In recent years, rural tourism has flourished, and there are many more women in the rural construction team. Among them, there are operators from travel agencies and entrepreneurs who have returned to their hometowns with dreams, and they have performed well in leading the local people to develop rural characteristic cultural formats and rural tourism. International Women's Day is approaching, the reporter interviewed several female representatives from different villages, shared their stories, and asked them to talk about their practical experience
Wuyishan City Nostalgic Culture Communication*** Chairman Shen Zhidan:
Capture "nostalgia" with the lens
We are preparing for International Women's Day** and cooperating with the local women's federation to carry out the 'Pillar Mothers' support program, hoping to support single mothers to start their own businesses and help more women realize their dreams of becoming wealthy. "* Over there, Shen Zhidan, chairman of Wuyishan City Nostalgic Culture Communication, said.
Shen Zhidan, who was selected for the 2023 Rural Culture and Tourism Leader Support Project of the Ministry of Culture and Tourism, is a native of Wuyishan. In recent years, with the theme of "nostalgia", she has released more than 410 works through short ** sharing rural life, attracting more than 40 million fans and 10 billion times on the whole network.
Shen Zhidan (right) with his grandmother.
In 2018, Shen Zhidan took the first short ** on the taxi returning home, but he didn't expect to be loved by many netizens.
Since then, she has started to introduce her hometown through short **. Following her lens, netizens got to know Wuyi Impression, Wuyi Song Street, Wufu Ziyang Academy, Xiamei Ancient Residence and other places, learned about Wuyi smoked goose, Wufu Zhuzi family banquet and other delicacies, and learned about intangible cultural heritage items such as Fuzhou lacquerware, Pucheng paper-cutting, Changle Youshen, Fengting 10,000 people lanterns, etc.
She also helped the local people sell agricultural products with the help of short **, and drove the villagers to increase their income and get rich. For example, she promoted the "100-year-old sugarcane" brown sugar, which only locals knew, to the whole country. Last year, she developed a series of dried bamboo shoots products, which sold 2 million bags in 4 months.
She also went out of Fujian to Ningxia, Sichuan, Xinjiang and other places to help the development of local rural tourism.
Shen Zhidan has also set up a cultural communication company with planning, filming, production, operation, customer service and other departments, attracting left-behind women in rural areas and young people who have returned to their hometowns who have been moved by Shen Zhidan's entrepreneurial story to join the company. At present, the team size has exceeded 120 people, of which 85% are women.
Talking about the future, Shen Zhidan said: "I will continue to take root in my hometown, recommend the beautiful scenery and good things of my hometown to more people through new methods, explore how to promote the development of rural tourism through new **, create more employment opportunities for young people in my hometown, attract more people to return to their hometowns to start businesses, gather new strength, and empower rural revitalization." ”
Guo Yi, General Manager of Beijing Education Technology of China Kanghui Group:
Beads form a chain, and each village has a product
At the end of 2021, China Kanghui Tourism Group received the task of "docking and helping red beautiful villages" from BTG Group, and Guo Yi, general manager of Beijing Education Technology of China Kanghui Group, immediately led the team to start mining Beijing's red resources and expanding the market for party building, red culture training and research.
At the beginning of 2022, she led the experts and team to step on the line on the ground. During that time, it was Guo Yi's norm to rush while working. "From the initial project operation to the division of different sections, from the research and development of red courses to the training of personnel, we explored step by step, and in the early planning process, each village visited at least four or five times, and went to Gubeikou Village in Miyun District, Beijing more than ten times. ”
Locals often tell the local history based on a village and a stone monument, and we need to find all the resources and string the resources into a chain from the perspective of cultural tourism development. She said.
Guo Yi (second from left) led the children to participate in the research activities of labor aesthetic education.
