Report on the investigation of rural tourism in northern Fujian and southern Fujian
Report on the investigation of rural tourism in northern Fujian and southern Fujian
In order to further improve the development level of rural tourism in suburban counties, the development of rural tourism in the suburbs of the city is from June 17, 2006 to June 23, 2006. On the day, he went to Jiangxi and Anhui to inspect the relevant rural attractions and ancient villages. Due to the tight schedule, the delegation paid a special visit to the Yantian Ancient Folk Customs Park in Wuyuan, the Rainbow Bridge in the Song Dynasty, the Xixiyan Village in the Ming and Qing Dynasties, the Likeng in the Xiaoqiao River, the Jiangwan Scenic Area, and the ancient village in Jixian County. Xidi Hongcun, Qiongfang Square, Huiyuan, Yuliang Ancient Temple, Xin'an Monument Garden and Taibai Building in Jixian County. Thanks to the itinerary, we have been deeply impressed by the enthusiasm and self-confidence of the rural tourism and the ecological environment of harmony between the three places. Every visit to the group through research, interviews, analysis and comparison, obtained a lot of new development and construction concepts.
First, the four magic weapons of rural tourism development
The government-led Wuyuan, Pixian and Jixian counties are economically backward but resource-rich and development-friendly. Their rural tourism is a kind of targeted and operational measures, through infrastructure construction and organization under the guidance of government planning. Means of rural festivals and other means, consciously develop the government-led development model of rural tourism.
1. Forming Consensus In order to establish the status of the tourism industry in the pillar industry of the county, the county party committee and the county government have proposed to build the county into a “strong tourism county with strong industrial and agricultural wealth, tourism and trade, and distinctive characteristics”. First-class tourism economy and strong county" and other goals. By formulating policies, the government puts the development of tourism in a prominent position, giving priority to support and preemptive development. At the same time, the financial support is fully inclined to the tourism industry, and the special funds for tourism promotion funds, tourism commodity development funds, tourism resources protection funds, and tourism talent training funds are increased. Invest, to replace the prize. At the same time, many parties are striving for special funds such as loans and national debts to invest in infrastructure construction and optimize the development environment.
The Wuyuan County Party Committee and the county government rely on the overall environment of Wuyuan to highlight the characteristics and charm of rural tourism products in an all-round way, and make the decision-making of “prioritizing the development of tourism and cultivating leading industries” and the scientific orientation of “building the most beautiful countryside in China”. County Party Committee and County The government set up a tourism industry leading group and a tourism management committee headed by the county party committee secretary, and issued a number of "Opinions on Accelerating Tourism Development", and compiled the county's "Overall Planning for Tourism Industry Development" and "Outline of Tourism Scenic Area Development and Construction" and Eight “Scenario Planning” have formulated six “Management Measures” such as scenic spot development and construction, scenic spot management, tour guide management, hotel management, restaurant management and ticket management, which have formed a more standardized industrial operation mechanism.
2. Policy support The strong support of government policies can create a good development space for the development of rural tourism. In accordance with the principle of separation of ownership and management rights, Wuyuan County has taken out the best tourism projects in Wuhu, Likeng and Lingyan, the largest habitats in Asia, to attract investment and attract private capital and foreign companies to participate in the development of tourism. At the same time, the government is willing to "give benefits to the people", especially in taxation, rewarding foreign and private investment enterprises with 30% of the local income of new tax revenues of enterprises, attracting the investment enthusiasm of foreign and private enterprises, and adopting these measures. Effectively revitalized tourism construction funds. The private enterprise Sanqing Group invested more than 200 million yuan to develop Sixi Yancun, etc. Jiangxi Litian Tangren Company obtained the right to operate the 4A tourist scenic spot-Jiangwan Scenic Spot with the price of 38.3 million yuan through open bidding. Tea Bofu and “Wuyuan Customs” tourism shopping street are also private investment. County Finance's 600,000 yuan-oriented investment for planning and market development has attracted 400 million yuan of private capital and foreign investment, inciting the rapid formation of a large tourism industry with a cumulative comprehensive income of 380 million yuan.
3. Intensive training In order to improve the quality of tourism services, the local government pays attention to the training of rural tourism practitioners. The training covers the quality of service, health requirements, technical skills of tourism reception services, professional ethics, tourism regulations, environmental protection and other industry knowledge to enhance the comprehensive quality of practitioners. The development of tourism handicrafts in Ganyu County is an important part of the tourism economy. The relevant departments of the county organize folk artists to explore, research and develop ancient brick, wood, stone and bamboo carving tourism crafts in various rural tourist areas, and provide timely tourism and crafts in the county vocational high schools. Production and other majors.
Several places have also paid attention to the introduction of advanced management methods and management techniques in rural areas to improve and standardize the management system of rural tourism. For example, a professional tourism management company is hired to implement a “tourism reception permit system” for farmers, and regular assessments are carried out; the “service permit” system is implemented for reception service personnel, and the evaluation method for the rating of rural tourist attractions is established by means of the evaluation method of the star-rated hotels. Star-rated cards, etc., to promote the standardized development of rural tourism, so that rural tourism has become another fast-track to solve the "three rural" problems and realize the integrated development of urban and rural areas.
4. Perfecting the convenient, complete and fast transportation network is an important condition for the development of rural tourism. Throughout the trip to the whole of Weibei and Weinan, the large-scale transportation pattern of rural tourism has been basically improved. In the past five years, Wuyuan has raised a total of 586 million yuan for road construction, 480 kilometers of roadbed, 458 kilometers of roads, and 171 kilometers of roads for improvement and hardening of scenic spots. All scenic spots in the villages are paved with oil roads.
Scientific development
1. Resource Integration The rural tourist attractions where we go are beautiful tourism landscapes, quiet rural scenery, unique local folk culture and farming culture. Its rural tourism resources are extremely rich, including agricultural resources, natural landscape resources and cultural resources. Agricultural resources include agricultural activities, peasant life, agro-ecology and agricultural harvests; natural landscape resources include not only topographical geology, hydrology, meteorological landscapes, but also rich animal and plant resources in the countryside; cultural resources are the most individual and attractive of rural tourism resources. The composition includes local historical figures, traditional architecture, characteristic rural settlements, folk activities and religious activities, local traditional craftsmanship, and local traditional products.
In the survey, we also realized that under the current trend of the domestic tourism market is experiencing the development of experiential vacations, the local customs, customs, customs and styles will have a good market development prospects. We need to find special resources and enlarge them to form the core competitiveness of tourism. We must use the existing landscape matrix to determine the unique artistic conception of the locality. Through the whole process of tourism, we can hint and guide visitors into specific roles and immerse them. Complete the experience and travel activities. Yantian Ancient Folk Customs Park in Wuyuan County is a classic work that integrates the development of rural tourism resources and gathers “guest piles, restaurants, monuments, landscapes, leisure, vacations, folk customs, and expo”. It has created a typical Shuikou cultural site. A great place to spend a holiday with an urbanite. The park is located at the entrance of the village next to the highway. The pink façade has an introduction to exquisite pictures and attractions. Entering the park, full of blue, along the cobbled paved roads, there are butterflies dancing between the ancient bamboo trees and the green crops on both sides; turning into a Huizhou residential compound, the courtyard has an ancient well pool, farmhouse kitchen There is a large shed-style restaurant with a small flowing river. Near the yard is 7 sets of quaint duplex rooms, each with different living rooms, but with modern essential sanitary facilities. In the evening, I tasted the very fresh farmhouse dishes, watching the bamboo rafts in the river and the old cows playing in the water, looking at the arch bridges and the millennium ancient urns in the village, overlooking the rice fields and green hills in the smoke. The feeling of wonderland.
