旅游者消费意愿视角下科技创新赋能乡村旅游的路径探索——以诸暨东白湖茶乡村为例

Exploring the Path of Technological Innovation Empowering Rural Tourism from the Perspective of Tourist Consumption Willingness—A Case Study of Dongbai Lake Tea Village in Zhuji

摘要: 乡村旅游是推动乡村发展的重要路径，科技创新为乡村旅游产业升级提供重要支撑，而旅游者消费意愿是衡量乡村旅游科技应用实践成效的关键标尺。文章以诸暨东白湖茶乡村为研究案例，该区域通过构建“物联网溯源 + 智慧服务平台 + 沉浸式科技体验 + 农业大脑管理”的技术应用体系，有效打通了“茶叶种植–文旅体验–产品消费”的产业闭环，推动乡村旅游从“资源依赖型”向“技术赋能型”转型。研究从旅游者消费意愿视角出发，将科技创新赋能乡村旅游水平设为核心解释变量(含数字服务创新、科技产品赋能、产业科技融合、智慧营销创新、智慧设施支撑五大维度)，旅游者乡村旅游消费意愿为被解释变量，旅游者乡村旅游价值感知为中介变量，通过问卷调查法收集一手数据，运用SPSS软件进行实证分析，构建“技术应用–体验感知–满意度–消费意愿”的理论模型，探究科技创新赋能乡村旅游的内在作用路径与实践方向。研究结果表明，科技创新赋能乡村旅游的数字服务创新、产业科技融合、智慧营销创新、智慧设施支撑四大维度对旅游者消费意愿存在显著正向影响，科技产品赋能维度无直接显著影响，但可通过旅游者情绪感知价值对消费意愿产生显著间接正向影响；诸暨东白湖茶乡在茶文旅科技融合、智慧服务落地等方面已取得一定实践成效，但仍存在科技体验项目同质化、产业科技融合与旅游体验衔接不足、智慧营销精准度有待提升等问题。基于此，结合东白湖茶乡村茶产业特色与乡村旅游发展实际，从打造特色茶科技体验产品、深化茶旅产业科技融合、优化智慧服务与设施体系、构建精准化智慧营销模式、提升旅游者全流程价值感知等方面，提出科技创新赋能乡村旅游的针对性路径，以期为茶乡类乡村旅游目的地的科技应用升级与旅游消费活力激发提供实践参考，同时丰富乡村旅游与科技创新融合的相关研究成果。

Abstract: Rural tourism is an important path for promoting rural development, and scientific and technological innovation provides important support for the industrial upgrading of rural tourism, while tourists’ consumption willingness serves as a key yardstick for measuring the practical effectiveness of technological application in rural tourism. Taking the Tea Village of Dongbai Lake in Zhuji as the research case, this study finds that the area has effectively opened up the industrial closed loop of “tea planting - cultural tourism experience - product consumption” by building a technological application system integrating “IoT traceability, smart service platform, immersive sci-tech experience and agricultural brain management”, thus driving the transformation of rural tourism from a “resource-dependent” model to a “technology-empowered” one. From the perspective of tourists’ consumption willingness, this study sets the level of technological innovation empowering rural tourism as the core explanatory variable, which includes five dimensions: digital service innovation, sci-tech product empowerment, industrial sci-tech integration, smart marketing innovation and smart facility support. Tourists’ willingness to consume rural tourism is taken as the explained variable, and tourists’ perceived value of rural tourism as the mediating variable. First-hand data was collected through questionnaire surveys, and empirical analysis was conducted by using SPSS software. By constructing a theoretical model of “technological application - experience perception - satisfaction - consumption willingness”, this paper explores the internal mechanism and practical direction of technological innovation empowering rural tourism. The results show that four dimensions of technological innovation empowering rural tourism, namely digital service innovation, industrial sci-tech integration, smart marketing innovation and smart facility support, have a significant positive impact on tourists’ consumption willingness. The dimension of sci-tech product empowerment has no direct significant impact, but can exert a significant indirect positive impact on consumption willingness through tourists’ emotional perceived value. The Tea Village of Dongbai Lake in Zhuji has achieved certain practical results in the integration of tea, culture, tourism and technology as well as the implementation of smart services, yet there still exist problems such as the homogenization of sci-tech experience projects, insufficient connection between industrial sci-tech integration and tourism experience, and the need for improved accuracy of smart marketing. Based on the above findings, combined with the characteristics of the tea industry and the actual development of rural tourism in the Tea Village of Dongbai Lake, this paper puts forward targeted paths for technological innovation to empower rural tourism from the aspects of creating characteristic tea sci-tech experience products, deepening the sci-tech integration of the tea tourism industry, optimizing the smart service and facility system, constructing a precise smart marketing model, and enhancing tourists’ full-process perceived value. It is expected to provide practical references for the upgrading of technological application and the stimulation of tourism consumption vitality of tea village-type rural tourism destinations, and meanwhile enrich the relevant research results on the integration of rural tourism and scientific and technological innovation.