数字经济赋能乡村文旅的理论逻辑与经验研究——以浙江省为例

Theoretical Logic and Empirical Study on the Empowerment of Rural Cultural and Tourism Industry by the Digital Economy—A Case Study of Zhejiang Province

摘要: 在数字经济与乡村振兴深度融合的背景下，乡村文旅产业正经历着前所未有的数字化转型。作为中国数字经济发展的前沿阵地，浙江省凭借其技术优势与政策创新，率先探索“数字经济 + 乡村文旅”的融合路径，形成了一批具有示范效应的实践案例。数字经济通过技术赋能、业态重构与价值延伸，不仅破解了乡村文旅资源分散、品牌影响力弱等传统难题，更催生了智慧景区、虚拟旅游、电商文旅等新业态，为乡村产业振兴注入了新动能。然而，这一进程中仍面临数字鸿沟、同质化竞争及数据安全等挑战，亟待系统性研究其内在逻辑与实践经验。本文以浙江省为例，结合创新理论、产业融合理论，通过案例分析与实地调研，系统剖析数字经济赋能乡村文旅的理论逻辑、实践经验与优化路径，旨在为全国乡村文旅高质量发展提供理论支撑与实践参考。

Abstract: Against the backdrop of the deep integration of the digital economy and rural revitalization, the rural cultural and tourism industry is undergoing an unprecedented digital transformation. As a frontier in the development of China’s digital economy, Zhejiang Province, by virtue of its technological advantages and policy innovations, has taken the lead in exploring the integration path of the “digital economy + rural cultural and tourism” and has formed a number of practical cases with demonstration effects. Through technological empowerment, the reconstruction of business forms, and value extension, the digital economy has not only addressed traditional challenges such as the fragmentation of rural cultural and tourism resources and weak brand influence, but also given rise to new business forms such as smart scenic areas, virtual tourism, and e-commerce-based cultural and tourism, injecting new impetus into the revitalization of rural industries. However, this process still faces challenges such as the digital divide, homogeneous competition, and data security, and there is an urgent need for a systematic study of its internal logic and practical experience. Taking Zhejiang Province as an example, this paper, in combination with innovation theory and industrial integration theory, systematically analyzes the theoretical logic, practical experience, and optimization paths of the digital economy empowering rural culture and tourism through case analysis and field research, aiming to provide theoretical support and practical references for the high-quality development of rural cultural and tourism across the country.