未来与发展

在旅游强国战略纵深推进、“十五五”规划正式将其纳入国家中长期发展规划的时代背景下，贵州“村超”“村BA”“村马”等乡村本土文体旅融合品牌持续出圈走红，成为基层实践对接国家顶层战略的典型地域样本。系统梳理贵州“村字号”品牌内涵界定、业态类型与现实发展态势，从内生动力、外部动力双轮驱动动力机制、五大使命精准对接响应机制、多元协同保障条件三大维度，深度剖析其赋能旅游强国建设的内在适配逻辑，并构建一体化适配机制理论模型。研究表明，贵州“村字号”依托乡土文化基因现代转译、数字传播场景应用、多方主体协同共建，顺利完成从民间自发休闲活动向区域战略性文旅品牌资产的转型升级，在区域经济提振、民族文化活态传承、乡村基层治理创新、国家文旅形象塑造、中外文明交流互鉴等领域，与旅游强国五大核心使命形成高度适配。构建理论模型厘清文化认同培育—本土品牌生成—产业价值转化—乡土文化反哺完整闭环运行逻辑，可为全国同类民族地区依托文体旅融合助力国家旅游强国战略落地提供学理依据与实践参考。

Against the backdrop of the in-depth advancement of the national tourism power strategy and its inclusion in the national medium- and long-term development plan of the 15th Five-Year Plan， Guizhou’s indigenous rural brands such as Village Super League， Village BA and Village Horse Racing have gained continuous popularity， forming typical regional samples for grassroots practice to align with national top-level strategies. This paper systematically sorts out the connotation， business types and current development status of Guizhou’s "village-branded" brands. From three dimensions including the dual-driving dynamic mechanism of endogenous and external motivations， the response mechanism precisely connecting five major missions， and the multi-collaborative guarantee conditions， this paper deeply analyzes the internal adaptation logic of such brands in empowering the construction of a tourism powerhouse， and constructs an integrated theoretical adaptation model. The research shows that relying on the modern translation of local cultural genes， the application of digital communication scenarios， and the collaborative construction of multiple stakeholders， Guizhou’s "village-branded" brands have successfully transformed from spontaneous folk leisure activities into regional strategic cultural and tourism brand assets. These brands are highly compatible with the five core missions of building a tourism powerhouse in terms of regional economic promotion， living inheritance of ethnic culture， innovation of rural grassroots governance， shaping of national cultural tourism image， and exchanges and mutual learning between Chinese and foreign civilizations. The constructed theoretical model clarifies the closed-loop operation logic of cultural identity cultivation， local brand generation， industrial value transformation and rural cultural feedback， which can provide theoretical basis and practical references for similar ethnic regions across the country to implement the national tourism power strategy through culture-sports-tourism integration.