广西融水斗马节非遗生态旅游活化与发展路径研究

A Study on the Revitalization and Development Path of Intangible Cultural Heritage Ecotourism at Rongshui Bullfighting Festival in Guangxi

摘要: 立足于文旅深度融合与乡村振兴的时代背景，非遗生态旅游已成为少数民族传统文化多渠道活化、乡村产业提质增收的重要路径。当前非遗文旅普遍存在文化资源活化不足、品牌声量偏弱、游玩体验单薄、社区参与不足、代际传承断层五大发展短板。文章以融水斗马节为例，采用文献研究法、实地调研法及深度访谈法，结合文化生态理论与场景理论开展系统研究。针对现存问题，从资源活化、品牌传播、体验创新、社区促进、文脉传承五个维度提出优化策略，构建“资源–品牌–体验–社区–传承”五位一体协同联动的发展体系，为非遗生态旅游长效发展提供参考，助力民俗文化实现活态传承与价值转化。

Abstract: In the context of the deep integration of culture and tourism and rural revitalization, intangible cultural heritage ecotourism has become an important path for the revitalization of traditional ethnic minority cultures and the improvement of rural industrial quality and income. At present, there are five major development shortcomings in intangible cultural heritage tourism: insufficient activation of cultural resources, weak brand awareness, thin play experience, insufficient community participation, and an intergenerational inheritance gap. This paper takes the Rongshui Bullfighting Festival in Guangxi as an example and conducts a systematic study using literature research, field investigation, and in-depth interviews, combined with the theory of cultural ecology and scene theory. In response to existing problems, optimization strategies are proposed from five dimensions: resource reactivation, brand communication, experience innovation, community engagement, and cultural heritage inheritance. A five-in-one coordinated development system of “resources-brand-experience-community-inheritance” is constructed to provide references for the long-term development of intangible cultural heritage ecotourism.