,通过建立乡村文旅资源与消费者之间的社会性关联以扩展消费市场空间。研究以川北坪村的经验为案例,深入剖析了乡村文旅融合发展过程,强调文旅融合发展要在乡村、游客和旅游项目三者互动中保持均衡关系,主动引导游客凝视,通过重建乡村共同体符号、解构“乡愁”及建立社会连接符等形式吸纳和整合市场中不同关联程度的消费者。与纯粹的市场化路径不同,乡村文旅融合发展的社会范式与路径强调立足乡村地域特色资源,强调消费者与乡村文旅产品间的社会性关联,以此获得更多游客的长期凝视,从而促进旅游与乡村的协同发展。

The integrated development of rural culture and tourism is an effective way of rural social construction and development.Instead of deliberately catering to the mechanism of market economy,it has to clarify the relationship between countryside,tourist,and tourist project.It can expand the consumptive market space by establishing a social correlation between rural culture and tourism resources and consumers.A case study of Chuanbeiping Village’s experience provides an opportunity for in-depth analysis of the process of rural culture and tourism integrated development;it stresses that the integrated development of culture and tourism should keep a balance between the interactions of countryside,tourist,and tourist project,and actively guide tourist’s view;it should take in and integrate consumers of various degrees of correlation in the market by reconstructing rural community symbols,deconstructing rural nostalgia,and building social links.Different from pure marketization routes,the social pattern and route of integrated development of rural culture and tourism showcases special rural regional resources and the social correlation between the consumer and the rural cultural and tourist product,thus to engage the long term concentration of more tourists and promote the synergetic development of tourism and the countryside.