从“好花红”到“直播间”：乡村花旅产业的数字化转型路径

From “Hao Hua Hong” to “Live Streaming Studio”: The Digital Transformation Path for Rural Floral Tourism Industries

摘要: 数字化是推动乡村产业与旅游业深度融合的重要力量，本文以贵州省惠水县为研究对象，在多次实地调研并对当地企业家、村干部、农户进行访谈的基础上，探讨其在数字乡村战略与直播电商兴起的背景下的数字化实践，研究发现惠水县在农业端和文旅端的发展上呈现出“前端活跃、后端滞后”的结构性不均衡。基于数字化赋能理论与体验经济理论，本文提出“产品延伸–场景塑造–符号再造–平台运营”四维路径，系统阐述了从农产品电商向文旅融合转型的实现机制，并针对智慧化建设、产业链延伸、文化IP化与人才机制等方面提出对策建议，以期为同类地区乡村产业的数字化升级提供理论参考与实践启示。

Abstract: Digitalization serves as a vital force driving the deep integration of rural industries and tourism. Taking Huishui County Guizhou Province as a case study, based on multiple field investigations and interviews with local entrepreneurs, village officials, and farmers, this paper examines its digital practices against the backdrop of the digital village strategy and the rise of live-streaming e-commerce. Findings reveal a structural imbalance in Huishui’s development, characterized by “front-end dynamism and back-end lag” across both agricultural and cultural tourism sectors. Drawing upon digital empowerment theory and the experience economy theory, this paper proposes a four-dimensional pathway—“product extension—scenario shaping—symbolic re-creation—platform operation”—to systematically elucidate the implementation mechanism for transitioning from agricultural e-commerce to cultural-tourism integration. It further offers policy recommendations in areas such as smart infrastructure development, industrial chain extension, cultural IP creation, and talent mechanisms, aiming to provide theoretical references and practical insights for the digital upgrading of rural industries in similar regions.