Where Is The Way To Upgrade 4.0?

Turn into a wall mottled two into the yard, did not expect to encounter in the yard of osmanthus trees for 120 years. The light and shadow cast down from the heavily overlapped branches, adding a layer of halo to the red lantern hanging in the corner of the house. Two columns with plaid decoration stand in the corridor, bamboo dustpan hanging on the wall, uneven brick ground, moss cluster, showing the quiet and simple here.

This is not the scene of the TV drama, but an ancient house built in the reign of Jiaqing in dawangmiao village, Luanchuan county. Luanchuan village has been transformed from poverty-stricken village to national tourism in 2018. From the overall background of rural development, dawangmiao village is the epitome of countless villages. From the south to the north, within two or three hours' drive around many big cities, there are innumerable rising villages, which take tourism development as a magic weapon to get rich.

There are worries under the upsurge. "No matter where we develop rural tourism, we must rely on its own conditions, and we can't rush into it." Wu Liyun, Professor of the Institute of Chinese culture and tourism industry, Beijing Institute of foreign studies, believes that. As a result, it is urgent to solve the problem of "brain drain" in rural areas, and the problem of "a single source of tourism" is needed.

"Rural tourism version 1.0 is farmhouse entertainment, version 2.0 is homestay, and now we are going to version 3.0 boutique B & B." Wei Xiaoan, chief expert of the world tourism cities Federation and President of the leisure and vacation branch of China Tourism Association, pointed out that people's demand is constantly increasing, and the rural resort mode is the future of further transformation and upgrading of rural tourism.

The bustling Danzhai Wanda town. Photo by Gao Jianghong

Country tour

"Under the epidemic situation, many families will choose to travel around. It must be a hot spot. " Wu Liyun told reporters. In fact, in the tourism data of May Day and Dragon Boat Festival, suburban tourism and rural tourism have become a well deserved hot spot. This heat has continued until the "11" holiday. According to the survey conducted by China Tourism Research Institute (data center of the Ministry of culture and Tourism), 35.8% of the tourists chose "domestic epidemic situation improved, domestic medium and long-term tourism changed into intra provincial or short-range travel", 29.1% of the tourists traveled across provinces, and 83.5% of the tourists traveled within 300 km. Tourists' travel radius reached the lowest on the 5th, and then expanded again to 200.1km on the 6th, with a month on month increase of 10.6%, and continued to expand on the 7th.

"There will be visitors in April this year. We are relatively less affected by the epidemic. " Luanchuan County Xiexin village resident cadres Xia Feng told reporters. "Times make heroes". In the tourism market shrouded by the epidemic situation, rural tourism, as the main business form of peripheral tourism, has become a black horse, with the earliest start-up, the highest rate of returning to work, and the number of tourists and tourism income are rising. Statistics show that from January to August this year, the total number of rural tourists in China reached 1.207 billion, the total income was 592.5 billion yuan, the operating rate was 94.5%, and the number of rural tourism employees reached 10.61 million.

However, the epidemic only provides an opportunity. The popularity of rural tourism is actually the result of multiple factors.

The change of consumers is an important driving factor for the increasing popularity of rural tourism. "As a part of leisure and holiday tourism, the popularity of rural tourism will continue to increase." Jin Zhun, Secretary General of the tourism research center of the Chinese Academy of Social Sciences, said in an interview with reporters about the "11th" tourism forecast that leisure and holiday tourism will rise while sightseeing tourism will decrease. This structural adjustment will not only appear on the 11th, but will be a long-term development direction of the tourism industry.

"Tourists to the village are from Luoyang, Zhengzhou and other surrounding cities, 90% of them are self driving." According to Shi Caifang, the operator of the characteristic courtyard in dawangmiao village, Luanchuan County, there are more tourists from parent-child families. They come here for a day or two to see the ancient town culture and taste the local food. 20% of the elderly come here for health care and stay for more than half a month. According to the map of Gaode, the driving distance from Luoyang and Zhengzhou to dawangmiao village is about 2-3.5 hours.

