智慧文旅背景下地方节庆游客体验的生成逻辑与治理优化——以安徽国际文化旅游节为例

Generation Logic and Governance Optimization of Tourist Experience in Local Festivals under Smart Cultural Tourism—A Case Study of the Anhui International Culture and Tourism Festival

摘要: 智慧文旅正在将地方节庆由单向展示活动转变为数据驱动、场景协同与实时响应的复合治理场域。在系统梳理智慧旅游生态、数字文旅体验、节庆体验、数字公共服务与负责任算法等研究的基础上，本文以第十四届安徽国际文化旅游节为案例，构建“智慧环境线索–感知价值–体验反应–治理保障”的分析框架。研究认为，信息服务、空间组织、沉浸互动与治理保障只有经由功能价值、情绪与文化价值、社会与信任价值的加工，才能转化为满意、文化认同、推荐和重游意愿。案例的多板块、多场域和国际化组织特征，使其智慧化面临三类关键困境：需求识别与平台协同不足、技术展示与文化叙事脱节、治理闭环与数字权利保障不充分。据此，本文提出以游客全旅程为中心的一体化服务、以地方文化主线统筹的沉浸体验，以及以统一数据底座、快速响应、隐私保护、算法公平和普惠设计为核心的负责任治理路径。

Abstract: Smart cultural tourism is transforming local festivals from one-way display events into composite governance settings characterized by data-driven operation, scenario coordination and real-time response. Based on a systematic review of research on smart tourism ecosystems, digital cultural-tourism experiences, festival experiences, digital public services and responsible algorithms, this paper takes the 14th Anhui International Culture and Tourism Festival as a case and develops an analytical framework of “smart environmental cues - perceived value - experience response - governance assurance”. The analysis shows that information services, spatial organization, immersive interaction and governance assurance can generate satisfaction, cultural identity, recommendation and revisit intention only through functional value, emotional-cultural value, and social-trust value. The multi-section, multi-venue and international organizational characteristics of the case generate three major constraints: insufficient demand identification and platform coordination, a disconnect between technological display and cultural narrative, and inadequate governance closure and digital-rights protection. Accordingly, this paper proposes an integrated service system centered on the full visitor journey, immersive experiences organized around a coherent local-cultural narrative, and a responsible governance pathway built on a unified data foundation, rapid response, privacy protection, algorithmic fairness and inclusive design.