Original title: Open up more possibilities for rural tourism.
In the modern rural economic system, rural tourism has become the most active and influential emerging industry, which has played an important role in promoting agricultural value-added, farmers' income increase and rural development. In the new development stage of the country's vigorous implementation of the rural revitalization strategy and the promotion of common prosperity, rural tourism will continue to play a major role in the development of the rural economy. However, at different stages of development, the development demands and development goals are different, and the development direction and development model of rural tourism will also be different. At this stage, the development of rural tourism should actively respond to the national strategy, give better play to its own advantages, take on the important mission of promoting the comprehensive revitalization of the countryside, and contribute to the promotion of common prosperity in rural areas.
Take the road of brand development.
Rural tourism is an emerging industry based on the growing consumption of mass tourism and relying on the development of resources such as rural environment and industry, which has the characteristics of market dependence and resource dependence. Therefore, to develop rural tourism, we must first accurately grasp the target market and carry out project construction and product development guided by market demand. Rural tourism in most areas is dominated by the holiday leisure tourism market of local and surrounding urban residents, and the leisure tourism of urban residents has obvious characteristics of close distance, high frequency and low consumption, which corresponds to products with large market scale and high repurchase frequency such as leisure picking, agricultural experience, farmhouse catering, rural entertainment, and rural micro-vacation. Secondly, it is necessary to deeply tap local resources and rely on resources to carry out the integrated development of agriculture, culture and tourism. Rural resources are very abundant, large-scale planting of forest fruits, flowers, vegetables, grain and other industrial resources, pastoral, woodland, rivers, reservoirs and other environmental resources, ancient villages, folk villages and mountain villages, fishing villages, lake villages and other rural space resources, traditional folk customs, festivals, folk art and other intangible cultural resources, etc., can be integrated with tourism to form rural tourism products with strong local characteristics and new industries and new forms of rural economy, expand the agricultural industry chain, value chain. Finally, it is necessary to build a distinctive brand and continuously improve market influence and competitiveness. At present, the development of rural tourism has become a common phenomenon, the market competition is becoming increasingly fierce, and it is more and more important to improve influence and competitiveness by building characteristic brands. Rural tourism brand building should be based on local resources and cultural characteristics, and excavate, shape and further highlight its own uniqueness and uniqueness in horizontal comparison, and form a unique product brand or regional brand through planning and design. Brands with high visibility and reputation can not only enhance product influence and competitiveness, but also increase the added value of products through brand value spillover. At present, Shandong has formed a series of rural tourism products such as flower appreciation series, picking series, homestay series, ancient village series, agricultural demonstration site series, etc., and has created a rural tourism regional brand such as "Taishan people", "Quancheng people", "Yimeng people" and "Yellow River people" and rural tourism product brands such as "hometown cloud", "Haijiao No. 7", "secluded Penglai", "Jiuru Mountain" and "Ruogu Mountain Residence", and the scale of rural tourism output accounts for half of the entire tourism industry. In the future, it is necessary to further innovate products and services according to market changes, strengthen regional characteristics, and comprehensively promote the transformation and upgrading of rural tourism, and improve quality and efficiency.
Persist in taking farmers as the main body.
The development of rural tourism should adhere to the principle of "agriculture-oriented", guide and encourage farmers to participate in the development of rural tourism in the whole process, and become the main body of investment, operation and beneficiary of rural tourism. At the same time, the development of rural tourism should also actively attract foreign investment, especially urban capital to the countryside to participate in the development of rural tourism. Urban capital in the countryside has the advantages of large investment, advanced management and high degree of marketization, which can promote the leapfrog development of rural tourism. In recent years, the emergence of high-quality new homestays in various places has basically been achieved through corporate investment, which has directly promoted the transformation of traditional farmhouses into new homestays. Enterprises invest in the development of rural tourism, the key is to establish a fair benefit distribution mechanism with farmers, deal with the opportunities, paths and benefits of farmers to participate in rural tourism under the leadership of enterprises, and not let farmers become bystanders and marginal interests in the development of rural tourism after leasing and transferring resources. Therefore, the tourism authorities should play a good role in guiding, coordinating, supervising and other functions, and take the establishment of a fair benefit distribution mechanism as an important part of rural tourism management. Shandong Cultural Tourism Group in Tai'an development of the Jiunufeng Rural Resort, 19 villages are developed in a row, from economic cooperation, party building to rural governance, innovation to create "preschool education into the village, pension into the village, smart retail into the village, boutique tourism into the village, vocational training into the village, distributed environmental protection equipment into the village", "can eat, live, play, buy, can make the villagers rich, can make the village collective income", "rural into scenic spots, farmers into stockholders, farmhouses into guest houses, labor into experience, labor into talents, resources into capital, The "667 model" of "products into gifts" has created a fresh model for state-owned capital to participate in the development of rural tourism and drive rural revitalization.
