乡村振兴语境下村落民俗重构与节庆品牌塑造研究--以婺源篁岭晒秋为例  

Research on Reconstruction of Village Folklore and Building oi Festival Brand in the Context of Rural Revitalization:A Case Study of Huangling Bask-Auiumn in Wuyuan

作　　者：刘爱华[1,2] 韩凤娇 Liu Aihua;Han Fengjiao

机构地区：[1]江西师范大学非物质文化遗产研究中心 [2]江西师范大学历史文化与旅游学院

出　　处：《文化产业研究》2022年第2期276-291,共16页Cultural Industry Research

基　　金：国家社科基金重大委托项目“新中国70年社会治理研究”(批准号18@ZH011)子课题“百村社会治理调查”(18@ZH011-0320190417);江西省文化艺术科学规划项目“城乡融合发展背景下中华传统节俗传承利用研究”(YG2018247);中国博士后科学基金第12批特别资助“乡村文化振兴背景下传统村落民俗传承机制创新研究”(2019T120564)。

摘　　要：近年来,乡村发展备受关注,村落民俗资源成为乡村振兴的重要符号载体和经济要素。婺源篁岭积极挖掘并重构本地独有的晒秋农俗,使篁岭晒秋成为“最美中国符号”,成为其独特的文化符号和节庆品牌。当然,在旅游凝视下,其景观生产痕迹明显,而导致其问题的“症结”在于城乡巨大差异性。因此,建构旅游市场新型文化关系,推动主客体进行真正的对话,促进旅游供给侧改革,秉持“见人见物见生活”的保护理念,关注、尊重作为主体的村民,在保护村落民俗的基础上,激活其生命力,推动其创造性转化,无疑是当前我国民俗旅游发展的一个努力方向。In recent years,rural development has attracted much attention,and village folklore resources have become an important symbol carrier and economic element of rural revitalization.Huangling village of Wuyuan actively excavates and reconstructs the unique local custom of Bask-Autumn,making it.become the most beautiful Chinese symbol,the unique cultural symbol and festival brand.Of course,under the tourism gaze,its landscape production traces are obvious,and the crux of its problems lies in the huge difference between urban and rural areas.Therefore,constructing a new cultural relationship in the tourism market,promoting the real dia logue between the subject and the object,promoting the reform of the tourism supply side,adhering to the protection concept of seeing people,seeing things and seeing life,paying attention to and respecting the villagers as the main body,on the basis of protecting the village folklore,activating its vitality and promoting its creative transformation are undoubtedly an effort direction of the development of folklore tourism in China.

关 键 词：乡村振兴 篁岭晒秋 村落民俗 节庆品牌 景观生产 

分 类 号：F592.7[经济管理—旅游管理] G249.27[经济管理—产业经济]