In each village, Guo Yi and his team will first unite with party history experts, under the leadership of local villagers, to ask, find, go to the library to find the corresponding literature, and finally sort out step by step, using this as the basic material to develop party building and research products. "This work is still relatively trivial and cumbersome, because the information of each point in each village is scattered, and we have to think about ideas, do planning, and make the product meaningful and interesting. ”
After half a year, Guo Yi and his team wrote nearly 100,000 words of party history courseware. "Since June 2022, several villages have started to receive party building teams. We hope that everyone will not only go into the beautiful countryside to carry out party building activities, but also understand the countryside and achieve the purpose of rural revitalization. ”
Up to now, she has led the team to design and complete 12 party building activity routes for 17 pilot villages, such as "The Great Wall Anti-Japanese War, United as One" and "Red Singing and Classic Singing". According to the characteristics of each village, a number of party building and research activities have been organized, and one product has been realized in each village.
Nowadays, the popularity of the villages is booming, the tourism industry has also been revitalized, and the local villagers have received real benefits. Guo Yi was also selected by the Ministry of Culture and Tourism for the 2023 Rural Culture and Tourism Leader Support Project.
1.What experience have been accumulated in driving female villagers to participate in the construction of rural tourism? How can we make them more motivated and engaged?
Liu Xianshan, general manager of Fujian October Cultural Tourism Development:
The most important thing to increase the enthusiasm of female villagers to participate in rural tourism construction is to build trust.
In recent years, we have helped female villagers understand the development potential of rural tourism by organizing training and inviting experts to provide on-site guidance, and encouraged them to give full play to their own advantages, such as making handicrafts, cooking food, and participating in the pre-construction and post-operation services of new projects, so as to participate in the development of rural tourism. By continuously providing job opportunities, we enable female villagers to become builders and beneficiaries of rural tourism.
In terms of caring for rural women, we take the initiative to understand their family situation and health conditions, and organize them to carry out health check-ups and health lectures many times every year, so as to enhance the health awareness and safety awareness of rural women.
Guo Yi, General Manager of Beijing Education Technology of China Kanghui Group:
*In the process of road development, we found that most of the villages have fewer young people, and most of them are left-behind elderly and women. We need the assistance of local people in organizing party building activities, and it is very important to mobilize the enthusiasm of female villagers.
The villagers are simple and welcoming, and what they lack is only the professionalism and practicality of their explanations. When we did the training, they were very motivated to participate.
For the villagers, earning income through lectures is not only one thing, but more importantly, it stimulates the sense of ownership of rural women, which is also our goal. At the beginning of the project, every time I received tourists, some villagers excitedly took my hand and asked, "Is what you just said okay?" I saw that they gave me a round of applause." Nowadays, more and more tourists who travel to Miyun Gubeikou Village regard listening to the explanations of local female villagers as a necessity.
In addition to bringing the best to the village, how to help the village better increase income is a problem we have been thinking about. Every village has its own specialities, many of which are grown by women, and we hope to help them sell agricultural and sideline products, such as large peaches from Pinggu, chestnuts from Huairou and roses from Mentougou, to increase their income.
Huang Jie, deputy general manager of Yixian Huihuang Tourism Development (Group):
Women have delicate emotions and strong affinity, and have obvious advantages in communication and tourism explanation. Over the years, we have guided local young female villagers in Hongcun to participate in tour guide training, improved the level of explanation and service awareness, and cultivated a group of excellent rural female tour guides who understand tourism, can serve, and are good at explaining, injecting talents into the development of local rural tourism. We continue to enrich rural formats and products, and develop projects suitable for female villagers such as cultural and creative industries, intangible cultural heritage experiences, and homestays, so as to attract them to participate in rural tourism construction.
Bringing female villagers to participate in rural tourism is only the first step, and how to better stimulate their initiative and enthusiasm is the key. Female villagers participate in rural tourism, which is not only recognized by tourists, but also obtains considerable income, and their enthusiasm can be fully released. In the process of rural operation, the company adheres to the "people-oriented", encourages female villagers to open characteristic homestays, farm stays, cultural and creative stores, etc., takes the initiative to teach rural operation methods and experience, and promotes the transformation of villagers' own agricultural products into tourism commodities to obtain more income, so as to fully mobilize the initiative and enthusiasm of villagers to participate in rural tourism.
