文旅电商的体验革命——数字技术驱动生态重构与价值重生

The Experience Revolution in Cultural Tourism E-Commerce—Digital Technology Drives Ecological Reconstruction and Value Rebirth

摘要: 本文以文化旅游电子商务经济发展为主线，论述了数字经济催生新经济业态，阐述了数字技术的深度融合促使文化旅游电子商务突破“线上售票”桎梏迈向全链路覆盖、线上线下融合的新数字时代，由此产生了体验经济数字化、内容经济产业化、数据经济价值化以及平台经济生态化等诸多新型经济业态，是经济社会发展过程中必然产生的新的发展趋势。该转型由四维进化逻辑支撑：基础设施数字化、消费模式代际更替、技术深度沉浸、内容形式社会化。与此同时，也伴生诸多并存的矛盾：如数产勾连下的体验异化，由算法中心带来的文化扁平化，由寡头垄断带来的生态环境破坏，由数字壁垒导致的空间隔阂，以及算法违背伦理下的隐私攫取等。由此，在以上基础之上，本文从可持续发展角度提出了旅游文化电商发展的四个具体实现途径：建立数字化素养教育体系、优化算法推荐机制、打造开放平台生态、弥合数字鸿沟、完善数据治理结构，并力求在技术便利性和真实的体验性、算法高效性与人文性的差异上寻找两者的平衡点，在实现商业价值与文化价值的同时，最终达到调整生态结构、完成价值救赎的目的，真正为数字经济赋能，解决人民对美好生活的需要与不平衡不充分的发展之间的矛盾，为人民美好生活提供更好的服务。

Abstract: This paper discusses the economic development in the culture tourism e-commerce domain which is greatly led and prompted by economic changes due to digitization. Firstly, it describes how deep digitization allows cultural tourism e-commerce to move from “online ticketing” to “online ticketing” and forms an entirely new era. In this process, four significant models have evolved: Experience Economy Digitization Model, Content Economy Industrialization Model, Data Economy Monetization Model, and Platform Economy Economization Model. The transformation is based on 4-dimensional evolutionary logic: digital infrastructure, generational change of consumer behavior, deep immersion of technological integration and social dissemination of content format. However, there are also lots of entangled challenges including disenchanted experience due to digital addictiveness, flattening culture for dominating algorithm, ecosystem imbalance because of monopolizing data, regional disparity intensifying as deep digital gaps emerge, ethical issue caused by privacy infringements. In response to such problems, sustainable pathways should be adopted in order for cultural tourism e-commerce to create digital literacy education system, optimize algorithmic recommendation mechanism, foster open platform ecosystem, bridge digital gaps and perfect the data governance frameworks. We call for maintaining dynamic balance between taking full advantage of technological convenience and experiencing real emotions, between getting benefits out of algorithms and caring about people, and meanwhile pursuing higher returns of commercial value and better protection of cultural heritage’s original features to optimize the structure and rebuild the value.