贵州财经大学学报

贵州财经大学学报 ›› 2021 ›› Issue (05): 101-110.

• 贫困与发展 • 上一篇    

乡村旅游文化创意产品研发的影响因素研究

刘民坤1,2, 桑虹丽1, 梁建华3   

  1. 1. 广西大学 工商管理学院, 广西 南宁 530004;
    2. 广西发展战略研究院, 广西 南宁 530004;
    3. 广西财经学院 国际教育学院, 广西 南宁 530003
  • 收稿日期:2021-01-06 出版日期:2021-09-15 发布日期:2021-09-23
  • 通讯作者: 梁建华(1980-)(通讯作者),女,湖南澧县人,讲师,研究方向为应用语言学。
  • 作者简介:刘民坤(1979-),男,湖南澧县人,博士生导师,教授,研究方向为乡村旅游;桑虹丽(1995-),女,湖北武汉人,硕士研究生,研究方向为乡村旅游
  • 基金资助:
    国家自然科学基金项目"乡村振兴战略的旅游路径研究：准入门槛、效果评估与优化机制"（71864004）；2018年广西哲学社会科学基金项目"广西乡村旅游发展影响因素与模式创新研究"（18FJY003）；广西高校人文社会科学重点研究基地基金资助。

Influencing Factors of the Development Factors of Cultural and Creative Products in Rural Tourism

LIU Min-kun1,2, SANG Hong-li1, LIANG Jian-hua3   

  1. 1. School of Business Administration, Guangxi University, Nanning 530004, China;
    2. Guangxi Development Research Strategy Institute, Nanning 530004, China;
    3. School of International Education, Guangxi University of Finance and Economics, Nanning 530003, China
  • Received:2021-01-06 Online:2021-09-15 Published:2021-09-23

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摘要： 利用文化特色作为乡村旅游吸引力，开发文化创意产品，让文化活起来，不仅符合文旅融合大势，有利于实现乡村振兴战略，也能促进乡村旅游地文化消费，带动当地经济、社会、文化发展。基于广西壮族自治区两个调研地314名乡村旅游者的问卷调查，从消费价值观和感知价值的角度，对乡村旅游文创产品的旅游消费者类型和研发因素进行实证分析。研究发现：文创产品研发时，外部感知性应作为吸引乡村旅游者消费的基础，行为功能性作为刺激购买行为的助推器，文化承载性可以成为保障旅游消费的必要条件。乡村旅游者可以划分为四个类型：功能理性型（35.4%）、积极享受型（40.4%）、潜力发展型（11.8%）和面子感知型（12.4%）。乡村旅游地的文化创意产品研发应避免产品同质化，创新民俗乡村特色，在注重实用功能性的基础上保障价格匹配品质，延伸文化传播链，促进文化消费体验。

关键词: 文化创意产品, 乡村旅游, 消费价值观, 感知价值, 文化消费

Abstract: Using unique cultural as tourism attraction, developing cultural and creative products and bringing culture to life not only conform to the trend of integration of culture and tourism, which are conducive to the rural revitalization, but also can promote the cultural consumption of rural tourism and the development of local economy, society and culture. Based on a questionnaire survey of 314 rural tourists from two survey sites in Guangxi Zhuang Autonomous Region, this paper empirically analyzes the types of tourism consumers and the development factors of rural tourism cultural and creative products from the perspective of consumer values and perceived values.The results show that:in the development of cultural and creative products, external perception should be the basis to attract rural tourists' consumption, behavioral functionality should be the booster to stimulate purchasing behavior, and cultural carrying capacity can be a necessary condition to guarantee tourism consumption. Rural tourists can be divided into four types:functional rational tourists (35.4%), active enjoyment tourists (40.4%), potential development tourists (11.8%) and face perception tourists (12.4%). The development of cultural and creative products in rural tourism destinations should avoid product homogeneity, innovate folk and rural characteristics, guarantee price matching quality on the basis of paying attention to practical function, extend the cultural transmission chain, and promote cultural consumption experience.

Key words: cultural and creative products, rural tourism, consumption value, perceived value, cultural consumption

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