文旅融合视域下宁波乡村旅游高质量发展的路径研究——以A乡村果园“微度假”旅游为例
Study on the Path of High-Quality Development of Ningbo Rural Tourism from the Perspective of Cultural and Tourism Integration—Taking a Rural Orchard “Micro Vacation” Tourism as an Example

根据国务院2021年印发的关于全面推进乡村振兴意见，结合2023年“八八战略”二十周年的研究报告，通过文献法分析了文化与旅游的关系，以文旅融合理论逻辑为基础进一步探讨了文旅融合、城乡融合与“微旅游”之间的关系。接着通过实地调研从地理位置、经济发展、文旅融合3个方面对A乡村现状进行了分析，然后结合和具有宁波特色的“红绿融合”背景，从果园以传统业务为主、小果园“过密化”严重、核心文化与业务不匹配、园内基础设施仍不完善、服务质量与体验性不足和发展需求与政策不协调等6个方面对该地区果园建设存在的问题进行了分析与归纳，最后从设计与规范入口景观、增强果园游客服务体验、去“过密化”多元建设、联合居民开发民宿业务、重新确立核心文化因素、探索“红绿文旅 + X”业态等6个方面提出了A乡村果园“微度假”改进方案。
According to the opinions on comprehensively promoting rural revitalization issued by The State Council in 2021, combined with the research report on the 20th anniversary of the “88 Strategy” in 2023, this paper analyzes the relationship between culture and tourism through the literature method, and further discusses the relationship between cultural and tourism integration, urban and rural integration and “micro-tourism” based on the theory and logic of cultural and tourism integration. Then, through field research, the current situation of village A is analyzed from three aspects: geographical location, economic development and cultural and tourism integration. Then, combining with the background of “red and green integration” with Ningbo characteristics, this paper analyzes and summarizes the existing problems in orchard construction in this region from six aspects: the orchard is dominated by traditional business, the small orchard is “over-dense”, the core culture and business do not match, the park infrastructure is still imperfect, the service quality and experience are insufficient, and the development needs and policies are not coordinated. At last, the paper puts forward the improvement plan of “micro vacation” in A rural orchard from six aspects: designing and standardizing the entrance landscape, enhancing the service experience of orchard tourists, eliminating “over-dense” diversified construction, cooperating with residents to develop B&B business, reestablishing core cultural factors, and exploring the “red and green cultural tourism + X” business format.