内容至上：文旅融合进程中的二元创新模式演化与转向

doi:10.12054/lydk.bisu.289

旅游导刊 ›› 2025, Vol. 9 ›› Issue (4): 30-54.DOI: 10.12054/lydk.bisu.289

内容至上：文旅融合进程中的二元创新模式演化与转向

舒伯阳¹^,², 郭海荣¹(), 阮先炳¹

1.中南财经政法大学工商管理学院湖北武汉 430073
2.中国旅游研究院武汉分院湖北武汉 430079

收稿日期:2024-08-14 修回日期:2025-03-14 出版日期:2025-08-30 发布日期:2025-09-10
通讯作者: 郭海荣（1999— ），女，湖北襄阳人，中南财经政法大学工商管理学院硕士研究生，研究方向为文旅融合创新与高质量发展，E-mail：ghr2395062029@163.com；
作者简介:舒伯阳（1966— ），男，湖北武汉人，博士，中南财经政法大学工商管理学院教授、博士生导师，研究方向为文旅融合创新与体验设计；
阮先炳（1986— ），男，湖北红安人，中南财经政法大学工商管理学院博士研究生，研究方向为文旅数字化运营与创新。
基金资助:
本研究受国家社会科学基金艺术学项目“内容创新驱动文旅深度融合的机制与路径研究”(24BH173)

Content-Centric: The Evolution and Transformation of Dual Innovation Models in Culture and Tourism Integration

SHU Boyang¹^,², GUO Hairong¹(), RUAN Xianbing¹

1. School of Business and Administration, Zhongnan University of Economics and Law, Wuhan 430073, China
2. Wuhan Branch of China Tourism Academy, Wuhan 430079, China

Received:2024-08-14 Revised:2025-03-14 Online:2025-08-30 Published:2025-09-10

摘要/Abstract

摘要：

创新是推动社会进步的核心动力，也是文旅深度融合的关键新质生产力。本文基于形式—内容二元逻辑，从创新理论的视角对40余年来文旅融合背景下的中国文旅创新演化历程进行系统梳理。研究表明，在社会环境、科技进步与市场需求的共同推动下，中国文旅创新实践在创新层面上实现了从根创新、域创新到维创新的迭代升级，在创新类型上呈现出形式创新与内容创新的二元融合特征。具体而言，文旅创新经历了从早期内容与形式的二元统一，到中期以内容创新为主导、后期以形式创新为主导，再到当前内容创新重新占据主导的模式转型。本文借助产业价值链分析工具，对文旅内容生产及创新流程进行深入解析，揭示出维创新层面下的内容创新是当前文旅创新活动的主导模式，其中“创意引领+科技赋能”的文旅内容创新双轨协同机制是驱动文旅深度融合的关键路径。

关键词: 文旅融合; 内容创新; 创新模式; 双轨驱动

Abstract:

Innovation is the core driving force of social progress and the key new productive force for the deep integration of culture and tourism. Based on the dual logic of form and content, this paper systematically reviews the evolution of China’s culture and tourism innovation over more than forty years, in the context of integration, from the perspective of innovation theory. The research shows that, jointly driven by the social environment, technological progress, and market demand, China’s culture and tourism innovation practices have achieved iterative upgrading, from root innovation, to domain innovation and then to dimensional innovation demonstrating dual integration characteristics of form and content innovation. Specifically, culture and tourism innovation has evolved from an early-stage unity of form and content, to mid-term dominance of content innovation, to later-stage form innovation dominance, and finally to a current reemergence of content innovation dominance. Using industrial value chain analysis tools, this paper conducts an in-depth analysis of culture and tourism content production and innovation processes. It reveals that content innovation at the dimensional level is the dominant model of current culture and tourism innovation, with the “creativity-leadership+technology-enpowerment” dual-track collaborative mechanism serving as the key pathway for driving deep integration of culture and tourism.

Keywords: culture and tourism integration; content innovation; innovation model; dual-track driving

中图分类号:

舒伯阳, 郭海荣, 阮先炳. 内容至上：文旅融合进程中的二元创新模式演化与转向[J]. 旅游导刊, 2025, 9(4): 30-54.