In April 2006, Jixian County formed the “One Family” through the establishment of the Ancient Huizhou Rural Tourism Alliance – the Paifangfang Group • Baojia Garden Scenic Area, “One City” – Huizhou Ancient City Scenic Area, “Yijiang” – Xin'an River Landscape The gallery scenic area, "a series of" - the ancient Huizhou cultural and rural leisure tour series, the integration of the four major sections of tourism, is conducive to the overall image promotion and brand promotion of the county cultural and rural tourism, to avoid disorderly development and waste of resources.
In Jixian County, after Xidi and Hongcun were listed in the World Cultural Heritage List, the county timely grasped the development trend of tourism and took a new road of combining ecological and cultural tourism, with the focus on building an ecological agriculture science and technology tourism park. We will cultivate and cultivate tourist attractions, ecological construction, and efficient agriculture, and develop and expand the tourism economy. At present, “Hongcun Tachuan Ecological Science and Technology Demonstration and Sightseeing Park”, “Xidi Village Ecological Tourism Technology Demonstration Park”, “Longjiang Baimu Mengyang Red Pomegranate Demonstration and Sightseeing Park” and “Yujiashan Pollution-free Vegetable and Flower Demonstration Park” have been established. Five ecological agriculture science and technology sightseeing parks such as “Wuli Ecological Tourism Demonstration Park” have created a truly “Xanadu” and effectively promoted the upgrading of resources.
2, product innovation Rural tourism is not a museum-style display, but in the open space and tourists from the city to share the joy of harmony between people and nature, as well as the rural community daily life pattern and specific situational atmosphere. The colorful activities are an important part of rural tourism. Designing a variety of activity products for tourists and creating various situational experiences can not only meet the needs of different levels and different purposes of tourists, but also stimulate the deep love of tourists, thus extending the stay time. And increasing spending is an effective way to improve the economic benefits of tourism. Therefore, when planning and setting up rural tourism products, it is essential to visit the four major activities of viewing, farming, folklore and farmer life.
The Jixian Tourism Bureau conducts a comprehensive design of the country tour organization, so that visitors can experience rich and colorful activities and get a complete rural tourism experience in a natural and relaxed mood. The tour organization design is based on functional blocks, with various activities and projects as the core, and is connected into five lines with distinct themes, dynamic and static, and hot and orderly: Huizhou Ancient City + Xin'anjiang Landscape Gallery Rural Culture and Leisure Tour, Huizhou Ancient City + Repair Xuezhou leisure tour, Huizhou ancient city + archway hometown prime minister's hometown cultural tour, Jixian ancient Huizhou rural Eden garden leisure tour, Xin'anjiang landscape gallery rural leisure tour, each line is a multi-functional complex activity system, both absorption With regard to local landscapes, local customs, historical allusions, anecdotes and other information-based excursions, there are also leisure and educational activities including farming operations, picking operations, game tasting activities, traditional handicraft production, etc., thus satisfying tourists. High demand for participation, culture and specialization of rural tourism products.
On the eve of the “May 1st” in 2006, Jixian launched three types of rural tourism products for different market demand characteristics: one is the ancient mountain bike tour, and the influence of the “International Mountain Bike Festival” is held in Xidi. Hongcun is centered on two scenic spots. The surrounding tourist attractions are supported by the surrounding tourist attractions. The design of the country bike tour main line, the development of interesting and operative rules and incentives, through the activities to fully mobilize the enthusiasm of tourists, so that more tourists In the process of cycling, fully enjoy the charm of ancient culture and enjoy the excitement and leisure of the wild sports; the second is the ancient village holiday tour, with the ecological environment and complete infrastructure, Mukun Village, Lingxiazhu Village and Xidi Relying on the town of Shibuya, it is a rural holiday tourism featuring farmhouses, eating farmhouse meals, and experiencing rural life. The third is the ancient Huihui rural tour, which has lived in Huizhou for a hundred years, tastes Huizhou-style snacks, and views Xiaoqiao’s people. Huizhou folk customs, feel the cultural flavor of Huizhou as the main line, integrate and launch the rural leisure holiday products with ecological, green and healthy, and have people and people The rural tourism products with the characteristics of vulgarity and ancient times allow tourists to post into the lives of the people and experience rural tourism, thus achieving excellent economic and social benefits in the Golden Week.
Ecological Protection
1. Giving priority to protecting the huge source of tourists brought about by the rapid development of rural tourism is a challenge to the environment. Protecting the original ecological environment and traditional culture is something that the local government must pay attention to. In the development of rural tourism, the local government plays an administrative and administrative role, rationally regulates the development of rural tourism, and provides a fair, orderly and healthy market environment for rural tourism, effectively preventing the destruction of rural ecology in order to obtain economic benefits in tourism development. Environmental or other damage to rural sustainable development.
Wuyuan County has taken the lead in establishing 191 nature reserves in the country, planning and protecting 1.5 million mu of tourism ecological public welfare forests, all famous trees and ancient trees are listed for protection; urban and rural areas have established more than 5,000 biogas digesters, and the “double reform” rate is over 96%. More than 4,000 graves along the highway were relocated and relocated; 43 mining enterprises along the highway were shut down or relocated, and the damaged mountains were greened. The investigation of “Yuanyuan Qiancun” was launched to investigate the history, cultural history and folk customs of more than 1,100 natural villages in the county. Some of the long-lost buildings found in the survey, such as Rainbow Bridge, Jingyitang and Yangchun, were investigated. Attractions such as the ancient stage are being repaired. In order to further highlight the local architectural characteristics, Wuyuan County has issued the “Implementation Plan for the Reconstruction of Non-Huifang Buildings along the Roads”. It is planned to invest 79 million yuan in 3 years to the villages and tourist attractions along the line. The building was completely remodeled and the billboards along the main roads were comprehensively rectified. This has formed a good tourism ecological effect and promoted the protection of environmental resources.
Jixian adheres to the principle of “protecting the first, rational development and utilization”. After Xidi and Hongcun were included in the World Cultural Heritage, the second village was declared as a “national security” unit and included in the management of cultural relics law. In 2005, Nanping, Guanyu and Pingshan were bundled into the list of the “Guinan Ancient Villages” expansion project. The protection plans for the ancient villages of Xidi, Hongcun, Nanping, Guanyu and Pingshan have been formulated and incorporated into the overall planning of the county. Taking Hongcun as an example, in order to better protect the Ming and Qing residential buildings, the “Hongcun Ancient Village Protection Plan” was formulated, which clarified the protection nature and protection objects of the ancient villages of Hongcun, and divided the protection level of ancient buildings. The corresponding protection measures have been formulated, and the key points for the protection of the Hongcun Ming and Qing Dwelling buildings are clearly defined: one is the feng shui village form composed of “water-building-environment”; the second is the typical traditional village and residential building features; The layout of the water system and private gardens; the fourth is the unique village and space environment landscape of Hongcun. The county government established a protection planning leading group. The relevant townships and villages established an ancient village protection organization and a civil protection organization. The county government promulgated and implemented the “Administrative Measures for the Protection of Xidi and Hongcun World Cultural Heritages in Jixian County” in the form of government orders. The non-renewable tourism resources in the territory shall be formulated in accordance with relevant laws and regulations to protect the regulations and village regulations. In the specific operation of protection management, there are rules to follow and protect according to law. In order to alleviate the reception pressure of the heritage, in addition to the protection of the surrounding Pingshan, Nanping and Guanyu ancient villages, the Tachuan and Mikeng ecological sightseeing areas, the Lushan Mudiaolou Scenic Area and the Longchiwan Farming Garden were also developed around Hongcun. Sai Jinhua's former residence and so on.
