Under the boom of rural cultural tourism development, government departments or corporate investors are becoming more and more aware of the extremely important role of operation: without operation, there will be no rural cultural tourism development. However, in the field of rural cultural tourism, and even in the entire cultural tourism industry, the scarcity of operational resources has almost become a shortcoming factor restricting the development of the industry.
Every village is different. The starting point of the operation of rural cultural tourism is to rediscover and show the value of rural diversity. A good comprehensive solution for cultural tourism and rural revitalization based on operation must be a plan with systematic thinking, which can touch the endogenous economic, cultural and living systems of the countryside through cultural tourism, and strive to solve the related problems of the countryside about cultural inheritance, industrial cultivation, ecological restoration, resource circulation, and interest mechanism.
Under the guidance of systematic thinking, when we look at Yuanjia Village, we should not only see its thriving snack street, but also understand the construction of the rural economic organization behind it. The following 5 classic cases have successful experience in rural operation:
1. Yuanjia Village, Shaanxi
From 2007 to 2024, Yuanjiacun has gone through 17 years, but it still occupies a place in the map of China's rural cultural tourism. This can't help but lead people to think: the popularity of Yuanjia Village may be a microcosm of Shaanxi's regional cultural consumption identity, but why can Yuanjia Village still maintain growth in the red sea of rural cultural tourism lined with many "folk villages"?
It is understood that Yuanjiacun adopts the participation model of "all the people are soldiers", and behind the cooperative is the "philosophy of profit concession" of "mutual consultation and win-win". "Farmers' cooperatives" is a major feature of Yuanjiacun's operation model, which follows the operating logic of "market first, then cooperatives". "It is very difficult to get farmers to willingly take money out of their pockets, and the premise is to let farmers see the real benefits of "real money". "On the basis of discovering, cultivating and supporting excellent projects, Yuanjia Village has established farmer cooperatives, including yogurt cooperatives, vermicelli cooperatives, vinegar cooperatives, oil cooperatives, etc.
For example, the entire snack street is a cooperative. On the same street, twist and vermicelli have become "Internet celebrity snacks", but some snacks are bleak, the reason may not be that the business ability of the merchants is not good, but that the product itself is not attractive enough, and its products are an indispensable part of the entire Guanzhong folk customs. At the same time, because this part of the merchants also have shares in the good business, they can also enjoy the dividends of their profits, which will not make the villagers "compete for red eyes", how to coordinate the interests of the villagers is a more exciting scene behind the prosperity of Yuanjia Village.
Yuanjia Village is a model of benefiting "common prosperity" through the "collective economy" - here, the development of the rural cultural tourism industry is not an individual and spontaneous behavior of farmers, but a kind of "community" with community participation and a condensed "farmer spirit".
2. Ningxia Yellow River Suji
At that time, the relatively intact village of Zhongwei had almost disappeared, and this forgotten village was said to have been unexpectedly preserved many years ago after the villagers were relocated due to the fact that the newly built water conservancy was flooded by the Yellow River. When the team arrived in the village, there was only one family left in the village. According to the original rammed earth architectural style of the local area, the Yellow River Suji restored the architectural style of the original local ancient village, and used the entire ancient village building as the basis for the homestay cluster, which promoted the recovery of the surrounding local culture and the restoration of the original rural ecology.
The entire "Yellow River Suji" project, plus the cost of land acquisition, has invested nearly 117 million yuan in total, of which one-third is the civil engineering part, two-thirds is the soft and hard decoration part, and the investment standard is close to 10,000 yuan/m². More than 90% of the employees of the "Yellow River Suji" project are recruited locally. The villagers harvest a stable and good income, the tourists experience the most localized services, and the operators can also devote more energy to the polishing of the product, such a triangular balance relationship, from beginning to end every rural resort product must follow the truth.
Today's "Xihe Suji" not only introduces accommodation brands such as Xiaowan, Yuanbai, and Xiwai Campground, but also has Mohesha SPA, Reading Library Bookstore, Shiye Mountain Table Restaurant and other formats, constantly enriching various formats and new product play. As one of the most distinctive business cards of the tourist destination in the north, the "Yellow River Suji" has created new possibilities for tourism in the Ningxia area, and also changed the tourism status quo of the lack of high-end cultural tourism products in the north of the country and the direct closure of business in winter.
