Keywords: rural tourism, economic development, path
In developed countries, sightseeing, vacation and rural tourism constitute three important sectors, showing a tripartite confrontation. Driven by market demand, rural tourism in China is booming all over the country.
Rural tourism is a tourism activity that combines rural customs, customs and scenery related to rural areas and farming to attract tourists for leisure, sightseeing, experience and study. It includes traditional rural tourism and modern rural tourism.
Rural tourism is developed with the development of social economy, the improvement of people's living standards and the formation of vacation system. It is a cross-cutting industry with strong cultural, natural interest and outstanding agricultural and rural characteristics to meet people's spiritual and material enjoyment. It has multiple functions such as economy, society, education, entertainment, health care, culture and environmental protection. It is to use agricultural resources reasonably and effectively at present and in the future, optimize agricultural structure, improve agricultural benefits and increase farmers' income. At the same time, it is also an important part of narrowing the gap between urban and rural areas and building a harmonious society.
First, the characteristics and significance of rural tourism and the main problems existing in our county.
(A) the characteristics of rural tourism
1, rich local flavor and peasant style. This is the charm of attracting citizens. Today, with the rapid development of urbanization, there are more high-rise buildings, narrower streets, less green space, polluted environment, increased population, hectic pace of life and reduced living space. Limited urban parks and scenic spots are overcrowded on holidays, which can no longer meet people's psychological needs for leisure travel. There is an urgent need to find new tourist space in the countryside, appreciate the rural scenery, enjoy the rural taste, and realize the desire to return to nature, cultivate sentiment and recuperate.
2, the charge is fair and the price is low. Rural tourism attracts mainly urban wage earners, who have money, but not much. The low charge of "farmhouse music" makes the public happy to accept it.
3. Travel is convenient and flexible, and timeshare can be adopted. People in cities have leisure, but leisure is not continuous. Since 1995, China has introduced the "weekend" system; In 2000, the "Golden Week" system was implemented. At present, the legal holiday of Suzhou Jinshanyuan Hotel in China has reached 1 14 days, which is about 1/3 of the whole year. But this kind of vacation is discontinuous. With the concept of "rest is for better work" and "work is for better leisure" deeply rooted in people's hearts, with the increase and extension of holidays, with the rise of paid holidays and incentive tourism, convenient and flexible travel forms that can be used for timesharing will surely become more and more popular. And "farmhouse music" can just make up for this demand because there are many urban-rural junctions.
4, since the housing business, can be rebuilt or renovated according to business needs. At present, China's rural tourism is still in the primary stage, and has not yet formed a large-scale corporate management model. Most of them are based on one household, and the business area and content are more convenient and flexible. For example, increase artificial landscapes and entertainment facilities.
5. Strong seasonality. Due to the change of seasons and farming time, sightseeing agriculture and rural tourism often show strong seasonality. Such as flower viewing and fruit picking.
(B) the significance of rural tourism
Rural tourism is a new growth point of rural economic development, an important field to expand agricultural economy, and an important measure to efficiently and deeply develop agricultural landscape, settlement landscape, rural cultural landscape and rural pastoral landscape. Give consideration to the functions of agricultural production, rural landscape and landscape shaping, sightseeing, leisure and holiday, expand rural tourism, transform the countryside into an important leisure and entertainment place, and promote rural civilization and progress.
The development of rural landscape resources should mainly include rural landscape planning and design, rural recreation system construction, sightseeing agricultural resources development and rural leisure industry development. Specifically, the development of rural tourism has the following practical values:
1. Absorb rural surplus labor and increase rural income. Rural tourism provides new employment opportunities for farmers in the form of "leaving the land without leaving home". Sujiawei Scenic Spot in Heyuan City, Guangdong Province, since rural tourism was launched in 2000, the per capita annual income of local farmers has increased from 1000 yuan in that year to 3,000 yuan. Rural tourism has enabled farmers who have been cared for by God for generations to enjoy economic and social achievements and embark on the road to becoming rich.
2. Adjust and optimize the rural industrial structure. The rise of rural tourism has opened up a new economic growth point in rural areas, which can fully and effectively develop and utilize agricultural resources and adjust and optimize the agricultural structure: First, it has transferred some rural surplus labor. Rural tourism urges farmers to make use of the existing spatial resources and green resources in rural areas, develop the tertiary industry on the spot and broaden the channels for labor transfer; Second, the increase in farmers' income has stimulated economic growth; The third is to protect and improve the agricultural ecological environment, create a good rural landscape, and improve people's quality of life and environmental quality. Rural tourism is a new attempt to extend traditional agriculture and a new utilization of agricultural natural resources.