2. Protecting old and innovative, protecting old and innovative, on the basis of fully respecting rural history and national customs, fully respecting the local people's production methods and living habits, aiming at the urban tourists' requirements for material consumption and hygiene habits Improvement. For urban people, the countryside is their place of spiritual consumption and enjoyment, not the place to survive. The “old” here refers to the rural environment, folk customs, rural life, local characteristics and farming culture. In the planning, we should try our best to use local resources to strengthen the artistic features, and eliminate negative impressions to avoid low standards and vulgarization.
First, adhere to the style of rural settlements, and the patchwork has been made. As a large-scale entity of rural tourism landscape, the rural settlements are unique due to the characteristics of topography, local people's living habits, population, history and culture. Their location, shape, distribution characteristics, architectural layout, and individual architectural characteristics are all unique. The relatively stable style can give visitors a very strong visual impact. In the survey, we saw that the traditional rural settlements in the places of Cixiyan Village and Likeng were relatively well stored. The local government strengthened the protection and strict control of the surviving rural settlements to prevent the loss of its original ecological features. The building's volume specifications, color matching, architectural style, material, orientation, etc. are strictly regulated. Coordination plans should also be proposed for existing buildings, and the style, color, and patchwork should be unified as much as possible to form a pleasing overall image of the settlement.
The second is to use local materials and local crafts as much as possible, and adopt ecological buildings. In the Rainbow Bridge Scenic Spot in Wuyuan, developers try to choose the original or locally produced wood bamboo to fully integrate with the local rural environment. And adopt ecological engineering method, try to maintain the original ecology or create an excellent ecological environment. The establishment and construction of the walking trails make use of the existing mountain roads and fields.
The third is environmental remediation. What urban tourists want to enjoy is the life of “opening the door, modernizing the door, and modernizing the door”. The requirements for sanitation and safety are relatively high. Therefore, it is necessary to establish access conditions through planning, stipulate facilities and service requirements, and ensure the completeness of basic sanitation facilities. Clean and tidy, such as restrooms, showers, etc. must be complete, and fixed, regular cleaning, disinfection; to find ways to improve the sanitary conditions of the farm, handle the drainage system, garbage disposal system and other infrastructure, and must have anti-mosquito, anti-theft and other security Measures; control the health and hygiene of service personnel; introduce more standardized sanitary procedures. Xidi's family hotel is very representative. Juxiuyuan Hotel is a demonstration host of Huangshan City Farmhouse Tourism. The panel is rich in local Huizhou style, while the living and living facilities such as bedroom are modern.
The fourth is to prevent urbanization. Rural is the core and unique selling point of the overall promotion of rural tourism. With the continuous expansion of tourism scale and the deepening of development, the “rural” characteristics of rural tourism will be weakened, which will make its development face challenges. If the rural areas are heavily built, the traces of urbanization, commercialization, and artificialization will be lost, and the attraction to urban residents will be lost. In Likeng, the development focus is on the combination of facilities and attractions for rural tourism, and the construction of the site is not built. We see the original native architecture, the natural ecological landscape, and the Qingxi dynasty and the branches and flowers of the village. The rural scenery and the rural villagers and villagers have formed the concept that the natural ecological environment and the humanistic environment are the basis for the sustainable development of rural tourism resources and the valuable resources for the rural residents to become rich. Likeng’s “Shanli Renkelou” family hotel has a harmonious local atmosphere where tourists and villagers live together. During the interview, we deeply realized the simplicity and honesty of the villagers and their confidence and pride in making tourism rich.
Multi-marketing We found in the survey that the proportion of tourists choosing rural tourism from high to low is: enjoy nature, health, entertainment, experience rural life, and grow knowledge. The greater the difference between the natural and human environment in urban and rural areas, the greater the likelihood of attracting tourists. The development of rural tourism is the most taboo of artificial traces, but to give visitors a true natural and refreshing experience. In the humanistic environment, it is necessary to pay attention to whether there is a strong contrast with the urban environment, either quaint, affectionate and local, to satisfy the tourists' pursuit of the image of the soul in the depths of the soul, and sincere love for traditional culture; or novelty, Full of “native taste”, it has a very distinct and unique rural material remains and production lifestyle.
The source of rural tourism is generally from local or surrounding urban residents. From the current situation, potential tourists are still embarrassed. On the one hand, because they do not know much about rural tourism, or understand it, they are worried that rural tourism hygiene conditions are too poor or their characteristics are not prominent, and they lack sufficient attraction; On the one hand, because rural tourism has not yet formed scale, or because of inconvenient transportation, tourists are discouraged. Therefore, in addition to making efforts in highlighting thematic features, improving service quality, and strengthening health, it is indispensable to build brands, strengthen tourism image promotion and implement diversified marketing promotions.
1. Brands to build rural tourism must form an influence on the source market. Under the guidance of the local government, it is necessary to strengthen the exploration and packaging of the characteristics of the scenic spots and culture through unified planning and brand building. Each has its own characteristics and scale. . For example, Wuyuan’s “Great Hometown of the Great Man – Jiangwan”, “Ecological Home of Heaven and Man” – Xiaoqi”, “Huizhou First Village – Sixi Yancun”, “The Top Ten Most Attractive of China’s Top Ten” Famous towns - Xidi Hongcun, "China's Ming and Qing dynasty film and television city - mysterious Nanping", "magical Siamese ancient dwellings - Guan Yu", the "Huizhou merchants in ancient times - Yuliang" “棠樾牌坊群—Baojia Garden” belongs to the type of rural tourism with high taste and creativity, which reflects the development direction of urban and rural economic integration in China.
The excavation of local culture and local characteristics and the authenticity of the rural environment are the key to the sustainable development of rural tourism. Combine rural tourism with other tourism products such as eco-tourism and cultural tourism, and deeply explore the cultural connotation and resource characteristics of rural tourism products, enhance the attraction and competitiveness of products with characteristics, and rely on the leadership of the government and the power of the group to form scale effects and Create a brand to increase the tourist's revisit rate. In planning the “Shan Shui Gallery Xin’an River”, Jixian County highlights the theme of “ecological tour” and reflects the brand effect of “emblem culture, natural scenery and ancient villages”. The two sides present “alpine forest, Zhongshan tea, low fruit and water fish”. The three-dimensional ecological pattern, which contrasts with the ancient villages and ancient dwellings during the period, constitutes a wonderful picture of landscapes.
