Keywords: rural tourism, economic development, path
In the developed countries of tourism, sightseeing tourism, vacation tourism, rural tourism constitute three important plates, in a three-legged situation. China's rural tourism in the market demand driven by the vigorous rise in all parts of the country, booming.
Rural tourism is to the rural area and agricultural related terroir, scenery, customs, landscape combination of rural style as an attraction, attracting tourists to leisure, sightseeing, experience and learning tourism activities. It includes traditional rural tourism and modern rural tourism.
Rural tourism is with the development of social and economic development, people's living standards and the formation of the vacation system and the development, is to meet the people's spiritual and material enjoyment and open up a strong culture, nature interest is very strong, agriculture and rural characteristics are very prominent in a cross-cutting industries, with economic, social, educational, recreational, health, cultural and environmental protection of multiple functions, is the current and future Reasonable and effective use of agricultural resources, optimize the agricultural structure, improve agricultural efficiency, increase farmers' income, expand employment, strengthen urban-rural exchanges, and promote the development of rural areas and modernization of an important way; at the same time, it is also to narrow the gap between urban and rural areas, and build an important part of a harmonious society.
First, the characteristics of rural tourism, the significance of the county and the main problems that currently exist in our county
(a) the characteristics of rural tourism
1, a strong rural atmosphere and farm style. This is the charm of attracting the public. In the rapid development of urbanization today, the city high-rise buildings, narrow streets, reduced green space, environmental pollution, population increase, the pace of life is tense and busy, living space is shrinking. Holiday in the limited city parks and scenic areas are overcrowded, has been unable to meet the psychological needs of people for leisure and tourism, the urgent need to the countryside in the countryside to find a new tourist space, to appreciate the rural landscape, enjoy the countryside, to realize the desire to return to nature, cultivate the sentiment, recuperation and fitness.
2, fair charges, low prices. The attraction of rural tourism is mainly urban working class, they have money, but not much money. The low charges of "Nongjiale" make the public happy to accept.
3, travel convenient, flexible, can take time-sharing vacation. City people have leisure, but leisure is not continuous. From 1995, China introduced the "double holiday" system; 2000 began to realize the "Golden Week" system. At present, Suzhou Jinshan round hotel, China's annual legal holiday has reached 114 days, about 1/3 of the year. but this kind of vacation is not continuous. With the "rest is for better work" and "work is for better leisure" concept continues to take root in people's minds, with the increase in the number and extension of holidays, with the rise of paid leave, incentive travel, convenient and flexible, can be divided into the form of vacation travel will certainly be The "Nongjiale" is more and more popular. And "Nongjiale" due to the urban and rural areas, can make up for this need.
4, to operate their own homes, according to the business needs of remodeling or refurbishment. China's rural tourism is still in the early stages, has not formed a large-scale corporatization mode of operation, most of them are still a family-based, business area and content is more convenient and flexible. Such as adding artificial landscape and entertainment facilities.
5, strong seasonality. Due to seasonal and seasonal changes in agriculture, agricultural tourism and rural tourism tends to show a strong seasonality. Such as flower viewing, melon and fruit picking.
(2) the significance of rural tourism
Rural tourism is a new growth point in rural economic development, is to expand the important areas of the agricultural economy, but also efficient and deep development of the agricultural landscape, settlement landscape, rural cultural landscape and rural rural rural landscape of the major initiatives,
Suzhou Hanlin Neighborhood Holiday Hotel. It takes into account agricultural production, rural landscape and landscape shaping and sightseeing, leisure, vacation functions, expanding rural tourism, so that the countryside into an important recreation area, and promote the progress of rural civilization.
The development of rural landscape resources, mainly should include rural landscape planning and design, rural open space system construction, sightseeing agricultural resources development and rural leisure industry development. Specifically, the development of rural tourism has the following practical value:
1, absorb the rural surplus labor force, increase rural income. Rural tourism provides farmers with new employment opportunities in the form of "leaving the land but not leaving the countryside". Sujiawei scenic area in Heyuan City, Guangdong Province, since 2000 to carry out rural tourism, the local farmers' per capita income rose from more than 1,000 yuan that year to more than 3,000 yuan. Rural tourism, so that generations of farmers rely on God to eat, but also enjoy the fruits of economic and social, on the road to prosperity.
