信息工程与人工智能学院知识库

农村产业融合被认为是突破“三农”问题，推进乡村振兴的有效途径，作为农村产业融合的重要组成，农旅电商融合是以农业为依托，在充分发挥农业资源优势和产业功能的基础上，以电子商务为抓手，通过旅游产业驱动，针对旅游和电商的产业全过程进行深度重组的新业态。农旅电商融合发展在农业增效、农村发展与农民增收方面成效显著，加快了农业农村现代化进程，已然成为农村经济发展新的增长点，不仅是新一轮产业创新，更是农村经济提质增效的重要途径。但目前甘肃省并无典型模式可循，或囿于经济发展水平相对落后、交通地理条件受限各类特殊因素，甘肃省产业优势难以发挥，农村三产融合程度与关注度较低，农旅电商融合发展路径仍处于探索阶段。

鉴于此，研究首先在梳理和分析相关文献资料的基础上，明确了甘肃省农旅电商融合发展为研究对象；其次，从农旅电商产业发展基础与政策支持条件等融合环境出发，通过构建甘肃省农旅电商融合发展评价指标体系，基于2014—2021年的时间序列数据，对甘肃省农旅电商融合发展的整体水平和产业耦合协调程度进行测度；随后，基于对甘肃农旅电商融合发展现状的深入分析，运用扎根理论等研究方法对相关从业者进行深度访谈，以构建农旅电商融合影响因素模型，通过系统性分析关键制约因素及其成因，明确了目前所面临的融合发展困境；最后，综合以上研究成果，结合目前甘肃省已成趋势的融合模式，针对性地提出甘肃省农旅电商融合发展的具体对策与建议，为甘肃省农业农村及区域经济的持续健康发展提供了一定的实践价值和理论意义。研究结论如下：

（1）在融合发展现状方面。研究从农业、旅游和电商发展的角度，对6个维度下的26个三级指标数据进行处理和分析后发现，目前甘肃省农旅电商融合发展的整体趋势积极向好，综合发展水平未来仍呈逐年上升态势，但耦合协调等级仍处于磨合适应阶段，协调发展水平呈初级协调状态；具体来看，各产业发展水平整体稳步上升，但电商产业相较于农旅产业而言的耦合协调状态较差。

（2）在农旅电商融合发展影响因素方面。基于对25位甘肃省农旅电商融合发展相关的从业者进行深度访谈，通过构建融合发展影响因素模型发现，目前的关键制约因素主要包括基础设施、从业者与消费者主体、政府行为与社会规范、市场监管秩序、产业环境、人力资源、产品和服务等7个方面，且甘肃省农旅电商融合发展面临的主要问题分别为，基础设施体系不完善，配套服务平台待健全；从业者职业素养缺乏，消费者感知意识薄弱；政策落实和引导不足，社会规范性亟需加强；市场秩序管理松散，质量与信用溯源能力低；资源要素挖掘缺乏深度，市场开发工作落后；人才短板问题突出，培育选用条件定位模糊；产品和服务缺乏竞争，品牌和营销观念不强等。

（3）在融合模式与发展策略方面。结合甘肃省农旅电商融合发展环境和实际情况分析发现，现有融合模式大致可以分为，农业产业导向型融合、产业要素渗透型融合、产业主体能动型融合等模式类型。针对目前所面临的主要困境，甘肃省农旅电商融合发展可以从完善基础设施建设，健全配套服务体系标准；提升从业人员认知观念，激发消费感知意愿；提升从业人员认知观念，激发消费感知意愿；加强政府引导和政策落实，培养主人翁意识；巩固市场监管秩序，共建溯源保障机制；优化产业培育环境，开拓产业融合市场；细化人才需求结构，制定培养留用计划；加快品牌建设，提升产品和服务满意度等方面着手。

The integration of rural industries is considered an effective way to break through the issues of agriculture, rural areas, and farmers, and promote rural revitalization. As an important component of rural industry integration, the integration of agriculture, tourism, and e-commerce is a new business model that relies on agriculture, fully leverages the advantages of agricultural resources and industrial functions, and uses e-commerce as the starting point. Driven by the tourism industry, it deeply restructures the entire process of tourism and e-commerce industries. The integrated development of agriculture, tourism, and e-commerce has achieved significant results in increasing agricultural efficiency, rural development, and farmers' income, accelerating the modernization process of agriculture and rural areas, and has become a new growth point for rural economic development. It is not only a new round of industrial innovation, but also an important way to improve the quality and efficiency of rural economy. However, at present, there is no typical model to follow in Gansu Province, or due to various special factors such as relatively backward economic development level and limited transportation and geographical conditions, the industrial advantages of Gansu Province are difficult to play, the degree and attention of rural integration of the three industries are low, and the development path of agricultural tourism e-commerce integration is still in the exploratory stage.

