文旅融合与数字赋能双轮驱动：广西传统医药类非遗传承保护与健康产业协同发展研究

摘要

在健康中国战略与文旅深度融合协同推进的背景下，广西传统医药类非物质文化遗产面临资源挖掘不充分、传承机制脆弱及产业化程度偏低等多重现实困境。本研究从社会学与文化遗产保护的交叉视角出发，构建文旅融合与数字赋能双轮驱动的理论分析框架，系统审视壮瑶医药等非遗资源的生存现状。研究指出，单纯依靠静态保护难以激活其内生动力，必须借助数字化技术实现非遗知识的结构化存储与可视化传播，打破时空限制；同时依托文旅场景重塑文化体验，增强公众认知与情感认同。在此基础上提出优化路径：利用大数据与虚拟现实技术建立动态传承档案，提升传播效能；推动非遗元素融入康养旅游产业链，实现从静态展示向活态体验的转变。研究表明，该协同发展模式不仅能有效缓解传承危机，更能促进地方特色健康产业的转型升级，为民族地区非遗保护与经济社会高质量发展提供可资借鉴的实践范式，具有重要的理论价值与现实意义。

Abstract

Against the backdrop of the deep integration of culture and tourism and the Healthy China strategy, the intangible cultural heritage of traditional medicine in Guangxi is confronted with multiple challenges, including insufficient resource exploitation, fragile transmission mechanisms, and a low level of industrialization. From the intersecting perspectives of sociology and heritage governance, this study develops a dual-driven analytical framework that incorporates cultural-tourism integration and digital empowerment to systematically examine the current state of Zhuang and Yao medical heritage. The findings indicate that static preservation alone fails to activate endogenous dynamics; digital technologies are required to achieve structured storage and visual dissemination of heritage knowledge, thereby transcending spatial and temporal limits. Simultaneously, cultural experiences should be reshaped through tourism scenarios to enhance public awareness and emotional resonance. Accordingly, the study proposes two strategic pathways: establishing dynamic transmission archives using big data and virtual reality to improve communication efficacy, and integrating heritage elements into the wellness tourism value chain to shift from static display to living experience. The research demonstrates that this collaborative model not only alleviates the transmission crisis but also facilitates the upgrading of local health industries, offering a replicable paradigm for ethnic minority regions to balance heritage preservation with high-quality socioeconomic development, with notable theoretical and practical implications.