4 classic cases of rural tourism at home and abroad, summarizing 13 operational experiences

Over the past few years, the development trend of leisure agriculture and rural tourism is still strong. The policy "On Further Promoting Tourism Investment and Consumption" points out that by 2020, there will be 6,000 rural tourism model villages in my country, and leisure agriculture and rural tourism will There are more than 100,000 tourist villages and 3 million farmhouses, driving 50 million farmers to participate in rural tourism development.

Below we will introduce to you 4 classic cases of rural tourism from Taiwan, France, the United States, and Japan.

01

Taiwan Taomi Ecological Village

Taiwan Taomi Village experienced the "921" earthquake Later, it turned into a "Taomi Pit" with the decline of traditional agriculture, population outflow, and garbage. After joint discussions between the Taomili government, academic circles, social organizations and community residents, it was determined that "Ecological Taomi Village" would be the direction for post-disaster reconstruction.

Successfully rebuilt homes on the ruins, and Taomi Village was completely "turned around". After decades of efforts, Taomi Eco Village has transformed from a marginalized community with a messy environment and inability to develop into a It is a model of local ecology that integrates organic agriculture, ecological conservation, cultural creativity, and rural tourism.

The experience of Taomi Eco Village can be summarized in two points:

(1) Take the exploration of unique ecological resources as the basis for developing ecological tourism. Taomi Village is rich in ecological resources. There are 29 species of frogs native to Taiwan, 23 of which are found in Taomi. There are 143 species of dragonflies in Taiwan, 49 of which are found in Taomi.

However, at first, the villagers were not convinced and even resisted the development of a frog-themed eco-village. To this end, the New Hometown Cultural and Educational Foundation has opened a series of ecological courses for villagers and trained many "ecological commentators" to introduce knowledge about frog conservation. It is through a large number of training courses that the villagers have gradually changed their ideas.

(2) Create a unique ecological IP "Frog *** and Country" and drive the development of derivative industries. With the help of the local government, Taomi villagers tapped into resource potential and continuously promoted various frogs and colorful dragonflies. They designed the frogs into various cute cartoon images and placed them in prominent locations in the countryside.

At the same time, villagers were encouraged to make handicrafts using rural materials such as paper, cloth, and stone, which quickly transformed Taomi Village from an earthquake ruin into an insect ecological and cultural experience area. For this purpose, Taomi Ecological Village has refined its unique cultural IP - "Frog World and Country". In Taomi Community, frog sculptures and totems can be seen everywhere, and through the ecological environment of the wetland park and the courtyards of each B&B The pond creates an ecological home for frogs.

In order to further extend the development of the industry, in 2014, Taiwan completed a very touching "Peach Frog Spring" using peach rice as the prototype and the frog family's search for the Peach Blossom Spring as the story, using 3D film technology. As a result, Taomi Community's industry has moved from frog sightseeing, ecology, and tourism to film and television media. The industrial chain has therefore continued to extend, further expanding the economic benefits brought by the industry.

One-fifth of the villagers in Taomi Village now operate the eco-tourism industry, and the traditional agriculture operated by other villagers has also appreciated in value due to eco-tourism. It has a first-class ecological environment and unique Taomi culture. , attracting city people to come here for sightseeing, vacation and leisure. According to incomplete statistics, the eco-tourism industry can bring nearly 30 million yuan in income to this village of more than 1,200 people every year.

02

The small town of Grasse, France

The small town of Grasse, France is a flower industry + romantic resort. Because of the novel " Grasse, the perfume capital of France, named after "Perfume", is also synonymous with romance, elegance, comfort and laziness. A large number of tourists and perfume lovers come here. The town of less than 50 square kilometers receives more than 2 million tourists every year.

The perfume industry here is developed, including the oldest perfume processing factory in Fragonard, as well as well-known perfume processing factories such as Chanel, Molinar, and Gallimard. It is also an important production area and raw material supplier of French perfumes. land.

Rich festival activities and old medieval buildings are full of classic French style. March Massage Festival, French Aromatherapy Exhibition; April Health Festival, Venucia Beauty Salon; May International Rose Exhibition; June National Music Festival; July Charming Guitar Festival, Theater Season; August Jasmine Festival; September Guerra Sri Lanka Ecological Festival; International Livestock Exhibition in October; Christmas and New Year activities in December.

There are many flower fields scattered along the river valley outside the city of Grasse, with different flowering periods, allowing the town to enjoy beautiful flowers all year round, turning it into a fragrant garden city. The origin shopping experience and special customized services have laid the foundation for Grasse to create an in-depth perfume experience route.

The Perfume Museum and Perfume Factory make Grasse a true center of perfume experience.

The experience of Grasse Town can be summarized in four points:

(1) Focus on research and development. Grasse has now become a global high-tech perfume research and development center, producing 2/3 of France's natural aromas. 55% of France's fragrance industry is in Grasse, and there are 70 companies related to the perfume industry with an annual output value of 730 million euros.