Tourism is an "eyeball" economy. To attract the attention of tourists, we must do everything possible to create a sensational effect. In 2001, Wuyuan rushed to the National Tourism Administration to review the first-class bus of the A-level scenic spot, and the evaluation became the first batch of 3A-level tourist areas in China. He then seized the opportunity of President Jiang Zemin's inspection of Wuyuan and took the opportunity to successfully develop the Jiangwan scenic spot and rapidly expanded the popularity of Wuyuan tourism. In recent years, during the Golden Week of “May 1st” and “National Day”, festivals such as “Folklore Exhibition Week”, “Folk Lights Tour” and “Wuyuan Style Campfire” were held to attract the guests from all directions to focus on the source. There was a burst of heat in the ground. Since 2003, the International Tourism Culture Festival, the Tea Culture Festival, and the Village Culture Festival have been successfully held to create a trend, to gather guests, to save money, to greatly expand the popularity, and to effectively shape the brand of the most beautiful country in China. .
Minxian County pays attention to the brand's preemptive shaping. In 1998, Jixian made a major decision to declare the world cultural heritage. In 1999, the county's power was used to include Xidi and Hongcun in the World Cultural Heritage, and then successfully declared two. The “National Insurance” unit of the village, the 4A-level scenic spot, the national famous tourist town, and the first batch of historical and cultural villages in China have quickly raised the popularity and reputation of the county.
2. The regional tourism and experience series products relying on large-scale scenic spots are often included in the large-scale scenic spots or relatively mature scenic spots in the tourism industry in the initial stage, relying on the popularity of large-scale scenic spots in marketing. In order to display the characteristics and provide primary services to start rural tourism, it will become a supporting role for scenic sightseeing. At present, rural tourism in the three counties is in the development stage. With the accumulation of product development and marketing experience, the importance of regional cooperation has gradually received attention.
With the strength of “China's most beautiful country”, Wuyuan is the leading product on the tourist gold lines around Huangshan, Lushan, Sanqingshan, Longhushan, Jingdezhen and Qiandaohu. It is called “the pearl on the Chinese boutique tourism route” by the tourism industry. In 2003, Wuyuan cooperated with several large travel agencies in Shenzhen to organize and plan the “Looking for Dreams” activity in Hong Kong, Guangdong and Macao. It carried out the “Zhejiang Hand in Hand”, “Wuyuan Village Over the Year” and “Self-driving Tour Source” "While large-scale tourism promotion activities, the organization participated in the tourism cooperation activities of the six provinces and cities of Jiangsu, Zhejiang, Anhui and Anhui, established the marketing network of the major source markets, and initially realized the connection between the tourism industry and "Changzhu". The Yangtze River Delta, the Pearl River Delta, and the Handan Triangle signed the "Joint Statement on Jointly Developing and Promoting Tourism Products in the Middle and Lower Reaches of the Yangtze River", and jointly established a new brand of ancient Huizhou rural tourism with cities and counties such as Jixi, Jude and Huangshan in Anhui.
Relying on the advantages of the two world brands of “World Heritage” and “Xiadu Taoyuan”, Jixian County has continuously increased the development of new products and optimized the structure from a single ancient village to the cultural tourism, rural ecology, celebrities’ former residences, etc. Diversified direction has changed, and a “World Heritage” tour of the stars has been launched to drive the “Xiadu Taoyuan” eco-tourism tour, which is a new way of driving self-driving tour and walking tour. At present, the inner ring line of “Huangshan-Xidi-Hongcun” has been opened to traffic, and Jixian County is strengthening and expanding the western tourism passage connecting Jiuhuashan, Jiu Niu and Taiping Lake, and actively integrating into the “two mountains and one lake” area. The tourism pattern has promoted the development of ecotourism resources in the northern mountainous areas of Jixian County.
3. The leading market tourism products are fixed and immovable in space. Visitors can only experience and appreciate the charm of tourism products through traffic displacement to the destination. In the development of rural tourism market, we must pay attention to the consumer psychology of seeking new and different tastes, innovating and surprisingly winning, and actively guiding the consumer demand.
In October 2005, the Jixian County Tourism Bureau aimed to release the pressure and experience the original local characteristics of the city, and take the initiative to attack and organize various tourist attractions to the big city to promote the "Chinese New Year in Taohuayuan". Tourism project. The County Tourism Bureau organizes various scenic spots during the Spring Festival to arrange a series of folk activities such as eating peaches, wrapping dumplings, writing Spring Festival couplets, resigning the ages, tying lanterns, worshiping ancestors, worshipping the New Year, and organizing local folk artists to perform. Local sings, folk songs and dances, folk weddings, etc. In order to let the people in the New Year enjoy the fun of the farmhouse, the County Tourism Bureau also instructs the farmer to let the tourists try to eat the pollution-free and pure farmhouse dishes - running chicken, knife-boiled, Laba tofu and fresh vegetables. In addition to the guests received by the farmer's piles, the self-driving clubs in some big cities have been in contact with the travel agencies and tourist attractions in Jixian County since the “Peach Blossoms have passed the New Year”. Called by the Hong Kong photography guru Jane Hing Fook as a "six-star hotel" in the Hongcun Village of Hongcun, Anhui Province, every day during the Spring Festival, guests from major cities in the Yangtze River Delta region call the reservation room to celebrate the New Year. During the Spring Festival, thousands of people from the city came to the rural areas of the county for the New Year, as well as guests from Hong Kong, Macao and Taiwan and Southeast Asian countries. The farmer's piles were very popular and achieved good market effects and economic benefits.
Second, the three major bottlenecks in the sustainable development of rural tourism
In the case of insufficient funds, we also found that the tourism infrastructure of tourism, sanitation and environmental protection facilities in the three places needs further investment. Due to the lack of capital investment, some scenic spots have the defects of small scale of operation and insufficient development. As a result, there are few participating tourism projects with similar tourism products, unclear characteristics and rich connotations, which restricts the sustainable development of rural tourism.
The contradiction between the protection of ancient villages and the modernization of peasant life The rise of rural tourism has brought some farmers a way to get rich. When farmers have money, they want to build houses in the idle land of the village or tear down old houses to build new houses. Due to the traditional concept of peasants, they are reluctant to settle down outside the village, which has led to the contradiction between the integrity protection of ancient villages and the pursuit of material modernization by villagers.
At present, the number of service personnel engaged in rural tourism is mostly local, and the level of education is low. Most practitioners lack basic knowledge of service, management and investment, and their operations and services are extremely blind. It is difficult for county and townships to introduce professional talents, and tourism management professionals are scarce and difficult to adapt to the needs of rapid and sustainable development of rural tourism.
Third, the enlightenment of the development of rural tourism in our city
If we divide tourism destinations into urban and rural areas by geographical differences, then rural tourism will be half of the tourism industry. Therefore, the prospect of focusing on rural tourism and the positive interaction between rural development and tourism development will be difficult to estimate. When developing rural tourism in our city, we should strengthen project demonstration and professional planning under the premise of government leadership, and choose to carry out in rural areas with good accessibility, attractive resources and guaranteed customers. The development of rural tourism should pay attention to the following contents: First, the unique rural folk culture as the soul, maintain the true color, highlight the characteristics, enhance the attractiveness of rural tourism, so as to improve the taste and richness of rural tourism; For the main business, it fully reflects the folk customs of “residing farmhouses, eating farmhouse meals, doing farm work, and enjoying farmhouse music”; third, the target market of rural tourism should be mainly positioned as neighboring urban residents, satisfying urbanites to enjoy rural scenery and returning to simplicity. The desire of folk custom; the fourth is to improve the rural tourism facilities, expand financing channels to attract more funds, vigorously develop transportation, communications and other infrastructure, and increase the coordination of environmental protection, accommodation, entertainment and entertainment facilities.
