流量经济视角下乡村旅游发展的内生动力与运行逻辑——以“丁真”现象为例

The Endogenous Power and Operation Logic of Rural Tourism Development from the Perspective of Flow Economy——Taking the“Ding Zhen”Phenomenon as an Example

文章通过深入剖析丁真走红对理塘旅游产业的带动现象,发现乡村旅游背后蕴含着由逃离都市的旅游需求、纯真生态的乡村供给所构成的“推拉”动力机制,并指出在流量经济视角下,数字经营是乡村旅游发展的根本形态、网络平台是乡村旅游发展的要素载体、共享思维是乡村旅游发展的运行思路、流动空间是乡村旅游发展的外在表现。在此运行逻辑上,提出我国乡村旅游产业可从优化要素集合、提升数字素养;利用平台赋能、链接人文符号;破译流量密码、培育旅游精品;赋予生态内核、践行生态文旅等方面进行优化,以期进一步激活我国乡村旅游经济的内在活力。

Through an in-depth analysis of the driving phenomenon of Ding Zhen s popularity in Litang s tourism industry,it is found that rural tourism contains a“push-pull”power mechanism composed of tourism demand for escape from the city and pure ecological rural supply and points out that from the perspective of flow economy,a digital operation is the fundamental form of rural tourism development,network platform is the element carrier of rural tourism development,shared thinking is the operation idea of rural tourism development,and flow space is the external manifestation of rural tourism development.Based on this operational logic,it is proposed that my country s rural tourism industry can optimize the collection of elements and improve digital literacy;use the platform to empower and link cultural symbols;decipher flow codes and cultivate high-quality tourism;endow the ecological core and practice ecological cultural tourism.optimization,to further activate the inherent vitality of my country s rural tourism economy.