本文运用民族志研究方法,对广西东南部L村进行了持续的田野观察和深度访谈,获得了大量乡村旅游传播资料。调查发现,伴随该村旅游传播活动的推进,村民对社区认同不断发生变化。在乡村旅游跨文化传播的建构与生产中,村民的社区认同呈现中心化与边缘化并存的悖论。从长远来看,乡村旅游的发展可能会损毁当地的传统文化,消解当地人的社区认同。 Based on ethnographic research methods, this paper carried out continuous field observation and in-depth interviews with L village in southeastern Guangxi and obtained a large amount of rural tourism information. The survey found that with the promotion of tourism activities in the village, the villagers’ recognition of the community is constantly changing. In the construction and production of intercultural communication in rural tourism, villagers’ community identity shows the paradox of coexistence of centralization and marginalization. In the long run, the development of rural tourism may damage the local traditional culture and dispel local community identity.