Yangzhou City to the 赣, 皖 rural tourism study tour
In order to further improve the development level of rural tourism in suburban counties, the development of rural tourism in the suburbs of the city is from June 17, 2006 to June 23, 2006. On the day, he went to Jiangxi and Anhui to inspect the relevant rural attractions and ancient villages. Due to the tight schedule, the delegation paid a special visit to the Yantian Ancient Folk Customs Park in Wuyuan, the Rainbow Bridge in the Song Dynasty, the Xixiyan Village in the Ming and Qing Dynasties, the Likeng in the Xiaoqiao River, the Jiangwan Scenic Area, and the ancient village in Jixian County. Xidi Hongcun, Qiongfang Square, Huiyuan, Yuliang Ancient Temple, Xin'an Monument Garden and Taibai Building in Jixian County. Thanks to the itinerary, we have been deeply impressed by the enthusiasm and self-confidence of the rural tourism and the ecological environment of harmony between the three places. Every visit to the group through research, interviews, analysis and comparison, obtained a lot of new development and construction concepts.
First, the four magic weapons of rural tourism development
The government-led Wuyuan, Pixian and Jixian counties are economically backward but resource-rich and development-friendly. Their rural tourism is a kind of targeted and operational measures, through infrastructure construction and organization under the guidance of government planning. Means of rural festivals and other means, consciously develop the government-led development model of rural tourism.
1. Forming Consensus In order to establish the status of the tourism industry in the pillar industry of the county, the county party committee and the county government have proposed to build the county into a “strong tourism county with strong industrial and agricultural wealth, tourism and trade, and distinctive characteristics”. First-class tourism economy and strong county" and other goals. By formulating policies, the government puts the development of tourism in a prominent position, giving priority to support and preemptive development. At the same time, the financial support is fully inclined to the tourism industry, and the special funds for tourism promotion funds, tourism commodity development funds, tourism resources protection funds, and tourism talent training funds are increased. Invest, to replace the prize. At the same time, many parties are striving for special funds such as loans and national debts to invest in infrastructure construction and optimize the development environment.
The Wuyuan County Party Committee and the county government rely on the overall environment of Wuyuan to highlight the characteristics and charm of rural tourism products in an all-round way, and make the decision-making of “prioritizing the development of tourism and cultivating leading industries” and the scientific orientation of “building the most beautiful countryside in China”. County Party Committee and County The government set up a tourism industry leading group and a tourism management committee headed by the county party committee secretary, and issued a number of "Opinions on Accelerating Tourism Development", and compiled the county's "Overall Planning for Tourism Industry Development" and "Outline of Tourism Scenic Area Development and Construction" and Eight “Scenario Planning” have formulated six “Management Measures” such as scenic spot development and construction, scenic spot management, tour guide management, hotel management, restaurant management and ticket management, which have formed a more standardized industrial operation mechanism.
2. Policy support The strong support of government policies can create a good development space for the development of rural tourism. In accordance with the principle of separation of ownership and management rights, Wuyuan County has taken out the best tourism projects in Wuhu, Likeng and Lingyan, the largest habitats in Asia, to attract investment and attract private capital and foreign companies to participate in the development of tourism. At the same time, the government is willing to "give benefits to the people", especially in taxation, rewarding foreign and private investment enterprises with 30% of the local income of new tax revenues of enterprises, attracting the investment enthusiasm of foreign and private enterprises, and adopting these measures. Effectively revitalized tourism construction funds. The private enterprise Sanqing Group invested more than 200 million yuan to develop Sixi Yancun, etc. Jiangxi Litian Tangren Company obtained the right to operate the 4A tourist scenic spot-Jiangwan Scenic Spot with the price of 38.3 million yuan through open bidding. Tea Bofu and “Wuyuan Customs” tourism shopping street are also private investment. County Finance's 600,000 yuan-oriented investment for planning and market development has attracted 400 million yuan of private capital and foreign investment, inciting the rapid formation of a large tourism industry with a cumulative comprehensive income of 380 million yuan.
3. Intensive training In order to improve the quality of tourism services, the local government pays attention to the training of rural tourism practitioners. The training covers the quality of service, health requirements, technical skills of tourism reception services, professional ethics, tourism regulations, environmental protection and other industry knowledge to enhance the comprehensive quality of practitioners. The development of tourism handicrafts in Ganyu County is an important part of the tourism economy. The relevant departments of the county organize folk artists to explore, research and develop ancient brick, wood, stone and bamboo carving tourism crafts in various rural tourist areas, and provide timely tourism and crafts in the county vocational high schools. Production and other majors.
Several places have also paid attention to the introduction of advanced management methods and management techniques in rural areas to improve and standardize the management system of rural tourism. For example, a professional tourism management company is hired to implement a “tourism reception permit system” for farmers, and regular assessments are carried out; the “service permit” system is implemented for reception service personnel, and the evaluation method for the rating of rural tourist attractions is established by means of the evaluation method of the star-rated hotels. Star-rated cards, etc., to promote the standardized development of rural tourism, so that rural tourism has become another fast-track to solve the "three rural" problems and realize the integrated development of urban and rural areas.
4. Perfecting the convenient, complete and fast transportation network is an important condition for the development of rural tourism. Throughout the trip to the whole of Weibei and Weinan, the large-scale transportation pattern of rural tourism has been basically improved. In the past five years, Wuyuan has raised a total of 586 million yuan for road construction, 480 kilometers of roadbed, 458 kilometers of roads, and 171 kilometers of roads for improvement and hardening of scenic spots. All scenic spots in the villages are paved with oil roads.
Scientific development
1. Resource Integration The rural tourist attractions where we go are beautiful tourism landscapes, quiet rural scenery, unique local folk culture and farming culture. Its rural tourism resources are extremely rich, including agricultural resources, natural landscape resources and cultural resources. Agricultural resources include agricultural activities, peasant life, agro-ecology and agricultural harvests; natural landscape resources include not only topographical geology, hydrology, meteorological landscapes, but also rich animal and plant resources in the countryside; cultural resources are the most individual and attractive of rural tourism resources. The composition includes local historical figures, traditional architecture, characteristic rural settlements, folk activities and religious activities, local traditional craftsmanship, and local traditional products.
In the survey, we also realized that under the current trend of the domestic tourism market is experiencing the development of experiential vacations, the local customs, customs, customs and styles will have a good market development prospects. We need to find special resources and enlarge them to form the core competitiveness of tourism. We must use the existing landscape matrix to determine the unique artistic conception of the locality. Through the whole process of tourism, we can hint and guide visitors into specific roles and immerse them. Complete the experience and travel activities. Yantian Ancient Folk Customs Park in Wuyuan County is a classic work that integrates the development of rural tourism resources and gathers “guest piles, restaurants, monuments, landscapes, leisure, vacations, folk customs, and expo”. It has created a typical Shuikou cultural site. A great place to spend a holiday with an urbanite. The park is located at the entrance of the village next to the highway. The pink façade has an introduction to exquisite pictures and attractions. Entering the park, full of blue, along the cobbled paved roads, there are butterflies dancing between the ancient bamboo trees and the green crops on both sides; turning into a Huizhou residential compound, the courtyard has an ancient well pool, farmhouse kitchen There is a large shed-style restaurant with a small flowing river. Near the yard is 7 sets of quaint duplex rooms, each with different living rooms, but with modern essential sanitary facilities. In the evening, I tasted the very fresh farmhouse dishes, watching the bamboo rafts in the river and the old cows playing in the water, looking at the arch bridges and the millennium ancient urns in the village, overlooking the rice fields and green hills in the smoke. The feeling of wonderland.
