Moganshan B&B is now a leading industry supporting the economic development of mountainous areas, and its location Deqing County has also become a model of rural revitalization created by China's rural vacation tourism. Why can Moganshan B&B evolve into an industrial cluster, and what is the evolution process?
One
The spatial distribution of Moganshan B&B has evolved
-- From the initial point-like concentrated development to the balanced development of the whole town
In the past ten years, the number of homestays around Moganshan has increased year by year, and the spatial distribution range has been expanding. At present, a spatial development structure of homestay space with "Houwu - Xiantan - Liaoyuan - Laoling - Lanshukeng" centered on the surface core agglomeration area of Moganshan and multi-point agglomeration in remote villages has been formed in the adjacent villages of Moganshan Scenic Area.
How is this spatial structure formed? We have to start from the development process of Moganshan homestay industry.
1
Range of homestays in Moganshan
Moganshan is the residual vein of the Tianmu Mountain Range, located in Moganshan Town, Deqing County, Zhejiang, is a national 4A-level tourist scenic spot, a national scenic spot and a national forest park, with the Moganshan Management Bureau, which is directly under the jurisdiction of the Zhejiang Provincial Administration of Organ Affairs.
Moganshan Town covers an area of 185.77 square kilometers, and Moganshan Scenic Area is located in the center of Moganshan Town, bordering the seven administrative villages under the jurisdiction of the town. The Moganshan B&B we often say refers to the area around Moganshan that removes the scenic area, specifically including 18 administrative villages such as Liaoyuan and South Road.
2
Resources Moganshan Homestay development process utilization
The first stage - point development
In 2003, the number of tourists received by Moganshan Scenic Area began to increase year by year. The community of Houwu Village in the back mountains of Moganshan began to rise, mainly based on farmhouses where local people provided light meal services, and quickly developed into a farmhouse agglomeration area. This period can be seen as the starting point for tourism in the Moganshan region.
In 2005, the history, culture and ecological environment of Moganshan aroused the motivation of foreigners in the Yangtze River Delta region, and due to the advantages of policy and cost and the later agglomeration effect, in 2007, "Yangjiale" began to emerge such as "Yangjiale" or accommodation formats with foreign factor characteristics, and then the Chinese of the emerging middle class also emerged to operate rural hotels in Moganshan area.
Stage 2 – "Three-legged Standing"
Since 2011, the tourism reception in the Moganshan area has gradually developed in planning, and the concept of homestay has been widely used, covering various accommodation formats such as Moganshan farmhouse, foreign family and rural hotel.
At this time, the Moganshan Mountain formed a three-legged spatial distribution pattern of "Houwu - Xiantan - Laoling".
The third stage - the generation of agglomeration areas
In 2014, the concept of homestay was officially used by Deqing County, and the "Deqing County Homestay Management Measures (Trial)" was introduced, and homestay became a collective name for the reception industry space in the Moganshan area.
At this time, there is a spatial diffusion phenomenon of homestays, and homestays are distributed in various administrative villages, among which Xiantan Village, Liaoyuan, Laoling, Ziling, Miaoqian and Houwu villages adjacent to the Moganshan Scenic Area have a large number and more concentrated distribution, forming four small-scale homestay agglomeration areas with Houwu Village as the first-level core and Xiantan Lake, Laoling and Lanshukeng as the second-level core.
The fourth stage - the balanced development of homestays to the whole town
Until 2017, the overall average nearest neighbor distance of homestays decreased from 627.89 meters in 2011 to 85.76 meters, and the agglomeration degree of Huan Moganshan B&B changed from agglomeration to strong agglomeration, and the agglomeration degree showed the characteristics of rapid improvement.
So far, the homestays around Moganshan have formed a highly concentrated homestay spatial distribution adjacent to the village in the Moganshan Scenic Area, forming a face-like core agglomeration area around Moganshan with the village area of "Houwu - Xiantan - Liaoyuan - Laoling - Lanshukeng" as the core, and formed a number of point-like clusters of homestay area around the town.
Two
The structural form of Moganshan B&B grade
- Changed from pyramid to spindle size
The explosion of the number of Moganshan B&Bs began in 2014. This year, the number of Moganshan B&Bs increased by more than 100 per year, an increase of 136%. In 2016, the number of newly opened guesthouses reached 216.
