Chongdugou: Do four arithmetic problems well and solve the significance of rural revitalization!

A typical case of rural revitalization in Chongdugou

How do scenic spots drive rural operations? That's what Chongdugou did!

Chongdugou is located in the eastern (northern) mountainous area of Luanchuan County, Henan Province. There are 367 households 1455 people in the village, with a total area of more than 30 square kilometers. 1999 officially opened to tourists. After more than 20 years of development and construction, it has created a "double-gap phenomenon" that relies on the development of rural tourism industry to drive mountain people out of poverty and become rich and well-off, and has embarked on a new path of rural revitalization of "promoting agriculture, benefiting farmers and enriching farmers by traveling". At present, it has become a national rural tourism key village, a national rural tourism maker demonstration base, a national night culture and tourism consumption gathering area, a national eco-tourism demonstration area and a national ecological civilization village.

More than 95% farmers in the village are engaged in rural tourism, with an average annual income of more than 200,000 yuan and an average annual income of more than 50,000 yuan. In recent years, Chongdugou adheres to ecological priority and green development, and flexibly uses the method of "addition, subtraction, multiplication and division" in rural tourism development, which promotes industrial transformation and upgrading and realizes high-quality development. The People's Daily published "Ecological Rice is a Long-term Rice" and "Leading Development and Change with Ecological Beauty" successively. With the theme of "Qian Jing" brought by good scenery, CCTV reported the advanced experience and practices of rural tourism development in Chongdugou.

A supplement: focus on tourists and increase the comfort of staying.

First, the quality of reception environment and leisure facilities has been improved. Implement the lighting project on the surface of Swan Lake and its surrounding areas, and launch a 5D light show to create a leisure experience space for night trips; Invest 70 million yuan to build a sewage treatment plant with a daily processing capacity of 6,000 tons, invest 20 million yuan to upgrade public toilets, signs and main roads in scenic spots, and build a 5-kilometer bamboo forest trail; Implement the hotel upgrading project, guide nearly 100 boutique hotels in the village to improve the leisure environment, landscape environment and service quality, and increase the proportion of service items except accommodation.

The second is the addition of cultural creativity and brand characteristics. Invest 7 million yuan to build the advanced deeds exhibition hall of Ma Haiming, and inherit and carry forward the spirit of Hai Ming; We have developed 13 Shuxiang Inn, and jointly built Chongdugou branch with Henan Children's Library. Since its operation in May last year, it has attracted family tours and parent-child tours 15000 person-times. We will carry out the activity of lighting up Henan's hometown with the intangible cultural heritage of the Yellow River, introduce a team of college students, and combine the local intangible cultural heritage of Luanchuan to build a tofu-themed homestay in Luanxiaofu, a mistletoe-themed homestay in Zhao Yi, a misty rain-themed homestay and a paper-cut homestay with birds singing on the brook, and create intangible cultural heritage spaces such as "first-line weaving" homespun, Ruyi vinegar workshop, "bamboo ceremony weaving workshop", earthen pottery workshop and paper-cut workshop in farming villages. Cooperate with Luoyang Cultural Tourism Investment Group Co., Ltd. to develop Chongdugou "Chongli" series of cultural and creative products.

The third is the addition of marketing and sales methods. On the premise of epidemic prevention and control, Chongdugou, with the goal of "theme every month, performance every day, and everyone can participate", continues to hold festivals such as music beer festival, country food street, and valley music festival, launches annual tourist tickets for Chongdugou scenic spot, and actively participates in activities such as benefiting people in Luanchuan in summer, "one-yuan tour Luanchuan" coupons, and free ticket promotion fees for cultural tourism industry, enriching tourists' experience and stimulating accommodation and scenic spots. Establish a self-media publicity matrix, and improve the online popularity and sales of Chongdugou through internal and external incentive system, network celebrities, topic creation, live webcast, video release, travel strategy, and talent delivery.

Twice subtraction:

Take the environment as the red line and eliminate the disharmonious factors.

First, reduce reception beds and improve the quality of check-in. Control the number of B&B rooms below 14, improve the comfort of rooms, and guide the masses to understand the simple B&B business philosophy of "give up and get" and "prefer to live alone for ten days rather than ten people for one day", so as to reduce the quantity without reducing the efficiency.

The second is to reduce the building area and reduce the excessive demand for the natural environment. Taking planning and design as the precondition for the opening of the hotel, more than 30 professional designers and planning experts are hired to provide intellectual services for the development of the hotel, and the concept of "light decoration and heavy decoration, localization of decoration materials" is introduced, focusing on the needs of tourists, expanding leisure space, building life scenes for tourists during their stay, and eliminating the chaos of rural pipes walking around, air conditioners hanging all over the walls and hotel facilities being demolished.

