The following are four classic cases of rural tourism in China, Taiwan Province Province, France, the United States and Japan.
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Taomi Ecological Village in Taiwan Province Province
After the "92 1" earthquake, Taomi Village in Taiwan Province Province became a "Taomi Pit" with declining traditional agriculture, population outflow and abundant garbage. After discussion among Taomi government, academia, social organizations and community residents, it was decided to take "ecological Taomi village" as the direction of post-disaster reconstruction.
Successfully rebuilt their homes on the ruins, and Taomi Village completely turned over. After decades of efforts, Taomi Ecological Village has changed from a marginal community with chaotic environment and weak development to a local ecological model integrating organic agriculture, ecological conservation, cultural creativity and rural tourism.
The experience of Taomi Ecological Village can be summarized as two points:
(1) Taking the excavation of unique ecological resources as the basis for developing eco-tourism. Taomi Village is rich in ecological resources. There are 29 species of native frogs in Taiwan Province Province, 23 species of Taomi, 43 species of/kloc-0 in Taiwan Province Province and 49 species of Taomi.
But at first, the villagers did not approve of developing an ecological village with the theme of frogs, and even had some resistance. To this end, the New Hometown Cultural and Educational Foundation has set up a series of ecological courses for villagers, trained many "ecological commentators" and introduced frog protection knowledge. It is through a large number of training courses that the villagers gradually changed their ideas.
(2) Create a unique ecological IP "Frog * * * and China" to promote the development of derivative industries. With the help of the local government, Taomi villagers tap the resource potential, constantly publicize all kinds of frogs and colorful dragonflies, and design frogs into all kinds of cute cartoon images, which attract people's attention in rural areas.
At the same time, villagers are encouraged to make handicrafts with rural materials such as paper, cloth and stones, and Taomi Village will be quickly transformed from earthquake ruins into an insect ecological and cultural experience area. Taomi Ecological Village has extracted a unique cultural IP-"Frog and Country". In Taomi community, frog sculptures and totems can be seen everywhere, creating an ecological home for frogs through wetland parks and ecological pools in the courtyard of homestays.
In order to further extend the industrial development, in 20 14, Taiwan Province Province completed a very touching Peach Frog Source with Taomi as the prototype and the frog family looking for the Peach Blossom Garden as the story, using 3D film technology. As a result, the industry of Taomi community has changed from frog sightseeing, ecology and tourism to film and television media, and the industrial chain has been continuously extended, further expanding the economic benefits brought by the industry.
At present, one-fifth of the villagers in Taomi Village operate eco-tourism industry, while the traditional agriculture operated by other villagers has also appreciated due to eco-tourism. The first-class ecological environment and unique Taomi culture here attract people from the city to come here for sightseeing, vacation and leisure. According to incomplete statistics, the eco-tourism industry can bring nearly 30 million yuan in income to this village with a population of 1200.
02
Town of Grasse, France
The hometown of grass in France is a flower industry+romantic holiday resort. Grass, the perfume capital of France named after the novel perfume, is also synonymous with romance, elegance and laziness. A large number of tourists and perfume lovers come here. This small town of less than 50 square kilometers receives more than 2 million tourists every year.
The perfume industry here is developed, including the oldest perfume processing factory in Huagongna, and famous perfume processing factories such as Chanel, Maurines and Ma Jiali. It is also an important producer and raw material supplier of French perfume.
Rich festival activities and medieval old buildings are permeated with classical French customs. March Massage Festival, French Aromatherapy Exhibition; April Health Festival, Vinusia Beauty Salon; May International Rose Exhibition; National Music Festival in June; July Charm Guitar Festival and Drama Season; Jasmine Festival in August; September Grass Ecological Festival; 65438+ October Animal Husbandry International Exhibition; 65438+Christmas and New Year activities in February.
There are many flower fields scattered along the valley outside Grasse, with different flowering periods, so that the town can enjoy beautiful flowers all year round and become a fragrant garden city. The origin shopping experience and specially customized service laid the foundation for Glass to create a deep perfume experience route. The perfume museum and perfume factory have turned glass into a real perfume experience center.
The experience of glass town can be summarized as four points:
(1) Focus on research and development. Glass has become a global high-tech perfume research and development center, producing two-thirds of natural perfume in France. 55% of France's perfume industry is located in Grasse, and there are 70 companies related to the perfume industry, with an annual output value of 730 million euros.
(2) Global industry. The perfume industry has created 3,800 direct jobs and13,000 indirect jobs, accounting for about13 of the total population of Grasse. The market share accounts for 8% of the total output value of the global perfume industry, 70% of which are exported to the world, accounting for 38% of the global perfume exports.