This stems from the fact that in 2014, Deqing County issued the "Opinions on Comprehensively Promoting the Promotion and Development of Leisure Tourism in Nongyang Jiale (Draft for Comments)", and took the lead in issuing the country's first county-level local standards and specifications for country houses, which effectively promoted the rapid growth of Huanmoganshan B&Bs.
From the perspective of different grades of homestays, mid-range and low-end homestays have grown rapidly since 2013, of which low-end homestays have been the first of the three types of homestays in terms of number before 2016, and since 2017, the increase in low-end homestays has slowed down, and the number of mid-range homestays has increased rapidly and exceeded the total number of low-end homestays. The growth in the number of high-end guesthouses is relatively small, and it has shown a relatively obvious rapid growth trend since 2014.
At present, the homestays in the Moganshan area show a development from the pyramid pattern of higher level and smaller number to the spindle pattern, that is, the rapid increase of mid-range homestays, the elimination or transformation and upgrading of low-end homestays, the steady expansion of high-end, and the overall process is low speed but heavy quality.
Three
Three characteristics of Moganshan B&B space agglomeration
1
B&Bs tend to be low altitudes, gentle terrain, and agglomeration
Different grades of homestays are distributed in different altitudes and slopes.
Low-end and mid-range B&Bs are roughly evenly distributed in the range of 0-100m, 100-200m and 200-300m above sea level, and the lower the altitude slope, the more B&B clusters.
The agglomeration characteristics of high-end guesthouses are more significant in the altitude range of 100-200m and above 300m.
2
With Moganshan Scenic Area as the center,
The closer the distance, the more homestays gather
According to statistics, with Moganshan Scenic Area as the center, the number of homestays distributed within the 5KM area accounts for about 83% of the total number of homestays in Moganshan. FURTHER ANALYSIS SHOWS THAT THE NUMBER OF HOMESTAYS IS INCREASING FIRST AND THEN DECREASING WITHIN THE GEOGRAPHICAL RANGE OF 0-4KM FROM MOGANSHAN SCENIC AREA, AMONG WHICH THE NUMBER OF HOMESTAYS IN 1-2KM CIRCLE IS THE THE LARGEST.
Low-end homestays are mainly concentrated in the three circles of 0-1KM, 1-2KM and 4-5KM; High-end homestays are mainly distributed in 2-3KM and 3-4KM circles; Mid-range B&Bs are relatively evenly distributed in each circle.
The side reflects that different levels of homestays have different industrial function positioning and location selection preferences.
3
The homestay relies on traffic arteries and residential agglomerations
According to statistics, the average distance between Moganshan B&B and the highway traffic artery is 266.68m, and 88% of the B&Bs are located in the buffer range of 0.5KM of the road. The number of low-end, mid-range and high-end homestays located in this area accounted for 89%, 87.1% and 89.6% respectively, indicating that different levels of homestays have a strong dependence on transportation.
Let's look at the relationship between homestays and settlements. Taking the bandwidth of 46 settlements in Moganshan Town as a range of 0.5KM, the average distance between homestays and the nearest settlement center is 431.12m, and 78.98% of the homestays are located within 0.5KM. Among them, the proportion of low-end and mid-range homestays was 87.9% and 76.5%, and the proportion of high-end homestays was 57.1%. It shows that the higher the level of homestays, the less spatial dependence on settlements.
Four
How is the space of Huan Moganshan Homestay formed?
1
High-end B&Bs do not rely on the scenic source market
Typical brand boutique guesthouses around Moganshan, such as Xipo, Houwu Life, Original House, and Dale Wild, all show a location orientation that escapes from the public area, needs the original ecological environment, and tends to privatize natural comforts. In addition, high-end homestays have abundant space resources, a strong capital network, advanced management and design team, global cultural genes and strong social capital and hidden rights of owners.
Therefore, this type of homestay does not rely on core scenic spots, surrounding tourism resources and mass tourism market. Through the homestay owner, brand culture, lifestyle, attraction creation, marketing network and brand symbol reconstruction scale, they embed the homestay space into the larger spatial structure of Shanghai, Hangzhou, Zhejiang Province and even the Yangtze River Delta city cluster.
In 2015, Deqing County took the lead in launching the reform of collective operation construction land entering the market, and the "Drunken Qingfeng" homestay project in Xiantan Village became the first transaction of "farmland entering the market" in the country, effectively solving the policy dilemma of large-scale land use in high-end homestay villages.