2, adjust and optimize the rural industrial structure. The rise of rural tourism, open up a new point of economic growth in rural areas, can be fully and effectively develop and utilize agricultural resources, adjust and optimize the structure of agriculture: First, the transfer of part of the rural surplus labor force. Rural tourism prompts farmers to turn to the use of existing spatial resources and green resources in rural areas, the local development of tertiary industry, broadening the labor force transfer channels; secondly, the income of farmers enhanced, pulling the growth of the economy; thirdly, the protection and improvement of agro-ecological environment, shaping a good countryside style, and improve the quality of human life and environmental quality. Rural tourism is precisely a new attempt to extend traditional agriculture and a new use of agricultural natural resources.
3. Accelerate the process of urban-rural integration. Rural tourism is a meeting point of urban and rural culture. The main consumer of rural tourism is the urban working class, who are the main carrier of modern culture and urban spiritual civilization. Rural tourism will certainly deepen the mutual understanding and recognition between urban and rural areas, expand the sales market of agricultural products and drive the development of related industries, and expand labor employment.
4. Promote the development of rural culture. Rural tourism in the urban and rural areas between the cultural dissemination of the bridge, urban residents in rural tourism activities in the rural areas to feel the style of life in the countryside, while spreading the urban civilization. Farmers broaden their horizons and learn advanced business concepts and lifestyles in the practice of tourism services.
5. Promote the development of tourism. Rural tourism is a new form of modern tourism, it enriches the content of tourism, with other forms of tourism irreplaceable functions and roles, it allows tourists to understand the agricultural production activities, to experience the atmosphere of farm life, to enjoy the results of agriculture, the popularization of basic knowledge of agriculture; it opens up new tourism space and areas, so that tourists into the "agriculture". This big world, Kunshan Hanting Hotel Chain (Berlu Middle Road store), to reduce and alleviate the phenomenon of overcrowding in the city tourist places, thus promoting the booming development of modern tourism.
6, drive the development of related industries. Tourism activities include eating, living, traveling, touring, shopping, entertainment six major elements, which makes the structure of the rural economy, which is mainly based on agriculture, to be optimized and supplemented, leading to the development of related industries.
(C) The main problems in the development of rural tourism
Rural tourism, due to its late start, is characterized by sloppy management, low service level and level, backward service design, single rough industry type, over-reliance on tourism scenic spots, harvesting activities of home production and traditional festivals, and low economic benefits. At present, the main problems are:
1, the lack of correct understanding, the development of ideas
In the process of developing rural tourism, the community's knowledge of the connotation of rural tourism, characteristics, nature and other knowledge is not comprehensive enough; some places on the resource advantages of rural tourism is not allowed to grasp the rural tourism, rural tourism is not enough to pay attention to the program, the dominant consciousness is not strong, failed to form a systematic view of the development of rural tourism. It is manifested in the old and backward concept of agricultural business, the role of the government is not in place, failed to stand in the height of the construction of new rural areas, rural tourism as an effective solution to the "three rural" problem, the realization of urban and rural co-ordinated development of strategic measures to grasp the lack of strong support for the operation of rural tourism farmers.
