AIGC技术重塑浙江青田农文旅融合目的地的品牌形象与游客体验研究——基于新质生产力赋能视角

A Study on the Reconstruction of Brand Image and Tourist Experience at the Zhejiang Qingtian Agriculture-Culture-Tourism Integration Destination by AIGC Technology—From the Perspective of New Quality Productive Forces Empowerment

摘要: 本文将浙江青田县作为特定区域加以研究，将AIGC技术作为核心研究的对象，去系统解析新质生产力视角下AIGC技术给农文旅产业深度融合带来的内在原因，实际面临的挑战以及优化的途径。研究发现AIGC技术借助内容创新进行驱动，依靠业态协同来重构，以及借助体验场景的升级这三大核心机制，作用于青田稻鱼共生农遗文化传承以及旅游目的地建设之上，进而重塑区域农文旅品牌形象并且优化游客体验。结合青田地区的实际状况，目前出现这样的情形，AIGC技术落地时适配性不够，农文旅资源与技术融合的深度未达理想状态，专业人才较为匮乏，并且品牌转化的效能也较低等问题。据此便形成构建“技术、资源以及场景”三维融合的体系，同时完善人才培育与政策支撑的机制，并且打造具有差异性的数字文旅IP这类核心路径。本研究意图为特定区域依靠新兴技术实现农文旅高质量融合提供理论上的支撑以及实践方面的指引，以使乡村振兴战略得以落地。

Abstract: Focusing on Qingtian County, Zhejiang Province as a specific region and taking AIGC technology as the core research carrier, this paper systematically analyzes the internal mechanism, practical challenges and optimization paths of AIGC technology empowering the in-depth integration of agricultural, cultural and tourism industries from the perspective of new quality productivity. The study finds that AIGC technology reshapes the regional agricultural, cultural and tourism brand image and optimizes tourist experience by acting on the inheritance of Qingtian’s rice-fish symbiosis agricultural heritage culture and the construction of tourism destinations through three core mechanisms: content innovation drive, business format collaborative reconstruction, and experience scene upgrading. Combined with Qingtian’s practice, there are currently problems such as insufficient landing adaptability of AIGC technology, inadequate in-depth integration of agricultural, cultural and tourism resources with technology, shortage of professional talents, and low brand transformation efficiency. Based on this, it proposes core paths such as constructing a three-dimensional integration system of “technology-resource-scene”, improving talent training and policy support mechanisms, and creating differentiated digital cultural and tourism IP. This study aims to provide theoretical support and practical guidance for specific regions to realize the high-quality integration of agriculture, culture and tourism relying on emerging technologies, and help the implementation of the rural revitalization strategy.