Due to the support of policies and the advantages of high-end homestays themselves, in recent years, they tend to choose sites in marginal villages with weak development foundations.
2
Mid-range B&Bs have strong dependence on external aspects,
It is necessary to rely on tourism resources and scenic landscapes
Mid-range homestays are the main body of Huanmoganshan B&Bs, and it is also the main target of a large number of low-end B&Bs currently planned for upgrading and development. The proportion of local self-operated and foreign investment is similar, and most of them are "commercial homestays" in which the emerging middle class invests in entrepreneurship for secondary investment.
Mid-range homestays are quite different from other two types of homestays in terms of capital, space, management and even policies, showing the commonality of ordinary Chinese tourist guesthouses in the emerging stage.
First of all, compared with the new rental mode of high-end homestays, mid-range homestays are mainly based on rental renovation, and the limited renovation funds are mainly invested in the appearance and internal facilities of homestay buildings, and relatively little investment is invested in large-scale engineering technology innovation and large-scale landscape shaping.
At the same time, the experience value chain of tourists is the key to the development of mid-range homestay products, which is different from the low-end products of traditional farmhouse "bed + food" and the experience activities inside high-end homestays, so tourism resources and scenic landscapes need to be considered when selecting locations to make up for the landscape facilities and venue space problems of tourists experience activity products of mid-range homestays.
The activities of high-end homestays can include high-end mountain biking, equestrian sports, fireplace coffee, manor wine cellars, farm activities, etc. inside the homestay, while the activities of mid-range homestays are often Moganshan hiking, mountain camping, seasonal picking, etc. outside the homestay.
Secondly, due to certain capacity limitations, it is difficult for mid-range homestays to independently solve problems such as transportation, disasters, and sanitation in mountainous areas. At the same time, the mid-range homestays are mostly commercial homestays, which are typical tourism small enterprises, focusing on the problem of return on investment, so the external dependence is strong, and the site selection will fully consider the scale of the external community, environmental suitability and business environment, including land price, transportation accessibility, professional facilities, landscape resources, industrial network and other issues.
3
The emergence of low-end B&Bs
It is the birth of tourist gathering and forced tourism packages
Low-end homestays are mostly operated by locals, mainly renovating their own vacant houses, and mostly operating in the form of family side businesses, which are typical community homestays supporting tourism, so they have high requirements for tourist areas.
The first homestay (Shangri-La Farmhouse in Houwu Village) and the first homestay cluster area (Houwu Homestay Area) are located at the intersection of S304, the only road in the scenic area, Houwu Village, and the residential area of Houwu Village.
Compared with high-end and high-end homestays, the site selection process of low-end homestays is mainly the process of farmers choosing to use their own houses to operate sideline businesses, so the landscape and location factors are not active commercial use, but the gathering of tourists brought by the two types of factors forces the birth of the tourism supporting homestay industry.
Five
Characteristics of Moganshan B&B tourism industry cluster in different periods
The B&B is characterised by its small size, individuality and comprehensiveness. Its early preparation of small engineering volume and short time period, but also requires the design, construction and operation of various supporting production processes in the service industry, and each link highlights the characteristics of homestays, and the enterprises designed by these links form a new supply and demand chain with homestays as the market segment.
1
Early industrial cluster with Mogan Mountain View Market
It is strongly related to the management of government systems
Since 2013, with the increase in the number of investment and the development of industrial scale, various enterprises and institutions directly related to the preparation and operation of homestays have gradually emerged in Moganshan area, and gradually improved the formation of the homestay industry chain. The enterprises covered by the industry chain include financial financing, real estate brokerage, asset management, architectural planning, decoration design, building construction, infrastructure, engineering equipment, landscaping, association alliance, industry certification, cultural creativity, advertising and marketing, management consulting, brand operation, labor services, property management, technology services, online dealers, etc.
These enterprises closely focus on the production, operation and sales of the homestay chain core to carry out industrial division of labor, and are precisely distributed in all links of the homestay industry chain.
2
The industrial cluster is experienced with the lifestyle of a homestay
Expand for the core attraction
Since 2010, "Yangjiale" boutique homestays, represented by Naked Heart, French Mountain Residence, Xipo, Yuanshe, and Dale Wild, have become a new tourist attraction in Moganshan area by continuously tapping space resources and expanding their business scope. Homestays are no longer just a supporting tourism sector and a chain of accommodation in the tourism industry chain that relies on the development of Mogan Mountain Scenic Area.
