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在文旅市场同质化竞争日益激烈的当下，古镇仿古街千篇一律，网红打卡地昙花一现，商业化浪潮正不断侵蚀旅游地的独特魅力。当游客厌倦了浮光掠影式的观光，渴望更深度的文化体验和更真实的人文连接时，一种新的发展理念正在悄然崛起——社区营造视角下的文旅发展。这不再是将社区视为旅游开发的背景板或障碍物，而是将社区本身作为文旅发展的核心资源和持续动力，创造一种让游客“走进来”更“融进去”的旅行体验。
社区营造型文旅发展的核心价值，在于其对文化真实性的守护与传承。与那些为迎合游客而刻意表演的“民俗秀”不同，社区营造强调的是活态文化的自然呈现。福建土楼景区中，游客不仅能观赏宏伟建筑，更能看到原住民依然延续着传统生活方式，听到老人用方言讲述家族迁徙史，甚至参与当地的节庆活动。这种真实性不是舞台化的再现，而是日常生活的自然流淌，给予游客的是触及灵魂的文化震撼，而非仅仅满足猎奇心理的浅层体验。
In the current context of increasingly fierce homogenized competition in the cultural and tourism market, ancient towns and their imitation ancient streets are all the same, and popular check-in spots are short-lived. The wave of commercialization is constantly eroding the unique charm of tourist destinations. When tourists are tired of superficial sightseeing and long for deeper cultural experiences and more genuine humanistic connections, a new development concept is quietly emerging - cultural and tourism development from the perspective of community building. This is no longer about regarding the community as a backdrop or obstacle to tourism development, but rather taking the community itself as the core resource and continuous driving force for cultural and tourism development, creating a travel experience that not only allows tourists to "come in" but also "integrate into".
展开剩余86%The core value of community-based cultural and tourism development lies in its protection and inheritance of cultural authenticity. Unlike those "folk shows" deliberately performed to cater to tourists, community building emphasizes the natural presentation of living culture. In the Fujian Tulou Scenic Area, tourists can not only admire the magnificent buildings, but also see the indigenous people still maintaining their traditional way of life, hear the elders tell the family migration history in dialects, and even participate in local festival activities. This authenticity is not a staged reproduction but a natural flow of daily life, offering visitors a cultural shock that touches the soul rather than merely a superficial experience that satisfies their curiosity.
社区营造重塑了文旅发展中“主”与“客”的关系。传统旅游开发往往将当地居民边缘化，他们或是被迁离原住地，或是沦为旅游服务的配角。而社区营造则强调居民的主体地位，让他们成为文化的主人而非旁观者。浙江松阳的古村落保护项目中，当地居民不仅是旅游发展的参与者，更是决策者。他们共同讨论如何平衡保护与开发，如何展示本族文化，如何分享旅游收益。这种参与感让居民从“被动安置”转为“主动经营”，从“被观看的对象”成为“文化的讲述者”，从而焕发出真正的文化自信与传播热情。
社区营造为文旅产品注入了持续创新的生命力。社区居民不是一成不变的“活化石”，而是活生生的文化创造者。在云南喜洲白族社区，当地居民将传统扎染技艺与现代审美相结合，开发出既保留传统精髓又符合当代需求的文化产品；他们利用自家院落开办民宿，让游客体验地道的白族生活。这种创新根植于社区的文化土壤，既保持了文化的本真性，又赋予了其当代价值，形成了外人难以复制的核心竞争力。
生态可持续性是社区营造型文旅的另一重要维度。社区居民世代生活于此，对土地有着深厚情感，他们的参与能够有效避免过度开发对生态环境的破坏。西藏林芝的某些村落发展生态旅游时，村民自发组织巡逻保护周边森林资源，限制每日游客数量，确保旅游活动不超过环境承载力。这种源于土地伦理的可持续发展观，远比外来的环保口号更加有力，也更加持久。
Community building has reshaped the relationship between "hosts" and "guests" in the development of culture and tourism. Traditional tourism development often marginalizes local residents, who are either relocated from their original residences or become supporting roles in tourism services. Community building, on the other hand, emphasizes the dominant position of residents, making them the masters of culture rather than mere onlookers. In the ancient village protection project in Songyang, Zhejiang Province, local residents are not only participants in tourism development but also decision-makers. They discussed together how to balance protection and development, how to showcase their own culture, and how to share the benefits of tourism. This sense of participation has enabled residents to shift from "passive placement" to "active management", and from "objects being watched" to "narrators of culture", thus radiating true cultural confidence and enthusiasm for dissemination.
Community building has injected continuous innovative vitality into cultural and tourism products. Community residents are not unchanging "living fossils", but rather vivid cultural creators. In the Bai ethnic community of Xizhou, Yunnan Province, local residents have combined traditional tie-dyeing techniques with modern aesthetics to develop cultural products that retain the essence of tradition while meeting contemporary demands. They use their own courtyards to run homestays, allowing tourists to experience the authentic life of the Bai ethnic group. This kind of innovation is deeply rooted in the cultural soil of the community, maintaining the authenticity of the culture while endowing it with contemporary value, thus forming a core competitiveness that is difficult for outsiders to replicate.
