基于文化记忆理论的乡村文旅服务设计研究

Service Design of Rural Cultural Tourism Based on the Cultural Memory Theory

中文关键词: 乡村文化旅游  服务设计  文化记忆理论  乡村振兴

英文关键词: rural cultural tourism  service design  cultural memory theory  rural revitalization

中文摘要:

      目的 以文化记忆理论下的乡愁文化为切入点、以乡村文旅推动乡村振兴为目标，探讨针对乡愁文化体验性认同的乡村文旅服务设计策略。方法 在文化记忆理论下乡愁文化内涵与构成、乡愁文化和乡村文旅之间相辅相成关系的研究基础上，以文化记忆理论为指导，结合服务设计思维与方法，提出乡村文旅服务设计的研究框架和策略，并以宜宾竹乡为案例，采用模糊层次分析法验其游客满意度。结果 构建了基于文化记忆理论的乡村文旅服务设计研究框架，阐明了乡村文旅“乡愁文化体验性认同和服务设计双向构建”的价值共创发展路径。结论 强调乡愁文化和价值共创的乡村文旅服务设计能平衡乡村本体性和社会现代化，在为游客带来沉浸文化体验的同时，为当地人带来文化自信、身份认同、经济收益，对乡村文旅的可持续发展和乡村振兴具有重要意义。

英文摘要:

      With the nostalgia culture under the cultural memory theory as the entry point and promotion of rural revitalization through rural cultural tourism as the goal, the work aims to explore the strategy of rural cultural tourism service design for the experiential identity of nostalgia culture. On the basis of the research on the connotation and composition of nostalgia culture and the complementary relationship between nostalgia culture and rural cultural tourism under the cultural memory theory, the research framework and strategy of rural cultural tourism service design were proposed by taking the theory of cultural memory as a guide and combining with the thinking and method of service design. With Yibin Bamboo Township as a case, the tourist satisfaction was verified by F-AHP. The framework for rural cultural tourism service design based on the cultural memory theory was constructed and the value co-creation development path of rural cultural tourism, which was "two-way construction of nostalgia cultural experiential identity and service design", was elucidated. The service design of rural cultural tourism emphasizing nostalgia culture and value co-creation will balance rural ontology and social modernization and bring immersive cultural experience for tourists while bringing cultural self-confidence, identity, and economic benefits for locals, which is of great significance to the sustainable development of rural cultural tourism and rural revitalization.