(3) Deeply cultivate aromatic brands. Relying on local farms and agricultural resources, focusing on spice extraction technology, we will vigorously develop the spice industry, combine industrial development with urban construction, and gather the upstream and downstream resources of the whole industry chain, thus forming a synergistic effect of economies of scale and scope, forming a highly complementary ecological community and forming an industrial highland, which is world-famous.
(4) Shaping the image of origin. Introduce internationally renowned companies such as LVMH, Dior and Chanel to endorse their international image, and combine regional brands with product brands to form a strong image of origin.
03
Napa Valley, USA
Napa Valley, located 80 kilometers north of San Francisco, California, is the first world-class wine producing area in the United States. It consists of eight small towns. It is a narrow strip 35 miles long and 5 miles wide, with beautiful scenery and pleasant climate.
Napa Valley started traditional grape cultivation and wine-making in the middle of19th century, and now it has become a comprehensive rural leisure town cluster with wine tasting, catering, health preservation, sports, weddings, meetings, shopping and various entertainment facilities, which is famous for its wine culture and manor culture. It receives 5 million tourists from all over the world every year, and the economic benefits of tourism exceed 600 million US dollars, directly creating more than 20,000 local jobs.
The experience of Napa Valley can be summarized as four points:
(1) Pay attention to scientific application and cooperation with Industry-University-Research. The key to this stage of development lies in brand protection and product quality assurance: Napa's wine production itself pays attention to the application of science and technology and the cooperation of Industry-University-Research. The University of California, Davis, which ranks first in American agricultural technology, is located near Napa Valley. Many leading enterprises have made full use of this resource and cooperated with this school for a long time, and have been assisted by cutting-edge science and technology in grape planting and wine brewing. Napa has also become an important internship and employment place for its graduates.
(2) Control the grape yield and ensure the product quality. Napa wine merchants intend to control grape production to ensure product quality. It is stipulated that the grape yield per mu in the producing areas should not exceed 4 tons, and the annual output of 60% wineries in Napa is less than 5,000 boxes (1 box 12 bottles), which is much lower than that in the surrounding wine producing areas. Today, Napa Valley accounts for only 4% of California's wine production, but its output value accounts for one third.
(3) Legislation to protect brands and prevent brand abuse. At the initiative of local enterprises, Napa brand is protected by national legislation. In order to prevent the name of Napa Valley from being abused by wine merchants who do not brew Napa grapes, in 2000, Napa Valley successfully advocated American national legislation to formally implement AVA (American wine producing area system), stipulating that the basic condition for all wines using Napa Valley brand is that the grapes used must be produced in Napa Valley. Due to the protection and display of the brand, the value of Napa red wine has doubled.
(4) Actively participate in the wine tasting conference. The smell of wine is afraid of the depth of the alley. In order to gain brand awareness, Napa Valley actively participated in wine tasting. In the end, 1976, Cabernet Sauvignon and Chardonnay in Napa Valley defeated the famous Bordeaux winery in France and won the first prize of "Blind Product" in the Paris wine tasting. Since then, Napa Valley red wine has been unanimously recognized as a global quality wine brand.
04
Futian farm, Japan
Futian Farm in Hokkaido, Japan, located in Furano area, is one of the earliest flower fields in Hokkaido. The farm is planned to be 12 hectare, which is a private farm. At present, it has become the most famous flower field in Furano area and even Hokkaido. The planting in the garden has changed from lavender to as many as 150 kinds of flowers. Every year from April flower season to mid-June, 5438+ 10, tourists keep coming. The farm has facilities for making all kinds of flower products. Huatian has become a tourist hotspot in Hokkaido in recent years because of its vast area and bright colors.
The experience of Futian Farm can be summarized as follows:
(1) Give priority to flower sightseeing, and extend the flower industry chain from flower planting and flower sightseeing to processing and producing flower-related products, such as dried flowers, essential oils, perfumes, soaps, vanilla ice cream, etc., so as to enrich the connotation of tourism products in the park and fully tap the benefits of flower industry in the park.
(2) Staggered flowering period, different flowers are viewed in different periods according to the different flowering period of each flower, which prolongs the viewing time of flowering period in disguise; The combination of greenhouse and open air fills the gap of products outside flowering period.
(3) Free sightseeing, driving shopping consumption to rely on the landscape formed by large-scale industries, developing industrial sightseeing, entering the park free of charge during business hours, and making profits by processing and selling products related to flower planting, such as lavender soap, handmade flower products, lavender essential oil and perfume. Perfect farm planning and rich supporting facilities, providing rich shopping, leisure and exhibition facilities to facilitate shopping and consumption; Equipped with sightseeing trains to take tourists across the sea of flowers.