In view of this, the study first identified the integrated development of agriculture, tourism, and e-commerce in Gansu Province as the research object based on the sorting and analysis of relevant literature and materials; Secondly, starting from the integration environment of the development foundation and policy support conditions of the agricultural tourism e-commerce industry, by constructing an evaluation index system for the integration development of agricultural tourism e-commerce in Gansu Province, based on time series data from 2014 to 2021, the overall level of agricultural tourism e-commerce integration development and the degree of industry coupling coordination in Gansu Province are measured; Subsequently, based on an in-depth analysis of the current development status of agricultural tourism e-commerce integration in Gansu, in-depth interviews were conducted with relevant practitioners using research methods such as grounded theory to construct a model of the influencing factors of agricultural tourism e-commerce integration. Through a systematic analysis of key constraints and their causes, the current difficulties in integration development were clarified; Finally, based on the above research results and the current trend of integration in Gansu Province, specific strategies and suggestions for the integrated development of agriculture, tourism, and e-commerce in Gansu Province are proposed, providing practical value and theoretical significance for the sustainable and healthy development of agriculture, rural areas, and regional economy in Gansu Province. The research conclusion is as follows:

(1) In terms of the current situation of integrated development. From the perspective of agriculture, tourism, and e-commerce development, the study processed and analyzed data from 26 tertiary indicators in six dimensions. It was found that the overall trend of integrated development of agriculture, tourism, and e-commerce in Gansu Province is currently positive, and the comprehensive development level will continue to rise year by year in the future. However, the level of coupling coordination is still in the stage of adaptation, and the level of coordinated development is in a primary coordinated state; Specifically, the overall development level of various industries has steadily increased, but the coupling and coordination status of the e-commerce industry is relatively poor compared to the agricultural and tourism industry.

(2) In terms of the influencing factors of the integration and development of agriculture, tourism, and e-commerce. Based on in-depth interviews with 25 practitioners related to the integrated development of agricultural tourism e-commerce in Gansu Province, a model of influencing factors for integrated development was constructed. It was found that the current key limiting factors mainly include infrastructure, practitioners and consumers, government behavior and social norms, market supervision order, industrial environment, human resources, products and services, etc. The main problems faced by the integrated development of agricultural tourism e-commerce in Gansu Province are: incomplete infrastructure system and incomplete supporting service platforms; Lack of professional ethics among practitioners and weak consumer perception awareness; Insufficient policy implementation and guidance, and urgent need to strengthen social norms; Loose market order management, low quality and credit traceability ability; Lack of depth in resource element mining and backward market development work; The problem of talent shortcomings is prominent, and the positioning of cultivation and selection conditions is unclear; Lack of competition in products and services, weak brand and marketing concepts.

(3) In terms of integration mode and development strategy. Based on the analysis of the development environment and actual situation of agricultural tourism e-commerce integration in Gansu Province, it is found that the existing integration models can be roughly divided into three types: agricultural industry oriented integration, industrial factor penetration integration, and active integration of industrial entities. In response to the main challenges currently faced, the integrated development of agriculture, tourism, and e-commerce in Gansu Province can be achieved by improving infrastructure construction and perfecting supporting service system standards; Enhance the cognitive awareness of practitioners and stimulate their willingness to consume; Enhance the cognitive awareness of practitioners and stimulate their willingness to consume; Strengthen government guidance and policy implementation, cultivate a sense of ownership; Consolidate market regulatory order and jointly establish a traceability guarantee mechanism; Optimize the industrial cultivation environment and explore the market for industrial integration; Refine the structure of talent demand and develop a training and retention plan; Accelerate brand building and improve product and service satisfaction.