Industrial prosperity is the foundation of rural revitalization and the key to promoting agricultural modernization. The report of the 20th National Congress of the Communist Party of China pointed out: "Adhere to the cultural and plastic tourism and the tourism to promote the in-depth integration and development of culture and tourism." "The integration of agriculture, culture and tourism through the organic combination of agriculture, culture and tourism and other industries, multi-format organic combination, in-depth excavation of rural culture, ecology, climate and other values, based on the agricultural industry, tourism and leisure as the form, can effectively promote the integration of rural "three industries", extend the agricultural industry chain, so as to drive farmers to increase income and get rich.
The towns and towns in the Wuling mountainous area in southeast Chongqing are rich in cultural and tourism resources and have unique natural endowments. The area is rich in ethnic and folk cultures such as Tujia and Miao culture, Taoyuan culture and border city culture, with a forest coverage rate of up to 60%, and air quality and water environment quality have long ranked in the forefront of the city. In recent years, the urban agglomeration in the Wuling mountain area of southeast Chongqing has achieved remarkable results in leading the regional development with the integration of culture and tourism, and has achieved an annual reception of 1100 million person-times, and the comprehensive tourism income exceeded 100 billion yuan.
However, affected by factors such as lagging infrastructure construction, weak economic foundation, and insufficient industrial development, the integrated development of agriculture, culture and tourism in urban agglomerations in Wuling mountainous area in southeast Chongqing is also facing a series of pressures, and it is urgent to give priority to the development of agriculture and rural areas, promote the benign complementarity of primary, secondary and tertiary industries through "promoting tourism with agriculture and strengthening culture with tourism", continue to consolidate and expand the achievements of poverty alleviation, comprehensively promote the comprehensive revitalization of rural areas, and actively explore a new path of modernization to strengthen counties in mountainous areas and enrich the people.
In order to give full play to the ecological and cultural advantages of the urban agglomeration in the Wuling mountain area in southeast Chongqing, promote the integrated development of culture and tourism, and strengthen the new momentum of high-quality development, we should adhere to the concept of all-for-one tourism development, develop rural tourism with modern thinking, and form a new pattern of rural tourism development that revitalizes agriculture with tourism, promotes tourism with agriculture, combines culture and tourism, and interacts with urban and rural areas
The first is to promote the deep integration of "point" and "surface". Firmly establish the idea of "a game of chess", integrate cross-regional cultural and tourism platform resources, organize and coordinate work at the municipal level, and achieve multi-plan cooperation.
1. Plan as a whole to promote the in-depth integration of agriculture, culture and tourism. Strengthen the overall planning of the whole region, rely on the Chongqing Municipal Leading Group for Tourism Economic Development, strengthen the regional linkage of urban agglomerations in the Wuling Mountains in southeast Chongqing, compile the alliance to implement the development plan, promote the integration of all districts and counties into the construction of the demonstration zone, and coordinate the protection and utilization of regional cultural and tourism resources. Promote the sharing of regional resources, the integration of mountains and rivers in southeast Chongqing, similar folk customs, cultural symbiosis, and similar ethnic characteristics, traditional culture and natural resources in various districts and counties, there is a certain homogenization of scenic spots and involution of marketing. It is necessary to promote the cooperation and linkage of various districts and counties in the region, integrate resources, create brands, and connect the high-quality tourism resources adjacent to Hubei, Hunan, Guizhou and Chongqing into a line, and build cross-regional boutique routes such as important tourist scenic roads and ethnic and folk customs belts. Give full play to the role of the Wuling Mountain Cultural Tourism Development Alliance, strengthen cooperation and exchanges with neighboring provinces and cities, promote regional sharing of cultural tourism resources, products, markets and information, and expand the brand market influence. Support the integrated development of culture and tourism in Chongqing-Chongqing southeast as a regional platform, comprehensively use equity investment, joint development and other methods to carry out in-depth cooperation with platform enterprises in Wuling Mountain County to create a new benchmark for domestic landscape tourism.