In-depth excavation and utilization of rural culture.
Tourism has dual economic and cultural attributes, and rural culture itself is also an important resource for rural tourism development. The development of rural tourism is largely through the excavation, sorting and innovative utilization of rural culture, to create rural tourism products and brands with strong local characteristics; At the same time, through the tourism utilization of rural culture, it will directly promote the inheritance and innovative development of rural culture, especially those traditional cultures that have lost their viability and are on the verge of extinction in modern society can be regenerated through the development of rural tourism. Therefore, in the process of developing rural tourism, it is necessary to pay attention to the in-depth excavation of local history and culture, folk culture, folk art, stories and legends, living habits, etc., and carry out innovative planning to create rural tourism products that meet the needs of modern markets, so as to develop the economy and promote cultural inheritance and development. Yangjiabu Village in Weifang City, woodblock New Year paintings have a history of more than 600 years, and have declined under the impact of urbanization in the 80s of the 20th century. The New Year's picture was originally a kind of auspicious, blessing, and a symbol of warding off evil spirits, pasted on the door of the farmer's house, hung in the newcomer's cave house, and today's rural housing has undergone great changes, the single-storey old house has become a building, and the interior wall is pasted with textured wallpaper. Since the 90s of the 20th century, the cultural and tourism department has helped Yangjiabu Village to use woodblock New Year painting resources to develop folk tourism, developed a "front shop and back fang" style New Year painting experience street, and built a scenic folk customs grand view garden that gathers dozens of local intangible cultural heritage, and connects with scenic spots such as "Three Holes" and Mou's Manor to form the most traditional cultural tourism line with Shandong characteristics, and has become one of the folk villages that receive the most overseas tourists in the country. The case of Yangjiabu folk tourism development fully shows that rural tourism can not only develop and prosper the rural economy, but also an important way to inherit, innovate and revive traditional culture.
Adhere to the path of collective economic development.
Developing and strengthening the rural collective economy and promoting common prosperity in rural areas are important strategic directions for China's agricultural and rural development since the 18th National Congress of the Communist Party of China. As the most active and innovative field in the modern rural economic system, rural tourism has also been at the forefront in innovating the benefit distribution mechanism and exploring the new collective economic operation model. Over the years, in the practice of rural tourism development, various rural tourism benefit sharing models have been explored, such as "village collectives + farmers", "village collectives + companies + farmers", joint-stock cooperatives, joint-stock collective enterprises, etc., leading and driving rural areas to embark on a new path of collective economic development. Zhonghaoyu Village in Zibo City was originally a typical poor village in central Luzhong, with 113 households and 364 people, with a per capita income of less than 2 cents and an annual income of less than 2,000 yuan. The two committees of the village in the first how to develop rural tourism, determined to drive the common prosperity of the villagers for the purpose of the "joint-stock village enterprises + farmers" business model, farmers' houses, homesteads, land, above-ground objects, etc. can be assessed as shares, to achieve the resources into capital, capital into shares, farmers into shareholders of the rural "three changes", become the first in the country through the development of rural tourism to achieve the "full shareholding system" of the village, the per capita annual income of the villagers jumped more than 40,000 yuan, 20 times more than before the development of rural tourism. If it were not for the development of rural tourism, this impoverished village deep in the mountains would not be able to get rid of poverty at all; If it were not for the development of the collective economy, this historical "rice village" would not be able to achieve common prosperity.
In short, rural tourism is an emerging industry in the rural economic system, which not only gets rid of the dependence of the traditional agricultural economy on land, climate and other natural conditions, but also can be guided by the new resource concept and production concept, and makes innovative use of the resources that are idle or can not play the use value in the traditional agricultural economy in the rural areas, so that they can play new functions, create new values and produce new benefits in rural tourism. In the new development stage of the country's vigorous implementation of the rural revitalization strategy and the promotion of rural common prosperity, we should continue to give full play to the advantages of rural tourism products, services, models and mechanism innovation, and guide rural areas to take the road of common prosperity with common participation, common development and shared results through innovative exploration of business models and innovative design of benefit distribution mechanisms, so that rural tourism will become an important force in promoting rural common prosperity.
Tian Yun and Wang Degang are professors of Shandong University of Agriculture and Engineering and dean of the Tourism Industry Research Institute of Shandong University
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