Develop rural tourism and contribute to common prosperity

Common prosperity is the essential stipulation and goal of socialism, and it is also the fundamental principle of socialism in our country. Achieving common prosperity is an important feature of Chinese-style modernization and is also the common expectation of the people. General Secretary Xi Jinping stressed that the promotion of common prosperity for all people must be placed in a more important position. In the 14th Five-Year Plan and the outline of long-term goals for 2035, which were deliberated and adopted by the National People's Congress in 2021, "all people take solid steps toward common prosperity" were listed as the main goals of economic and social development in the "14th Five-Year Plan" period.

As a traditional agricultural country, the countryside is the birthplace of the traditional civilization of the Chinese nation, and the rural peasants are the depression for realizing common prosperity, the key and difficult point for realizing the common prosperity of the whole people, and the most arduous and arduous task of promoting common prosperity in the new era is still in the countryside.

Rural tourism is the new normal of tourism development, its market demand is strong, the effect of enriching the people is outstanding, the development potential is huge, activating rural tourism is an important way to promote the high-quality development of tourism in the new era, promote rural revitalization, and help common prosperity, with tourism to drive rural revitalization, help create a common prosperity sample. Therefore, in comprehensively promoting rural revitalization, promoting bigger and stronger rural tourism "cake", giving play to the important driving role of rural tourism in promoting consumption, improving people's livelihood and promoting high-quality development, is of great significance for consolidating the results of poverty alleviation, building a well-off society in an all-round way, and ultimately achieving common prosperity.

Focus on "resource utilization", promote the industrialization of rural tourism, and lay the foundation for "common prosperity"

At present, the existing rural tourism in China is mainly concentrated in the development and utilization of traditional tourism resources such as pastoral scenery and rural houses, and the development and utilization of resources such as rural culture and traditional folklore is not enough. The types of rural tourism products are mainly concentrated in several main links such as eating, living and traveling, and there is a serious lack of products in the links of travel, purchase, entertainment, etc., and a complete tourism industry chain has not yet been formed, and the lack of integration of related industries in the upstream and downstream of rural tourism has affected the improvement of the comprehensive economic benefits of rural tourism. In the new era of comprehensively promoting rural revitalization, we must fully revitalize the resources of idle houses, land, history and culture in rural areas, especially the excavation and revitalization of tourism resources such as rural cultural relics, local architecture, rural culture, customs and customs. The resources that can be used in rural production, living materials, folk customs and other resources are transformed into tourism products with sightseeing, experience, vacation and leisure values, and a rural tourism product system with various themes such as rural vacation, forest recreation, pastoral sightseeing, folk customs experience, science education, leisure and health care has been developed. At the same time, relying on the advantages of rural resources, guide villagers to start businesses, extend the rural tourism industry chain, focus on cultivating rural tourism as a new growth point of the local tourism economy, develop the rural tourism industry chain and value chain of "green water and green mountains", looking for "happy hometown", tasting "farmhouse cuisine", learning "farming culture", purchasing "farmhouse products", and recalling the "wandering homesickness". In the collision of ancient and modern, the integration of cities and villages, and the synergy of protection and development, "agricultural products" have become "products", "resource advantages" have been transformed into "economic advantages", and the material and spiritual foundations of common prosperity have been continuously consolidated.

Focus on "product innovation", promote the diversification of rural tourism, and open up a situation of "common prosperity"

At this stage, China's rural tourism products mainly stay in the development of conventional leisure agriculture and sightseeing agricultural tourism projects such as sightseeing, picking, fishing, etc., most of the products are relatively single and similar, the homogenization trend is more serious, the regional and personalized characteristics are not prominent, and it is difficult to adapt to market competition and meet the deep-seated needs of tourists. Product innovation is the key to solving the problem of product homogenization. Deeply excavate the characteristics of the regional agricultural industry, regional culture, traditional skills and customs of the people, combine the beautiful natural environment and cultural characteristics of the rural area, on the basis of traditional rural leisure tourism and agricultural experience tourism, through art implantation, functional innovation, digital application and other means to combine rural tourism products with a variety of creativity, the idyllic scenery, agricultural products, rural residences, etc., to promote the diversification of rural tourism products, It has embarked on a road of enrichment that organically integrates agriculture, culture and tourism to help rural revitalization. At the same time, expand the development of new tourism methods such as conference and exhibition vacation, research and education, tourism and sports, health and wellness, combine rural tourism products with product development in tourism factories, agricultural and sideline products processing, medicine and health care, etc., effectively link industries at all levels, promote the organic integration of rural tourism with primary and secondary industries, and create a creative product based on pastoral tourism, based on agricultural experience, folklore experience, leisure and vacation tourism products, and featuring research and study, leisure and health tourism creative products. The rural tourism creative product system with market competitiveness and core attractiveness, supplemented by rural folk festivals and industrial tourism products, forms a brand system of industrial integration linkage, drives the comprehensive development of ornamental cash crops planting, vegetables, melon and fruit consumption, poultry and livestock consumption, catering and accommodation reception, folk culture consumption, and the development of rural tourism directly or indirectly drives the upgrading of rural consumption, greatly improves the processing value of agriculture and agricultural and sideline products, and then opens a good situation of "common prosperity".

