乡村振兴背景下农村电商与文旅融合的路径研究

Under the Backdrop of Rural Revitalization, a Study on the Integration Paths of Rural E-Commerce and Cultural Tourism

摘要: 在乡村振兴战略全面深化与数字经济蓬勃发展的双重背景下，农村电商与乡村文旅作为激活乡村内生动力的两大核心引擎，其深度融合已成为突破乡村产业发展瓶颈、实现乡村价值重构的关键范式。本文基于电商赋能理论与数字技术驱动视角，系统剖析农村电商与乡村文旅融合的内在逻辑，揭示当前二者融合过程中面临的理念滞后、产品同质、基础设施薄弱及人才短缺等现实困境。通过理论推演与案例佐证，构建“理念–产品–渠道–技术–人才”五维一体的深度融合路径模型，并从组织保障、基础设施、品牌建设三个维度提出配套政策建议，旨在为乡村产业融合实践提供理论支撑与行动指引，推动乡村振兴从“政策驱动”向“内生驱动”转型。

Abstract: Against the dual background of the comprehensive deepening of the rural revitalization strategy and the vigorous development of the digital economy, rural e-commerce and rural cultural tourism, as two core engines to activate endogenous motivation in rural areas, have seen that their deep integration become a key paradigm for breaking through the bottlenecks of rural industrial development and reconstructing rural value. Based on the perspectives of e-commerce empowerment theory and digital technology drive, this paper systematically analyzes the internal logic of the integration of rural e-commerce and rural cultural tourism, revealing the practical challenges faced during their integration, such as outdated concepts, product homogeneity, weak infrastructure, and talent shortages. Through theoretical deduction and case studies, a five-dimensional integrated deep integration path model of “concept-product-channel-technology-talent” is constructed. Supporting policy recommendations are proposed from the three dimensions of organizational guarantee, infrastructure, and brand building, aiming to provide theoretical support and action guidance for the practice of rural industrial integration, and to promote the transition of rural revitalization from “policy-driven” to “endogenously-driven.”