Research on the Sustainable Development of Ethnic Festival Tourism in the Context of E-Commerce—A Case Study of the Guzang Festival in Qianhu Miao Village, Xijiang

民族节庆旅游作为民族地区发展经济、传承文化的重要方式，近年来受到广泛关注。在电子商务蓬勃发展与民族文化旅游深度融合的背景下，本篇文章聚焦西江千户苗寨鼓藏节这一具有深厚文化底蕴的苗族传统节庆，探索电商背景下民族节庆旅游的可持续发展路径。通过文献研究与案例分析相结合的方法，系统梳理了鼓藏节的文化内涵、电商应用现状及面临的挑战。研究发现，电商平台虽为鼓藏节旅游带来了流量红利与经济收益，但也面临旅游产品同质化、电商平台运营管理不规范、电商人才短缺等问题。基于此，本文提出相应发展思路，以促进电子商务与民族节庆旅游的高质量融合，推动西江千户苗寨鼓藏节民族节庆旅游的可持续发展，并为相关地区民族节庆旅游的发展提供一定借鉴和参考。 As an important way for ethnic regions to develop the economy and inherit culture, ethnic festival tourism has received extensive attention in recent years. Against the backdrop of the vigorous development of e-commerce and the deep integration of ethnic cultural tourism, this article focuses on the Guzang Festival, a traditional Miao festival with profound cultural connotations in Xijiang Miao Village, and explores the sustainable development path of ethnic festival tourism under the background of e-commerce. By combining literature research and case analysis, this paper systematically sorts out the cultural connotations of the Guzang Festival, the current situation of e-commerce application, and the challenges it faces. The research finds that although e-commerce platforms have brought traffic dividends and economic benefits to the Guzang Festival tourism, they also face problems such as homogenization of tourism products, unstandardized operation and management of e-commerce platforms, and shortage of e-commerce talents. Based on this, this paper proposes corresponding development ideas to promote the high-quality integration of e-commerce and ethnic festival tourism, and to promote the sustainable development of the Guzang Festival ethnic festival tourism in Xijiang Thousand Households Miao Village, as well as to provide certain references and references for the development of ethnic festival tourism in related regions.