Innovative Development and Utilization of Agricultural Cultural Heritage Enabled by Digital Technologies

[Purpose/Significance] The agricultural cultural heritage embodies the traditional farming wisdom, unique natural scenery and rich biodiversity formed through hundreds and thousands of years of inheritance. The study of digital technology-enabled development and utilization of agricultural cultural heritage is conducive to fully exploring the modern value of agricultural cultural heritage, strengthening the integrated interaction with the key work of rural revitalization, such as the development of modern agriculture, the construction of beautiful countryside, the construction of ecological civilization, and the entrepreneurship and innovation of farmers. On top of that, it is beneficial to the sustainable development of agricultural cultural heritage and is related to the successful implementation of the rural revitalization strategy. [Method/Process] By using the methods of literature analysis, case study and field survey, the current status and problems of agricultural cultural heritage are comprehensively reviewed. There are some problems, such as insufficient application of innovation in agricultural cultural heritage areas and inadequate value exploration. In this regard, the article puts forward several measures for the development and utilization of agricultural cultural heritage resources enabled by digital technologies after the analysis of digital management of agricultural cultural heritage resources, including building public brands in agricultural cultural heritage areas to form industrial clusters. This article takes "Anhua Black Tea" as an example to analyze the brand digital marketing mechanism and takes Li Ziqi s short videos as another example to analyze how to attract e-commerce traffic and realize traffic in the new media era and build a local brand with local characteristics with the help of "Internet plus Agriculture." It provides ideas and solutions for the development and utilization of digital technology-enabled agricultural cultural heritage. [Results/Conclusions] With the transformation of social economy, the traditional production mode of agricultural cultural heritage can no longer meet the needs of modern society. In order to make agricultural cultural heritage continue to "live", it is necessary to explore its multiple values, enable the modernization transformation of agricultural cultural heritage with the help of digital technology, realize its living state inheritance, improve the comprehensive benefits of agricultural cultural heritage and maintain sustainable development. The study explores the digital development, open communication, new scene construction and innovative utilization of agricultural cultural heritage, which can be realized through the Internet and digital technologies. Agricultural cultural heritage has many characteristics, such as brand differentiation, brand subdivision, and precise description of natural scenery, high-quality agricultural products and cultural connotation of agricultural cultural heritage. With the help of new media marketing, the ecological advantages and industrial value of agricultural cultural heritage system are explored to maximize the value of resources. A limitation of this study is that there still lacks quantitative analysis. Future research will use structural equation model and other tools to analyze the factors that affect the conversion rate of agricultural account traffic from multiple aspects such as video content, audience and platforms.