旅游价值共创促进民族村寨乡村现代化的逻辑与实践路径研究

Research on the logic and practical path of tourism valueco-creation to promote rural modernization in ethnic villages

旅游价值共创能有效推动民族村寨乡村现代化发展.文章基于价值共创理论对旅游促进民族村寨乡村现代化的内在逻辑分析,以云南多案例剖析旅游多主体间价值共创促进民族村寨乡村现代化的实践路径.研究发现:1)“主体间整体性”是旅游价值共创与民族村寨乡村现代化关系的“系统性基础”;2)共享“资源”基础、共通“互动”本质、共推“价值”协同、共契“因果”链条是旅游价值共创促进民族村寨乡村现代化的内在逻辑;3)旅游者资源主导、外来旅游经营者资源带动、村寨旅游精英协同村民推动、跨村村民间协同、政府与村寨协同、村寨集体经济跨产业价值协同是旅游主体间价值共创促进民族村寨乡村现代化的主要实践路径;4)旅游主体间依据各自价值主张进行资源匹配,从操作性资源到对象性资源的整合中实现服务交换,资源流动、整合中推动现代化要素的在地村寨融入和适应性演化是民族村寨乡村现代化的直接动力.研究为推动民族村寨旅游与乡村现代化可持续融合、发展民族村寨乡村现代化提供理论依据,也为理解旅游推动民族村寨乡村现代化的内在价值和实践提供参考借鉴.

Tourism value co-creation can effectively promote the modernization of ethnic villages.Based on the theory of value co-creation,the internal logic of tourism and practical path of tourism multi-subject value co-creation promoting the rural modernization of ethnic villages were analyzed with multiple cases in Yunnan.Results are shown as follows.1)“Inter-subject integrity”is the“systematic foundation”of the relationship between tourism value co-creation and rural modernization in ethnic villages.2)Sharing the basis of“resources”,sharing the essence of“interaction”,promoting the synergy of“value”and sharing the chain of“causality”are the internal logic of tourism value co-creation to promote the modernization of ethnic villages.3)The main practical paths of value co-creation among tourism subjects to promote the modernization of ethnic villages and villages are as follows:tourist resource dominance,resource drive of external tourism operators,village tourism elites cooperating with villagers,cross-village folk coordination,government and village collaboration,and cross-indust ry value synergy of village collective economy.4)The tourism subjects match resources according to their respective value proposition,realize service exchange from the integration of operant resources to operand resources,and promote the integration and adaptive evolution of modern elements in the local villages in the flow and integration of resources,which is the direct driving force of rural modernization in ethnic villages.The research provides a theoretical basis for promoting the sustainable integration of tourism and rural modernization in ethnic villages and the development of rural modernization in ethnic villages,and also provides a reference for understanding the intrinsic value and practice of tourism to promote the modernization of ethnic villages.