基于游戏化理论的农业文化遗产旅游模式设计
Design of Agricultural Cultural Heritage Tourism Model Based on Gamification Theory

伴随人们生活质量的提高以及信息技术的发展，传统农业文化遗产旅游开发模式对游客的吸引力逐渐减弱，开发效果不佳。文章旨在将游戏化理论运用于农业文化遗产的文化旅游开发，以提高游客对于农遗的历史文化认识以及农事技术理解程度。运用田野调查以及文献分析的方法，结合农业文化遗产现阶段旅游开发的痛点与难点，参考八角行为分析法框架以及文旅体验特性，提出相关的游戏化旅游开发策略。游戏化思维介入，将有助于提升游客的沉浸式旅游体验，增加旅游者与旅游场地要素间的关联互动，重塑游客对农业文化遗产的历史以及运作模式认知，从而完成旅游者的自我成就感满足，农业文化遗产的可持续“破圈”。
With the improvement of people’s quality of life and the development of information technology, the attraction of traditional agricultural cultural heritage tourism development mode to tourists has gradually weakened, and the development effect is not good. This paper aims to apply gamification theory to the cultural tourism development of agricultural cultural heritage, so as to improve tourists' understanding of the history and culture of agricultural heritage and their understanding of agricultural technology. By using the methods of field investigation and literature analysis, combined with the pain points and difficulties of tourism development of agricultural cultural heritage at the present stage, and referring to the framework of octagonal behavior analysis and the characteristics of cultural tourism experience, this paper puts forward relevant gamified tourism development strategies. The intervention of gamified thinking will help improve tourists’ immersive tourism experience, increase the correlation and interaction between tourists and tourism site elements, and reshape tourists’ cognition of the history and operation mode of agricultural cultural heritage, so as to complete tourists’ self-satisfaction and sustainable “break the circle” of agricultural cultural heritage.