In addition, policy support is also a key factor in the development of rural tourism. In 2018, the No.1 document of the CPC Central Committee clearly proposed "to implement the quality project of leisure agriculture and rural tourism, and to build a number of leisure and sightseeing parks, forest families, health care bases, rural homestays and Characteristic Towns" with complete facilities and various functions. Since then, the development of rural tourism has been regarded as one of the important measures of Rural Revitalization by the central government, provinces and ministries for many times. It has helped rural tourism by introducing supporting policies, accelerating the construction of tourism infrastructure, holding rural tourism training courses, providing financial support, and promoting excellent rural tourism routes.

This year has accelerated the support for rural tourism. In July, the notice of the general office of the Ministry of culture and tourism on coordinating the work related to the prevention and control of the normalized epidemic situation of rural tourism and accelerating the market recovery was issued, requiring the cultural and tourism departments at all levels to take multiple measures to promote the implementation of various supporting policies for the resumption of rural tourism. In late September, the Ministry of culture and tourism held the second national rural tourism and B & B work site meeting in Yuzhong County, Gansu Province. In the follow-up, 300 excellent national rural tourism routes were launched, and cultural and tourism departments around the country were organized to carry out publicity and promotion work on the theme of "tourism and rural development".

A good way out of poverty in rural areas

Hu Heping, Minister of culture and tourism, pointed out that "poverty alleviation through tourism is an important channel for poverty alleviation." This is also the underlying logic for the central government and provincial and ministerial governments to vigorously promote rural tourism. The 13th five year plan for tourism development issued by the State Council requires that "through the development of rural tourism, 22600 poverty-stricken villages with established files will be driven out of poverty." Take dawangmiao village in Luanchuan County as an example. The village is located 1.5 kilometers north of Tantou Town, Luanchuan county. The village is famous for its stone bridges, old wells, ancient trees and old houses. There are many dwellings in the late Qing Dynasty and the early Republic of China. It is known as the "living fossil" in the evolution history of Heluo village. Henan University moved here during the Anti Japanese war. However, due to historical reasons, the once prosperous village gradually declined and became a country The village is poor.

In 2018, the State Railway Group helped 1 million yuan, and the provincial collective economy special fund of Henan Province invested 1.5 million yuan. Dawangmiao village built three traditional courtyard houses in western Henan, opening the prelude to the development of rural tourism in this ancient village. The data shows that since its completion, it has received more than 1200 accommodation and dining tourists, with an income of more than 90000 yuan, an increase of 50000 yuan in the collective economy, and an increase of more than 10000 yuan in the annual income of poor households employed in quadrangles. During the first agricultural tourism folk carnival, more than 60000 people went to dawangmiao village to look for folk customs and make Lantern Festival, with a comprehensive income of more than 300000 yuan.

Danzhai in Guizhou, more than 1300 kilometers away from dawangmiao village in Luanchuan, was also a national poverty-stricken county a few years ago. Cen rugang, deputy county chief of Danzhai County People's government, told reporters that since Wanda Group helped build Danzhai Wanda Town, it has received more than 19 million people in the past three years, with the highest daily flow of 126300 people and an average daily flow of 12000 people Times, driving the county's tourism comprehensive income more than 12 billion yuan. The town has created more than 2000 jobs, including 781 poor households. It has also directly driven 6407 poor people and indirectly 12932 poor people in Danzhai to increase their income, which has greatly helped Danzhai county to overcome poverty.

"The development of rural tourism plays an important role in lifting the people out of poverty." Professor Wu Liyun believes that the tourism industry has a strong linkage driving effect. In addition to the intuitive tourist income, it will also drive the development of related industries such as accommodation and catering, agricultural products sales, transportation and so on.

According to Yang Guofeng, the village branch secretary of dawangmiao village, since the development of rural tourism, the employment of some local women has been solved, and the increase of agricultural products sales channels, site rental and food material procurement have all improved the village's collective economic benefits. Not only that, the development of dawangmiao village also benefits the surrounding villages. The reporter observed that a production and marketing platform for agricultural products was set up next to the characteristic quadrangle in dawangmiao village, and the agricultural and sideline products were displayed here in the nearby villages, and tourists could send them home directly after placing an order. "Seven or eight fresh fruits are digested by tourists." Tantou town industry office director Xie Degang said.

In addition to helping people get rich, another important advantage of tourism poverty alleviation is to change the thinking of poor households from the spiritual level. Wu Liyun, as well as other investors, will also be able to attract new ideas of tourism management to rural investors.