Ecological sustainability is another important dimension of community-building cultural tourism. The community residents have lived here for generations and have a deep affection for the land. Their participation can effectively prevent the damage to the ecological environment caused by excessive development. When some villages in Nyingchi, Xizang develop eco-tourism, villagers spontaneously organize patrols to protect the surrounding forest resources, limit the number of tourists per day, and ensure that tourism activities do not exceed the environmental carrying capacity. This sustainable development concept rooted in land ethics is far more powerful and enduring than the foreign environmental protection slogans.
要实现真正的社区营造型文旅发展，需构建多方协同的治理机制。政府应转变角色，从主导者变为 facilitator，提供政策支持与基础设施，却不过度干预社区自主决策；企业应摒弃短期逐利思维，以合作伙伴身份参与社区发展，尊重社区文化主体性；专业机构则可为社区提供规划、设计、管理等专业支持，帮助社区提升发展能力。多方各司其职，形成合力，才能确保社区营造的可持续发展。数字技术的融入为社区营造型文旅开辟了新可能。数字平台可以帮助小规模社区直接对接全球市场，降低对外部 intermediaries 的依赖；虚拟现实技术可以记录和展示濒危文化元素，为文化 preservation 提供新途径；社交媒体则让社区居民成为自己文化的传播者，构建属于自己的叙事话语权。但技术应用必须服务于社区主体性，而非削弱它，技术的冰冷算法永远不能替代社区的人文温度。
To achieve true community-building cultural and tourism development, it is necessary to establish a multi-party collaborative governance mechanism. The government should transform its role from a leader to a facilitator, providing policy support and infrastructure without overly interfering in community autonomous decision-making. Enterprises should abandon the short-term profit-driven mindset, participate in community development as partners, and respect the subjectivity of community culture. Professional institutions can provide professional support such as planning, design and management for the community, helping it enhance its development capacity. Only when all parties perform their respective duties and form a synergy can the sustainable development of community building be ensured. The integration of digital technology has opened up new possibilities for community-building cultural tourism. Digital platforms can help small communities directly connect to the global market and reduce their reliance on external intermediaries; Virtual reality technology can record and display endangered cultural elements, providing a new approach for cultural preservation. Social media enables community residents to become disseminators of their own culture and build their own narrative discourse power. However, the application of technology must serve the subjectivity of the community rather than weaken it. The cold algorithms of technology can never replace the humanistic warmth of the community.
未来的文旅市场，必将从景点竞争转向体验竞争，从资源竞争转向价值竞争。社区营造型文旅发展代表了一种更加人性化、更有温度的发展方向——它不追求游客数量的无限增长，而注重体验质量的持续提升；不追求经济利益的最大化，而追求社区福祉的最优化；不追求文化的标准化展示，而追求文化的多样性表达。
当我们谈论社区营造与文旅发展的结合，我们本质上是在谈论一种回归——旅游回归到人与人的真实相遇，文化回归到日常生活的自然流淌，发展回归到社区主体的 empowerment。这才是文旅产业的可持续发展之路，也是对抗全球化和商业化带来的文化 homogenization 的最有力武器。在这个过程中，游客不再是外在的旁观者，而是短暂参与社区生活的客人；社区不再是被动开发的资源，而是主动讲述的主体；文化不再是 frozen in time 的展品，而是活生生的创造性实践。社区营造视角下的文旅发展创造的不仅是一种旅游产品，更是一种新型的人地关系、文化关系和社会关系。它让我们看到，文旅发展的最高境界不是让游客感觉到“仿佛在别处”，而是让他们“真正在当下”——在真实的社区生活中，感受文化的温度，看见地方的灵魂，遇见他者，也更理解自己，这或许才是旅游最初的意义。
In the future cultural and tourism market, competition will surely shift from scenic spot competition to experience competition, and from resource competition to value competition. Community-based cultural and tourism development represents a more humanized and warmer direction - it does not pursue an unlimited increase in the number of tourists, but focuses on the continuous improvement of experience quality. Not pursuing the maximization of economic benefits, but the optimization of community well-being; It does not pursue the standardized display of culture, but rather the diverse expression of culture.
When we talk about the integration of community building and cultural tourism development, we are essentially discussing a return - tourism returns to the genuine encounters between people, culture returns to the natural flow of daily life, and development returns to the empowerment of community subjects. This is the sustainable development path for the cultural and tourism industry and also the most powerful weapon against cultural homogenization brought about by globalization and commercialization. In this process, tourists are no longer external onlookers but guests who briefly participate in community life. The community is no longer a passively developed resource but an actively narrated subject. Culture is no longer an exhibit of frozen in time, but a living creative practice. From the perspective of community building, the development of culture and tourism creates not only a kind of tourism product, but also a new type of human-land relationship, cultural relationship and social relationship. It shows us that the highest realm of cultural and tourism development is not to make tourists feel "as if they were elsewhere", but to enable them to "truly be in the present" - in the real community life, to feel the warmth of culture, see the soul of the place, meet others, and understand themselves better. This might be the original meaning of tourism.
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