摘要
基于乡村振兴的时代背景,探索北川羌族自治县农文旅融合发展路径,在分析IP建设和农文旅融合发展的相关理论的基础上,运用个案分析法、田野调查法等,对绣娘IP在“农+文”“农+旅”“文+旅”三条路径中如何发挥推动作用进行了探索。通过全媒体矩阵建设,以绣娘IP作为北川羌族自治县的形象代言人和抓手,可使北川羌族自治县羌族文化元素与农文旅三产融合的发展要素更加多元、融合机制更加有效、融合业态更加丰富、融合效应更加显著。
Based on the background of rural revitalization,the study explores the development path to inte⁃grating agriculture,culture and tourism in Beichuan Qiang Autonomous County.By analyzing relevant theories on IP development and the integration of agriculture,culture and tourism,the paper employs case analyses and field investigation methods and so on to examine how Embroidery Artisan IP plays a driving role in the three paths of"agriculture+culture","agriculture+tourism"and"culture+tourism".It shows that all-media matrix construc⁃tion,with Embroidery Artisan IP as an image ambassador and lever for Beichuan Qiang Autonomous County,can make the integration of Qiang cultural elements with the development factors of agriculture,culture,and tourism more diverse,the integration mechanism more effective,the integrated business model more various,and the integration effect more significant.
作者
吕翼航
罗雨桐
廖恒
LYU Yihang;LUO Yutong;LIAO Heng(Sichuan Normal University,Chengdu,Sichuan 610101)
出处
《绵阳师范学院学报》
2025年第7期30-35,共6页
Journal of Mianyang Teachers' College
基金
2022年度教育部人文社会科学研究规划基金项目“藏羌彝走廊非遗促进乡村振兴的耦合机制与实践路径研究”(22YJA850006)
2023年度国家级大学生创新训练项目“羌绣未央,指尖兴民——网红绣娘引流北川农文旅融合发展新模式研究”(202310636015)。
关键词
北川羌族自治县
农文旅
融合发展
绣娘IP
全媒体矩阵
rural revitalization
culture and tourism
integrated development
Embroidery Artisan IP
allmedia matrix
