数字经济背景下湖南凤凰乡村旅游高质量发展路径研究

Research on the High-Quality Development Path of Rural Tourism in Fenghuang, Hunan under the Digital Economy Background

摘要: 数字经济是基于数据引导的经济建设新模式，随着数字经济的快速发展，乡村旅游作为乡村振兴战略的重要实现途径，正迎来新的机遇与挑战。本文以湖南省湘西土家族苗族自治州凤凰县为例，结合数字经济背景，探讨其乡村旅游高质量发展的现状、困境及路径选择。凤凰县依托丰富的自然与文化资源，在乡村旅游发展方面取得了显著成效，但仍面临基础设施不完善、产品同质化、数字技术应用不足、专业人才匮乏等问题。本文在分析数字经济赋能乡村旅游机制的基础上，提出完善数字基础设施、推动智慧旅游建设、加强数字人才培养、深化文旅融合与数字营销等策略，以实现凤凰县乡村旅游迎来新的发展契机。

Abstract: The digital economy is a new model of economic construction based on data-driven guidance. With the rapid development of the digital economy, rural tourism, as an important way to implement the rural revitalization strategy, is facing new opportunities and challenges. This article takes Fenghuang County in Xiangxi Tujia and Miao Autonomous Prefecture, Hunan Province as an example, and in the context of the digital economy, discusses the current situation, difficulties and path choices for the high-quality development of rural tourism. Relying on its rich natural and cultural resources, Fenghuang County has achieved remarkable results in the development of rural tourism, but still faces problems such as incomplete infrastructure, product homogeneity, insufficient application of digital technology, and a lack of professional talents. Based on the analysis of the mechanism of the digital economy empowering rural tourism, this article proposes strategies such as improving digital infrastructure, promoting the construction of smart tourism, strengthening the cultivation of digital talents, and deepening the integration of culture and tourism with digital marketing, to achieve new development opportunities for rural tourism in Fenghuang County.