In April 2006, Jixian County formed the “One Family” through the establishment of the Ancient Huizhou Rural Tourism Alliance – the Paifangfang Group • Baojia Garden Scenic Area, “One City” – Huizhou Ancient City Scenic Area, “Yijiang” – Xin'an River Landscape The gallery scenic area, "a series of" - the ancient Huizhou cultural and rural leisure tour series, the integration of the four major sections of tourism, is conducive to the overall image promotion and brand promotion of the county cultural and rural tourism, to avoid disorderly development and waste of resources.
In Jixian County, after Xidi and Hongcun were listed in the World Cultural Heritage List, the county timely grasped the development trend of tourism and took a new road of combining ecological and cultural tourism, with the focus on building an ecological agriculture science and technology tourism park. We will cultivate and cultivate tourist attractions, ecological construction, and efficient agriculture, and develop and expand the tourism economy. At present, “Hongcun Tachuan Ecological Science and Technology Demonstration and Sightseeing Park”, “Xidi Village Ecological Tourism Technology Demonstration Park”, “Longjiang Baimu Mengyang Red Pomegranate Demonstration and Sightseeing Park” and “Yujiashan Pollution-free Vegetable and Flower Demonstration Park” have been established. Five ecological agriculture science and technology sightseeing parks such as “Wuli Ecological Tourism Demonstration Park” have created a truly “Xanadu” and effectively promoted the upgrading of resources.
2, product innovation Rural tourism is not a museum-style display, but in the open space and tourists from the city to share the joy of harmony between people and nature, as well as the rural community daily life pattern and specific situational atmosphere. The colorful activities are an important part of rural tourism. Designing a variety of activity products for tourists and creating various situational experiences can not only meet the needs of different levels and different purposes of tourists, but also stimulate the deep love of tourists, thus extending the stay time. And increasing spending is an effective way to improve the economic benefits of tourism. Therefore, when planning and setting up rural tourism products, it is essential to visit the four major activities of viewing, farming, folklore and farmer life.
The Jixian Tourism Bureau conducts a comprehensive design of the country tour organization, so that visitors can experience rich and colorful activities and get a complete rural tourism experience in a natural and relaxed mood. The tour organization design is based on functional blocks, with various activities and projects as the core, and is connected into five lines with distinct themes, dynamic and static, and hot and orderly: Huizhou Ancient City + Xin'anjiang Landscape Gallery Rural Culture and Leisure Tour, Huizhou Ancient City + Repair Xuezhou leisure tour, Huizhou ancient city + archway hometown prime minister's hometown cultural tour, Jixian ancient Huizhou rural Eden garden leisure tour, Xin'anjiang landscape gallery rural leisure tour, each line is a multi-functional complex activity system, both absorption With regard to local landscapes, local customs, historical allusions, anecdotes and other information-based excursions, there are also leisure and educational activities including farming operations, picking operations, game tasting activities, traditional handicraft production, etc., thus satisfying tourists. High demand for participation, culture and specialization of rural tourism products.
On the eve of the “May 1st” in 2006, Jixian launched three types of rural tourism products for different market demand characteristics: one is the ancient mountain bike tour, and the influence of the “International Mountain Bike Festival” is held in Xidi. Hongcun is centered on two scenic spots. The surrounding tourist attractions are supported by the surrounding tourist attractions. The design of the country bike tour main line, the development of interesting and operative rules and incentives, through the activities to fully mobilize the enthusiasm of tourists, so that more tourists In the process of cycling, fully enjoy the charm of ancient culture and enjoy the excitement and leisure of the wild sports; the second is the ancient village holiday tour, with the ecological environment and complete infrastructure, Mukun Village, Lingxiazhu Village and Xidi Relying on the town of Shibuya, it is a rural holiday tourism featuring farmhouses, eating farmhouse meals, and experiencing rural life. The third is the ancient Huihui rural tour, which has lived in Huizhou for a hundred years, tastes Huizhou-style snacks, and views Xiaoqiao’s people. Huizhou folk customs, feel the cultural flavor of Huizhou as the main line, integrate and launch the rural leisure holiday products with ecological, green and healthy, and have people and people The rural tourism products with the characteristics of vulgarity and ancient times allow tourists to post into the lives of the people and experience rural tourism, thus achieving excellent economic and social benefits in the Golden Week.
Ecological Protection
1. Giving priority to protecting the huge source of tourists brought about by the rapid development of rural tourism is a challenge to the environment. Protecting the original ecological environment and traditional culture is something that the local government must pay attention to. In the development of rural tourism, the local government plays an administrative and administrative role, rationally regulates the development of rural tourism, and provides a fair, orderly and healthy market environment for rural tourism, effectively preventing the destruction of rural ecology in order to obtain economic benefits in tourism development. Environmental or other damage to rural sustainable development.
Wuyuan County has taken the lead in establishing 191 nature reserves in the country, planning and protecting 1.5 million mu of tourism ecological public welfare forests, all famous trees and ancient trees are listed for protection; urban and rural areas have established more than 5,000 biogas digesters, and the “double reform” rate is over 96%. More than 4,000 graves along the highway were relocated and relocated; 43 mining enterprises along the highway were shut down or relocated, and the damaged mountains were greened. The investigation of “Yuanyuan Qiancun” was launched to investigate the history, cultural history and folk customs of more than 1,100 natural villages in the county. Some of the long-lost buildings found in the survey, such as Rainbow Bridge, Jingyitang and Yangchun, were investigated. Attractions such as the ancient stage are being repaired. In order to further highlight the local architectural characteristics, Wuyuan County has issued the “Implementation Plan for the Reconstruction of Non-Huifang Buildings along the Roads”. It is planned to invest 79 million yuan in 3 years to the villages and tourist attractions along the line. The building was completely remodeled and the billboards along the main roads were comprehensively rectified. This has formed a good tourism ecological effect and promoted the protection of environmental resources.
Jixian adheres to the principle of “protecting the first, rational development and utilization”. After Xidi and Hongcun were included in the World Cultural Heritage, the second village was declared as a “national security” unit and included in the management of cultural relics law. In 2005, Nanping, Guanyu and Pingshan were bundled into the list of the “Guinan Ancient Villages” expansion project. The protection plans for the ancient villages of Xidi, Hongcun, Nanping, Guanyu and Pingshan have been formulated and incorporated into the overall planning of the county. Taking Hongcun as an example, in order to better protect the Ming and Qing residential buildings, the “Hongcun Ancient Village Protection Plan” was formulated, which clarified the protection nature and protection objects of the ancient villages of Hongcun, and divided the protection level of ancient buildings. The corresponding protection measures have been formulated, and the key points for the protection of the Hongcun Ming and Qing Dwelling buildings are clearly defined: one is the feng shui village form composed of “water-building-environment”; the second is the typical traditional village and residential building features; The layout of the water system and private gardens; the fourth is the unique village and space environment landscape of Hongcun. The county government established a protection planning leading group. The relevant townships and villages established an ancient village protection organization and a civil protection organization. The county government promulgated and implemented the “Administrative Measures for the Protection of Xidi and Hongcun World Cultural Heritages in Jixian County” in the form of government orders. The non-renewable tourism resources in the territory shall be formulated in accordance with relevant laws and regulations to protect the regulations and village regulations. In the specific operation of protection management, there are rules to follow and protect according to law. In order to alleviate the reception pressure of the heritage, in addition to the protection of the surrounding Pingshan, Nanping and Guanyu ancient villages, the Tachuan and Mikeng ecological sightseeing areas, the Lushan Mudiaolou Scenic Area and the Longchiwan Farming Garden were also developed around Hongcun. Sai Jinhua's former residence and so on.