Over the years, we have insisted on doing a good job of demonstration and guidance, and through in-depth excavation of the cultural connotation of the ancient village, we have developed cultural tourism experience projects such as intangible cultural heritage paper-cutting, couplets, and ancient Hanfu check-in, which not only enrich the experience of tourists, but also set standards and proofs for local female entrepreneurs to further enhance their sense of ownership.
2.How to make women rich and capable people play a more important role in the development of rural tourism? How can we help them develop more products that are suitable for the "she economy"?
Guo Yi, General Manager of Beijing Education Technology of China Kanghui Group:
Women have obvious advantages in the workplace, such as their ability to learn, their resilience and their ability to accept new things. Women are overrated, both in our team and in the countryside. How to give full play to the power of women is a question we have been thinking about.
Women can be the main force of rural income generation in the future. In the future, we may set up a special class for women in the team to work more from the perspective of women, and we will also set up a women's team in rural areas to give rural women more room for development and help them transform and gain more sense of accomplishment by participating in cultural tourism projects.
In the research section, we try to meet the needs of women and parent-child tourists. Today's parents are no longer satisfied with letting their children get an experience in an activity, but hope to get in touch with all aspects of science and technology, humanities, history and even labor education through an activity. They want their children to be accompanied by professional teachers, and at the same time, they can have more time to communicate with other parents and relax. In order to meet the needs of this group of female tourists, we have launched activities such as bird watching, hiking, orienteering, etc., with a high rate of female participation.
Liu Xianshan, general manager of Fujian October Cultural Tourism Development:
It is very important to develop rural tourism and enhance the soft power of enterprises, especially service awareness and service quality. In recent years, we have led female employees to visit excellent homestays in Songkou Village, Geling Town, Fuzhou Jiufeng Village and other places in Yongtai for many times, learn from each other's advantages and experience, improve the quality of employees, constantly improve service details, and integrate women's unique delicacy and warmth into tourism products and services to attract more tourists.
We also encourage female villagers and employees to open farmhouses to sell their homegrown and processed produce. At the same time, women's entrepreneurship salons are held regularly, inviting women to share their experiences and exchange ideas to jointly promote the development of rural tourism.
In order to help female wealth experts develop more products that adapt to the "she economy", we organize a team to conduct in-depth market research to understand the needs and preferences of female tourists, and provide targeted suggestions for female wealth experts; Collaborate with a team of designers to provide support for product development, including proofing of cultural and creative product design, so that it can be more in line with the needs of tourists.
Huang Jie, deputy general manager of Yixian Huihuang Tourism Development (Group):
Wealthy experts play an important role in the development of rural tourism and are the source of rural tourism development. In order to give full play to the role of women as the "leading geese" of wealth experts, over the years, the company has continuously tapped the talent resources of rural sages and continued to increase support.
At the same time, we regularly hold exchange and learning activities to provide a platform for rich experts to exchange experience and share resources. We have also strengthened external publicity and guidance, and strived to increase the visibility and influence of women who are experts in getting rich, so as to better play a leading role and attract more women to join the cause of rural tourism.
"Her economic products should conform to market demand, accurately reach consumers, and then form emotional resonance. Therefore, it is necessary to provide more professional training to help female rural entrepreneurs better understand the market demand; Encourage them to dig deeper into the local cultural connotation and combine the preferences of female consumers to develop unique and attractive "she economy" products; Use social and short platforms and other channels to broaden industrial sales channels, deliver product unique value, and achieve good social and economic benefits, so as to give birth to more products that adapt to the "she economy".
3.What are the "tricks" that can be used to make the countryside popular? What is the key to rural tourism from an Internet celebrity to a celebrity?
Huang Jie, deputy general manager of Yixian Huihuang Tourism Development (Group):
The development of rural tourism is a continuous process, and if you want to continue to gather popularity and make money, you must cultivate both internally and externally.