By providing tourists with comprehensive organizational services of food, accommodation, travel, shopping and entertainment, the homestay has gradually separated from the core scenic spot of Moganshan and developed a kind of Moganshan leisure and vacation tourism with the lifestyle experience of homestay as the core attraction.
At this time, the Moganshan area formed a strategic relationship chain with homestay as the chain core, products and markets as the link, and relevant tourism enterprises and government agencies in the region through the link of capital, technology, knowledge and system to form a strategic relationship chain with value-added functions.
Six
Why can Moganshan Homestay form an industrial cluster?
1
Natural endowments and contingencies
Jointly play the creation of Moganshan B&B
(1) Moganshan's excellent ecological environment and historical human resources are the initial conditions for it to become the birthplace of homestays
At the end of the 19th century, relying on climate, environment and land resources and its location advantages adjacent to Shanghai and Hangzhou, Moganshan attracted Western colonialists, missionaries, doctors and elites of the later Republic of China society in Shanghai and Hangzhou, and opened the tourism development of Moganshan through large-scale construction of villas and other vacation facilities, becoming one of the four major summer resorts in China.
After the founding of New China, Moganshan continued the local characteristics of the summer resort. In the 1950s, provincial organs successively set up sanatoriums in Moganshan, further strengthening the characteristics of the local tourism industry of "summer escape" and "recuperation" in Moganshan.
The tourist facilities, tourist landscapes, exclusive culture of "summer recuperation" accumulated and preserved in these historical periods, and the environment of the rights system became important local unique assets that awakened the novelty of the homestay industry in the later period.
The social background of urban people yearning for rural life in the budding urbanization is an important condition for the development of Moganshan homestay cluster.
In 2003, farmhouse operation appeared in Houwu community, but due to the planned economy system and administrative management system, the administrative boundary and spatial isolation of Moganshan tourism were obvious, and a dual structure of "mountain" upgraded scenic spots (local governments and communities are difficult to participate) and "downhill" local communities was formed in the system.
Since 2000, the Yangtze River Delta urban agglomeration has entered the stage of rapid economic development and urbanization, but the Moganshan area has been limited by regional resources and environment, and has never been able to explore the suboptimal economic industry and development path, especially the "under the mountain" community has been trapped in a sluggish economic development dilemma for a long time. However, this dilemma has become an important attraction in the external Yangtze River Delta urban agglomeration to escape the urban social movement, and has become an important condition and driving force for urban people to enter Moganshan.
(2) The emergence of foreign family music has a certain degree of contingency
In 2002, Xia Yuqing, a Hangzhou media person, rented the Summer Palace villa in the Moganshan Scenic Area for 25,000 yuan a year, and the form of side business became the predecessor of Moganshan Homestay. In 2006, Mark Mark, a magazine editor in Shanghai, came to Moganshan Scenic Area to open The Lodge Cafe and used his Shanghai media connections to promote Moganshan, attracting foreign elites in Shanghai with similar interests. Among them, the South African Gao Tiancheng and the Frenchman Situfu were inspired by the café to develop the motivation of Moganshan sojourn and entrepreneurship. They chose to rent land and build houses in rural communities below the mountain, and created the first foreign home format in the region - Naked Heart Township and French Mountain Residence.
The Moganshan homestay industry from scratch is the initial environmental endowment of Moganshan itself's excellent location, climate, ecology and historical accumulation of local assets, coupled with the social background of urban people yearning for rural life at that time, which stimulated foreigners to start a business.
2
vicious competition brought about by the rapid growth of cluster economy,
Instead, the government has been forced to put forward a strategic plan to "improve quality and control quantity"
(1) The new format of Yangjiale has become the quality symbol of Moganshan Boutique B&B
Although before Yangjiale, there were also farmhouses that belonged to the homestay industry, but the local and industry recognized as the Moganshan homestay industry began in Naked Heart Township in 2007. In addition to being concerned and recorded by the New York Times and other media as a typical event, what is more important is that the novelty of Yangjiale has become the benchmark for early boutique guesthouses. These early boutique B&Bs have gradually become the quality endorsement of Moganshan B&B's emphasis on architectural design, emphasis on originality and cultural experience innovation, high pricing, and targeting the urban middle class such as Shanghai.