3. Accelerate the process of urban-rural integration. Rural tourism is the intersection of urban and rural cultures. The consumers of rural tourism are urban working class, and they are the main carriers of modern culture and urban spiritual civilization. Rural tourism will deepen mutual understanding and recognition between urban and rural areas, expand the sales market of agricultural products, promote the development of related industries and expand employment.
4. Promote the development of rural culture. Rural tourism has built a bridge between urban and rural cultural exchanges. Urban residents feel the style of rural life and spread urban civilization in rural tourism activities. Farmers have broadened their horizons in the practice of tourism services and learned advanced management concepts and lifestyles.
5. Promote the development of tourism. Rural tourism is a new form of modern tourism, which enriches the content of tourism and has irreplaceable functions and functions. Let tourists know about agricultural production activities, experience farmers' life, enjoy agricultural achievements and popularize basic agricultural knowledge. It has opened up new tourist space and fields, and made tourists enter the world of "agriculture"-Kunshan Hanting Hotel Chain (Bailu Middle Road Store), so as to alleviate the phenomenon of overcrowding in urban tourist destinations and promote the vigorous development of modern tourism.
6. Promote the development of related industries. Tourism activities include eating, living, traveling, shopping and entertainment, which optimizes and supplements the rural economic structure dominated by agriculture and promotes the development of related industries.
(C) the main problems in the development of rural tourism
Because of its late start, rural tourism has the characteristics of extensive management, low service level and level, backward service design, single and rough industrial type, excessive dependence on tourist attractions, family harvest activities and traditional festivals, and low economic benefits. At present, the main problems are:
1, lack of correct understanding and unclear development ideas.
In the process of developing rural tourism, people from all walks of life do not fully understand the connotation, characteristics and nature of rural tourism. Some places are not sure about the resource advantages of rural tourism, the procedures for attaching importance to rural tourism are not enough, and the leading consciousness is not strong, which fails to form a systematic concept of rural tourism development. Its performance is that the management concept of agricultural products is outdated and backward, and the government's role is not in place, so it can't completely stand on the height of new rural construction. It regards rural tourism as a strategic measure to effectively solve the "three rural issues" and realize the coordinated development of urban and rural areas, and lacks strong support for rural tourism operators.
2, lack of scientific planning, follow suit and imitate from abroad.
Some areas are eager to develop the economy, lack of scientific overall planning, and rush headlong into headlong action, resulting in unreasonable tourism layout and similar functions, which can not realize the effective integration of tourism resources in the region and the great potential of rural tourism can not be effectively exerted; Some farmers are eager to get rich. They don't do market research and investment analysis, nor do product planning and design. They just use the existing farmland, orchards, pastures and farms to develop tourism. The market positioning is not clear, they only use the original value of resources, but can not create the renewable value of resources. The development level is low and the product taste is not high. As a result, the Inner Mongolia Hotel in Yuan Ye gradually declined and closed down. Due to the lack of planning, the development of rural tourism in various places often presents the scene of "eight immortals crossing the sea and showing their magical powers", which makes tourists feel "aesthetic fatigue" and "weak agricultural flavor". In fact, sightseeing agriculture and rural tourism must pay attention to the characteristic development of "farmhouse music", highlight "farmhouse flavor", embody colorful local culture, simple folk customs and bleak farmhouse life, and avoid vicious competition.
3, the policy is not easy to reach the designated position, and the supervision measures are weak.
Although it is the consensus of the central and local governments to promote the development of agriculture, rural areas and farmers through tourism, the relevant supporting policies and measures are still imperfect or even blank, such as preferential policies for investment and development, protection policies, tax policies, credit policies, economic support policies, and policies for encouraging and attracting foreign investment, which need to be promulgated and improved. The lag or blank of these supporting policies and measures has seriously restricted the rapid development of rural tourism. At the same time, regulatory measures are also weak. At present, the administrative departments of rural tourism are mainly agricultural departments and tourism departments, and there is a problem of difficult coordination between them, which makes tourism supervision appear "hanging in the middle" In addition, because rural tourism is in a "small", "scattered" and "miscellaneous" situation, it is difficult for rural tourism management departments to form a central role and the supervision is weak. Many tourism projects are open and closed at will, and it is common for residents' hotels and restaurants to operate without a license. Some farmers have been in business for many years and seldom pay taxes. Some governments do not attach importance to tourism projects, track and manage them infrequently, and lack regular evaluation and elimination, which leads to low overall service quality of rural tourism.
