Kawagoe Village丨Rural cultural tourism is a big dish, but it needs to attract public attention

In the past two years, Sichuan’s cultural tourism business card has unexpectedly emerged from the circle.

Ding Zhen, who can only speak Tibetan, comes from Litang, Sichuan, and allows people all over the country to see the original landforms, customs and customs hidden in western Sichuan; Li Ziqi, who has been imitated, makes soup by washing hands while living in the garden. The way conquered the world at home and abroad. They live in seclusion in the mountains, forests and countryside, but live the ideal life that millions of netizens yearn for.

After staying in the city for a long time, the countryside has become an open space for people to "return to nature", and the life they long for has become more accessible, and rural cultural tourism Also thrives on this demand.

In recent years, the number of leisure agriculture and rural tourism in my country has shown a rapid growth trend. At a time when the focus of "agriculture, rural areas and farmers" has shifted to comprehensively promoting rural revitalization, promoting the integrated development of culture and tourism has become a sound rural A great help in revitalizing the march.

Rural areas have gradually become the main battlefield for domestic tourism consumption.

In recent years, with the development of the economy and the increase of income, urban residents who travel for weekend leisure and holidays are more inclined to choose surrounding "rural tourism", and more and more farmers have also joined in the cultural tourism to promote agriculture. In the trend.

Data show that in recent years, the number of leisure agriculture and rural tourism in my country has shown a rapid growth trend, increasing from 720 million in 2012 to 2.8 billion in 2017, with an average annual compound growth rate of 31.2%. At present, the number of rural tourists accounts for more than 50% of the number of domestic tourists. According to the "National Rural Tourism Development Monitoring Report (First Half of 2019)" of the Ministry of Culture and Tourism, the total number of rural tourism trips nationwide reached 1.51 billion in the first half of 2019, a year-on-year increase of 10.2%; the total revenue was 0.86 trillion yuan, a year-on-year increase of 11.7%.

Changes in the consumption structure and consumption patterns of urban and rural residents have promoted rural tourism to become a new consumption front. The development of leisure agriculture and rural tourism is also an effective way to increase agricultural efficiency and increase farmers' income.

As a key rural tourism village in the country, Wuxing Village, Baitou Town, Chongzhou, Chengdu, has successfully introduced Five Star Spring Hotel, Xianlai B&B, etc. to the new village through the Internet platform since 2016, driving a full of pastoral, windy, and early life. 54 special projects and 64 hotels and B&Bs have been launched, which are well supporting the development of rural tourism. Taking the Five-Star Spring Hotel as an example, the village collective invested in the hotel in the form of fund shares and received a guaranteed dividend income of more than 200,000 yuan every year.

The booming development of rural tourism has also attracted more than 50 people from Wuxing Village to successfully start their own businesses, and also created employment for more than 600 local people, achieving an annual labor income of 18 million yuan, which is available to everyone in the village. Disposable income increased from 11,300 yuan in 2015 to 30,700 yuan in 2019.

Li Houqiang, a well-known economist and Secretary of the Party Committee of the Sichuan Academy of Social Sciences, believes that “with the upgrading of people’s consumption structure and the transformation of consumption patterns, the value of rural tourism, rural residences, rural culture, and rural ecology will inevitably increase. With the improvement, the space for agricultural and rural development will continue to expand."

"Tianfu Sanjiu University, enjoy Sichuan", as it has Sanxingdui, Jiuzhaigou, giant pandas, Ding Zhen, Li Ziqi and other rich resources and Internet celebrities. As a major tourism province in IP, rural tourism has become an important breakthrough for Sichuan’s rural revitalization. "The annual number of tourists received by rural tourism in Sichuan Province has exceeded 300 million, and the total annual rural tourism revenue has entered the 200 billion level." said the relevant person in charge of the Sichuan Provincial Department of Culture and Tourism.