2, the lack of scientific planning, follow the trend of imitation from the ocean
Some areas in a hurry to develop the economy, the lack of scientific overall planning, one after another, blind development, resulting in tourism layout is unreasonable, the function of the same, can not realize the effective integration of tourism resources in the region, so that the huge potential of rural tourism can not be effectively played; some farmers in a hurry to get rich, do not do market surveys and investment Some farmers are eager to get rich, neither do market research and investment analysis, also do not do product planning and design, just simply use the existing farmland, orchards, pastures, farms to develop tourism, market positioning is not clear, only the use of the original value of the resources, can not create the regeneration value of the resources, the development of the level is low, the taste of the product is not high, the Dalian Wilderness Neimengguesthouse, and thus gradually declined out of business. Due to the lack of planning, the development of rural tourism around the countryside is often shown "eight immortals across the sea, each show their skills" scene, thus allowing tourists to produce "aesthetic fatigue", so that tourists feel that the "agricultural flavor is light! "The feeling. In fact, sightseeing agriculture and rural tourism must pay attention to "Nongjiale" characteristics of the development, highlighting the "agricultural flavor", reflecting the local colorful vernacular culture, simple folk customs and quiet farm life, to avoid unhealthy competition.
3, the policy is not easy to put in place, the lack of regulatory measures
While tourism to promote the development of "three rural" is the central and local governments at all levels *** with the same understanding, but the relevant supporting policies and measures are still very incomplete, or even a blank slate, such as investment and development of preferential policies, protection policies, tax policies, Credit policy, economic support policies, policies to encourage the attraction of foreign investment, etc., are yet to be introduced and improved. These supporting policies and measures are lagging behind or blank, seriously restricting the rapid development of rural tourism. Meanwhile, regulatory measures are also weak. At present, the rural tourism administrative departments are mainly agricultural departments and tourism departments, there is a difficult problem of coordination between the departments, so that the tourism supervision appears "hanging gap" phenomenon. In addition, due to the rural tourism in the "small", "scattered", "miscellaneous" situation, making it difficult to form a central role in rural tourism management department, supervision is weak. Many tourism projects are opened and closed at will, residential hotels, restaurants and other projects without a license (license) operation is more common, some farmers have been operating for many years and rarely pay taxes; some government inspection of tourism projects are not serious, tracking and management is infrequent, the lack of regular assessment and elimination, resulting in lower quality of service for rural tourism as a whole.
4, the lack of product features, brand building is not enough
The current stage of rural tourism activities mainly stay in the sightseeing, picking, fishing, "Nongjiaole" meals and other conventional projects, a single product is the same, the rural tourism products and services around the homogenization trend is more serious, the lack of fine products and highlights, resulting in a low rate of repeat visits to tourists. The rate of repeat visits is low. Some "Nongjiale", "folk tour" and other activities tend to be the same, the lack of experience, leisure projects, the lack of cultural connotations, regional, personalized features are not prominent, it is difficult to meet the deep-rooted needs of tourists, resulting in a short stay of tourists, consumer spending is inhibited.
5, service facilities backward, rough management
Because of the lack of planning, many scenic spots do not have relevant supporting facilities and equipment. Some scenic spots, roads are uneven, narrow and difficult to travel, accessibility is very poor; some scenic villages and households look backward, the house furnishings are old, hygiene and accommodation conditions are daunting, so that tourists feel that they are spending money to buy crime. In addition, the lack of professionals, business management is not standardized. Rural tourism is the main business of rural residents, they formed in the long-term production activities in the free, loose habits, but also because of more than no professional training, tourism service awareness is poor, low service quality, the business process is simple and sloppy, and as the competent authorities of the tourism management department is also a general lack of expert management personnel, the existing managers of the rural tourism theory is not enough to grasp the practice of insufficient research, often based on experience The existing managers do not have enough knowledge of the theory of rural tourism, not enough practical research, often based on experience, lack of deep understanding of the characteristics and laws of rural tourism operations, affecting the healthy development of rural tourism.
6, the lack of industrial chain, low comprehensive benefits
Existing rural tourism product types are concentrated in the food, housing, tourism and other major links, while the line, shopping, entertainment and other aspects of the product is still blank or serious lack of a complete tourism industry chain, the lack of upstream and downstream of the countryside tourism industry related to the lack of integration, can not further produce more extended products and services, affecting the comprehensive economic benefits of rural tourism. The lack of integration of upstream and downstream related industries in rural tourism has affected the improvement of the comprehensive economic benefits of rural tourism.