(2) The new homestay enterprise has shaped the development path of Moganshan homestay industry by copying the Yangjiale model
Yangjiara is a new form of economic industry for urban agglomerations and local communities in the dilemma of external urbanization and tourism development, attracting a large number of new homestay enterprises to enter the market with a first-mover advantage in the context of initial conditions and near-complete market. Through the imitation and selective copying of the standard of Yangjiale, a homestay agglomeration area with the same commercial characteristics and behavioral rules has gradually formed in the region.
As the leading enterprise, Yangjiale and early boutique homestays are an important source of creation and replication, Naked Valley advocates the protection of natural ecology and ancient buildings, excavation of local culture, innovation and high-end services, and new homestays are either directly imitated in terms of design, decoration, planning, and service, or find teams outside the district to carry out in-depth imitation learning and innovation exploration from the model and program. The new enterprise realizes the self-enhancement of the homestay industry through the genetic replication mechanism, derivation, learning and technical coordination, and shapes the development path of the homestay industry in Moganshan.
(3) The government continues to innovate the institutional environment required to cultivate homestay industry clusters
With the gradual emergence of the homestay industry agglomeration economy in the region, the government has begun to continuously carry out institutional innovation to cultivate the institutional environment required to adapt to the development of the homestay industry cluster, and strengthen the development path of the regional homestay industry with a systematic institutional network structure. For example, a number of boutique guesthouses such as French Mountain House are key foreign-funded projects of the Moganshan government's ecological investment promotion. During the construction of Naked Heart Valley, entrepreneurs cooperated with the local government to explore the first project in China to try point land supply, and the "Slope Village and Town" project has been implemented throughout Moganshan. The Deqing County Government took the lead in realizing the "separation of powers" system for rural homesteads to solve the problem of land and house property rights and interests in homestays.
In addition to the industrial system, the government promotes the development of the soft and hard environment of the cluster through infrastructure construction, landscape facility construction, the establishment of homestay associations to guide community participation, the holding of festivals, regional brand marketing, etc., and jointly shapes the path of regional homestay industry.
For example, in 2014, the Moganshan government began to set up a tourism office; construction of roads and mountain tunnels between homestay areas; Carry out landscape transformation of the central market town and set up homestay tourism signs; As well as carrying out centralized sewage rectification actions for homestays, rural household garbage classification actions, beautiful courtyards and beautiful rural construction, administrative village scenic spots, and beautiful large gardens in the whole area.
In terms of soft environment, the government has deeply docked the development of the homestay industry through the establishment of homestay associations; Introduce educational resources for school-enterprise cooperation to solve the problem of professional human resources in homestays; Leading a series of festivals to link the seasonal issues of the clustered market; Put forward the market strategy of "connecting Shanghai and Hangzhou", set up a tourism promotion liaison station in Shanghai for regional tourism brand marketing, etc.
(4) The homestay industry cluster extends to upstream and downstream enterprises related to homestay operation business
The increasing income of the homestay industry cluster and the network economy not only continue to promote the derivation of homestay enterprises, but also begin to guide the cluster to extend to the upstream and downstream enterprises of the homestay industry related to the homestay operation business, and these interrelated but in different industries constitute a regional specialized market.
(5) Fierce competition has forced the core homestay enterprises in the cluster to create a new industrial path, and the government has proposed a new strategy for development
As the number of marginal enterprises continues to increase, the rise in raw material and labor costs and the rapid increase in market supply bring about industrial competition, resulting in a significant decline in service quality and customer experience during this period, a decline in occupancy rates and prices, and vicious competition in low-grade community guesthouses.
In order to obtain sustainable competitive advantage and growth, the core homestay enterprises in the cluster conduct novel searches based on the tourism or other industries related to homestays, and find new path choices for the industry.
As a result, hotel management or cultural tourism group companies of Yangjiale and boutique homestays began to appear on a large scale in Moganshan; The new comprehensive tourism reception industry similar to homestays but more like a resort area has begun to appear, and the tourism industry that is also a renovation of old houses by homestay owners, but does not operate accommodation, but opens a tourism market.
At the same time, the government has also issued regulations successively, clearly stipulating the number of new beds that can be admitted to homestay projects in the area, and proposing the development strategy of "improving quality and controlling quantity" to regulate the development of Moganshan homestay cluster.
