江南乡村民俗文化数字叙事创新与文旅网络营销路径研究

Digital Narrative Innovation and Online Marketing Pathways for Rural Folk Culture in Jiangnan Region

摘要: 数字叙事作为融合多模态呈现、互动模式及沉浸体验的新型叙事方式，不仅拓展了传统文化的表达渠道，也有效提升了受众的参与度与沉浸感，展现出显著的文化传播潜力。本文基于影像化叙事、互动体验叙事与数据驱动叙事三种模式，探讨江南乡村民俗文化在叙事重构、多模态表现及沉浸式体验中的创新表达，进一步分析数字叙事在文旅网络营销中的应用路径。研究提出，数字叙事不仅拓展了江南民俗文化的传播广度与接受度，也通过品牌化推广、沉浸式营销与文创衍生实现了产业转化，为文化可持续发展与乡村文旅融合提供了路径与实践参考。

Abstract: As an innovative narrative approach integrating multimodal presentation, interactive modes, and immersive experiences, digital storytelling not only expands the expressive channels of traditional culture but also enhances audience engagement and immersion, demonstrating significant potential for cultural dissemination. Based on three modes—visual narrative, interactive experiential narrative, and data-driven narrative—this paper explores innovative expressions in the narrative reconstruction, multimodal representation, and immersive experiences of rural folk culture in the Jiangnan region. Furthermore, it analyzes the application pathways of digital narrative in online cultural tourism marketing. The study proposes that digital narrative broadens the reach and acceptance of Jiangnan folk culture while enabling industrial transformation through branded promotion, immersive marketing, and cultural creative derivatives. This provides actionable pathways and practical references for sustainable cultural development and the integration of rural cultural tourism.