In the cold dew season, the sun sets in the west, and the more than 1,000-meter-long Minjiang Beach in Houguan Village, Shangjie Town, Minhou County, Fuzhou City is lit up with lights and music. The beach, canopy, market, Jiangxian store, and the Houguan Ancient Street, the Town God's Temple, the snail girl, the Millennium Town National Treasure Pagoda, etc. under the hazy moonlight, interweave together to become a new "Internet celebrity" cultural tourism brand in our province. The marquis stayed at night.

Pitch a tent on the beach by the river, barbecue, camp, buy some trendy items, and awaken some childhood memories; make a starry sky quicksand vase with your own hands, drink a cup of freshly ground coffee, and watch an outdoor show Movies; gathering a few friends for a long-awaited bonfire party and listening to a niche concert? The atmosphere is instantly filled. With the help of a drone's perspective from the air, the night of the marquis under the activation of the camping economy presents a uniquely charming landscape.

Since it is close to the urban area and Fuzhou University Town, every summer and autumn, there is an endless stream of tourists coming to Houguan Night Tour. On many websites, you can see a lot of "travel guides" and "check-in recommendations" about Hou Guan.

The development potential of Houguan Village soon attracted teachers and students from Fujian Jiangxia University, which is also located in the university town.

? We need to find the right cultural positioning to make the tourism elements here more complete and enhance tourism consumption capabilities. ?Excavate historical allusions and use music creation and other forms to tell the story of Hou Guan culture to the outside world. ?Recently, Fujian Jiangxia University organized a research team of relevant professional teachers to carry out cultural tourism research pairing activities in Houguan Village. Teachers, students and village cadres sat face to face and conducted a "brainstorming" to discuss and exchange ideas on how to promote cultural creativity to empower rural revitalization and create a unique "Houguan Culture" business card.

Houguan Village is located on the west bank of the Minjiang River. It was the administrative center of Houguan County more than 1,300 years ago. It retains a large number of cultural monuments, including the City God Temple, Hanzhen General Min Temple, Zhenguobao Pagoda, and Longtai. Cultural relics such as the stone pagoda ruins have produced historical celebrities such as Lin Zexu, Shen Baozhen, Yan Fu, and Lin Juemin. In 2019, Houguan Village was included in the first batch of Fujian Province Place Name Cultural Heritage Millennium Ancient Towns (Ancient Villages) list, becoming the only ancient village in Fuzhou City on the list.

?Yebo Houguan is our new attempt to explore cultural creativity to empower rural revitalization. Wang Guozhi, secretary of the Party Committee of Houguan Village, told reporters that in the context of the prevention and control of the new coronavirus epidemic, travel around Fuzhou and suburban travel have become increasingly popular in recent years. Houguan Village, which has a millennium of "Houguan Culture", is only half an hour's drive from downtown Fuzhou, and has obvious location advantages. It is also within the scope of half-hour delivery services such as Yonghui and Pupu, and can meet the diverse needs of tourists in terms of catering and leisure businesses.

Teachers and students from Jiangxia University who participated in the activity were divided into groups to conduct on-the-spot investigations into the Houguan Village Integrity Education Base, Town God’s Temple, Zhenguo Pagoda, Luonv Temple, Camping Industry Base and Binjiang Beach Park, etc., to learn more about Houguan Village The current situation of rural cultural tourism planning and protection of "Houguan Culture".

On the other side of the beach in Houguan Village, a nearly kilometer long Houguan Ancient Street has completed facade renovation and internal renovation. The Houguan Edition? South integrates cultural creativity, commerce, leisure and entertainment. Backstreet? Ready to come. The well-preserved ancient dwellings of the Ming and Qing Dynasties in the street add a sense of purity and ancient charm to the surrounding Shangshi, Zhongshi and Xiashi. Walking along the Houguan North Road built along the riverside, you will see a series of scattered houses along the river. , the sequence is laid out among the distant mountains and beautiful waters. In Houguan Village, the streets are long, deep, quiet, and peaceful. The winding Min River flows slowly by the village, wiping away the traces of the millennium-old village.

To cultivate the cultural roots of Houguan and promote cultural creativity to empower rural revitalization is the goal we share with Houguan Ancient Village. Relying on the advantages of five majors including animation, art design, cultural industry management, industrial design, and landscape architecture, we work together with the Houguan Village to excavate the millennium Houguan culture, sort out the cultural context, develop cultural and creative products, and shape the cultural tourism brand. Develop digital communication practices, provide one-stop services for the transformation, dissemination, and marketing of rural characteristic culture, and innovate the development model of rural cultural tourism served by universities. ?Pan Xujun, Secretary of the Party Committee of the School of Design and Creativity of Fujian Jiangxia University said.

In recent months, with the advancement of Fuzhou City's "Two Rivers and Four Banks" and Minhou County's "University Town Quality Improvement Action", Houguan Village has become the scientific and technological innovation section of "Two Rivers and Four Banks". An important node in the cultural display section, the "Houguan Culture" business card is shining brightly. ?We also hope to strengthen in-depth cooperation with universities, explore and reshape the millennium Houguan culture, and actively promote the in-depth integration of history, culture and tourism, thereby driving the development of local B&Bs, tourism and leisure shopping, and attracting more citizens to experience Houguan Camping+ Scenic spots? Camping + study? Camping + outdoor development?. ?Wang Guozhi said.

It is understood that the scientific research team of teachers from the School of Design and Creativity of Fujian Jiangxia University has started curriculum design and cultural tourism planning with the "Huguan cultural" resources as the core and the "thousand-year-old ancient village" Houguan Village as the direct carrier. , heritage protection, economic development, cultural communication and other related topics planning and research.

Focusing on the word "kuai" to achieve practical results, we established an off-campus practice base for students to conduct research and practice on the development of cultural and creative products, and designed and launched a number of cultural products such as IP images of historical celebrities, agricultural product packaging, tourist souvenirs, animations, illustrations; at the same time, in "man" We have worked hard on the word "Houguan Culture" to deeply explore the characteristics of "Houguan Culture", focusing on continuous creation around Houguan celebrities and historical relics, ancient Jindu culture, intangible cultural heritage, etc., and promote "Houguan Culture" through videos, wall paintings, etc. Together with communication, we will build historical and cultural districts to help local economic development.

Chen Minhui, deputy secretary of the Party Committee of Fujian Jiangxia University, who led the investigation, said that the "Houguan culture" has a rich historical heritage and diverse resource endowments. He hopes that through the construction of the school's location, the "Houguan" culture will be Culture introduces teaching and research, curriculum construction, student practice, graduation thesis (design) and other links, focusing on promoting the innovative development of the millennium official culture, and promoting the integration of the school and the local area for mutual benefit and win-win results.

(Reporter Guo Bin text/picture)