价值共创促进葡萄酒文旅深度融合探究——以贺兰山东麓为例

In-depth integration of wine culture and tourism promoted by value co-creation:Taking the eastern foothills of Helan Mountains as an example

葡萄酒文旅融合是以葡萄酒产业为核心的文化旅游融合的实践,其实质是葡萄酒文化旅游产业为主导下的多元主体参与的价值共创过程。随着消费升级和文旅融合推进,葡萄酒文化旅游发展需要优化利益相关者之间的互动机制,这就离不开对价值共创的解读。该文以价值共创理论为基础,结合宁夏贺兰山东麓的案例,对价值共创与葡萄酒文旅融合的关系、价值共创推动葡萄酒文旅深度融合的内在逻辑和作用机理进行分析,在此基础上对贺兰山东麓葡萄酒文旅深度融合提出策略建议。该研究有助于调整供需关系,探索中国葡萄酒文旅深度融合的实践路径,助力葡萄酒文旅产业高质量发展。

Wine culture and tourism integration is a practice of cultural tourism integration with wine industry as the core,and its essence is a value co-creation process involving multiple subjects under the leadership of wine cultural tourism industry.With the promotion of consumption upgrading and culture and tourism integration,the development of wine culture and tourism needs to optimize the interaction mechanism among stakeholders,which is inseparable from the interpretation of value co-creation.Based on the theory of value co-creation and the case of the eastern foothills of Helan Mountains in Ningxia,the relationship between value co-creation and wine culture and tourism integration,and the internal logic and action mechanism of wine culture and tourism in-depth integration promoted by value co-creation were analyzed.On this basis,the strategic suggestions for the in-depth integration of wine culture and tourism in the eastern foothills of Helan Mountains was put forward.This study was helpful to adjust the relationship between supply and demand,explore the practical path of the in-depth integration of Chinese wine culture and tourism,and help the high-quality development of wine cultural tourism industry.