It is understood that Sichuan has successfully created 19 national leisure agriculture and rural tourism demonstration cities and counties, 33 beautiful leisure villages in China, and certified provincial demonstration agricultural theme parks. 127 and 300 provincial demonstration farms. Rural tourism represented by leisure agriculture has increasingly become a sunrise industry that improves agriculture, enriches farmers, and beautifies the countryside.

There are villages everywhere, how to best attract customers?

Whether it is Baima Village in Gulin County, Luzhou, or Fuyun Ranch in Abali County... In recent years, many rural tourism internet celebrities have emerged in Sichuan, but in the context of intensified homogenization competition Next, the countryside must have a "soul" and make "folk customs colorful and ecology colorful" according to local conditions, so that rural tourism can be full of vitality.

As we all know, rural tourism is not only attractive due to natural factors. Therefore, the most important thing to inject lasting vitality into rural tourism, as experts say, is “the flesh and blood and soul of people who were born and raised here. The cultural essence should be the traditions, customs, ways of living, and culture formed in local life activities.” Ideological concepts, etc.” That is to say, it must have unique cultural characteristics.

Mingyue Village is located in Ganxi Town, Pujiang County, Chengdu, the ancient tea horse station of the Tang and Song Dynasties. In recent years, relying on the natural geographical environment and traditional cultural advantages, through reform and innovation, it has cultivated and guided the villagers to fully explore pottery, dyeing, weaving, etc. The charm of folk culture has developed into characteristic industries such as thunder bamboo, tea and pottery, promoting the deep integration of agriculture with culture, tourism, traditional handicrafts and other industries, and on this basis, it has developed into cross-border development of cultural creativity and rural tourism.

With its uniqueness and inclusiveness, Mingyue Village has successively won the titles of "China Rural Tourism Maker Demonstration Base", "2019 Sichuan Province Implementation of Rural Revitalization Strategy Demonstration Village", etc. With many honors, it is considered to be one of the most successful examples of domestic rural tourism projects in recent years. It has also become a well-known Internet celebrity village, attracting an endless stream of tourists to check in.

In 2020, Mingyue Village received 230,000 tourists, and its rural leisure tourism income reached 33 million yuan, driving the village's per capita disposable income to increase from 11,000 yuan in 2013 to 27,000 yuan.

Even if you are sitting on rich resources with full cultural characteristics, you cannot completely rely on the mountains to feed the mountains and the water to feed the water. Instead, you need to manage it carefully.

The Qiao Family Courtyard is located in Qiaojiabao Village, Qixian County, Jinzhong City, Shanxi Province. It is an ancient house with the traditional residential architectural style of the northern Han people. It is known as "the royal family has the Forbidden City, and the private residence looks like the Qiao Family" said. In November 2014, Qiaojiabao Courtyard was successfully selected as a 5A-level scenic spot, becoming a revenue-generating tool and the largest IP for Qiaojiabao Village to promote rural revitalization through cultural tourism.

However, due to many problems found during the inspection: a single type of tourism products, excessive commercialization, insufficient investment in safety and health, and comprehensive management of scenic spots need to be improved, in July 2019, The Ministry of Culture and Tourism announced that it would cancel the Qiao Family Courtyard’s 5A tourist attraction quality rating, and its “gold-letter sign” was directly “confiscated”.

Although Qiao Family Courtyard has unique cultural characteristics and value, various problems in tourism experience also expose lagging planning, design and operation management thinking. Therefore, to find the "soul" of rural tourism, we must not only identify the characteristics, but also make good use of the characteristics and do a good job of transformation, so that tourists can "fall in love because of the experience" and ultimately achieve lasting development.

In 1986, China’s first farmhouse was founded in Pidu Nongke Village, Chengdu.

Farmhouses have changed the traditional development model of rural areas for thousands of years. Farmers use their own houses to open farmhouses, which not only increases their income and makes them rich, but also enables the rise of rural tourism. With the development and evolution of the times, rural tourism, including farmhouses, has been changing and innovating.

