乡村文化具有历史、文化、经济、生态等多重价值,需要通过利用来保护、在保护中利用,实现活态传承。发展旅游产业既是乡村振兴的重要力量,也是乡村文化活态传承的重要路径。而乡村文化旅游所蕴含的情感要素与“地方”有着紧密联结。以人文地理学的地方理论为基础,通过理论模型构建与案例研究的方法,分析乡村文化的地方品牌建构模式和基于地方品牌建构的旅游活化路径,并以古徽州呈坎村的风水文化资源作为案例进行解析。研究发现：①乡村文化的地方品牌建构以文化原真性为核心,以地方性知识、地方依赖与地方认同为多轮驱动,激活地方依恋、重塑地理想象,实现地方品牌建构。②基于地方品牌建构,乡村文化的旅游活化正是使扎根乡村本地的原真性文化在旅游产业中流动起来,以文化原真性为起点,通过文化消费、去地方化、文化再生产、再地方化的节点形成循环路径。
Rural culture has multiple values such as history,culture,economy and ecology,and need to be protected through utilization and utilized in protection to realize living inheritance. The development of tourism industry is not only an important force for rural revitalization,but also an important path for the living inheritance of rural culture. And the emotional elements contained in rural cultural tourism have a close bond with "Place". Based on the local theory of human geography, this paper analyzes the local brand construction mode of rural culture and its tourism revitalization path,and takes the geomantic omen of Chengkan Village as a case study. The results show that: 1) The local brand construction of rural culture takes cultural authenticity as the core, local knowledge, local dependence and local identity as the multi-wheel drive, activates local attachment and reshapes geographical imagination. 2) Based on this local brand construction,the tourism activation of rural culture makes the authenticity culture rooted in rural areas flow in tourism activities. Taking cultural authenticity as the starting point,it forms a circular path through the nodes of cultural consumption, delocalization, cultural reproduction and relocalization.
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