传统村落旅游空间的数字重构：特征、风险与协同路径——以湘西墨戎苗寨为例

Digital Reconstruction of Traditional Village Tourism Space: Characteristics, Risks and Synergistic Paths—Taking the Morong Miao Village in Xiangxi as an Example

摘要: 在数字技术与乡村振兴深度融合的背景下，以短视频为代表的数字媒介通过算法逻辑，选择性建构并传播了传统村落以视觉符号为核心的文化意象，深刻影响了游客的空间行为与村落的空间结构。本研究以湘西墨戎苗寨为例，综合运用UGC文本挖掘、游客时空轨迹分析及地理空间叠加方法，系统揭示了数字技术驱动下传统村落旅游发展中“文化–空间”关系的复杂机理。研究发现：数字媒介通过放大“银饰”“苗鼓”等表演性符号，塑造了消费导向的线上意象；该意象精准引导线下游客行为，形成高度集聚与同质化的“打卡”式空间实践，导致“文化–空间”出现结构性失衡——表层符号被过度消费，而深层文化实践及其承载空间则被系统性边缘化。这一过程本质上是旅游绅士化风险在数字时代的新型表现，其核心在于文化意义的商品化剥离、社区网络的功能性解构与居民主体性的渐进消解。为实现可持续发展，研究进一步提出了从“迎合流量发展”转向“主动协调治理”的范式，并建议通过多维数字叙事、社区融合体验及空间织补规划等路径，推动传统村落实现文化保护与旅游发展的良性协同。本研究为理解数字时代传统村落的变迁提供了整合性分析框架，并为规避旅游绅士化风险、促进村落振兴提供了理论依据与实践参考。

Abstract: Against the backdrop of deep integration between digital technology and rural revitalization, digital media represented by short videos selectively construct and disseminate cultural imagery of traditional villages centered on visual symbols through algorithmic logic, profoundly influencing tourists’ spatial behaviors and village spatial structures. Using the Morong Miao Village in Xiangxi as a case study, this research employs a comprehensive approach integrating UGC text mining, tourist spatio-temporal trajectory analysis, and geographic spatial overlay methods to systematically elucidate the complex mechanisms underlying the “culture-space” relationship in the tourism development of traditional villages driven by digital technologies. The study finds that digital media amplifies performative symbols like “silver ornaments” and “Miao drums” to shape consumer-oriented online imagery. This imagery precisely guides offline tourist behavior, forming highly concentrated and homogenized “check-in” style spatial practices, leading to structural imbalance in “culture-space”—superficial symbols are over-consumed while deep cultural practices and their supporting spaces are systematically marginalized. This process essentially represents a new manifestation of tourism gentrification risks in the digital era, with its core lying in the commodification stripping of cultural significance, functional deconstruction of community networks, and gradual erosion of residents’ subjectivity. To achieve sustainable development, the study further proposes a paradigm shift from “adapting to traffic-driven growth” to “active coordinated governance,” suggesting pathways such as multidimensional digital storytelling, community-integrated experiences, and spatial patchwork planning to promote virtuous synergy between cultural preservation and tourism development in traditional villages. This study provides an integrated analytical framework for understanding the transformation of traditional villages in the digital era, and offers theoretical and practical references for avoiding the risks of tourism gentrification and promoting inclusive revitalization of villages.