The third is to reduce cumbersome check-in procedures and provide one-stop online services. Dock with OTA platform, effectively integrate hotel resources, build a smart tourism platform for Chongdugou, collect and integrate all the information that tourists pay attention to, such as location information, product quantity, facilities, price information, service information, room status information, etc., and set up a number of live Tik Tok products such as "ticket addition", spike killing, blessing bag, etc., to help the hotel sell online through live broadcast.

Triple method: giving new meaning to the countryside with the goal of benefit.

First, develop in groups, accurately price, avoid vicious competition, and realize the multiplier effect of economic benefits. A tourism management service association was jointly established between the scenic spot and the village, and the Measures for the Management of B&B Construction in Chongdugou was formulated and launched, which regulated the management from the aspects of B&B construction, B&B opening, B&B price verification, B&B price management, B&B value-added service management, B&B catering management, B&B online sales management, B&B publicity, B&B training, and violation handling.

The second is to use new media and event marketing to realize the multiplier effect of marketing expenses and marketing effects. Successfully held the 13 Music Beer Carnival and the 5th Rural Food Festival, and became a unique and influential summer night tour brand in the Central Plains. Implement intangible cultural heritage items into the scenic spot, introduce Luanchuan handmade noodle making skills, Luanchuan tofu making skills, Dragon Boat Festival customs (mistletoe), unicorns, back piles and other intangible cultural heritage items 1 1, carry out intangible cultural heritage display, attract tourists to participate in the interaction, and expand the consumption of cultural tourism products.

The third is crazy "brainstorming". Introduce designers, planners, successful citizens and experts in the integration of literature and tourism to cultivate new people in Chongdugou and realize the multiplier effect of talent training; Conduct regular training on etiquette, service skills, profit model, cost management and quality service. It will be provided to the people's host in layers and batches. Actively participate in tourism training organized by cultural and tourism departments at all levels, participate in the national B&B conference, Luoyang five-star hotel high-quality development training class, the launching ceremony of online public welfare training of "Good Village Head Plan" and online B&B training class, and improve the quality of service personnel through various trainings.

Four divisions: regard the brand as life, and the blade cuts into the "cancer".

Get rid of money that shouldn't be collected (such as asking for money to go to the toilet, collecting money from boiling water, etc.). ); Get rid of unreasonable prices, squeeze out water, clearly mark the price, and implement unified pricing of farmhouse music according to the maximum price of stars, the minimum price of homestays, the maximum price of local products, the guiding price of daily necessities and tourist souvenirs, and catering dishes; Get rid of the bad habits of rural tourism reception (such as blocking the way to solicit customers and urbanizing dishes); Resolutely eliminate the "black sheep" in rural tourism reception, deal with complaints about service quality, service attitude and price strictly, quickly and severely, establish a concept of honor and disgrace, and establish a brand image.

Carry out star rating of homestays, implement star pricing, clearly marked price, annual review and dynamic management; It is promised that all tourists who spend money in Chongdugou can complain to Chongdugou Scenic Area as long as they find quality problems, service attitude problems and price problems. If the problem is true, the scenic spot will pay twice the consumption value. By hanging a flowing red flag on the B&B, tourists are invited to evaluate the hygiene, food quality and service level of the family hotel regularly, and the service quality is decided by the tourists. Set up a mobile phone newspaper in Chongdugou, set up an honor list and exposure desk, set up a courageous award, a money-seeking award and a most wronged award, give cash rewards to the positive energy among the employees in the scenic spot, and vigorously publicize and expose uncivilized phenomena and tourists' complaints in the scenic spot to establish a good moral trend of honor and glory.

In the next step, Chongdugou will focus on industrial upgrading, and villages will unite as one, seize the opportunity of rural revitalization, strengthen rural management, and realize the interests of scenic spots, villages and villagers.

First, revitalize the collective asset resources, strengthen the management of foreign merchants, ensure that the village collective asset resources are not lost and profitable, and introduce professional operation teams to the food distribution center and washing center of the completed village collective economic projects to improve the quality of tourism services and increase the village collective economic income.

The second is to improve the rural management level, give full play to the function of the association, and standardize the business behavior of various tourism business units in scenic spots; Planning and adjusting the land in the village, expanding the development space, focusing on extending the chain and supplementing the chain, aiming at the business trends of night economy, cultural tourism, cultural creation, research, parent-child and health care, planning and implementing tourism industry projects.

The third is to build a Central Plains B&B cluster. Improve the quality of B&B development, cultivate A-and B-class boutique B&B hotels, lead Chongdugou B&B to intensive, clustered and branded development, build a number of network celebrity B&B hotels, and cultivate and forge a number of high-level B&B management talents, so as to truly make Chongdugou B&B brand famous in the Central Plains and influence the whole country.