3
Homestay clusters gradually diverged and formed
Homestay as the dominant population, related
Symbiotic communities with obvious structural hierarchy of population symbiosis
During this period, not only the core enterprises in the cluster began to open up new paths, but also many new enterprises began to form new populations along the association of the homestay industry, creating a new path for regional development.
(1) Differentiated population growth paths gradually differentiated in the homestay cluster
The original community farmhouse has been upgraded to boutique homestays through its own upgrading, brand franchise or external overall leasing.
Boutique B&Bs with limited capital and network continue to develop tourism products derived from their own characteristics, focusing on special interests and customized markets through network and relationship marketing.
Yangjiale or boutique homestays with strong capital networks merge and expand individual homestays or create resorts or tourism complexes in the cluster, and break away from sideline homestays through company registration and transform into enterprise groups to obtain development advantages.
Differentiation eventually shapes the industrial community structure of heterogeneous homestay populations living in clusters.
(2) Homestay clusters attract related diversified tourism industry agglomerations
The attributes of Moganshan homestay industry itself and the externalities of homestay clusters formed by regional tourism facilities and market sharing, active institutional environment and entrepreneurial atmosphere, effective competition and demand for complementary tourism products, attract the spatial agglomeration of related sports outdoor, festival and exhibition, leisure agriculture, cultural creativity, tourism complex and other diversified tourism industries to form a multi-path creation of the homestay tourism industry, overcoming the inability of a single homestay industry to solve the short experience value chain of tourists. The problem of economic leakage in tourism.
For example, the outdoor cycling activities provided by boutique B&Bs, equestrian sports in Naked Heart Valley, and Land Rover adventure activities have gradually spawned professional sports enterprises and sports events in the cluster, and sports enterprises such as Discorvery Adventures Park, Jiuqi International Cycling Camp, and Hurun Shanhao Outdoor Development Base have gradually promoted the development of Moganshan sports industry agglomeration.
(3) The benign development of homestay clusters attracts well-known tourism brands to form a "rational bubble"
At the same time, as individual homestays evolve into high-threshold, large-scale and comprehensive industries, well-known tourism chain brands in resort areas such as Naked Heart, Gunanli, and Discovery have successively started businesses in the cluster, and with the help of the reputation of these group enterprises, Moganshan has further formed a "rational bubble" in the industrial circles outside the district.
The government implements the industrial selection system of "investment promotion" and "project demonstration", further improves the requirements of regional start-up enterprises from the perspectives of investors, investment amount, project innovation, etc., and focuses on introducing large-scale comprehensive tourism projects with international companies and capital.
(4) The homestay industry cluster promotes the marketization and enterpriseization of tourism in Moganshan
At the same time, on the basis of the homestay tourism cluster, the government further proposed the regional development strategy of building Moganshan International Tourism Resort, incorporated Moganshan Mountain Area into the scope of resort spatial planning through "mountain-up and mountain-down linkage", promoted the marketization and enterpriseization of all-round tourism, and gradually formed a "growth alliance" through the deep integration of "mountain" and "mountain", homestay and community, and government and enterprises. The management level and capital circulation drive Moganshan tourism resort to break through and intervene in the global capital circulation chain from the local scale, forming a symbiotic community with obvious structural level in which Moganshan currently takes homestays as the dominant population and related populations symbiotically.
Seven
epilogue
The formation of Moganshan homestay industry cluster is inevitable because it has three driving forces behind it:
1. After the high urbanization of the Yangtze River Delta urban agglomeration, the city yearns for a comfortable, relaxed, leisurely but poetic rural life.
2. The first batch of foreign homestays and boutique homestays have laid the foundation for the tonality and quality of Moganshan Homestays, and also echo the pursuit of quality of life of people in the Yangtze River Delta urban agglomeration. The emergence of this batch of homestays directly builds an international, high-end design and integrated nature comprehensive concept for Moganshan Homestay. Since most of the owners of this group of homestay are designers, media personnel and entrepreneurs, they directly improve the management level and management concept of the local homestay industry, and introduce more funds, technologies, resources and networks through their original professional advantages and networks, forming a benign learning and innovative environment atmosphere in the cluster.
3. Support from the local government. In terms of institutional regulations, hardware infrastructure, and soft environment, the Deqing government is the most important link in the formation of the Moganshan homestay industry cluster.