乡旅融合背景下共享农庄旅游平台的同质化困境与创新路径研究

A Study on the Homogenization Dilemma and Innovation Pathways of Shared Farm Tourism Platforms in the Context of Rural-Tourism Integration

摘要: 随着乡村振兴战略的深入推进，共享农庄作为乡旅融合的新兴模式，通过互联网平台实现了快速发展。然而，在爆发式增长背后，平台与农庄服务严重同质化、创新理论支撑不足等问题日益凸显，成为制约其可持续发展的关键瓶颈。本文旨在剖析乡旅融合背景下共享农庄旅游平台的发展现状，重点聚焦其面临的同质化竞争与理论创新滞后两大核心挑战。通过深入分析同质化在产品设计、运营模式及营销策略等方面的具体表现，并指出现有研究在地缘文化整合、科技深度融合及长效利益联结机制等理论层面的缺失。针对上述问题，本文融合“空间生产理论”“数字平台理论”与“社会网络理论”，以此整合性框架加以分析。最终，本文从深化文化IP塑造、构建多元化理论框架、强化科技赋能及完善共享机制等维度，提出一套系统性的解决措施与创新路径，为共享农庄旅游平台突破发展困境、实现高质量与特色化发展提供理论参考和实践指导。

Abstract: With the deepening implementation of the rural revitalization strategy, shared farms, as an emerging model of rural tourism integration, have experienced rapid development through internet platforms. However, behind this explosive growth, issues such as severe homogenization of platform and farm services and insufficient theoretical underpinnings for innovation have become increasingly prominent, forming a key bottleneck constraining their sustainable development. This paper aims to analyze the development status of shared farm tourism platforms within the context of rural tourism integration, focusing specifically on two core challenges: homogeneous competition and lagging theoretical innovation. Through an in-depth analysis of the specific manifestations of homogenization in product design, operational models, and marketing strategies, this paper identifies deficiencies in existing research regarding theoretical aspects such as the integration of geo-cultural elements, the deep integration of technology, and long-term benefit-linked mechanisms. In response to the above problems, this paper integrates “Spatial Production Theory”, “Digital Platform Theory”, and “Social Network Theory” and employs this integrated framework for analysis. Finally, this paper proposes a set of systematic solutions and innovative paths from the dimensions of deepening cultural IP cultivation, diversifying theoretical frameworks, strengthening technological empowerment, and improving sharing mechanisms, which provide theoretical references and practical guidance for shared farm tourism platforms to break through development dilemmas and achieve high-quality and differentiated development.