人口较少民族地区文旅融合产业发展的实证研究——基于青海省互助土族自治县的田野调查

An Empirical Study on the Development of a Culture-Tourism-Integrated Industry in Areas of Ethnic Minorities with Small Populations:Based on Fieldwork in Huzhu Tu Autonomous County,Qinghai Province

当前互助县文旅融合产业发展在内外动力的共同作用下形成三种融合模式:延展式、重组式和渗透式。调查发现这些发展模式呈现出文旅融合产业规模初具、品牌知名度不断提升、产品不断丰富、产业模式多样化等存在样态,但又面临着诸如文旅融合产业的经营规模小、人才严重不足、可持续发展资金缺乏、商业化运作不够、产品开发与市场拓展能力较弱和文化旅游精品线路不多等发展困境。本论文认为需重点从以下五方面予以优化发展:加强规划,不断探索文旅融合产业发展新模式;加大扶持,不断扩大文旅融合产业规模;“引育并举”,多途径培养文旅融合产业人才;加大投入,多渠道筹措文旅融合产业发展专项资金;加强规划,多方位提升文旅融合产业发展的商业化运作水平;突出特色,充分运用“互联网+”“文化+”等手段拓展市场。

Findings reveal that having completed the undertaking of poverty alleviation,ethnic groups with small populations have entered a“post-poverty alleviation era”,which can be linked with rural revitalization.Against this background,Huzhu Tu Autonomous County in Qinghai province has made great efforts to adjust the traditional industrial structure,and integrate the Tu ethnic culture with the development of the tourism industry.At present,the culture-tourism-integrated industry in Huzhu county has begun to take shape,however,its development is still facing difficulties due to geographical constraints and lacking economic development.From research data it may be understood that the local cultural tourism industry is still in its early stages,the scale of industrial operations is small,the degree of industrial intensification is not high,no industrial groups have been formed yet,and the industrial structure is not yet ideal either.Moreover,there appears to be a severe shortage of human talent for the culture-tourism-integrated industry,especially concerning high-tech and professional talents who can update the industry to the information age.Nor has a talent discovery and development system for cultural and tourism integration been established,which makes it difficult to meet the needs of an integrated development of the cultural tourism industry.In addition,due to a lack of capital investment in the further expansion of the cultural tourism industry in Huzhu County,cultural tourism industry projects are often unable to take shape sustainably.Furthermore,some products lack a professional commercial operation and cannot become profitable.Although findings show that Huzhu County has developed various ethnic and cultural customs parks and rural tourism receptions in recent years,their planning and design often do not reflect the unique attractive local traits,making the visitors feel that every Tu village is the same,and as a consequence their interest in village tours decline.Based on these problems and research data,this paper suggests that Huzhu county should implement the following:(1)increase support for and constantly expand the scale of its culture-tourism-integrated industry;(2)establish a cultural-tourism-integrated industry development association,support the leading enterprises engage in culture-tourism integration;(3)rely on large-scale significant projects to promote further growth of the culture-tourism-integration industry;support the businesses of Tu embroidery industry and build a creative industrial park integrating culture and tourism;(4)cultivate talents in the culture-tourism-integrated industry through multiple channels;(5)increase investment,raise special funds for developing the culture-tourism integrated industry through multiple channels;strengthen planning,improve the business acumen of culture-tourism-integrated industry development in multiple directions,highlight the positive characteristics;and (6)make full use of“Internet+”,“Culture+”and other digital means to expand the market,build marketing platforms,develop marketing channels,strengthen tourism information media,and promote the development of Internet+tourism.