2. Protecting old and innovative, protecting old and innovative, on the basis of fully respecting rural history and national customs, fully respecting the local people's production methods and living habits, aiming at the urban tourists' requirements for material consumption and hygiene habits Improvement. For urban people, the countryside is their place of spiritual consumption and enjoyment, not the place to survive. The “old” here refers to the rural environment, folk customs, rural life, local characteristics and farming culture. In the planning, we should try our best to use local resources to strengthen the artistic features, and eliminate negative impressions to avoid low standards and vulgarization.
First, adhere to the style of rural settlements, and the patchwork has been made. As a large-scale entity of rural tourism landscape, the rural settlements are unique due to the characteristics of topography, local people's living habits, population, history and culture. Their location, shape, distribution characteristics, architectural layout, and individual architectural characteristics are all unique. The relatively stable style can give visitors a very strong visual impact. In the survey, we saw that the traditional rural settlements in the places of Cixiyan Village and Likeng were relatively well stored. The local government strengthened the protection and strict control of the surviving rural settlements to prevent the loss of its original ecological features. The building's volume specifications, color matching, architectural style, material, orientation, etc. are strictly regulated. Coordination plans should also be proposed for existing buildings, and the style, color, and patchwork should be unified as much as possible to form a pleasing overall image of the settlement.
The second is to use local materials and local crafts as much as possible, and adopt ecological buildings. In the Rainbow Bridge Scenic Spot in Wuyuan, developers try to choose the original or locally produced wood bamboo to fully integrate with the local rural environment. And adopt ecological engineering method, try to maintain the original ecology or create an excellent ecological environment. The establishment and construction of the walking trails make use of the existing mountain roads and fields.
The third is environmental remediation. What urban tourists want to enjoy is the life of “opening the door, modernizing the door, and modernizing the door”. The requirements for sanitation and safety are relatively high. Therefore, it is necessary to establish access conditions through planning, stipulate facilities and service requirements, and ensure the completeness of basic sanitation facilities. Clean and tidy, such as restrooms, showers, etc. must be complete, and fixed, regular cleaning, disinfection; to find ways to improve the sanitary conditions of the farm, handle the drainage system, garbage disposal system and other infrastructure, and must have anti-mosquito, anti-theft and other security Measures; control the health and hygiene of service personnel; introduce more standardized sanitary procedures. Xidi's family hotel is very representative. Juxiuyuan Hotel is a demonstration host of Huangshan City Farmhouse Tourism. The panel is rich in local Huizhou style, while the living and living facilities such as bedroom are modern.
The fourth is to prevent urbanization. Rural is the core and unique selling point of the overall promotion of rural tourism. With the continuous expansion of tourism scale and the deepening of development, the “rural” characteristics of rural tourism will be weakened, which will make its development face challenges. If the rural areas are heavily built, the traces of urbanization, commercialization, and artificialization will be lost, and the attraction to urban residents will be lost. In Likeng, the development focus is on the combination of facilities and attractions for rural tourism, and the construction of the site is not built. We see the original native architecture, the natural ecological landscape, and the Qingxi dynasty and the branches and flowers of the village. The rural scenery and the rural villagers and villagers have formed the concept that the natural ecological environment and the humanistic environment are the basis for the sustainable development of rural tourism resources and the valuable resources for the rural residents to become rich. Likeng’s “Shanli Renkelou” family hotel has a harmonious local atmosphere where tourists and villagers live together. During the interview, we deeply realized the simplicity and honesty of the villagers and their confidence and pride in making tourism rich.
Multi-marketing We found in the survey that the proportion of tourists choosing rural tourism from high to low is: enjoy nature, health, entertainment, experience rural life, and grow knowledge. The greater the difference between the natural and human environment in urban and rural areas, the greater the likelihood of attracting tourists. The development of rural tourism is the most taboo of artificial traces, but to give visitors a true natural and refreshing experience. In the humanistic environment, it is necessary to pay attention to whether there is a strong contrast with the urban environment, either quaint, affectionate and local, to satisfy the tourists' pursuit of the image of the soul in the depths of the soul, and sincere love for traditional culture; or novelty, Full of “native taste”, it has a very distinct and unique rural material remains and production lifestyle.
The source of rural tourism is generally from local or surrounding urban residents. From the current situation, potential tourists are still embarrassed. On the one hand, because they do not know much about rural tourism, or understand it, they are worried that rural tourism hygiene conditions are too poor or their characteristics are not prominent, and they lack sufficient attraction; On the one hand, because rural tourism has not yet formed scale, or because of inconvenient transportation, tourists are discouraged. Therefore, in addition to making efforts in highlighting thematic features, improving service quality, and strengthening health, it is indispensable to build brands, strengthen tourism image promotion and implement diversified marketing promotions.
1. Brands to build rural tourism must form an influence on the source market. Under the guidance of the local government, it is necessary to strengthen the exploration and packaging of the characteristics of the scenic spots and culture through unified planning and brand building. Each has its own characteristics and scale. . For example, Wuyuan’s “Great Hometown of the Great Man – Jiangwan”, “Ecological Home of Heaven and Man” – Xiaoqi”, “Huizhou First Village – Sixi Yancun”, “The Top Ten Most Attractive of China’s Top Ten” Famous towns - Xidi Hongcun, "China's Ming and Qing dynasty film and television city - mysterious Nanping", "magical Siamese ancient dwellings - Guan Yu", the "Huizhou merchants in ancient times - Yuliang" “棠樾牌坊群—Baojia Garden” belongs to the type of rural tourism with high taste and creativity, which reflects the development direction of urban and rural economic integration in China.
The excavation of local culture and local characteristics and the authenticity of the rural environment are the key to the sustainable development of rural tourism. Combine rural tourism with other tourism products such as eco-tourism and cultural tourism, and deeply explore the cultural connotation and resource characteristics of rural tourism products, enhance the attraction and competitiveness of products with characteristics, and rely on the leadership of the government and the power of the group to form scale effects and Create a brand to increase the tourist's revisit rate. In planning the “Shan Shui Gallery Xin’an River”, Jixian County highlights the theme of “ecological tour” and reflects the brand effect of “emblem culture, natural scenery and ancient villages”. The two sides present “alpine forest, Zhongshan tea, low fruit and water fish”. The three-dimensional ecological pattern, which contrasts with the ancient villages and ancient dwellings during the period, constitutes a wonderful picture of landscapes.
Tourism is an "eyeball" economy. To attract the attention of tourists, we must do everything possible to create a sensational effect. In 2001, Wuyuan rushed to the National Tourism Administration to review the first-class bus of the A-level scenic spot, and the evaluation became the first batch of 3A-level tourist areas in China. He then seized the opportunity of President Jiang Zemin's inspection of Wuyuan and took the opportunity to successfully develop the Jiangwan scenic spot and rapidly expanded the popularity of Wuyuan tourism. In recent years, during the Golden Week of “May 1st” and “National Day”, festivals such as “Folklore Exhibition Week”, “Folk Lights Tour” and “Wuyuan Style Campfire” were held to attract the guests from all directions to focus on the source. There was a burst of heat in the ground. Since 2003, the International Tourism Culture Festival, the Tea Culture Festival, and the Village Culture Festival have been successfully held to create a trend, to gather guests, to save money, to greatly expand the popularity, and to effectively shape the brand of the most beautiful country in China. .
