基于SWOT分析的乡村振兴背景下北川石椅羌寨文旅融合发展路径研究

Research on the Integrated Development Path of Culture and Tourism in Shizhu Qiang Village in Beichuan under the Background of Rural Revitalization Based on SWOT Analysis

摘要: 文旅融合是目前旅游业发展的趋势，能够在充分利用当地资源优势的情况下带动当地经济发展，已经成为助力乡村振兴的重要渠道和有效途径，受到各界广泛关注。本研究聚焦于乡村振兴背景下文旅融合的实践路径探索，以北川石椅羌寨为案例开展社会调研。采用SWOT分析法对北川石椅羌寨文旅融合发展具有的优势、劣势、机会及挑战进行分析。针对北川石椅羌寨旅游业发展存在品牌知名度和市场影响力不足、旅游产品创新和多样化不足、文化保护和开发平衡问题等方面的问题采取应对措施，以期在乡村振兴背景之下为北川石椅羌寨文旅融合发展提供具体思路以及特色场景打造方案，促进北川石椅羌寨文旅产业高质量发展，为其他地区乡村振兴发展提供借鉴与启示意义。

Abstract: The integration of culture and tourism is the current trend of tourism development. It can promote local economic development while making full use of local resource advantages, and has become an important channel and effective way to promote rural revitalization, which has attracted wide attention from all walks of life. This study focuses on the practical path exploration of tourism integration under the background of rural revitalization, and carries out social investigation with the case of Shizhu Qiang Village in Beichuan. SWOT analysis is used to analyze the advantages, disadvantages, opportunities and challenges of the integrated development of culture and tourism in Shizhu Qiang Village in Beichuan. In view of the lack of brand awareness and market influence, lack of innovation and diversification of tourism products, and the balance between cultural protection and development in Beichuan Shidao Qiang Village’s tourism development, countermeasures are taken to provide specific ideas and distinctive scene creation plans for the integrated development of cultural tourism in Beichuan Shidao Qiang Village under the background of rural revitalization. Promote the high-quality development of cultural tourism industry in Shizhu Qiang Village in Beichuan, and provide reference and inspiration for rural revitalization and development in other areas.