互联网时代民族村落旅游的机遇与挑战——以西江千户苗寨为例

Opportunities and Challenges of Ethnic Village Tourism in the Internet Era—A Case Study of Xijiang Qianhu Miao Village

摘要: 互联网的普及与社交媒体的兴起，为民族村落旅游带来前所未有的机遇。西江千户苗寨借助互联网迅速走红，知名度显著提升，游客规模持续扩大。然而，在流量逻辑与市场导向的驱动下，当地文化面临本真性缺失与身份模糊的困境。以旅拍为代表的商业化开发改变了村落空间格局，传统生活空间被消费化业态挤压，民族服饰与习俗逐渐失真。西江的发展折射出互联网对民族村落旅游的双重作用：一方面提升知名度，促进经济增长；另一方面导致文化失真。该文通过西江案例，揭示了互联网塑造下民族村落旅游的机遇与挑战，为探究民族村寨旅游发展中的困境提供新的可能。文化活态传承与可持续发展，推动民族村寨旅游可持续发展。

Abstract: The diffusion of the Internet and the rise of social media have generated unprecedented opportunities for ethnic village tourism. Leveraging digital platforms, Xijiang Qianhu Miao Village has rapidly gained visibility, attracting increasing numbers of visitors and achieving notable recognition. Yet, under the influence of online traffic logics and market-driven forces, local culture is confronted with the erosion of authenticity and the blurring of cultural identity. Commercial development—exemplified by the proliferation of travel photography services—has reconfigured village space, as consumer-oriented enterprises encroach upon traditional living areas and ethnic costumes and customs are gradually distorted. The trajectory of Xijiang highlights the Internet’s dual impact on ethnic village tourism: while it enhances public visibility and stimulates economic growth, it simultaneously accelerates cultural commodification and misrepresentation. Drawing on the Xijiang case, this study illuminates the complex opportunities and challenges posed by digital mediation in ethnic village tourism and underscores the importance of safeguarding living cultural heritage and pursuing sustainable development.