Minxian County pays attention to the brand's preemptive shaping. In 1998, Jixian made a major decision to declare the world cultural heritage. In 1999, the county's power was used to include Xidi and Hongcun in the World Cultural Heritage, and then successfully declared two. The “National Insurance” unit of the village, the 4A-level scenic spot, the national famous tourist town, and the first batch of historical and cultural villages in China have quickly raised the popularity and reputation of the county.
2. The regional tourism and experience series products relying on large-scale scenic spots are often included in the large-scale scenic spots or relatively mature scenic spots in the tourism industry in the initial stage, relying on the popularity of large-scale scenic spots in marketing. In order to display the characteristics and provide primary services to start rural tourism, it will become a supporting role for scenic sightseeing. At present, rural tourism in the three counties is in the development stage. With the accumulation of product development and marketing experience, the importance of regional cooperation has gradually received attention.
With the strength of “China's most beautiful country”, Wuyuan is the leading product on the tourist gold lines around Huangshan, Lushan, Sanqingshan, Longhushan, Jingdezhen and Qiandaohu. It is called “the pearl on the Chinese boutique tourism route” by the tourism industry. In 2003, Wuyuan cooperated with several large travel agencies in Shenzhen to organize and plan the “Looking for Dreams” activity in Hong Kong, Guangdong and Macao. It carried out the “Zhejiang Hand in Hand”, “Wuyuan Village Over the Year” and “Self-driving Tour Source” "While large-scale tourism promotion activities, the organization participated in the tourism cooperation activities of the six provinces and cities of Jiangsu, Zhejiang, Anhui and Anhui, established the marketing network of the major source markets, and initially realized the connection between the tourism industry and "Changzhu". The Yangtze River Delta, the Pearl River Delta, and the Handan Triangle signed the "Joint Statement on Jointly Developing and Promoting Tourism Products in the Middle and Lower Reaches of the Yangtze River", and jointly established a new brand of ancient Huizhou rural tourism with cities and counties such as Jixi, Jude and Huangshan in Anhui.
Relying on the advantages of the two world brands of “World Heritage” and “Xiadu Taoyuan”, Jixian County has continuously increased the development of new products and optimized the structure from a single ancient village to the cultural tourism, rural ecology, celebrities’ former residences, etc. Diversified direction has changed, and a “World Heritage” tour of the stars has been launched to drive the “Xiadu Taoyuan” eco-tourism tour, which is a new way of driving self-driving tour and walking tour. At present, the inner ring line of “Huangshan-Xidi-Hongcun” has been opened to traffic, and Jixian County is strengthening and expanding the western tourism passage connecting Jiuhuashan, Jiu Niu and Taiping Lake, and actively integrating into the “two mountains and one lake” area. The tourism pattern has promoted the development of ecotourism resources in the northern mountainous areas of Jixian County.
3. The leading market tourism products are fixed and immovable in space. Visitors can only experience and appreciate the charm of tourism products through traffic displacement to the destination. In the development of rural tourism market, we must pay attention to the consumer psychology of seeking new and different tastes, innovating and surprisingly winning, and actively guiding the consumer demand.
In October 2005, the Jixian County Tourism Bureau aimed to release the pressure and experience the original local characteristics of the city, and take the initiative to attack and organize various tourist attractions to the big city to promote the "Chinese New Year in Taohuayuan". Tourism project. The County Tourism Bureau organizes various scenic spots during the Spring Festival to arrange a series of folk activities such as eating peaches, wrapping dumplings, writing Spring Festival couplets, resigning the ages, tying lanterns, worshiping ancestors, worshipping the New Year, and organizing local folk artists to perform. Local sings, folk songs and dances, folk weddings, etc. In order to let the people in the New Year enjoy the fun of the farmhouse, the County Tourism Bureau also instructs the farmer to let the tourists try to eat the pollution-free and pure farmhouse dishes - running chicken, knife-boiled, Laba tofu and fresh vegetables. In addition to the guests received by the farmer's piles, the self-driving clubs in some big cities have been in contact with the travel agencies and tourist attractions in Jixian County since the “Peach Blossoms have passed the New Year”. Called by the Hong Kong photography guru Jane Hing Fook as a "six-star hotel" in the Hongcun Village of Hongcun, Anhui Province, every day during the Spring Festival, guests from major cities in the Yangtze River Delta region call the reservation room to celebrate the New Year. During the Spring Festival, thousands of people from the city came to the rural areas of the county for the New Year, as well as guests from Hong Kong, Macao and Taiwan and Southeast Asian countries. The farmer's piles were very popular and achieved good market effects and economic benefits.
Second, the three major bottlenecks in the sustainable development of rural tourism
In the case of insufficient funds, we also found that the tourism infrastructure of tourism, sanitation and environmental protection facilities in the three places needs further investment. Due to the lack of capital investment, some scenic spots have the defects of small scale of operation and insufficient development. As a result, there are few participating tourism projects with similar tourism products, unclear characteristics and rich connotations, which restricts the sustainable development of rural tourism.
The contradiction between the protection of ancient villages and the modernization of peasant life The rise of rural tourism has brought some farmers a way to get rich. When farmers have money, they want to build houses in the idle land of the village or tear down old houses to build new houses. Due to the traditional concept of peasants, they are reluctant to settle down outside the village, which has led to the contradiction between the integrity protection of ancient villages and the pursuit of material modernization by villagers.
At present, the number of service personnel engaged in rural tourism is mostly local, and the level of education is low. Most practitioners lack basic knowledge of service, management and investment, and their operations and services are extremely blind. It is difficult for county and townships to introduce professional talents, and tourism management professionals are scarce and difficult to adapt to the needs of rapid and sustainable development of rural tourism.
Third, the enlightenment of the development of rural tourism in our city
If we divide tourism destinations into urban and rural areas by geographical differences, then rural tourism will be half of the tourism industry. Therefore, the prospect of focusing on rural tourism and the positive interaction between rural development and tourism development will be difficult to estimate. When developing rural tourism in our city, we should strengthen project demonstration and professional planning under the premise of government leadership, and choose to carry out in rural areas with good accessibility, attractive resources and guaranteed customers. The development of rural tourism should pay attention to the following contents: First, the unique rural folk culture as the soul, maintain the true color, highlight the characteristics, enhance the attractiveness of rural tourism, so as to improve the taste and richness of rural tourism; For the main business, it fully reflects the folk customs of “residing farmhouses, eating farmhouse meals, doing farm work, and enjoying farmhouse music”; third, the target market of rural tourism should be mainly positioned as neighboring urban residents, satisfying urbanites to enjoy rural scenery and returning to simplicity. The desire of folk custom; the fourth is to improve the rural tourism facilities, expand financing channels to attract more funds, vigorously develop transportation, communications and other infrastructure, and increase the coordination of environmental protection, accommodation, entertainment and entertainment facilities.
Yangzhou City to the 赣, 皖 rural tourism study tour
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