▲Image source | Internet
In recent years, rural tourism has been deeply loved by urban citizens. Peripheral tours, weekend tours, and farmhouses have generally blossomed across the country and have also become an important part of the cultural tourism industry.
While rural tourism continues to become popular, it is also easy to fall into the dilemma of "one side of a thousand villages" due to insufficient planning and connotation. It is difficult to impress people with the same rural tourism, and it is easy to lose its vitality in the long run, and it cannot meet the growing diversified and differentiated needs of tourists. It is necessary to actively explore and establish a smart rural management mechanism to improve the degree of organization of rural tourism, realize "one village, one scene", and transform rural advantages into economic advantages and development advantages.
01
What is rural culture
Hidden in the cultural connotation of deep history
Behind the name of the village, there is a person or a thing; the architectural pattern of the village is the survival state of thousands of years of living by the best; the form of the settlement comes from a noble clan or a period of history; and the feng shui of the village contains the wisdom of the ancestors.
It is reflected in the unique way of life of the villagers
Folk customs and folk customs - "100 miles of different winds, 10 miles of different customs".
Eating habits - the differences between the north and the south environment and ethnic customs form different eating habits.
Labor mode - the principle of nomadic herding in grass, fishing by the water, farming in the principle of flat, and hunting in the deep mountains.
02
How to refine rural culture
Learn about the basic makeup of rural culture
The regional environment and natural resources determine which production methods the villagers adopt to obtain the materials needed for survival from the natural world, determine the way of life of the villagers, and determine the landscape of the village.
It is the difference in regional roots that makes the differences in production methods, lifestyles and rural landscapes between villages, which is reflected in the authenticity and uniqueness of rural culture. Therefore, to explore the beautiful rural culture, we should first start from the three aspects of rural villagers' production methods, lifestyles and rural landscapes, and understand the regional environment where the countryside is located, so as to better choose the cultural attributes that meet the requirements and create a rural cultural brand.
Choose cultural symbols that are recognizable
For local residents, the countryside is a living environment and a mark of life. For tourists, the perception of a village is more of a cultural cognition, and if you want to understand the story of a village, you need to have an identity with the local culture in order to truly integrate and perceive this culture.
Therefore, the reshaping of local culture needs to refine a cultural symbol that allows villagers to identify with and tourists perceive, which comes from life and is higher than life, it may be a local building material, a national totem, or a living material...... In the future, this cultural symbol will be applied to the rural system such as the landscape environment, traffic guidance, architectural form, cultural performance, and product packaging of the village, and become a symbol or image of the village.
▲Image source | Internet
03
How rural culture can be used for tourism development
Rural culture covers all aspects of the production and life of villagers, and in the process of tourism development and planning, the rural natural ecological culture and folk culture should be refined, the performance theme of rural natural ecological culture and folk culture should be determined, and the rural culture should be amplified around the theme to form a rural brand image.
The original scenery is preserved
Rural landscape includes the regional natural features, rural settlement forms, acquired farmland landscapes and other contents formed by the regional environment, which is the embodiment of the original culture of villagers and nature living in harmony and the unity of nature and man, and is also one of the important nodes of rural tourism development.
In the protection and development of rural landscapes, in addition to improving the basic road transportation and other basic facilities, the most important thing is to pay attention to refining the elements of the rural area, restoring the local style of the countryside, retaining the original rural scenery, retaining the original feeling, retaining the historical context, and retaining the taste of the countryside.
▲Image source | Internet
Return to the original feelings
The "nostalgia" that lingers in the hearts of many people is actually a memory and a childhood feeling for people who are far away from their hometown. Therefore, in the development of rural tourism, it is necessary to integrate the original memory of urban customers to the countryside, and the rural activities of childhood arouse a sense of belonging of tourists in rural tourism.
Rural lifestyle and production mode are the nodes that can best reflect rural culture, the display carrier of rural culture, and the most direct manifestation of tourists' perception of a countryside. Therefore, the integration of culture can participate in the construction of rural tourism in the form of rural farming activity experience, rural farming technology display, rural folk customs activity experience, etc., and become an experience for tourists to feel the countryside and find childhood memories.
Restore the original taste
Rural agricultural products are the direct carrier of the most authentic taste of the countryside, and they are also the most direct industrial and economic problems involving the villagers. In rural tourism, people often put forward the content of "paying attention to farmers, paying attention to rural areas, and paying attention to farmland", which will solve the problem of farmers' reemployment, the allocation and characteristics of rural tourism elements, and the construction of the core farmland landscape of rural tourism, but ignore the development of agricultural products and the integration of rural culture.
The cultural packaging and marketing of agricultural and sideline products is the process of infiltration and amplification of rural culture, and the cultural packaging and marketing of agricultural and sideline products not only realizes the promotion of product value, but also spreads the local culture through tourists and enhances the market influence of the countryside. Only products with temperature, cultural packaging, and purposeful marketing can truly realize "memories that can be taken away". Therefore, it is necessary to turn agricultural products into gifts, enhance economic value, turn commodities into memories, carry out emotional marketing, and integrate culture into agriculture to increase product connotation.
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Craftsmanship passed down to perfection
China's rural culture is an important part of Chinese culture. It is the source of Chinese culture, and it is also the spiritual sustenance and wisdom crystallization of the Chinese nation to reproduce and develop, and the innovative development on the basis of its protection and inheritance is very important for the development of rural tourism.
Culture is the soul of rural tourism, and rural culture is not ethereal and uncapturable, it has its regional foundation for survival and development. Excavating rural culture requires careful exploration to refine the authenticity and uniqueness of the countryside. It is necessary to focus more on the formation and development of rural culture, expand the area by points, and integrate the excavated rural culture into the rural production mode, lifestyle and rural landscape through the protection of the original ecological rural landscape, rural production mode, lifestyle experience, etc.
▲Image source | Internet
Leisure agriculture and rural tourism is a complex of industrial economy and experience economy, we should grasp the policy opportunities of rural development, give full play to the development function of various cultural resources in rural areas, vigorously develop rural cultural industries, guide the upgrading of consumer demand, and actively explore new paths for cultural industries to empower rural revitalization, so as to realize agriculture-oriented and township-oriented, and comprehensively promote rural revitalization.