This has been proved in dawangmiao village. "Looking at the quadrangle to make money, more than a dozen families have started farmhouse entertainment." According to Yang Guofeng, the village branch secretary, they have introduced social capital to operate characteristic quadrangle houses. The operators of siheyuan take the villagers in the village to develop homestays, guide the villagers to standardize the layout, and even include the drainage of guests. "Those who can't live in Siheyuan are allowed to live in the farmhouse of farmers. They are basically full."

Danzhai county has set up village level tourism companies in the villages where conditions permit. The two committees of the village are taken as the organizers and the main body of development. The villagers set up village level tourism companies with idle resources such as houses, land, mountains and forests, so that farmers can form a consortium with certain economic relations and actively promote the "Tourism Transformation" of villages. CEN rugang disclosed that since 2018, 11 tourism projects have been launched in the county, with a total investment of 129 million yuan and a construction investment of 115 million yuan. Through the land circulation of scenic spots and scenic spots construction and the expansion and development of blueberry, Chinese herbal medicine, tea and other industries in the whole county, farmers with resources can become shareholders in the form of land or capital shares in enterprises or cooperatives, and establish a cascade growth mechanism of land transfer fees, so as to ensure the stable income of farmers and ensure the continuous income increase of the masses.

Tourism poverty alleviation has become a key word for Rural Revitalization and poverty alleviation. Since 2019, the Ministry of culture and tourism has selected 1000 national key rural tourism villages. Among the 680 key Rural Tourism Villages selected in the second batch, 54 villages are located in "three districts and three prefectures", and 128 villages are located in 11 concentrated contiguous poverty-stricken areas.

Where is the way to upgrade version 4.0?

Village tourism development seems to be a boom, but it is undeniable that there are still hidden worries under the upsurge. After visiting a number of rural tourism spots, the reporter found that the extensive operation of "one side in a thousand villages" and taking B & B as a single source of income is normal.

In fact, the development of dawangmiao village is not just started this year. As early as 2018, social capital was introduced. However, "they didn't go on," said Yang Guofeng, the village branch secretary. "In the past, they simply did B & B, but now the operators are doing characteristic quadrangles and research and learning."

Taking B & B as the main source of rural tourism profit is the most intuitive way. However, with the improvement of people's requirements for tourism experience, the development of B & B products is not a panacea, the needs of consumers are changing. Lily, who has four years of experience in B & B, says that B & B can experience different customs and customs, but now many of the same B & B are boring.

"The first generation of rural tourism products are farmhouse entertainment, the second generation is B & B, and now we are going for boutique B & B." Wei Xiaoan, chief expert of the world tourism cities Federation and President of the leisure and vacation branch of China Tourism Association, pointed out that people's demand is constantly improving, and rural tourism also needs further transformation and upgrading.

"Rural tourism products should also be upgraded." Wu Liyun also said that tourism does have a strong driving effect on the economy, but no matter where rural tourism is developed, it must rely on its own conditions, and it is not enough to rush into a crowd. She believes that rural tourism can be improved from three aspects: first, to develop high-quality rural B & B; second, to integrate multiple formats with some leisure and entertainment industries; third, to explore the cultural nature of products.

The temple of the king's village is the combination of the two. Relying on the characteristics of ancient villages and the history of Henan University, dawangmiao village has developed characteristic quadrangles to absorb the elderly through the development of Ideological and political, labor and other subject courses. According to Zhao Jianyou, an accountant in dawangmiao village, the research and learning base can accommodate about 300 people. It has been open for more than a month, and more than 1000 students have come here to sketch. Shi Caifang, the operator, told reporters that in the future, both the B & B and the research and learning base will be built, and the refined processing will be done with reference to the local culture, and it is expected to be profitable within four years.

In fact, as early as the "law of the people's Republic of China on the promotion of Rural Revitalization (Draft)", it has been put forward that "famous historical and cultural towns and villages, traditional villages and ethnic minority villages are the important resource base and industrial development carrier for rural cultural tourism development." Wu Liyun believes that for ancient villages, "when people get rich, in turn, they can provide protective and developmental funds for the development of villages."

The rapid development of Danzhai town also relies on its 7 national, 24 provincial and more than 100 Prefecture and county intangible cultural heritages. Danzhai has given full play to its "hometown of intangible cultural heritage in China" before continuously injecting intangible cultural heritage elements into the follow-up tourism development and enriching tourism connotation.

