Reflections on the Financial Industry Promoting the Development of Rural Tourism

Rural tourism started late in China, but this kind of tourism conforms to the development trend that people pay attention to leisure tourism and eco-tourism, and is favored by more and more urban residents. It also makes this kind of tourism a new bright spot to increase farmers' income and promote the construction of new countryside, which has great development space. However, some restrictive factors limit the investment of financial capital, which is not conducive to the rapid development of rural tourism. In view of the difficulty in financing rural tourism at present, the author puts forward corresponding solutions. Two factors that play a key role in the development of rural tourism are rural tourism resources and capital investment. Investment can develop the external environment of rural tourism market and improve its competitiveness. Therefore, there is no doubt that the investment of financial capital plays an important role in the development of rural tourism. Recently, seven ministries and commissions, including the People's Bank of China, jointly issued "Several Opinions on Financial Support to Accelerate the Development of Tourism" (hereinafter referred to as "Opinions") to strengthen and improve the financial services of tourism, and support and promote the rapid development of tourism. The Opinions specifically pointed out that all banking financial institutions should increase credit support for small and micro tourism enterprises and rural tourism. For rural tourism with relatively difficult financing, it is undoubtedly a timely help. Therefore, agricultural financial institutions should actively adopt various effective credit models and service methods to solve the financing problem of rural tourism development and strive to meet the capital demand of rural tourism. At present, rural credit cooperatives are still the protagonists supporting the development of rural tourism. (1) Important factors restricting the development of rural tourism at present, China's rural tourism is generally in the primary stage. At first, some urban residents from rural areas took a vacation by "going back to their hometown". We often classify this traditional rural tourism as visiting relatives, and rural tourism has gradually developed from visiting relatives in the past to relying on rural tourism resources. The modern agricultural production mode, which combines agricultural production with sightseeing and leisure, conforms to the development trend that people pay attention to leisure tourism and eco-tourism, and is favored by more and more urban residents. However, China's rural tourism is in the primary stage, and the development of rural tourism is mostly developed by farmers themselves, with low educational level, single tourism products and lack of scientific and unified planning. In many places, the development of rural tourism resources has not been included in the regional tourism development, and overall arrangements have been made. At present, the current situation of rural tourism is "wide and scattered", with obvious seasonal differences. The new industrial cluster of "piece by piece, village by village" has not yet been formed, leading rural tourism enterprises are lacking, tourism enterprises are generally weak, and tourism investment income is generally low, which has become an important factor restricting rural tourism investment and development. (2) At present, there are some problems in financial institutions' credit support for rural tourism development: 1, information asymmetry. China's financial sector has not paid enough attention to the development of rural tourism industry, and lacks a comprehensive understanding of the characteristics, quantity, development prospects and national support policies of tourism projects, making it difficult to accurately judge the expected benefits and risks of the projects. 2. Mortgage guarantee is difficult. Due to the large capital investment, long construction time and low recovery rate of tourism projects, it is difficult for project units to find collateral with sufficient value and long-term value preservation when applying for loans, and most farmers' real estate does not meet the loan mortgage conditions, and other loanable assets are few, so they cannot obtain credit funds support. 3. Difficulties in loan management. Farmers who have been engaged in traditional agriculture for a long time generally lack financial awareness. Most of the farmers who run "farmhouse music" or the operators of tourist hotels developed on this basis have not established a standardized financial management system and their account books are not perfect. Banking institutions can't accurately evaluate the use, operation and benefit of their credit funds, so they can't control the loan risk. Two. Suggestions on how the financial industry can boost the development of rural tourism With the development of rural economy, rural tourism is not only a new growth point of rural economy, but also a new profit growth point of financial institutions. This should arouse a clear understanding of agricultural financial institutions, support them as pillar industries of county economy, and do a good job in rural tourism industry chain. We should take the initiative to solve the problem of financing difficulties, innovate credit products and service models that meet the characteristics of rural tourism, and increase credit supply; Appropriately reduce the entry threshold for tourism enterprises' loans, and give preferential treatment in terms of interest rate and term. In particular, it is necessary to give priority to the rational use of ancient villages, ethnic villages, agriculture and rural landscape resources, and develop sightseeing, characteristic and leisure tourism projects and enterprises. (1) Constantly explore financing channels for rural tourism. First, support rural tourism enterprises or farmers to set up trade associations or other self-regulatory organizations, and strengthen cooperation with these organizations, and actively explore and develop ways to meet the financial needs of these credit members by means of joint insurance, guarantee funds and risk deposits. The second is to expand the scope of effective collateral. Relying on rural tourism resources and overall development ideas, starting with exploring the expansion of pledge targets, and in accordance with the principle of adapting to local conditions and being flexible and diverse, we will explore the development of mortgage loans for large-scale tourism production equipment, forest rights and water use rights. In principle, it does not violate the existing laws and regulations, and the ownership of property rights and interests is clear, which can be effectively controlled and can be used as various movable and immovable properties for rural tourism enterprises to guarantee loans. (2) Financial institutions should explore various credit models to support rural tourism. First of all, support the development of characteristic agriculture of "one town, one village and one product" from the region, and promote the continuous extension of the industrial chain; Secondly, support the development of agricultural products processing enterprises, rely on the development of local characteristic industries, develop influential tourism products, increase cultural connotation and expand popularity. One of the purposes of urban residents' travel is to experience the cultures of different regions. To develop rural tourism, we should dig deep into history and local culture and realize the unity of natural landscape and human landscape. Therefore, credit support for rural tourism development should focus on increasing cultural connotation. Actively support the funding needs of national customs display, national product development and other projects. Agricultural bank institutions will closely combine the development of rural tourism with agriculture, support the catering service industry and promote the development of "farmhouse music", which reflects the enthusiasm of a region to develop rural tourism. It is necessary to provide credit support for farmers to develop efficient sightseeing agriculture through various credit models such as forest right mortgage loan, store mortgage loan, joint guarantee loan and farmers' credit loan. While increasing the added value of products by introducing new varieties and technologies, we should further guide farmers to change the mode of economic growth, closely integrate with rural tourism, and realize the goal of "developing agriculture with You Zhu". (Zheng Ping Branch Gou Xibo)