The second is to promote the deep integration of "hardware" and "software". At present, the transportation network of microcirculation in the 6 districts and counties of the Wuling Mountain Urban Cluster in southeast Chongqing has not yet been formed, and it is necessary to open up the construction of foreign tourism transportation based on cross-regional aviation, high-speed rail and highway networks, and refine the core elements and iconic characteristics of regional cultural tourism brands. Strengthen unimpeded outreach. Speed up the construction of the Chongqing-Hunan and Chongqing-Ziya railways, and focus on connecting the southeast of Chongqing with Hunan, Sichuan, and Guizhou, so as to form a large transportation pattern in DawulingEnhance the carrying capacity of Qianjiang and Wulong airports, enhance urban functions, and give full play to the radiation and driving role of southeast Chongqing to surrounding citiesDemonstrate the planning of Xiushan Airport, open up low-cost routes, strive to open international tourist routes, and improve the layout of southeast Chongqing routes. Promote internal circulation. Accelerate the construction of the Chongqing-Qianjiang section of the Chongqing-Hunan high-speed railway, actively promote the construction of expressway projects from Dianjiang to Fengdu to Wulong and Xiushan to Laifeng, and promote the construction of the Dawuling Mountain tourism circle. Support the establishment of tourism distribution centers in Shizhu and Fengdu, and realize the effective interconnection between the tourist market of the Three Gorges of the Yangtze River and the source market of Wuling Mountain. Excavation of cultural resources. Launched tourism products featuring the folk customs of Wuling Mountain, and upgraded and created "Dawuling" regional public cultural tourism brands such as "Wuling Colorful Miao Township" and "China Canyon City Wuling Meeting Room" through night tours, cultural and creative products, dance and poetry dramas, film and television shooting, endorsements and selection of cultural inheritors. Launched high-end tourism products featuring customization, personalization and differentiation, and created niche tourism products such as "ecological sojourn", "marriage and love travel photography" and "outdoor adventure" in the Wuling Mountain area.
The third is to promote the deep integration of "online" and "offline". With digital empowerment, we will innovate management, marketing ideas and experience models, give full play to the fixed-point push function of big data, and use the metaverse to realize "cloud tourism", "cloud entertainment" and "cloud exhibition", so as to facilitate the accurate analysis and management of residents' tourism and market. Promote the construction of cultural and tourism demonstration zones, support the construction of a number of cultural industry demonstration parks (bases), cultural and creative industry parks, and demonstration areas for the integrated development of cultural tourism and science and technology, strengthen the protection and utilization of cultural resources and intangible cultural heritage, guide the agglomeration of culture and tourism in urban space, and accelerate the construction of a characteristic cultural tourism village and town system. Accelerate the construction of the "cultural tourism brain", rely on the Wuling Mountain smart cultural tourism big data platform, develop smart tourism application scenarios, and realize "one map of cultural and tourism resources" and "one map of data sharing". Promote digital application scenarios, develop special functions such as "smart museum", "cultural cloud station", "cloud consumption" and "e-book bar", create a new benchmark for immersive, scene-based and experiential cultural tourism consumption, and use "digital +" to deeply explore high-quality cultural resources in southeast Chongqing, extend the industrial chain of cultural and tourism resources, and tell the story of Wuling.
Fourth, promote the deep integration of "present" and "future". With humanism, ecology and digitalization as the construction direction, we will deeply explore folk customs and national culture, realize the integration of future industries, styles, cultures, and services, and strive to build a cultural and tourism integration demonstration area that leads the digital cultural tourism experience, highlights cultural characteristics, and presents future elements. Accelerate the construction of a cultural and tourism ecosystem, give full play to the leading role of leading enterprises, and promote the construction of a cultural and tourism industry ecosystem integrating tourism complexes, art installations, and homestay industriesInjecting characteristic regional cultural symbols such as Youyang folk songs and Tujia hand-waving dances, through the development of Wuling cuisine, style homestays, cultural and creative souvenirs, ethnic performing arts projects, characteristic cultural tourism markets, etc., a number of unique cultural and tourism integration "gift packages" with unique recognition in southeast Chongqing will be created around "food, accommodation, travel, shopping and entertainment", forming a multi-industry symbiotic first-class cultural and tourism industry chain, and creating a new scene of cultural and tourism integration in the future. Strengthen tourism supporting services, create an "integrated" scenario of comprehensive services in the future, focus on the public services required for tourism, upgrade functions on the existing basis for medical, accommodation, children's services, shopping, fitness and other scenarios, build a "Wuling meeting room" for tourists to interact and communicate after tea and dinner, improve shopping, catering, finance and other service facilities in the scenic area, and create a 15-minute happy tourism circle. Improve the digital tourism infrastructure, promote the construction of "smart and assured tourism", provide a one-click call for help function on the tourist side of the intelligent platform, and develop equipment such as automatic connection to Beidou outdoor emergency communication and outdoor alarm posts in view of the possible lack of network in mountainous areas.
The author is an assistant researcher and Ph.D. at the Institute of Agriculture and Rural Research, Chongqing Academy of Social Sciences