乡村农文旅融合发展模式、困境与优化路径——基于北京乡村典型案例

Development Modes, Predicaments and Improvement Paths for Rural Integration of Agriculture, Culture and Tourism ——A Case Study of Typical Villages in Beijing

关键词:  农文旅融合,文化振兴,文化 IP,超大城市

Key words:  integration of agriculture, culture and tourism  cultural revitalization  cultural IP  megacity

摘要:

【目的】深入研究分析乡村农文旅发展现状、取得成绩和存在问题,服务于超大城市郊区乡村盘活文化资源、升级产业、缩小城乡差距、迈向共同富裕。【方法】文章以北京市 13 个涉农行政区、43 个行政村、206 家农文旅经营主体为研究样本,立足于文化资源禀赋、政策扶持与市场区位优势等,采用案例分析发深入研究20个乡村农文旅融合典型做法,系统梳理北京农文旅融合取得成果及存在问题。【结果】北京市乡村农文旅融合初步形成红绿共生融合发展、文创艺术活化古村非遗、城乡创客联动兴业、数字电商赋能产业升级、区位产业借势增收等五个模式,同时存在文化挖掘层次浅显、区域协同联动不足、城乡供需错位失衡、长效运营机制欠缺等四类典型问题。提出了深耕本土文化根脉、塑造差异化特色文旅IP,强化全域统筹联动、打造集群化协同发展格局,升级优质业态体系、精准对接都市高端消费需求,构建多元人才体系、夯实乡村内生发展动能,深化数字智慧赋能、健全长效运营辐射机制等五大优化路径。【结论】希望相关研究为北京农文旅提质发展提供实践支撑,为全国同类超大城市郊区乡村提供示范样本。

Abstract:

[Purpose]This paper conducts an in-depth analysis of the current situation, achievements and existing problems of rural integration of agriculture, culture and tourism. It aims to help rural areas on the outskirts of megacities revitalize cultural resources, upgrade industries, narrow the urban-rural gap and advance towards common prosperity.[Method]Selecting 13 agriculture-related administrative districts, 43 administrative villages and 206 agriculture-culture-tourism operators in Beijing as research samples, this paper takes full account of local cultural endowments, policy support and locational market advantages. Using the case analysis method, it examines 20 typical practices of rural agriculture-culture-tourism integration and systematically sorts out the achievements and prominent problems in this field across Beijing.[Result]Beijing has initially developed five distinctive models for the integrated development: integrated development of red culture and ecological tourism, revitalization of ancient villages and intangible cultural heritage through cultural creativity and arts, industrial growth driven by cooperation between urban and rural innovators, industrial upgrading empowered by digital e-commerce, and income growth capitalizing on locational and industrial strengths. Meanwhile, four major challenges stand out: superficial exploration of local culture, inadequate regional coordination, imbalance between urban demand and rural supply, and the absence of sound long-term operation mechanisms.Accordingly, five optimization paths are proposed: dig deep into local cultural heritage to create differentiated cultural and tourism IPs; strengthen overall planning and coordination to build a clustered collaborative development pattern; optimize industrial formats to precisely cater to high-end urban consumption demands; foster a diversified talent team to reinforce rural endogenous development momentum; further leverage digital and smart technologies and improve long-term operation and radiation mechanisms.[Conclusion]The research findings can provide practical support for the high-quality development of integrated agriculture, culture and tourism in Beijing, and serve as a reference model for rural areas on the outskirts of other megacities across China.