Research on the Role of E-Commerce in Promoting the Development of the Tourism Industry in Xijiang Miao Village—Based on a “Technology-Culture-Market” Synergy Perspective

在数字经济与乡村振兴战略的深度融合下，电子商务成为民族地区文旅产业转型的关键引擎。本文以西江千户苗寨为研究对象，基于TOE框架(技术–组织–环境)，通过案例分析，系统探究电商驱动民族旅游发展的内在机制与矛盾张力。研究发现：直播电商通过“技术激活流量、文化符号转译、市场生态协同”三轴联动，推动西江苗寨从“地理秘境”向“全网IP”转型；然而，技术赋能的“双刃剑”效应显著——算法偏见加剧流量垄断，文化商品化引发符号失真，低价竞争导致质量塌缩，暴露“效率优先”模式对文化原真性与分配公平性的侵蚀。基于此，本文提出“技术–文化–市场”协同优化策略，为民族地区平衡“数字效率”与“人文温度”提供理论启示，也为全球语境下民族文化可持续振兴贡献中国经验。Under the deep integration of the digital economy and rural revitalization strategies, e-commerce has emerged as a pivotal engine for the transformation of cultural tourism industries in ethnic regions. Focusing on Xijiang Thousand Households Miao Village, this study employs the TOE framework (Technology-Organization-Environment) and case analysis to systematically investigate the intrinsic mechanisms and paradoxical tensions of e-commerce-driven ethnic tourism development. The findings reveal that livestream e-commerce propels the village’s transition from a “geographical enclave” to a “pan-internet IP” through a tripartite mechanism: technological activation of traffic, cultural semiotic translation, and market ecosystem synergy. However, the “double-edged sword” effect of technological empowerment manifests prominently—algorithmic biases exacerbate traffic monopolies, cultural commodification triggers symbolic distortion, and price wars lead to quality erosion, collectively exposing how the “efficiency-first” paradigm undermines cultural authenticity and distributive equity. Building on these insights, this study proposes a “technology-culture-market” synergistic optimization strategy, offering theoretical implications for balancing “digital efficiency” and “humanistic warmth” in ethnic regions, while contributing Chinese empirical wisdom to the sustainable revitalization of ethnic cultures in a global context.