产业融合视角下饮食类非遗赋能乡村振兴的新模式探讨——以鹤城花生产业为例

A New Model of Empowering Rural Revitalization with Dietary Intangible Cultural Heritage from the Perspective of Industrial Integration—Taking the Hecheng Peanut Industry as an Example

饮食类非遗产业化与乡村振兴存在深度耦合、相互促进的关系,能够全方位推动乡村振兴。鹤城花生加工技艺作为江门市市级非物质文化遗产,其保护与传承受到目前产业发展困境的影响。整合村庄资源建设花生创意体验空间,并通过智慧小程序运营和自媒体营销矩阵推广,打造以工哺农、以农孕旅、以旅传文、工农文旅融合的新模式,不仅可以突出饮食类非遗的体验性,还有助于延伸以鹤城花生为主的产业链条,拓展产业辐射范围,增强鹤城花生产业的联农带农效应,全面推进乡村振兴。

The industrialization of dietary intangible cultural heritage can comprehensively promote rural revitalization.There is a deep coupling and mutually reinforcing relationship between the two.As a municipal intangible cultural heritage in Jiangmen,Hecheng peanut processing technology is facing some difficulties in its industrial development.So a new industrial integration model is proposed to achieve the goal of feeding agriculture with industry,nurturing tourism with agriculture,and transmitting culture through tourism.In the model,a peanut creative experience space is built to provide services by integrating village resources,a smart mini-program is developed to operate products and a self-media marketing matrix is used to build a featured brand.It not only highlights the experiential nature of dietary intangible cultural heritage,but also extends the entire industry chain focused on Hecheng peanuts,expands the radiation range of industries,enhances the agricultural linkage effect of Hecheng peanut industry,and then comprehensively promotes rural revitalization.