数字经济背景下民族村寨旅游发展商业化困境及策略探析

Commercial Difficulties and Strategies of Ethnic Village Tourism Development under the Background of Digital Economy

摘要: 数字经济作为整合各类旅游资源的隐性工具，其借助互联网技术将企业、政府部门、社区居民、专家学者等参与民族文化旅游发展的实体所具备的优势聚集起来，推动民族文化资源进行服务化发展和多元化利用。但随着社会结构复杂程度的提升和经济全球化发展速度加剧，市场经济、再分配经济和互惠经济之间的平衡被打破，许多因文化而形成的经济现象中的道德和文化意义被弱化，催促文化现象的泯灭和经济价值的消失。大量数字化资本、新兴工具、数字化宣传模式和依托互联网技术和大数据的推广工具的介入，使得依托民族文化开发旅游的地区出现商业化加剧、民族文化失真的现状。本文以可持续发展理论、利益相关者理论和产业融合理论为分析工具，运用文献研究、田野调查、比较研究等方法，结合贵州省郎德苗寨这一典型案例探究民族村寨的商业化问题并试图提出解决方案。旨在为民族村寨的可持续发展提供新思路。

Abstract: As a hidden tool to integrate all kinds of tourism resources, the digital economy gathers the advantages of entities participating in the development of ethnic cultural tourism such as enterprises, government departments, community residents, experts and scholars with the help of Internet technology, and promotes the service development and diversified utilization of ethnic cultural resources. However, with the improvement of the complexity of social structure and the acceleration of economic globalization, the balance between market economy, redistribution economy and reciprocal economy has been broken, and the moral and cultural significance of many economic phenomena formed by culture has been weakened, prompting the elimination of cultural phenomena and the disappearance of economic value. With the intervention of a large number of digital capital, emerging tools, digital publicity models and promotion tools relying on Internet technology and big data, the commercialization of tourism relying on ethnic culture is intensified and the national culture is distorted. With sustainable development theory, stakeholder theory and industry integration theory as analytical tools, this paper uses literature research, field investigation, comparative research and other methods to explore the commercialization problems of ethnic villages in combination with the typical case of Langde Miao Village in Guizhou Province, and tries to propose solutions. It aims to provide new ideas for the sustainable development of ethnic villages.