数字经济背景下乡村旅游产业的数字化发展路径  

Digitalization-driven Development Path of Rural Tourism Industry in the Digital Era

作　　者：刘旺霞[1,2] Liu Wangxia(Economics and Management College,Hubei University of Education,Wuhan 430205,China;Research Center of Rural Revitalization,Wuhan 430205,China)

机构地区：[1]湖北第二师范学院经济与管理学院,湖北武汉430205 [2]湖北市场主体活力研究中心

出　　处：《科技创业月刊》2025年第4期128-134,共7页Journal of Entrepreneurship in Science & Technology

基　　金：湖北省科技计划软科学项目(2024EDA110)。

摘　　要：数字经济背景下,乡村旅游产业的数字化发展对促进乡村振兴具有重要意义。基于旅游产业数字化发展的相关概念及理论,运用比较分析法和案例分析法等方法,分析湖北省荆门市乡村旅游产业数字化发展现状,发现荆门市乡村旅游产业数字化发展存在农产品与数字化平台融入困难、数字营销不到位、数字应用人才缺失、数字化覆盖成为难点等困境。再剖析乡村旅游产业数字化发展的成功案例,提出通过O2O融合农产品带动当地经济发展、利用互联网新媒体进行专题宣传、多形式招聘数字人才、区域数字化带动整体数字化等促进乡村旅游产业发展的数字化发展路径。Under the background of digital economy,the digital development of rural tourism industry is of great significance for promoting rural revitalization.Based on the relevant concepts and theories of digital development in the tourism industry,this study uses comparative analysis and case analysis methods to analyze the current situation of digital development in rural tourism industry in Jingmen City.It is found that there are difficulties in integrating agricultural products and digital platforms,inadequate digital marketing,lack of digital application talents,and difficulty in digital coverage in the digital development of rural tourism industry in Jingmen City.Then analyze the successful cases of digital development of rural tourism industry,and propose digital development paths to promote the development of rural tourism industry,such as promoting local economic development through O2O integration of agricultural products,using new Internet media for special publicity,recruiting professionals in various forms to gather more young data talents,and regional digitalization driving the whole digitalization.

关 键 词：数字经济 乡村旅游产业 数字化转型 数字化路径 

分 类 号：F49[经济管理—产业经济]