4. Lack of product features and brand building.
At present, rural tourism activities mainly stay in routine projects such as sightseeing, picking, fishing and "farmhouse" dinner. The products are single and similar, and the homogenization trend of rural tourism products and services around the country is serious, lacking fine products and highlights, resulting in a low rate of tourists revisiting. Some activities such as "farmhouse music" and "folk tourism" are similar in content, lacking in experience and leisure projects, cultural connotation, regional and personalized characteristics, and it is difficult to meet the deep-seated needs of tourists, resulting in short stay time for tourists and restrained consumption expenditure.
5. The service facilities are backward and the management is rough.
Because of the lack of planning, many scenic spots do not have relevant supporting facilities and equipment. Some scenic spots have uneven roads, narrow roads and poor accessibility; In some scenic spots, the appearance of the villagers is backward, the furnishings in the houses are outdated, and the hygiene and accommodation conditions are daunting, which makes tourists feel that they are guilty of spending money. In addition, there is a lack of professionals and irregular management. Rural residents are the main operators of rural tourism. They have formed the habit of being free and loose in their long-term production activities, and because they have not received professional training, they have poor awareness of tourism service, low service quality and simple and extensive management process. As the competent department, the tourism management department is also generally short of expert management talents. The existing managers do not know enough about the theoretical and practical research of rural tourism, often act according to experience, and lack a deep understanding of the characteristics and laws of rural tourism management, which affects the healthy development of rural tourism.
6. Lack of industrial chain and low comprehensive benefits.
The existing types of rural tourism products are mainly food, shelter and behavior, while the products in transportation, shopping and entertainment are still blank or seriously lacking, and a complete tourism industry chain has not been formed. The lack of integration of upstream and downstream related industries in rural tourism can not further produce more extended products and services, which affects the improvement of comprehensive economic benefits of rural tourism.
In addition, the deterioration of ecological environment, cultural variation and rising prices have also had some negative effects on the development of rural tourism.
Second, explore the development path of rural tourism
(1) Strengthen planning guidance and pay attention to orderly development.
Doing a good job in tourism planning is the guarantee of successful development and an important measure to prevent the destruction of resources and environment. Therefore, a rural tourism resources development coordination group composed of tourism planning, environmental protection, construction, agriculture and other departments should be established to strengthen the theoretical research on rural tourism, and at the same time, relevant experts, scholars and planners in rural tourism should be hired to prepare rural tourism development plans to guide and coordinate the development of rural tourism resources. In the overall planning, we should seriously investigate the geological resources, biological resources and various resources related to environmental quality in the tourist area. The related construction of tourist areas must be developed in a hierarchical, moderate and orderly manner. Strictly control the construction of service facilities from the ecological point of view, advocate natural landscape and folk culture, and reflect the beauty of nature and humanity. It is forbidden to transfer projects that stimulate economic growth such as high investment, high pollution and high consumption to rural tourism. At the same time, "the smell of wine is also afraid of the deep alley." Party committees, governments and tourism authorities at all levels should increase publicity on rural tourism, expand their influence and attract more tourists; Rural tourism can be made into feature films and widely publicized in the news media.
(B) standardize the guiding concept and set the threshold for development.
1, standard guiding concept. Guiding concept refers to the goals and concepts that should be established when developing rural tourism, including at least two aspects: First, the accurate definition and interpretation of the concept of "rural tourism". The second is to publicize the purpose, value and significance of this activity, which is the development concept.
The term "rural tourism" was put forward in the Resolution of the Central Committee on Promoting the Construction of a New Socialist Countryside. The National Tourism Administration designated 2006 as the Year of Rural Tourism. The so-called rural tourism refers to tourism activities based on rural natural resources and human resources. This is a spatial concept relative to urban tourism, and all rural tourism activities except scenic spots, golf courses and large holiday facilities are included in the concept of rural tourism. This definition has two meanings: first, this is a kind of tourism activity with rural resources as the attraction, and the main body of tourism is citizens, not farmers; At the same time, you need to have six elements: food, shelter, transportation, shopping and entertainment. On the second level, taking tourism as a link to shift consumption hotspots not only meets the psychological needs of citizens for novelty, novelty and knowledge, but also naturally promotes urban-rural exchanges, thus achieving the goal of the city feeding back the countryside. Therefore, we should integrate the concepts of rural areas, agriculture and farmers' tourism into rural tourism to standardize audio-visual.
Based on the understanding of the concept of rural tourism, the development concept should aim at improving the total agricultural economy, solving rural employment and creating harmony between urban and rural areas, instead of shifting the finger of occupying land resources from cities to rural areas or leasing a piece of land to build a sanatorium for enterprises under the pretext of developing rural tourism; Or build your own back garden.
