数字经济背景下文旅产业的新机遇

New Opportunities for the Cultural and Tourism Industry in the Context of the Digital Economy

摘要: 在《“十四五”文化和旅游发展规划》推进数字文旅创新工程的背景下，本文聚焦数字经济对文旅产业的影响展开研究。首先剖析数字经济通过技术驱动实现模式创新，最终达成价值重构赋能文旅产业的内在逻辑，进而探讨数字经济为文旅产业在产品体验、产业业态、营销市场等维度带来的新机遇，同时指出产业发展面临的数据、基础设施、人才等方面挑战，并从政策、企业、人才层面提出相应应对策略。最后明确AI、元宇宙、“数字化 + 绿色化”的未来发展趋势，提出后续可围绕数字文旅伦理等领域深入研究的方向。

Abstract: Against the backdrop of the “14th Five-Year Plan for Cultural and Tourism Development” promoting the digital cultural and tourism innovation project, this paper focuses on the impact of the digital economy on the cultural and tourism industry for research. Firstly, it analyzes the internal logic of the digital economy achieving model innovation through technology-driven and ultimately enabling value reconstruction to empower the cultural and tourism industry. Then, it explores the new opportunities brought by the digital economy to the cultural and tourism industry in dimensions such as product experience, industrial format, and marketing market. Meanwhile, it points out the challenges faced by the industry development in aspects such as data, infrastructure, and talents, and proposes corresponding countermeasures from the perspectives of policy, enterprises, and talents. Finally, it clarifies the future development trends of AI, metaverse, and “digitalization + greening”, and proposes directions for in-depth research in the future, such as digital cultural and tourism ethics.