Rural tourism scenic spots should insist on paying equal attention to development and protection, and do a good job in development and operation under the premise of protection. At the same time, on the one hand, improve the quality and level of tourism services, continuously enrich product formats and cultural connotations, and strengthen the application of intelligent and digital scenarios in cultural tourism; On the other hand, it is necessary to continue to do a good job in marketing and publicity, broaden communication channels, and strive to build an IP brand of rural cultural tourism. In addition, it is necessary to work hard to explore the "traffic password", increase the publicity of social ** and short** platforms, and promote the spread of "breaking the circle".
To realize the transformation of rural tourism from Internet celebrity to long-term popularity, it is the key to improve the experience of tourists. In recent years, through the "micro renovation and fine improvement" project, we have worked intensively in the quality improvement, daily management, facility construction, service quality, and business creation of scenic spots, so as to create a tourist attraction where tourists can "sit on the ground". In terms of software improvement, we will continue to improve the service system, carry out a variety of training, implement the "5+2" and "white + black" 24-hour work system, strictly implement the public division system and the last elimination mechanism, and include the service quality into the annual performance appraisal scope of employees, so as to effectively improve the level of tourism services in scenic spots.
Strengthen the cultural attributes of scenic spots, so that tourists can not only see the beautiful scenery, but also feel life, which is our understanding of the "long red code" of rural tourism.
Guo Yi, General Manager of Beijing Education Technology of China Kanghui Group:
We found that some rural projects are seasonal and time-sensitive, and the influx of tourists is relatively concentrated. What we need to do is to let the village say goodbye to the "weekend economy", and maintain a good state on a daily basis, so that the villagers will be more enthusiastic about participating.
In order to keep visitors coming and going, we run different events in the village every week, each with a different theme, and the route is iterated every year. Through the "party building learning + immersive experience" model, we continue to create new scenarios and new models. Generally, at the beginning of entering the village, we will guide tourists to receive tasks, including revisiting the oath of joining the party, singing the national anthem and other experiential links, so as to stimulate the patriotic enthusiasm of tourists. The content of the activity should be kept fresh, and the activity process is standardized, from the design of pre-departure communication activities, the presentation of courseware during the line, the immersive experience, the post-trip results quiz, and the learning summary, the activity chain is relatively complete.
Today, we have designed red projects from 1Version 0 iteration to 20 version, and 3 will be designed in the futureVersion 0 uses VR and other technologies to combine courses such as party building and red training with the real scene of the village, and empowers the development of rural red cultural tourism with science and technology.
The key to changing from an Internet celebrity to a long-term celebrity is to dig deep into the connotation and extension of rural products, and constantly iterate and update themselves. The countryside should make its own characteristics, no matter what kind of business, it must not be inferior to the city and be more creative, in order to drive everyone to consume.
Liu Xianshan, general manager of Fujian October Cultural Tourism Development:
At a time when the competition in the rural tourism market is becoming more and more fierce, if you want to make the countryside popular, you need to continue to innovate and make breakthroughs. In recent years, we have taken a series of measures, such as holding grassland festivals, parent-child outdoor research experiences and other activities; Combined with the advantages of local cultural and tourism resources, it has launched a rural tourism characteristic route integrating farm picking, plant exploration, and water paddle boarding, attracting many tourists from inside and outside the province to come and experience. At the same time, the company also pays attention to cooperating with social platforms, through Xiaohongshu, Douyin, ** and other platforms, to promote marketing in a **and** way, and continuously expand the popularity and influence of rural tourism.
The key to rural tourism from Internet celebrity to long-term popularity lies in continuous quality assurance and innovative development, and it is also necessary to continuously improve the quality and level of tourism services, so that tourists can feel comfortable and satisfied in rural tourism. At the same time, we will actively explore the integrated development of rural tourism with agriculture, culture, education and other fields, so as to provide tourists with a richer tourism product experience, so that rural tourism can remain attractive and enhance its competitiveness. (Author: Zhu Wenwen, China Tourism Daily reporter, Tang Bonong, Li Jinzhi; Editor: Song Yuqiu).