2. Set the threshold for development.
From the perspective of economics, rural tourism is an economic activity formed by the spatial displacement of tourists, which has certain laws. The development of rural tourism is resource-based and market-oriented. China has a vast rural area and rich resources, but not all villages are suitable for developing rural tourism. It is necessary to develop moderately according to local conditions. Rushing headlong into a herd and blossoming everywhere will inevitably lead to repeated construction and waste of resources. Setting the threshold can effectively prevent blindly following the trend and avoid redundant construction.
(3) Increase the content of activities and innovate the management system.
1, add activity. At present, the content of rural tourism activities in our county is single and modular. The monotonous and repetitive activities did not achieve the purpose of communication and consumption. On the contrary, many citizens were disappointed or even disgusted, and the revisiting rate of rural tourists dropped rapidly. Rural tourism activities should focus on the local resource base and tourists' needs, focusing on "Three Parents" and Dalian Aviation Hotel. Get to know each other: let tourists know about agricultural and forestry science and technology knowledge, local history and culture, folk customs, social changes, family changes and so on. Pro-tour: organize and guide tourists to participate in farming activities, folk festivals, rural sports, rural entertainment, etc. Among them, homemade farm dishes are especially popular with female tourists. Affection: treat tourists as a member of the family, pair up with them, chat with the family and have fun with them.
2. Innovative management system. The biggest misunderstanding of rural tourism in China lies in the emphasis on development rather than management, or the complete separation of development and management, which makes rural tourist spots form an embarrassing situation of poor management, giving up halfway after development or lacking scientific management. Rural tourism management is the whole process of a behavior, and the most important thing of development is management, in which the improvement of management system involves the overall situation.
(1) It is suggested that a leading group for rural tourism should be set up in combination with the construction of new countryside, with the leaders in charge as the leader and relevant departments such as agricultural office, tourism, agriculture, forestry and fishery, industry and commerce, taxation, fire protection and environmental protection participating. Guide the coordinated and orderly development of rural tourism in this region, formulate rural tourism policy norms, and improve management systems and measures. Under the office, engaged in practical management. The office is located in the tourism department, which is conducive to marketing and standardized management. Tourism associations can be divided into rural tourism associations for business training and guidance.
(2) Rural tourism cooperatives should be established in villages with ten households, and those with less than ten households can be combined with neighboring villages to form cooperatives, joint-stock systems or rural collective ownership. In the form of a company, the village committee must have representatives to participate in it, have independent legal personality and enjoy preferential policies related to agriculture, such as enjoying low-interest agricultural loans, uniformly handling industrial and commercial tax registration, standardizing the management of business households, coordinating the distribution of interests between business households and non-business households, and determining the scope of use of village-level public resources. Outside the cooperative, a village and rural tourism branch should be established, which is responsible for business guidance, marketing promotion and business information management, and accepts the leadership of the city and county rural tourism associations.
(3) Village-level country clubs or tourism service centers are the operating entities of village rural tourism cooperatives, and are responsible for the organization and distribution of tourists. They can use public houses and public facilities in the village to receive small meetings, arrange large-scale tourism, sports, competitions and entertainment activities in the village, and coordinate and organize the sales of local agricultural and sideline products. The profits obtained are mainly used for environmental transformation, public facilities construction and the development of collective economy in the village.
The establishment of leading groups, cooperatives and clubs does not need to expand the establishment and increase administrative personnel. At the same time, the multiple relationships of management, business and management are straightened out, and the unclear ownership of the industry or the power struggle between departments are avoided, which is conducive to the steady and rapid development of rural tourism in China.
(D) the use of "agricultural flavor" advantage, multi-linkage development
Party committees and governments at all levels and tourism authorities should make full use of special resources such as transportation, scenic spots, pastoral scenery, religious culture, etc., develop "farmhouse music" series products and packages, and highlight rural folk culture. Let rural tourism go out of its own characteristic road and play its own characteristic brand. In addition, because most farmers who operate rural tourism are "single-handed", their strength is weak, and it is difficult to meet the diversified and multi-level needs of the market. In order to deeply explore the tourism value of rural elements, enhance the attraction of rural tourism and promote the upgrading of rural tourism products, it is necessary to introduce diversified development models, strengthen product marketing planning and design unique selling points. For example, convenient transportation and clean environment are the basic requirements for developing "farmhouse music". It is a good way to ensure that tourists have "foundation" and "content" and combine the development of "farmhouse music" with the ongoing "demonstration and renovation of thousands of villages" project.