从景观到景像:数字时代吸引资产权再探讨

From Landscape to Spectacle: A Further Discussion on the Attraction Property Rights in the Digital Age

在注意力经济时代,地方文化以及景观所承载的吸引价值已经商业化为具有文化和经济双重属性的吸引资产。由于景观的广域性以及文化的集体创造特征,限制了使用知识产权工具保护其产权人财产权利的作用。数字技术推动下,越来越多的文旅吸引物向数字化转换,关于它们的所有权和用益权问题日益严峻,亟须突破现有知识产权框架,以前瞻性的法律方式建立起保护吸引资产权益的治理体系。文章意图贯通从现实吸引资产权益产生到吸引资产形成,及至其数据资产生成的全过程。文章在回顾国际上关于文化财产权利保护的研究进展和相关争议的基础上,剖析了知识产权难以保护集合性吸引资产权益的原因;继而将旅游吸引物权扩展为范畴更广的吸引资产权概念,阐释了吸引资产权与知识产权之间的互补关系。文章进一步从吸引资产权与观景权形成互换性利害关系的角度论证了吸引资产权设立的合理性与必要性,剖析了吸引资产权的适用条件、应用原则与制度基础,最后结合数字化背景对吸引物数字复刻后的数据产权归属进行了讨论。文章推进和深化了对旅游吸引物权的理解和研究,为应对未来数字社会中的相关财产争议提供了法律解决方案,有助于推动文旅深度融合和数字文旅产业有序发展。率先认可吸引资产权的法定权益,可以成为中国对世界文化和传统知识保护的有益制度贡献之一。

In the era of the attention economy, traditional culture and landscape have been commercialized to create an attraction asset with both cultural and economic attributes. Owing to the intrinsic nature of collectively creating traditional culture and landscape, the law of intellectual property rights is limited when protecting the cultural property rights of indigenous holders. With the digitalization of cultural attractions, conflicts arise regarding who has the right to control and distribute earnings from the commercial use of cultural and tourist attractions. There is an urgent need to establish a new governance system to protect the property rights of cultural asset holders.Following a review of international research progress and related disputes about protecting cultural property rights, this study analyzes the reasons for the legal framework of intellectual property rights being limited when protecting collectively created indigenous cultural assets. This paper extends the concept of tourism attraction property rights into a more extensive concept of attraction property rights;it clarifies the complementary relationship between attraction property rights(APRs) and intellectual property rights. This study then examines the necessity for legislation, practical feasibility,and importance when establishing APRs from the perspective of the interchangeable interest relationship between APRs and the rights to watch and enjoy landscapes. From the above analysis, this paper presents the conditions, principles, and institutional basis for creating and applying APRs.Finally, it discusses the data ownership issues of real attractions' digital twins and advocates strong local government involvement to protect indigenous cultural property. Local governments need to change their roles from administers and planners to custodians and promoters of local traditional knowledge and culture property;they should facilitate the registration and circulation of digital heritage assets.This study expands the concept of tourist APRs and contributes to a deeper understanding of the applicable conditions, principles, and institutional advantages of APRs. It provides a legal solution for dealing with property disputes when protecting traditional knowledge and culture heritage as well as with relevant data property disputes in a future digital society. It thus helps to promote the integration of culture and tourism toward forming an institutional basis for the development of digital culture and tourism in an appropriate manner. Legislating for APRs in China could make a positive institutional contribution to the world with respect to cultural protection and knowledge governance.