基于多模态的农文旅数字化平台设计与实现

Design and Implementation of a Multimodal Digital Platform for Agriculture-Culture-Tourism Integration

摘要: 针对农文旅资源在数字传播、用户体验与产业转化环节协同不足的问题，本研究基于数字人文与用户体验设计理论，构建了闭环的“认知–体验–转化”路径。设计并实现了一个农文旅数字化平台，该平台采用“内容展示–互动体验–产品交易”融合架构，集成了工艺百科、攻略投稿与产品交易等功能。平台通过“源头标准化、内容多维化、管理数字化”策略，结合教程学习与互动任务，贯通内容触达、场景体验与消费转化的链路。本研究重点论证了“文化内容驱动消费”的核心机制，通过匠人故事、禾船科普等叙事元素激发用户情感认同，进而促成消费行为，为农文旅资源的创新传播与乡村产业的协同发展提供了可资借鉴的范式。

Abstract: This study targets the weak coordination among digital dissemination, user experience, and industrial conversion in Agriculture-Culture-Tourism (ACT) contexts. Drawing on digital humanities and user-experience design, we propose a closed-loop pathway of “cognition-experience-conversion” and implement a multimodal digital platform with a fused architecture of content display, interactive experience, and product transaction. The platform integrates a Craft Encyclopedia, user-submitted travel guides, tutorials, and commerce, and operates through a strategy of “upstream standardization, multidimensional content, and digitized management.” By coupling tutorial-based learning with interactive tasks, it links content reach, situated experience, and consumption conversion. The study explicates a core mechanism of cultural-content-driven consumption: narrative elements—such as artisan stories and Agricultural Culture Education (e.g., the He-Boat)—cultivate emotional identification that, in turn, catalyzes purchasing behavior. This work provides a reusable paradigm for innovative dissemination of rural cultural resources and for the synergistic development of ACT industries.