In addition, the deterioration of the ecological environment, cultural variation and rising prices are also some of the negative impacts of the development of rural tourism.
Second, the rural tourism development path to explore
(a) strengthen the planning guidance, focus on the orderly development
Doing a good job of tourism planning is a guarantee of the success of the development, but also an important measure to prevent the destruction of resources and the environment. Therefore, should be set up by the tourism planning, environmental protection, construction, agriculture and other departments of the rural tourism resources development coordination group, strengthen the theoretical study of rural tourism, while hiring experts, scholars and planning and designing personnel related to rural tourism, the preparation of rural tourism development planning, in order to guide and coordinate the development of rural tourism resources. In the overall planning, the geological resources, biological resources and all kinds of resources involving environmental quality in the tourism area must be carefully investigated, and the relevant construction in the tourism area must be developed moderately and orderly in a hierarchical manner, and the construction of service facilities should be strictly controlled from the ecological point of view, and it is advocated to focus on the natural landscape and folk culture, and to embody the beauty of nature and the beauty of humanities. Prohibit those high-input, high-pollution, high consumption and other projects to stimulate economic growth transferred to rural tourism. At the same time, "fragrant wine is also afraid of deep alley". Party committees at all levels of government, tourism authorities should increase the tourism promotion of rural tourism, expanding the impact of a wide range of sources of customers; rural tourism can be filmed into a feature film, in the news media for extensive publicity.
(2) standardize the guiding concept, set the development threshold
1, standardize the guiding concept. Guiding concept refers to the development of rural tourism should be set up when the goals and and concepts, including at least two aspects: First, the concept of "rural tourism" is accurately defined and interpreted. The second is to promote the purpose, value and significance of this activity, that is, the development concept.
The central government's resolution on promoting the construction of a new socialist countryside put forward the term "rural tourism"; the National Tourism Administration has designated 2006 as the "Year of Rural Tourism". The so-called rural tourism refers to the tourism activities based on the natural resources and human resources in the countryside. This is a spatial concept relative to urban tourism, and all tourism activities in the countryside, except for established scenic spots, golf courses and large-scale resort facilities, are included in the concept of rural tourism. This definition clarifies two meanings: the first level, this is a kind of rural resources as the attraction of tourism activities, tourism is the main body of the public, rather than farmers; at the same time, need to eat, live, travel, shopping and entertainment of the six elements are complete. The second level, with tourism as a link, transferring the hot spot of consumption, not only meets the public's demand for newness, differences and knowledge, but also naturally promotes urban-rural exchanges, and achieves the purpose of feeding the rural areas in the city. Therefore, we should be in line with international standards, the concept of rural, agricultural, farmers tourism unified into the rural tourism to standardize the sight and sound.
Based on the understanding of the concept of rural tourism, we should aim at increasing the total agricultural economy, solving the rural employment, and creating harmony between urban and rural areas in our development concept, instead of using the development of rural tourism as a pretext to shift the spearhead of land resources possession from the city to the countryside, or leasing a piece of land to build a corporate sanatorium; or building their own backyard.
2. Setting the development threshold.
From an economic point of view, rural tourism is, in the final analysis, an economic activity formed as a result of the spatial displacement of tourists, which has certain laws. Rural tourism development, resources are the basis, the market is oriented. Our countryside is vast and rich in resources, but not all villages are suitable for the development of rural tourism. We should be based on the reality of each place, according to local conditions, moderate development. A rush, blossom everywhere, will inevitably lead to duplication of construction and waste of resources. Setting a threshold can effectively prevent blind followers and avoid duplication of construction.
