乡村创意经济开发与乡村振兴——基于乡村旅游地的案例研究

Rural Creative Economy Development and Rural Revitalization:Case Study of Rural Tourism Destinations

采用多案例研究法,深度剖析国内外8个乡村旅游发展成功的社区,聚焦其创意经济开发的整体脉络与流程,探讨其基础条件、促进因素、创意模式和创意产出。研究发现,在乡村旅游创意开发的过程中,乡村性的挖掘、保护和传承是根本出发点和落脚点。资源、市场、政策和生态等基础条件能够影响创意开发的方向和高度;有力的领导与合作、绿色发展理念和有效的营销策略是创意经济形成的驱动因素。基础条件和促进因素的互动催生了两大乡村旅游的创意模式:构建特色创意集群和塑造地方品牌形象。乡村性的创意开发能带来积极产出,惠及农民、农业和农村发展,助力乡村振兴。成熟的创意模式与持续的创意产出能够反哺创意开发的基础条件与促进因素,使乡村旅游的创意开发达到内在平衡。

This study is centrally concerned about the under-researched creative development process of rural tourism in the context of creative economy.Multi-case study was used as the key research method.In detail,eight rural communities which are successful in developing rural tourism were selected as the study sites.This article explores the whole thread and intrinsic patterns of creative development in rural areas,dissecting the basic conditions,facilitators,creative patterns,and creative outputs.It is suggested that the excavating,preserving and inheriting of rurality is the fundamental objective in the process of creative rural tourism development.There are some pre-conditional factors such as resource,market,policy and ecological environment.They can influence the direction of creative development.It is identified that strong leadership and cooperation,environmental-friendly strategies and effective marketing tactics are the facilitators of creative economy.It is further found that establishing characteristic creative clusters and shaping local brand images are two categories of creative patterns.The successful incorporation of creative economy during rural tourism development brings considerable positive outputs,which tremendously benefit the rural residents,the primary industries and rural regions,and hence,contribute to revitalization of countryside.The mature creative patterns and continuous creative outputs can reversely strengthen the basic conditions and facilitators,leading to the inner balance of creative rural tourism development.This study enriches the research of creative economy and rural tourism development and offers practical implications for rural revitalization.