Rural operation is essentially a characteristic lifestyle based on the ecological environment and idyllic scenery that is different from the city.
But in fact, after many of our rural tourism projects are built, they often fall into a misunderstanding that is difficult to get out of at the operational level.
Below, let's talk about the five major misunderstandings that rural tourism projects often encounter.
01
Lack of systematic thinking, no overall planning
Without a plan, just like fighting a war without a battle plan, it will inevitably lead to a disorderly state, which will affect the scientific layout, operation and management, and increase the efficiency and income.
Pay attention to the role of scientific planning, draw a blueprint with heart, and invite those planning and design teams that have both theoretical level and practical experience, and can also form a relationship of interest with the development of the project for long-term cooperation, form a phased development plan, and implement it in an orderly manner.
In the same way, the introduction of business formats should be scientific and the overall layout should be carried out. The introduction of business formats can not be arbitrary, but should start from the theme positioning, and carry out personalized and customized introduction. Without thematic positioning, the overall layout is impossible. The format and the theme should be interdependent, the format supports the continuous growth of the theme, and the theme leads the continuous enrichment of the format. The introduction of business formats is not always better. There can be no homogeneous competition between business formats and business formats, but functional complementarity is required. In the absence of an overall layout, we must not rush to "pull Lang match" for the sake of opening and display.
For example, Taipingshan Village, Shangyu District, Shaoxing, Zhejiang, has a history of more than 2,000 years, but it has not been able to find a path for development for a long time. After the operation team entered, they found that although the village is remote, it is very suitable for leisure and health. At the end of the Eastern Han Dynasty, the famous Taoist theorist Yu Ji once made alchemy here and wrote the Taiping Sutra. At the same time, there is a local health care Chinese medicinal material Huangjing. The operation team positioned it as "Xianyin Taiping", and transferred land to plant and process yellow essence, and developed a series of "Xianyang" products. In this way, the environment, resources, history, culture, supporting facilities, etc. are connected together, which seems to be unhurried and orderly, and soon forms a system with internal development logic.
02
It does not attach importance to the development of characteristic agricultural industries
Rural tourism has indeed explored the new value of the countryside and found a new development path for the countryside. But on the other hand, we also need to realize that there are very few villages that can really rely on tourism to achieve revitalization. The practice of blindly developing tourism in villages is likely to leave a mess that cannot be ended in the end.
What is the countryside? It is the field of peasants' production and life. Although the functions of the countryside have been greatly expanded to the extent that they are not known today, the most basic and important function of the countryside is still the supply of agricultural products, no matter when and where. There is no substitute for this, and there is no transfer. Even in villages that have the conditions to develop tourism, operators must fully consider how to use activities, traffic and facilities to empower the development of the agricultural industry.
For rural tourism, only by integrating into the development of agricultural industry can it obtain permanent and intrinsic power. Without the foundation of the agricultural industry, no matter how lively tourism is, I am afraid that it will not be able to take root and blossom.
03
Indigenous peoples are not regarded as important interest associations
Some rural tourism formats, its architectural design is well done, the layout of the format is also very thoughtful, the historical and cultural connotation is also rich, and even the transportation location has advantages, but the disadvantage is that for a certain purpose or development convenience, the aborigines have been moved out, leaving only a retro or antique building with its empty surface and exquisite decoration.
There are also some places to develop rural tourism, the ancient villages, ancient cities with walls enclosed, to make a gate to collect tickets, seemingly for the sake of profits, but in fact lost long-term interests, how can the countryside be framed by walls?
Without the existence of aborigines, without popularity, and lack of the breath of life, how can people experience the taste of the countryside when they come here? Even if they come, they will pass by in a hurry, and they will not leave a deep impression, let alone revisit, which cannot but be said to be a kind of failure of short-sightedness.
The response is to bring back the indigenous people and make them a part of the rural tourism industry, and to remove the gates so that tourists can come in freely, come in more, and make more profits through other means, and obtain long-term benefits.