(C) increase the content of activities, innovative management system
1, increase the content of activities. At present, the county's rural tourism activities in a single content, a thousand and one. Monotonous and repetitive activities, neither to achieve the purpose of communication, consumption, but instead led to many citizens produce a sense of disappointment and even disgust, rural tourists repeat rate declined rapidly. Rural tourism activities should be centered around the local resource base and the needs of tourists, focusing on the embodiment of the "three pro", Dalian Airlines Hotel. That is, the pro-knowledge: so that tourists understand the scientific and technological knowledge of agriculture and forestry, local history and culture, folklore, social change, family change. Pro line: organizing and guiding tourists to participate in agricultural activities, folklore festivals, rural sports, rural recreation, etc., which participate in homemade farm food is particularly popular with female tourists. Kindred spirits: the tourists as a member of the family, with their pairs, family life, *** with entertainment, etc..
2, innovative management system. The biggest misunderstanding of rural tourism in our county is only focusing on the development of non-management, or the development and management of a very different separation, so that the formation of rural tourist attractions are poorly managed, the development of halfway or the development of the lack of scientific management and the lack of door to door of the embarrassing situation. Rural tourism management is a whole process of behavior, the development of the most important link is the management, in which the sound management system involves the whole situation.
(1) It is recommended that the combination of new rural construction, the establishment of rural tourism leading group, headed by the leader in charge, to absorb the Agricultural Office, tourism, agriculture, forestry, fisheries, industry and commerce, taxation, fire safety, environmental protection and other relevant departments to participate. It guides the coordinated and orderly development of rural tourism in the region, formulates policies and norms for rural tourism, and improves management systems and measures. Under the office, engaged in the actual management of the work. Office in the tourism sector is conducive to marketing and standardized management. Tourism Association can branch out of the rural tourism association for business training and guidance.
(2) full of ten business households in the village should be set up in rural tourism cooperatives, less than ten households can be combined with neighboring villages **** with the formation of cooperatives, shareholding or rural collective ownership, the company form, the village committee must have a representative to participate in which has an independent legal personality, to enjoy the preferential policies related to agriculture, such as enjoying the low-interest rate of agricultural lending, unified industrial and commercial tax registration, regulated management Operators, coordinate the distribution of benefits between operators and non-operators, and decide the scope of use of public resources at the village level. Cooperative outside the establishment of village village tourism branch, responsible for business guidance and marketing and publicity, business information management, accept the leadership of the city and county rural tourism association.
(3) village-level country clubs or tourism service centers, village tourism cooperatives in the village business operation entities, responsible for the organization of the source of customers, distribution work, you can use the village's public housing, public **** facilities to receive small meetings, arrangements for large-scale tourism, sports, competitions, recreational activities in the village, coordination and organization of local agricultural and sideline product sales, etc.. The profits made are mainly used for the village's environmental renovation and construction of public **** facilities to grow the collective economy.
The establishment of leading groups, cooperatives and clubs does not have to expand the establishment and increase the administrative staff, and at the same time straightens out the multiple relationships of management, business and operation, and also avoids the problem of unclear industrial affiliation or competition for power between departments, which is conducive to the steady and rapid development of rural tourism in China.
(D) the use of "agricultural flavor" advantage, diversified development linkage
Party governments at all levels, tourism authorities should take advantage of the situation, make full use of the transportation, scenic spots, idyllic landscapes, religious culture and other characteristics of the resources, to develop a "Nongjiaole "series of products," "Nongjiale" series of packages, highlighting rural folk culture. So that rural tourism out of their own characteristics of the road, playing on their own characteristics of the brand. In addition, due to the operation of rural tourism, most of the farmers are "fighting alone", weak, it is difficult to meet the market diversification, multi-level demand. In order to y explore the tourism value of rural elements, enhance the attractiveness of rural tourism, and promote the upgrading of rural tourism products, it is necessary to introduce diversified development modes, strengthen product marketing planning, and design unique selling points. For example, convenient transportation and clean environment are the basic requirements for the development of "Nongjiale". How to ensure that tourists "line has the basis", "tour has the content", the development of "Nongjiale" and now being carried out in the "thousand villages demonstration, ten thousand villages rectification The "project" is a good way to combine the development of "Nongjia" with the ongoing "thousand villages demonstration, ten thousand villages rectification" project.