“电商 + 旅游”新模式下社会工作助力特色农产品推广的策略研究

“E-Commerce plus Tourism” New Model: Strategies for Social Work to Promote Special Agricultural Products

摘要: 在农旅经济融合发展的过程中，特色农产品购买已经成为大众旅游过程中的重要消费行为，与此同时互联网技术的发展推动着传统的线下购买与消费逐渐向线上电商平台迁移，“电商 + 旅游”模式为农村地区特色农产品的发展和推广提供了新的平台，指明了新的道路。鉴于此，本文对“电商 + 旅游”模式下的特色农产品推广进行了阐述，重点关注这一模式下特色农产品推广存在的现实困境，并从社会工作的视角出发探讨作为一门以“助人自助”为目的的专业如何能够介入其中，发挥自身的专业价值有效应对这些问题，从而构建该模式下社会工作助力特色农产品推广的实践策略，以期促进区域经济发展和农民收入的增加。

Abstract: In the process of integrating agricultural and tourism economies, the purchase of specialty agricultural products has become an important consumption behavior in mass tourism. At the same time, the development of internet technology has driven the traditional offline purchasing and consumption to migrate to online e-commerce platforms. The “e-commerce + tourism” model has provided a new platform and path for the development and promotion of rural areas’ specialty agricultural products. In light of this, this paper studies how the “e-commerce + tourism” model can help promote specialty agricultural products, focusing on the realistic dilemmas in the promotion of specialty agricultural products under this model and exploring how social work, as a professional aimed at “helping people help themselves,” can intervene in this process and leverage its professional value to effectively address these issues, thereby constructing practical strategies for social work to assist in the promotion of specialty agricultural products under this model, with the goal of promoting regional economic development and increasing farmers’ income.