If version 1.0 is a farmhouse that mainly focuses on eating farm food, version 2.0 is a farmhouse that incorporates more entertainment activities such as cycling and fishing. Version 3.0 has greater improvements in software and hardware. The cultural connotation has been enhanced, and the current version 4.0 has been upgraded to the level of life aesthetics and lifestyle.

It is understood that in order to cope with the ever-escalating rural tourism market, some farmhouse operators in Nongke Village no longer stick to the rules, but are actively seeking change and establishing cultural tourism companies. , specializing in farmhouse reception, conferences, accommodation, etc. At the same time, we are recruiting external investment and building high-end themed B&Bs and other tourism IPs to continuously enhance tourist attraction.

Gaoqiao Town, built with the core concept of "New Pastoral Resort Life Model under Mount Emei", has opened up another path for the integration of culture and tourism.

As a cultural tourism project integrating agricultural entrepreneurship, cultural creativity and rural revitalization, Gaoqiao Town relies on 2,388 acres of original ecological mountains, water, forests and fields under Mount Emei to drive tourism through agriculture. It even allows tourists to directly experience the farming life of loosening soil and transplanting rice seedlings.

In addition, Gaoqiao Town uses agriculture to drive employment by recruiting villagers to participate in infrastructure construction, ecological pastoral creation and other tasks. According to statistics, from December 2019 to December 2020, Gaoqiao Town employed nearly 20,000 people in one year, driving the per capita annual income of local families to increase by more than 30,000 yuan.

In 2019, the western area covering all eight districts (cities) and counties in Chengdu, including Pidu District, Chongzhou City, and Dayi County, was approved as a national urban-rural integration pilot zone. In September 2020, Chengdu compiled the "Implementation Plan for the National Urban-Rural Integrated Development Pilot Zone in the Western Chengdu Area of ??Sichuan", planning to build the pilot area into a leading area for ecological value transformation in the Yangtze River Economic Belt by 2025, including agriculture, commerce, culture, tourism, Sports integrated development demonstration zone and other development goals.

The Chengdu Municipal Party Committee’s Rural Work Conference held in March this year proposed that we should deepen the construction of urban-rural integrated development pilot zones and adhere to the integrated development of agriculture, commerce, culture, tourism and sports as an effective way to achieve rural revitalization.

It highlights the ecological empowerment of "agriculture", the value logic of "business", the quality infiltration of "culture", the gathering of people and traffic of "tourism", and the brand agglomeration role of "body", focusing on citizens' new needs for outdoor consumption and healthy living. Using industrial functional zones, characteristic towns, western Sichuan forests and greenway blue networks as carriers, we will coordinate and promote innovation in integrated models, implantation of special projects, and creation of diverse scenes to promote cultural creativity, eco-tourism, sports and leisure, homestays and health care and other new industries. Development of new industrial formats.

Industry insiders said that Chengdu takes the coordinated promotion of rural revitalization strategy and new urbanization strategy as the starting point, urban-rural interaction is born, integrated development is accelerated, and new strategies for rural revitalization are explored. At the same time, it also injects new momentum into its own construction of a park city.

Chen Qi, the “trader” of the Internet celebrity village Pujiang Mingyue Village and general manager of Chengdu Qicun Cultural Creative Co., Ltd., said that Mingyue Village will continue to maintain its positioning of “a home where people can settle down and work happily” to consolidate the industry. development, deeply promote the development of ecological agriculture, launch more and more attractive cultural and creative products, carry out more refined upgrades to rural tourism, and launch some customized tourism service projects to provide everyone with better The rural tourism experience makes the lives of villagers here better and their income continues to increase.

Ecological construction, cultural excavation, improved facilities, innovative experiences... promote the continuous integration and upgrading of cultural tourism, and are empowering the countryside to paint a beautiful picture of comprehensive revitalization.