农文旅电商融合式农业土著物种保护模式——郧阳胭脂米保护案例
Agriculture, Culture, Tourism and E-Commerce Integration of Indigenous Species Protection Model—Yunyang Rouge Rice Protection Case

党的十九大将乡村振兴推向国家战略高度，乡村振兴的路径研究已成为当前热点。农文旅电商融合发展对于催生农村新产业、增加农民收入和提高乡民文明具有重要意义。本文以湖北省十堰市郧阳区实际具有开展胭脂米农文旅电商活动的相关从业者为研究对象，通过问卷调查、深度访谈和实地调研，采用扎根理论构建了胭脂米农文旅电商融合发展的影响因素模型。研究发现，郧阳通过专家指导和地方政府的支持，以种植农业土著品种胭脂米为主要产业支撑，结合当地的文化特色和特色农业资源大力发展农文旅电商融合产业，发展成效显著，但也面临一些困境，如文化资源整合利用不足、胭脂米农文旅电商融合特色不明显、胭脂米农文旅品牌竞争力不强及当地居民利益被忽视等。为此，要落实相关产业的扶持政策，加强农户的农业土著品种和农业生物多样性的认知建设，加大人才投入等方面来助力胭脂米农文旅电商融合发展。
The 19th National Congress of the Communist Party of China has pushed rural revitalization to a national strategic height, and research on the path of rural revitalization has become a current hot topic. The integrated development of agriculture, culture, tourism, and e-commerce is of great significance for promoting new rural industries, increasing farmers’ income, and improving the civilization of rural residents. This article takes relevant practitioners in Yunyang District, Shiyan City, Hubei Province who have carried out e-commerce activities related to rouge rice agriculture, culture, and tourism as the research objects. Through questionnaire surveys, in-depth interviews, and field research, a grounded theory model of the influencing factors of the integrated development of rouge rice agriculture, culture, and tourism e-commerce is constructed. Research has found that Yunyang, guided by experts and supported by local governments, mainly relies on planting indigenous agricultural varieties of rouge rice as the main industry support, and vigorously develops the integration of agricultural, cultural, and tourism e-commerce industry in combination with local cultural characteristics and characteristic agricultural resources. The development has achieved significant results, but also faces some difficulties, such as insufficient integration and utilization of cultural resources, unclear characteristics of rouge rice agricultural, cultural and tourism e-commerce integration, weak competitiveness of rouge rice agricultural, cultural and tourism brand, and neglect of local residents’ interests. To this end, it is necessary to implement support policies for related industries, strengthen the awareness of indigenous agricultural varieties and agricultural biodiversity among farmers, and increase talent investment to propose suggestions to help promote the integrated development of rouge rice agriculture, culture, tourism, and e-commerce.