SHU Boyang, GUO Hairong, RUAN Xianbing. Content-Centric: The Evolution and Transformation of Dual Innovation Models in Culture and Tourism Integration[J]. Tourism and Hospitality Prospects, 2025, 9(4): 30-54.

图/表 5

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创新类型 Innovation type	内涵与创新点 Connotation and innovation point	创新动力 Innovation driving force	具体表现 Specific manifestation
根创新	文旅要素在客观存在层面上的本质性创新	政策导向、科技与社会进步带来的客观认知改变	国家政策的出台与地方政策的积极响应，先进科技在文旅领域跨界应用，主要表现为观念变革和科技引进，例如数字科技推动的智慧旅游浪潮
域创新	文旅要素实际应用层面上的特定领域性创新	专注于特定领域的经验叠加与融合	某一文旅领域的管理变革与技术创新，主要表现为文旅新领域的开拓，例如景区智慧旅游
维创新	文旅要素在需求满足层面上的多维度组合协同创新	不同维度经验的组合，针对需求点突破	针对文旅市场某一具体需求的组合协同创新，主要表现为创新产品与业态的运营，例如光影新业态（某不夜城）、文旅元宇宙（某主题IP 沉浸式幻影体验）等

创新类型 Innovation type	内涵与创新点 Connotation and innovation point	创新动力 Innovation driving force	具体表现 Specific manifestation
根创新	文旅要素在客观存在层面上的本质性创新	政策导向、科技与社会进步带来的客观认知改变	国家政策的出台与地方政策的积极响应，先进科技在文旅领域跨界应用，主要表现为观念变革和科技引进，例如数字科技推动的智慧旅游浪潮
域创新	文旅要素实际应用层面上的特定领域性创新	专注于特定领域的经验叠加与融合	某一文旅领域的管理变革与技术创新，主要表现为文旅新领域的开拓，例如景区智慧旅游
维创新	文旅要素在需求满足层面上的多维度组合协同创新	不同维度经验的组合，针对需求点突破	针对文旅市场某一具体需求的组合协同创新，主要表现为创新产品与业态的运营，例如光影新业态（某不夜城）、文旅元宇宙（某主题IP 沉浸式幻影体验）等

创新类型 Innovation type	实现目标 Achievement goal	关注点 Focus area	创新载体 Innovation carrier	价值实现 Value realization	持续效应 Persistent effect
内容创新	提升文旅产品、服务的竞争力，提升消费者体验，满足消费者需求，增强消费者黏性，进而提升经济效益	创造产业内在价值，推动内容迭代升级	IP引领产品、业态和落地运营	积累长期品牌，将流量变现为真实的消费价值	可长期持续，细水长流
形式创新	提升文旅产品、服务的竞争力，提升消费者体验，满足消费者需求，增强消费者黏性，进而提升经济效益	翻新形式花样博眼球，吸引大众注意力	曝光度主导活动推广，新媒体宣传	透支品牌未来以快速吸引流量，仅增加了曝光度	短暂网红效应，昙花一现

创新类型 Innovation type	实现目标 Achievement goal	关注点 Focus area	创新载体 Innovation carrier	价值实现 Value realization	持续效应 Persistent effect
内容创新	提升文旅产品、服务的竞争力，提升消费者体验，满足消费者需求，增强消费者黏性，进而提升经济效益	创造产业内在价值，推动内容迭代升级	IP引领产品、业态和落地运营	积累长期品牌，将流量变现为真实的消费价值	可长期持续，细水长流
形式创新	提升文旅产品、服务的竞争力，提升消费者体验，满足消费者需求，增强消费者黏性，进而提升经济效益	翻新形式花样博眼球，吸引大众注意力	曝光度主导活动推广，新媒体宣传	透支品牌未来以快速吸引流量，仅增加了曝光度	短暂网红效应，昙花一现

内容至上：文旅融合进程中的二元创新模式演化与转向

Content-Centric: The Evolution and Transformation of Dual Innovation Models in Culture and Tourism Integration

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[2]	查建平, 李程, 谭庭, 贺腊梅, 徐单单. 文化和旅游融合发展的多重驱动路径研究——基于“需求 — 供给 — 支持”框架的组态分析[J]. 旅游导刊, 2024, 8(1): 30-59.
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