Learning is reasonable | How to improve rural tourism happiness?

Zhejiang News Client organized Zhou Yuhan

At present, with the new fashion of rural tourism, the rural homestay industry has ushered in a high -speed period of development. After determining a tourist destination, a comfortable and unique homestay became a new highlight to attract tourists.

10 departments such as the Ministry of Culture and Tourism recently issued the "Guiding Opinions on Promoting the High -quality Development of Rural B & B" (hereinafter referred to as "Opinions"). The "Opinions" proposes that by 2025, the development pattern of rural homestays with reasonable layout, moderate scale, rich connotation, distinctive characteristics, and high -quality service. How to use more standardized and richer rural homestay products and services to promote high -quality development and help to comprehensively promote rural revitalization? Let's take a look at the expert's point of view-

Standardize operations to achieve comprehensive improvement from scale to quality

Entering the summer, the Mogan Mountain Scenic Area in Deqing, Zhejiang ushered in a large number of summer tourists. In recent years, from operating farmhouses, rural hotels, to the formation of homestay clusters, "net red" homestays have emerged endlessly, the Moganshan homestay industry has covered more than a dozen administrative villages such as Houwu and Xiantan, which not only drives local villagers to entrepreneurship and employment, but also Consumption scenarios such as surrounding catering and attractions have been promoted.

The Mogan Mountain area is the epitome of the development of rural homestays in my country in recent years. According to the 2021 B & B Blue Book, in 2020, 76.91%of the homestays are located in rural areas. "Homestay is a personalized accommodation method, which can meet the diverse needs of different people." The editor -in -chief of the "B & B Blue Book" and the 11th Sun Yicang Fang Economic Sciences Award winner said that some people like to be quiet and some people like intimate services. Some people like to contact nature or immerse themselves to understand local humanistic style. Each needs is the biggest feature and attraction of the homestay.

However, as opposed to rapid expansion, the development of rural homestays in some areas is still in the initial stage. There are generally problems such as insufficient supply of high -quality products, unclear development positioning, and unknown characteristics. Some even blindly pursue luxury and high prices.

In 2017, the Ministry of Culture and Tourism first announced and implemented the "Basic Requirements and Evaluations of Tourism B & B" to guide the development of the homestay to enter the era of standardization and standardization; in 2020, the implementation of the "Quality Specifications for the Service Quality of Rural B & B" stipulates the terms and definitions of rural homestays, and Basic requirements, facilities and equipment, etc.; The "Opinions" issued this time summarize the beneficial experience and practices accumulated in the development of rural homestays in recent years, and further strengthen guidance, relax access, improve policies, and optimize the environment to promote the promotion A dynamic balance of high -quality industrial chain and high -level supply and demand.

Experts believe that we should further promote the standardized and sustainable development of rural homestays from the aspects of improving the planning layout, innovative business model, and guiding multi -subject specifications. Zhejiang University of Technology and Commerce University Cultural and Tourism Innovation and Development Research Institute Kaigang and Li Feiqin pointed out that one is that the government's subject must actively plan "top -level design+public service+brand promotion", to strengthen the top -level design, and clearly clear the goals and the high -quality development of rural homestays and clearly goes and clear goals and clear goals and the development of high -quality development of rural homestays. Guide, focus on strengthening the guidance and deployment of "characteristic+standardization", improve the level of public services, and at the same time do a good job of building, promotion and publicity of public brands in rural areas. Second, the owner of the homestay must focus on improving the three capabilities of "content innovation+operation management+market expansion", strengthen the innovation supply of homestay products and services, and continuously enhance the ability of brand operations, scientific management, market development, and customer source leadership capabilities. The third is to innovate the three mechanisms of "factor integration+collaborative management+main and guest sharing" to further strengthen mechanism innovation, and ensure the supply of people's property elements with high -quality development. In particular, it is necessary to accelerate the reform of the "three powers" of rural homesteads and accelerate the implementation of implementation Rural homestead and housing "partially used partially" policies.

The integration of cultural tourism, promoting the beauty economy and cultural revitalization

The development of the rural house industry is not independent. In the context of rural rejuvenation strategy, rural homestays are deeply embedded in "eating, living, traveling, traveling, shopping, entertainment, business, education, learning, leisure, love, strangeness" The compound superposition. In particular, the finishing touch of the homestay often comes from the local "people's life and the culture of the people", which provides effective ways to protect and inherit the local culture and put forward higher requirements.

The "Opinions" pointed out that it is necessary to penetrate cultural and cultural relics resources, fully display regional characteristics, and enrich the cultural connotation of towns and villages. It is necessary to respect the historical and cultural style, and make reasonable use of the natural environment, humanistic landscape, historical culture, cultural relic building and other resources to highlight the characteristics of rural homestays, integrate farming culture, traditional crafts, folk etiquette, and customs. Cultural interaction and encourage rural homestays to participate in public cultural services.

"B & B should have the 'folk' taste." Ma Muqing, the dean of the Beijing Qinglan Tourism Planning and Design Institute, believes that excavation, activation, and enhance the "Min" series culture, which enrich the connotation of homestays, optimize the homestay landscape, extend the homestay products, enhance the homestays, improve the homestay. Brands, then attract guests, retain guests, and pleasant guests. "The" people 'word series culture is not used by it. It cannot simply set up some winds left by some farming culture. Instead, some products with customs, styles, and flavors with regional culture should be activated. This process can be called culture. Creativity, that is, cultural and creative. "He said that cultural and creative products can be an immersive performing arts activity, or the iconic culture of local local products and intangible cultural heritage or on the basis of cultural carriers, including homestay buildings Style, local building materials, internal and external decoration, logo signs, spatial layout, landscape products, facility supplies, handicrafts, amusement activities, promotion and publicity areas involving all -in -tourism areas. (Comprehensively organize from People's Daily, People's Forum Network, Guangming Daily, Economic Daily, etc.)

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