民俗艺术体验村落发展定位的思考——以福建省漳浦县大埔村为例

摘要

[Objective/Meaning]Although Dapu Village, Zhangpu County has been selected as"beautiful leisure villageof China (characteristic folk village) ", its folk cultural resources has still not been well explored, and the theme"Three Kingdoms"is unconvincing, the planning and design scattered, and the transformation of tourism benefitslimited, which all indicating that it is necessary for Dapu to upgrade and improve the development orientation.[Meth-ods/Procedures]According to the development orientation framework, we analyzed the opportunities, market de-mand, potential competition, and local resources for the development of Dapu Village, and defined it as a"suburbanexperiential village with characteristic folk art".Then we discussed the strategies, products, fees and customergroups for the implement of the orientation.[Results/Conclusions]With strategies, such as"graft and transplant tomake something from nothing", "string points to be a line, and complement for each other", we could create a train-ing base of special art in Zhangpu to present local art performances, and make a spatial replanning for the village toprovide research travel and night tour, which would increase the income of village collectives and villagers.%[目的/意义]漳浦县大埔村虽然入选了"中国美丽休闲乡村 (特色民俗村) ", 但其民俗文化资源挖掘不足, "三国"主题定位牵强, 规划设计尚显散乱, 旅游效益转化有限, 需要在发展定位上进行升级提高.[方法/过程]基于发展定位框架, 分析大埔村发展所面临机会、市场需求、潜在竞争, 以及所拥有资源, 将其定位为"城郊型特色民俗艺术体验村落", 并据此从策略、产品、取费和客群4个方面阐述定位落地.[结果/结论]大埔村可以采用"移花接木、无中生有""串点并线, 差异互补"等策略, 创建漳浦特色艺术传习基地, 呈现漳浦地方艺术表演, 并对村庄空间进行重新规划设计, 建议开展研学旅行, 开发夜游项目, 增加村集体和村民的收益.