(2) Global industry. The perfume industry creates 3,800 direct jobs and 13,000 indirect jobs, accounting for about 1/3 of the total population of Grasse; its market share accounts for 8% of the total output value of the global perfume industry, of which 70% are exported to the world, accounting for 10% of global perfume exports. 38%.

(3) Deeply develop fragrance brands. Relying on local farms and agricultural resources, we focus on aroma extraction technology, vigorously develop the aromatic industry, combine industrial development with urban construction, and gather upstream and downstream resources in the entire industry chain, thereby forming a synergistic effect of economies of scale and scope,** * Together they form a highly complementary ecological community, forming an industrial highland that is world-famous.

(4) Creation of image of place of origin. Introduce internationally renowned companies such as LVMH, Dior, Chanel, etc. to endorse its international image, and combine regional brands with product brands to form a strong origin image.

03

Napa Valley, USA

Napa Valley is located 80 kilometers north of San Francisco, California, USA. It is the first Become a world-class wine producer. It consists of 8 small towns and is a narrow area 35 miles long and 5 miles wide with beautiful scenery and pleasant climate.

Napa Valley started traditional grape growing and winemaking in the mid-19th century, and has now become a region famous for its wine culture and manor culture, including wine tasting, catering, health care, sports, weddings, conferences, shopping and The comprehensive rural leisure and cultural tourism town cluster with various entertainment facilities receives 5 million tourists from all over the world every year, generates tourism economic income of more than 600 million US dollars, and directly creates more than 20,000 local job opportunities.

Napa Valley’s experience can be summarized in four points:

(1) Focus on scientific application and industry-university-research cooperation. The key to this stage of development lies in brand protection and product quality assurance: Napa’s wine production itself focuses on technology application and industry-university-research cooperation. The University of California, Davis, ranked No. 1 in agricultural technology in the United States, is located near Napa Valley. Many leading companies have made full use of this resource and launched long-term cooperation with the school. They have received cutting-edge science and technology in grape growing and winemaking. With this help, Napa has also become an important place of practice and employment for the school’s graduates.

(2) Control grape yield to ensure product quality. Napa vintners intentionally control grape yields to ensure product quality. It is stipulated that the grape production per acre in the production area cannot exceed 4 tons. The annual output of 60% of Napa wineries is less than 5,000 cases (1 case 12 bottles), which is far lower than that of surrounding wine production areas. Today, Napa Valley's wine production accounts for only 4% of California's entire wine production, but its output value accounts for one-third.

(3) Legislate to protect brands and prevent brand abuse. Napa's brand is protected by national legislation on the initiative of local businesses. In order to prevent the name of Napa Valley from being abused by wine merchants who do not use Napa grapes, in 2000, Napa Valley successfully initiated national legislation in the United States to formally implement the AVA (American Wine Origin System), stipulating that any use of Napa Valley brands For wine, the basic condition is that the grapes used must be produced in Napa Valley. Due to the protection and recognition of the brand, the value of Napa red wine has doubled.

(4) Actively participate in wine evaluation conferences. The aroma of wine is also afraid of the deep alley. In order to build brand awareness, Napa Valley actively participated in wine evaluation conferences. Finally, in 1976, Napa Valley’s Cabernet Sauvignon and Chardonnay defeated the famous French Bordeaux chateau and won the Paris Wine Review. They both won the first prize in the "blind tasting" competition. Since then, Napa Valley red wine has been unanimously recognized as a global premium wine brand.

04

Tomita Farm, Japan

Tomita Farm in Hokkaido, Japan is located in the Furano area and is one of the pioneer flower fields in Hokkaido. The farm is planned to be 12 hectares and is a private farm. It has now become the most famous flower farm in the Furano area and even in Hokkaido. The planting in the garden has also changed from mainly lavender in the past to as many as 150 kinds of flowers. From the flower season starting in April to mid-October every year, there is an endless stream of visitors. There are facilities on the farm to produce all kinds of finished flower products. Due to the vast area and bright colors of the flower fields, it has become a tourist hotspot in Hokkaido in recent years.

The experience of Tomita Farm can be summarized as follows:

(1) Focus on flower tourism and extend the flower industry chain from flower planting, flowering tourism to processing and production of flower-related products, such as A series of industrial chains such as dried flowers, essential oils, perfumes, soaps, and vanilla ice cream enrich the connotation of the park’s tourism products while fully tapping the benefits of the park’s flower industry.

(2) The flowering periods are staggered and the inside and outside are combined. According to the different flowering periods of each flower, different flowers can be viewed at different times, which extends the viewing time of the flowering period in disguise; the greenhouse and the open air are combined to fill the product gap outside the flowering period.

(3) Free travel and sightseeing, driving shopping and consumption relying on the landscape formed by large-scale industries, developing industrial sightseeing and tourism, free admission to the park during business hours, and making profits by processing and selling products related to flower planting. Such as lavender soap, floral handmade products, lavender essential oil, perfume, etc. The perfect farm planning and abundant supporting facilities provide a wide range of shopping, leisure and display facilities to facilitate shopping and consumption; it is equipped with a sightseeing train to take tourists through the sea of ??flowers.