基于消费者视角下文化旅游助力鄂温克民族文化传承与发展研究

Research on the Promotion of Ewenki Ethnic Culture Inheritance and Development by Cultural Tourism from the Perspective of Consumers

摘要: 敖鲁古雅使鹿鄂温克民族是我国鄂温克族的三支族群之一，其驯鹿文化、桦树皮制作技艺和萨满文化等民族文化是中华传统文化的重要组成部分，却在生态移民、外来文化冲击、文化断代和劳动力缺失等多重条件的影响之下陷入了传承与发展困境。现有研究多聚焦于鄂温克民族文化的保护政策和文化内涵等方面，部分成果涉及了文旅产业与文化传承的关联，缺乏从消费者视角切入，对文旅产业精准对接消费者需求和文旅产业有效助力文化传承的系统性探索，且未明确消费者体验与文化传承与发展的内在联系。本文以鄂温克族聚居区(重点为敖鲁古雅鄂温克民族乡)为核心研究区域，主要采用深度访谈法、问卷调查法和统计分析法相结合的研究方法，先通过深度访谈文旅消费者、当地族人及景区工作人员，初步掌握文旅产业对鄂温克文化传承的作用情况；再基于访谈结论设计无记名问卷，面向文旅消费者及潜在消费者开展线上调查，收集相关数据并进行信度与效度检验；最终围绕旅游资源吸引力、消费者需求特点、文化传承发展路径和人地协调等要点展开。基于此，本文得出结论：当前鄂温克文化传承陷入了供需错位的困境，需依赖人才、产业与生态协同推动产业更新与变革，同时应深挖文化资源、增岗引才、科学养鹿并反哺生态，实现文化旅游助力鄂温克民族文化传承与发展的可持续发展之路。

Abstract: The Aoluguya reinder-making Evenki people are one of the three ethnic groups of the Evenki people in China. Their reindeer culture, birch bark making skills and shamanic culture, among other ethnic cultures, are important components of traditional Chinese culture. However, under the influence of multiple conditions such as ecological migration, impact of foreign cultures, cultural discontinuity and shortage of labor force, they have fallen into a predicament of inheritance and development. Most of the existing research focuses on the protection policies and cultural connotations of the Ewenki ethnic culture. Some of the achievements involve the connection between the cultural tourism industry and cultural inheritance. However, there is a lack of systematic exploration from the perspective of consumers on precisely matching consumer demands with the cultural tourism industry and effectively promoting cultural inheritance. Moreover, the intrinsic connection between consumer experience and cultural inheritance and development has not been clarified. This article takes the Ewenki ethnic settlement area (with a focus on the Aoluguya Ewenki Ethnic Township) as the core research area. It mainly adopts a research method combining in-depth interviews, questionnaire surveys and statistical analysis. Firstly, through in-depth interviews with cultural and tourism consumers, local ethnic groups and scenic area staff, the role of the cultural and tourism industry in the inheritance of Ewenki culture is initially grasped. Based on the interview conclusions, an anonymous questionnaire was designed to conduct an online survey among cultural and tourism consumers and potential consumers, collect relevant data and conduct reliability and validity tests. Ultimately, it will revolve around key points such as the attractiveness of tourism resources, the characteristics of consumer demands, the path of cultural inheritance and development, and the coordination between people and the local area. Based on this, this paper concludes that the current inheritance of Ewenki culture is trapped in a predicament of mismatch between supply and demand. It is necessary to rely on the coordinated efforts of talents, industries and ecology to promote industrial renewal and transformation. At the same time, cultural resources should be deeply explored, more positions should be created and talents should be attracted, deer should be scientifically raised and the ecology should be fed back, so as to achieve a sustainable development path for the inheritance and development of Ewenki ethnic culture through cultural tourism.