Research on enhancing the development of smart tourism in rural Yongzhou
永州市乡村智慧旅游发展提升研究

摘要

推动乡村旅游高质量发展是落实乡村振兴战略的重要举措。当前，我国乡村旅游普遍面临利益协调失衡、产品同质化、管理效能低下等瓶颈。本文以湖南省永州市为典型案例，基于利益相关者理论，剖析其乡村旅游发展的现实困境，进而构建了智慧化技术赋能乡村旅游高质量发展的理论框架。研究提出，智慧化技术通过“数据驱动决策、体验重塑互动、平台重构联结”三大核心机制，在政府监管、企业运营、社区参与和游客体验四大层面形成系统性赋能。针对永州实践，本文设计了由“智慧管理平台、智慧服务场景、智慧营销体系与智慧共享机制”构成的一体化实施路径，旨在为破解乡村旅游多元主体利益冲突、实现区域旅游可持续发展提供理论参考与实践指南。

Abstract

Promoting high-quality development in rural tourism constitutes a vital measure for implementing the rural revitalisation strategy. Presently, China's rural tourism sector faces widespread bottlenecks including imbalanced coordination of interests, product homogenisation, and inefficient management. Taking Yongzhou City in Hunan Province as a representative case study, this paper employs stakeholder theory to analyse the practical challenges in its rural tourism development. It subsequently constructs a theoretical framework for enabling high-quality rural tourism development through smart technologies. The research proposes that smart technologies, through three core mechanisms – ‘data-driven decision-making, experience-reimagined interaction, and platform-reconstructed connectivity’ – create systemic empowerment across four key dimensions: government oversight, enterprise operations, community participation, and visitor experience. Tailored to Yongzhou's context, this paper designs an integrated implementation pathway comprising a ‘smart management platform, smart service scenarios, smart marketing system, and smart sharing mechanism’. This aims to provide theoretical reference and practical guidance for resolving multi-stakeholder conflicts in rural tourism and achieving sustainable regional tourism development.