For example, Sujia Ideal Village belongs to Jiangning District, Nanjing, which is the first characteristic cultural and creative town in the Yangtze River Delta region, and is located in Jiangning Demonstration Zone, a beautiful village in the western part of Jiangning District. As one of the key projects built by the Nanjing Municipal Government, Sujia Cultural and Creative Town has been highly valued by provincial and municipal leaders for its uniqueness, the whole town covers an area of 7.6 square kilometers, and the township companion Sujia is located in the core area of development.
However, in the construction of Sujia Cultural and Creative Town, there are two core problems: the separation of construction and operation in the context of the collective fiction of village communities presented by the operation mode of urbanization, and the problem of farmers losing their rights and interests to participate in rural development. The Sujia family proposed the introduction of market-oriented operation, with the theme of "Star Ideal Village", with cultural and creative as the engine, and the one-time overall implantation of the rural leisure upgrade format, which not only attracts urban elites to return to their hometowns to start businesses and build cultural and creative blocks, but also sets up a villager commune to retain the secondary retrospective participation of the original villagers' public life. Villagers can organize various activities in the commune to find the countryside and talk about the past.
04
Too much reliance on the government, lack of a trinity to build
Who is the main body and who has the final say in the operation and construction of rural tourism is a commonplace topic. Rural construction is mainly invested by the government, which requires the standardization and standardization of construction projects, so it is often the government that makes the decision; the development and operation of rural tourism is a business behavior, which requires the market to be oriented, so it is more necessary for farmers to actively participate.
It is a pity that we have seen too much entrepreneurship and innovation in the operation of rural tourism, and some themes and concepts lack market appeal and personality characteristics, and it is obvious that they can only circulate in the administrative system.
So, how can we enable the peasants to move from sitting idly by and watching to working with all their might? Rural work has proven time and again that only through the linkage of interests can the peasants be truly mobilized. The first level is to introduce foreign capital, form a joint venture with the village collective, and form an operating entity, so as to achieve guaranteed dividends, which will increase year by year, so that farmers feel that it is profitable. The second level is to increase efforts to attract village sages, villagers, and local college students to return to their hometowns to invest in entrepreneurship and bundle interests. The third level is to mobilize all the village people to raise funds and participate in the investment and development of the business format, so that the interests are related to everyone.
Rural operations are inevitably the resources and assets of farmers, and farmers' demands for interests are not only simple but also direct. Therefore, regardless of feelings, reason, and law, we should deeply bind the interests of farmers with rural operations, fundamentally stimulate their enthusiasm for participation, and truly shape them into the main body.
05
It is difficult to achieve market-oriented operation by despising the transformation of consumption
When it comes to the creation of tourism culture, it generally pays attention to the excavation of traditional culture and tries to find the connotation of history. In fact, if you can work on the modern cultural and entertainment system, it can also produce a huge attraction. In this regard, it is necessary to make full use of various local cultural talents, such as poetry, calligraphy, painting, singing, dancing and other aspects.
For example, in Xucun, Quzhou, Zhejiang, Xucun used to be a typical "shell village", with no pillar industries in the village and only more than 20,000 yuan in the village's collective economy. In recent years, Xucun Village has made full use of the geographical advantages of suburban villages and the natural environment advantages of "clear water, green shore and beautiful scenery", and through environmental remediation, it has successively built Xiuxi verandah, leisure beach, Xucun lawn and other landscapes, and developed the rural tourism industry in full swing.
With the strong support of the Changshan County Party Committee and the county government, Hangzhou Dakuai Cultural and Creative Co., Ltd., the organizer of the largest music festival in Zhejiang Province "IP" West Lake Music Festival, came to Changshan, and after many inspections, the company decided to hold the first music festival of the music festival in Xucun Village in 2021, receiving 12,000 tourists in only 2 days, an increase of 5 times compared with usual, and the village collective operating income reached 220,000 yuan. As of the beginning of November, all the two-day tickets priced at 399 yuan on various platforms have been sold out, and the daily revenue of 5 homestays around the big lawn is expected to exceed 10,000 yuan during the music festival, driving more than 20 villagers to increase their daily income by an average of 4,000 yuan. Coupled with the cost of renting out the site in the village as a parking lot, the village collective economy is expected to increase by about 200,000 yuan.