For the villages without historical and cultural support, how to break the "one side of a thousand villages"? Some leading rural tourism villages may provide ideas. According to the report of the government think tank of Xinhua news agency, the development of leisure theme tourism, the integration of industry and village, and the promotion of rural tourism with agricultural products are the directions that can be explored. According to the data, Kecun in Anhui Province has created a business card for tourism publicity of Guizhou county through the construction of gejiangyuan theme tea garden integrating tourism, sightseeing, leisure, ecology, breeding and experience; Jingzhou County of Hunan Province, relying on the two major industries of Myrica rubra and poria cocos, has built an agricultural ecological park and farmhouse accommodation, forming a rural tourism industry integration business form of "two in a row" and "cross two into three"; Fujian Province has also built an agricultural ecological park and farmhouse accommodation Putian city attracts a large number of domestic and foreign tourists by holding loquat Tourism Culture Festival.

Further forward, rural tourism has a new format for reference. "The fourth generation of rural tourism products should be rural resorts." Wei Xiaoan judged. He thinks that one of the ways to upgrade the villages around the city is like this in the future.

Oriental Salt Lake City is located in Jintan Maoshan mountain, a famous Taoist mountain in China. It is invested, developed and constructed by Longcheng tourism holding group. Focusing on Maoshan's unique six resource advantages of "mountain, water, salt, tea, medicine and spring" and Taoist culture and Jintan geo culture, the Oriental salt Lake City has invested nearly 10 billion yuan to build the first domestic tourism industry integrating sightseeing, leisure vacation, cultural exhibition, mountain sports and so on Comprehensive characteristic leisure national landscape leisure tourism resort.

The surrounding area of the resort used to be the old Maoshan area in Jiangsu Province. In the past years, due to the mountainous terrain and the slow economic development, it is a relatively poor area in Jiangsu Province. Now, driven by the resort, not only has the surrounding land price appreciate a lot, but Jintan District also ranks among the top in Changzhou.

Beside Taihu Lake in Jiangsu Province, there is also a sample of upgrading - Nianhua Bay, a small town in Lingshan. It is also more than an hour's drive from the center of Wuxi, which is not close. However, at night, a large number of tourists come to Nianhua bay for night tour. All the restaurants in the town are full of tourists. Even if it is not on weekends and holidays, the number of tourists in Nianhua Bay is still amazing. According to the data provided by the park, since the opening of the park in 2015, the total number of night visitors has exceeded 4.25 million, only the ticket income has exceeded 400 million yuan, and the secondary consumption (including accommodation) is nearly 1 billion yuan. And that's just the nighttime income.

Wu Guoping, chairman of Lingshan group, admitted that the vigorous economic benefits are inseparable from the pursuit and shaping of high-grade night life, high-quality night economy and high-quality night culture. Different from ordinary commercial streets, Nianhua Bay pays more attention to the creation of consumption scenes and atmosphere, attracting people to spend the slow time quietly, so as to achieve the effect of gathering and retaining people. At the same time, in order to meet the consumption upgrading needs of tourists, in addition to cultural shopping and special catering, Nianhua Bay has introduced a consumption form integrating cultural creativity and experience.

With the special scenery and attractive scenery, tourists should also be able to get high-quality accommodation and food experience in the park. Nianhua Bay has created the only Zen culture IP accommodation group in East China, providing innovative night banquet based on local characteristics and providing high-level night performances. Many details can build today's online red spots.

In addition, the development of rural tourism also needs human resources. From the perspective of human resources, rural tourism mainly relies on the elderly and women. There is a large gap among young people, especially those with educational background. Dai bin, President of China Tourism Research Institute, has previously proposed in the rural tourism special topic that the rural cultural construction and tourism development in the new era must be based on the local community, face the contemporary era, and rely on the villagers, so that they can become the most dynamic, stable and lasting constituent elements in the rural cultural and tourism talent team. Wu Liyun shares the same opinion. It is also one of the keys to protect villagers' rights and interests and promote rural tourism to involve villagers in the development process.

However, it is worth noting that some good signs are emerging. Many village cadres have said that they will attract young people back to participate in rural construction. According to Shi Caifang, he has passed through the village branch Shugou. "Next, we plan to attract more young people to come back, and the research and study project can go on."