Focus on "standardized operation", promote the standardization of rural tourism, and form a joint force of "common prosperity"

Due to the lack of funds and talents, most rural tourism development has a large degree of spontaneity and blindness, at the same time, due to the weak supervision of rural tourism management departments, the lack of regular assessment and elimination, many resident hotels, catering shops and other projects without a license to operate the phenomenon is more common, rural tourism standardization, standardization, poor brand, the overall service quality is low, affecting the sustainable development of rural tourism. Therefore, the government should speed up the formulation of a relatively complete system of access standards for characteristic tourism villages, and appropriately raise the threshold of access, which should include the service standards of tourist resorts and tourist attractions and folk reception households, the technical standards, management standards, work standards of characteristic industries, environmental protection standards for rural tourism development and development, technical standards for ecological restoration, development and design standards, and benefit evaluation standards. At the same time, the government in the management process to formulate relevant incentive policies, strengthen the guidance and supervision of rural tourism product development process, and the existing tourist villages to carry out statistical inspections, ban the illegal development of rural tourism and tourism products do not meet the standards of the main body, for the legal to test the superiority of their facilities and the development potential of the product, the results of the investigation as the basis for the next year's key support or strict control, scientific guidance and reasonable constraints at the same time, encourage the improvement of rural tourism product quality, standardize the behavior of operators, Ensure the service level of rural tourism products. In addition, it is also necessary to formulate and improve rules and regulations on ecological protection, resource allocation and competition order, so as to coordinate the main body of rural management and realize the rational use of limited resources in rural areas, promote the standardization of rural tourism, and form a joint force of "common prosperity".

Focus on "scale development", promote the agglomeration of rural tourism, and achieve the goal of "common prosperity"

Due to the relatively weak brand awareness of operators, most of China's rural tourism resources and funds have not formed an effective synergy, and rural tourism generally has problems such as small scale, disorderly development, and chaotic management, and is in a situation of "small", "scattered" and "miscellaneous". How to build rural tourism agglomeration areas and form a scale development is of great importance to improving the competitiveness of rural tourism, promoting the innovation of rural tourism industry, and improving the progress capacity and development quality of rural tourism. It is necessary to rely on key scenic spots, around towns, etc., to combine rural tourism with the development of other tourism resources and tourist attractions in the region, through infrastructure construction, investment policy support, service facilities and environmental optimization and other measures, coordinate and integrate various types of funds and projects, expand and extend the rural tourism industry chain, and with the help of the attraction of existing tourist attractions, strive for tourist sources, and actively guide rural tourism from dotted dispersion to regional agglomeration development, increase scale effects, and drive regional economic development. For example, in the surrounding areas of key scenic spots, supporting the development of rural tourism projects such as country clubs, manors, sightseeing scenic spots, hot springs, outdoor sports areas, natural exploration areas, mountain adventure areas, self-driving camps, campsites, ancient blocks, ancient villages, etc., forming a pattern of resource sharing, complementary advantages and common development. Secondly, it is necessary to innovate the mechanism, rely on the model of village consortium, integrate resources to develop in groups, enhance the endogenous power of village development, make the development of rural tourism from "fighting alone" to "shaking fingers into fists", and achieve the goal of "common prosperity" through the agglomeration development of "taking the strong with the weak, holding the group to develop, sharing resources, and win-win cooperation".

On the new journey of comprehensively building a socialist modern country, we should excavate the endowment of rural tourism resources, innovate rural tourism products, improve the quality of rural tourism development, stimulate the radiation of rural tourism, deeply cultivate the foundation of common prosperity in vigorously developing rural tourism, crack the constraints of common prosperity, release the "acceleration" of promoting common prosperity, meet the material and spiritual needs of the broader masses of the people, and continuously enhance the people's sense of gain, happiness, and security, so that the background of common prosperity is more sufficient, the foundation is thicker, and the future can be expected. (The author is Hunan Normal University, Wang Zhaofeng, Shao Haiqin)

[Editor-in-Charge: Zhang Di]

[Source: New Hunan Client]