民族地区电商与文旅融合机制研究——以西江千户苗寨为例

Research on the Integration Mechanism of E-Commerce and Cultural Tourism in Ethnic Regions—A Case Study of Xijiang Qianhu Miao Village

摘要: 本研究基于数字经济与乡村振兴战略背景，以西江千户苗寨为典型案例，系统考察了民族地区电子商务与文化旅游产业的融合机制。通过构建“资源转化–产业融合–可持续发展”三维分析框架，研究发现：(1) 民族文化资源通过数字化保护、IP化开发实现三级价值跃迁；(2) “直播电商 + 场景体验”的产业协同模式形成经济闭环；(3) “活态传承 + 社区共享”机制保障了可持续发展。研究揭示了文化原真性保护与产业化开发的平衡路径，为民族地区乡村振兴提供了理论参考与实践范式。

Abstract: This study systematically examines the integration mechanism between e-commerce and cultural tourism industries in ethnic regions, with Xijiang Qianhu Miao Village as a typical case, against the backdrop of the digital economy and rural revitalization strategy. By constructing a three-dimensional analytical framework of “resource transformation-industrial integration-sustainable development”, the research reveals: (1) Ethnic cultural resources achieve three-tier value leaps through digital preservation and IP-based development; (2) The industrial synergy model of “live-streaming e-commerce + scenario experience” forms an economic closed-loop; (3) The “living inheritance + community sharing” mechanism ensures sustainable development. The study elucidates the balanced pathway between preserving cultural authenticity and industrial development, providing theoretical references and practical paradigms for rural revitalization in ethnic regions.