数字化背景下乡村旅游高质量发展路径分析——基于扎根理论分析

Analysis of the High Quality Development Path of Rural Tourism under the Background of Digitalization—Based on Grounded Theory Analysis

乡村旅游在助力乡村振兴和促进乡村地区经济发展方面发挥着重要的作用,对于乡村发展的经济、文化和环境方面都具有重要意义。在数字化背景下,数字技术的应用为乡村旅游的发展注入新的动能。采用扎根编码的研究方法,在实地调研的基础上进行编码,总结出乡村旅游高质量发展的影响因素,分别为基础设施、利益主体、品牌建设和脆弱性背景,构建了乡村旅游高质量发展的影响因素理论模型。基于此分析数字化背景下乡村旅游发展过程中在这四个方面存在的问题,接着从政府、企业、村民和游客四个相关的利益主体进行原因分析,最后提出推动数字化基础设施建设、加强人才引进和培训和提高村民素养等数字化背景下乡村旅游高质量发展的路径。

Rural tourism plays an important role in assisting rural revitalization and promoting economic development in rural areas, and is of great significance to the economic, cultural, and environmental aspects of rural development. In the context of digitalization, the application of digital technology injects new momentum into the development of rural tourism. Using the research method of grounded coding, based on field research, the influencing factors of high-quality development of rural tourism were summarized, including infrastructure, stakeholders, brand building, and vulnerability background. A theoretical model of the influencing factors of high-quality development of rural tourism was constructed. Based on this analysis, the problems existing in these four aspects of rural tourism development under the digital background are analyzed. Then, the reasons are analyzed from the four relevant stakeholders of government, enterprises, villagers, and tourists. Finally, the path to high-quality development of rural tourism under the digital background is proposed, including promoting digital infrastructure construction, strengthening talent introduction and training, and improving village literacy.