3, Jiangsu Murakami Changyangli
Located in Miaotou Village, Pingwang Town, Wujiang, Suzhou City, Murakami Changyangli is a rural complex transformed from rural houses, where there is snow falling in the east, backed by Changyang, with gourds inside, superior natural texture and ecological environment, it is an important node of the "China Jiangcun" Rural Revitalization Demonstration Zone, and is also the "Rural Memory" space of the Pingwang Grand Canal Cultural Belt, and was selected as the second batch of pilot units for the construction of characteristic pastoral villages in Suzhou.
Through the transformation of 22 farmer houses, the Murakami Changyangli project has created a rural complex including the Township Neighborhood Center, Murakami Life Home, Murakami Market, Specialty Sauce Workshop & Scenery Store, Plant Cafe, Rice Field Restaurant, Bistro, Parent-Child B&B Group, Theme B&B Group, Wild Luxury B&B Group, Youth Hostel and various life cultural and creative studios, Tian Meimei Vegetable Garden, Outdoor Expansion Lawn, Rice Field Swimming Pool and other spaces. A shopping mall in the countryside of Joy.
Ten themed formats, including: Neighborhood Center, Murakami Life Home, Chusheng Leather Goods Cafe, Chusheng Homestay, Luyang Hefeng Bistro, G318 Youth Hostel, Rice Field Restaurant, Gonghe Kitchen, Gonghe Xiaozhu and other formats were unveiled one by one. A rural complex full of rural atmosphere and extreme scenes, symbiosis with the native village is quietly blooming.
5. Jijiadun Village, Jiangsu
Jijiadun Village is located in the south of Jinxi Town, the whole village is composed of two natural villages, with an area of 1.2 square kilometers. There are 12 villager groups with a total population of 1,033 people. Jijiadun does not belong to the ancient village in the traditional sense, the village was built in the eighties and nineties, and the building itself has no characteristics, no resource endowment, serious hollowing, and is facing relocation. In the case of young people leaving, if it is to be systematically renovated to make it a high-quality cultural tourism destination, so as to drive the surrounding area to rejuvenate and continue to grow? First of all, the professional team settled in Jijiadun to bring the possibility of the subsequent development and economic revival of the village.
Based on the beautiful pastoral scenery of Jijiadun and the resource endowment of water towns in the south of the Yangtze River, the relevant team has carried out a reasonable positioning of Jijiadun Village through the integration and reuse of rural collective assets and the implantation of rural tourism supporting industries. Attract enterprises to settle in the countryside and piece together the building blocks scattered in the countryside, so that the vitality of the residents is stimulated, the hollow villages facing decline are enriched, the cultural and creative industries are settled, and the new villagers bring vitality. Obtain government resources through comprehensive capabilities, build a balanced business format with characteristic services, and integrate "investment + development + operation".
With strong community planning capabilities and professional implementation capabilities, we can quickly enter the village, deliver quickly, and quickly form a star effect. Gather a variety of business formats, attract a large number of people, and form a multi-party win-win scale effect. As a result, the big IP of "Ideal Village" was also established.
Brief summary:
Rural revitalization will change from "rural construction" to an era of equal emphasis on "rural construction and rural operation", and even the proportion of "rural operation" will continue to increase in the future. It is necessary to use the rural revitalization 3.0 operation model to promote the upgrading from beautiful villages to harmonious villages, and realize co-construction, sharing and common prosperity. Through the construction of the rural revitalization demonstration belt, the comprehensive development path of rural revitalization + integration and innovation of agriculture, culture and tourism will be realized. Turn resources into assets, assets into life, transform rural tourism products into a new experience of pastoral lifestyle, and create a new pastoral lifestyle resonance from the shell to the content!
For local governments that want to develop rural cultural tourism and rural cultural tourism operating institutions that can accompany them all the time, to achieve this goal, at least the following problems need to be systematically solved:
- Whole village planning and design
- Construction of local cultural space
- Introduction of rural cultural tourism formats
- Renovation of rural cultural tourism buildings
- Upgrading of local agricultural products
- A new villager plan that focuses on the introduction of the rural cultural tourism industry population
- Focusing on the construction of the operation system for the introduction of rural cultural tourism and vacation population
On the basis of paying full attention to the local characteristics of a village, the value identification, resource utilization, industrial introduction and co-creation, sharing and symbiosis of the new and old villagers are solved, and a good rural cultural tourism operation can be established and long-lasting.