乡村户外音乐节发展模式与路径——以温州楠溪江音乐节为例

The Development Model and Path of Rural Outdoor Music Festival-Taking Wenzhou Nanxi River Music Festival as an Example

发展文化旅游产业是实现中国乡村振兴目标的重要抓手。面对乡村文化旅游陷入同质化等非良性竞争的困境,户外音乐节的介入为乡村文旅创新发展提供了新思路。中国户外音乐节在地演进并介入乡村文旅的过程中,逐步形成乡村户外音乐节“音旅融合”发展模式。基于音旅融合模式的特征,对温州楠溪江音乐节进行考察发现,乡村音乐节有继续深入推进的价值,但要深入当地社区,释放在地文化活力;要塑造差异性文化体验,提升游客重游意愿;要巧用新兴技术,持续拓展音旅业态。

The development of the cultural tourism industry is a powerful means to achieve the goal of rural revitalization in China.Facing the dilemma of non-benign competition such as homogenization of rural cultural tourism,the intervention of outdoor music festivals is expected to provide new ideas for the innovation and development of rural cultural tourism.In the process of local evolution of Chinese outdoor music festivals and intervention in rural cultural tourism,the development model of“integration of music and tourism”of rural outdoor music festivals has been gradually formed.Based on the characteristics of integration model of music and tourism,and on the investigation of the Wenzhou Nanxi River Music Festival,it is found that the country music festival is worth continuing to advance in depth,however,only by going deep into the local community can the vitality of local culture be released;it needs to enhance the willingness of tourists to revisit through the creation of different cultural experiences;it is also necessary to cleverly make the most of emerging technologies to expand the music and tourism format continuously.