New Observation of Holidays ① ｜ Rural B & B, Holiday "Ideal Habitat"

Text/Yangcheng Evening News all -media reporter Liu Xingtong

Photo/Interviewee provided

In 2022, the Mid -Autumn Festival small holiday came to an end. According to Ctrip, Ma Honeycomb, Tongcheng Travel, Donkey Mom and many other online travel platforms, the small holiday travel summary. Innovation high. Under the "short -distance travel" and "micro -vacation" is still the first choice of the main melody, the holiday tourism market has shown some new trends, reflecting some slight changes in the consumption habits of mass tourism since the normalization of the epidemic.

During the Mid -Autumn Festival this year, in addition to the popularity of local scenic spots and theme gameplay, orders for rural homestays in various places increased their attention- "Selecting a B & B inhabitation", becoming an ideal model for urban customers to enjoy the good time of holidays nearby. Investigating the reason, rural homestays are closer to the "micro -leave destination", and thereby showing a powerful "rural tourism activator" role.

【News background】

Mid -Autumn Festival is a day of reunion and relaxation. Together with busy daily life, it is not far from driving, but can be far away from the hustle and bustling suburbs of fields to become an ideal place. It can provide rural homestays that can provide rich experiences such as moon cakes, lanterns, vegetables and vegetables, moon appreciation, and drinking flowers and wines. The ideal of habitation in the country.

According to the "2022 Mid -Autumn Festival Small Holiday Tour Summary Report" released by Ctrip, the proportion of the Mid -Autumn Festival and the surrounding homestay orders accounted for over 70 %. By the same period last year -Xiao Chang Holiday chooses a homestay to stay in, enjoy the quiet and leisure of the countryside, experience the fullness and relaxation of all -weather, has become a "smart and laborious" vacation choice for many families. Statistics show that the Top Ten Popular Homestay Cities in the Mid -Autumn Festival include: Beijing, Hangzhou, Shanghai, Zhoushan, Dali, Changsha, Guangzhou, Huzhou, Xiamen, and Changzhou.

"The number of people who choose rural homestays began to increase, and the transformation of this kind of wind direction is more obvious in big cities." According to the 2022 Mid -Autumn Festival National Day travel report released by Tujia B & B, this year's Mid -Autumn Festival, the proportion of rural homestay orders in large cities such as Beijing, Shanghai, 50 %.

It is worth mentioning that during the Mid -Autumn Festival, the ten -level fake farm distributed in six provinces also ushered in a small peak. In order to make a reservation, the overall order volume increased by 30%year -on -year. In the meantime, many tourists across provinces went to "getting grass" before the names of Mu Ming -a farm located in Kanas, Xinjiang received a large number of Beijing, Shanghai and Shenzhen users, nicknamed "love over 4000 kilometers"; The farm of Yangshuo received a large number of cross -provincial tourists from Guangshen.

"The average price of the Mid -Autumn Festival homestay this year has increased by 27%year -on -year, and the orders of thousands of yuan homestays accounted for 59%of the Mid -Autumn Festival last year." The data of this group shows that the public still has room for "non -standard" accommodation consumption power.

new trend

"Cultural experience" cure "internal consumption"?

During the Mid -Autumn Festival, Ms. Li's family booked a star -themed rural homestay on the outskirts of Beijing, and spent an unforgettable reunion festival. She said with emotion to reporters: "Three days in the countryside, cured the mental internal consumption, and the taste of the holidays, and I want to come." National Day still wants to come. "

Like Ms. Li, there are not examples of "daily living in urban and holidays and villages". The Mid -Autumn Festival and National Day travel report released by Tujia Housing pointed out that the proportion of residents of large cities to choose rural homestays is getting higher and higher, and the "cultural experience" of rural homestays is becoming stronger and stronger, becoming more and more popular in the country's rural homestays Essence

In the Beishi Village of Jieqing District, Beijing, the landlord Liu Tianwen opened a characteristic rural homestay with the theme of parent -child theme. On holidays, milk, riding pony, picking eggs ... all kinds of authentic and childlike rural experiences are integrated into the homestay service, so many children and parents are fun.

Cycling Station in Yuejiang Homestay, Xianli Island, Lishui Town, Nanhai, Foshan, Guangdong

In Guangzhou, Yuxi Gu Liyuan B & B, which is located in Conghua District, was originally an old house of the local uncle's family. There are two century -old litchi trees in the old house yard. Due to a large number of elements of Lingnan South Africa's relics such as logs and Manchuria Windows, the old house was transformed into a cultural "non -heritage exhibition hall" with cultural heritage. A "treasure" attracted a lot of returns.

Another homestay, which is located in Zhangdong Hang, Putan Town, Zengcheng District, Muji Yunxi Mountain Residence, and more than ten free mountain residences such as fish, tea, calligraphy, morning exercise yoga, Daeian morning running, leaves and other paintings In addition to the event, more than a dozen private experience activities are specially customized for visitors in depth pastime, including blue dye T -shirts, plant split dyes, group fan production, cloth decorative painting, handmade wormwood sauce, and even hand -painted vases, hand -painted masks, Euke, Yike DIY et al. Due to the good environment and large space, it also undertakes outdoor weddings, group building, small concerts, press conferences, video exhibitions, etc., which truly confirms the multi -faceted role of rural homestays that have become a "multifunctional entity cross -border platform" for rural tourism destinations.

Dr. Chen Nanjiang, vice chairman of the Guangdong Provincial Tourism Association, said that the number of homestays in many towns and villages has increased, and the same boutique hotel has been in the same boutique hotel. However, compared with boutique hotels, rural homestays have irreplaceable advantages -can fully expand "homestay+", "+activities,+surrounding tourism,+humanistic care,+cultural experience ... to make it into a rich micro -leave destination".

Taking township homestays as one -stop "micro -leave destinations" is not the "wishful wish" of tourists. In the future, it will also be more professional -this year on the eve of the Mid -Autumn Festival, the Fujian Tourism Association B & B! The initiative of the exam attracted the attention of many homestay landlords.

Deng Wen, a teacher of tourism management at the Southwest University for Nationalities, and an expert at the "Traveling Pigeon Culture" homestay, said that the attempt of the "B & B+Guide" can increase the service functions of the homestay in explanation, experience, and peripheral line design. Based on the improvement of facilities, increase the interactive and immersive tourism experience scenes of the homestay, and at the same time, it can bring more comprehensive benefits to the homestay.

Wu Ruoshan, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences and the dean of the New Era Cultural Tourism Research Institute, pointed out that at present, many homestays have become the main tourism attraction. The combination of homestays with its surrounding environment and supporting facilities is being created into it. Real micro -tourist destination. "Tourists don't need to visit the scenic area. They only need to participate in the theme activities or cultural experience in the homestay to meet the needs of micro -vacation. This change is a new trend and new change in the quality of tourism."

"In terms of rural homestays, it is a home. For the entire rural tourism complex, it is a destination and key link. Its future potential is far more than the number of orders for the Mid -Autumn Festival and the National Day." President Hu Yang's opinion, to allow guests to live in the homestay longer, it is necessary to expand more consumer scenarios, and to achieve "homestays, that is, destination," is the key to realizing the internal cycle of rural consumption.

Expert perspective

Let the high -end rural homestay adapt to "Guangdong consumption power"

The average price of the Mid -Autumn Festival homestays this year is rising. For some tourists, the consumption of the homestays of more than 1,000 yuan per night is not a problem, and the high -end "non -standard accommodation" shows a strong attractiveness. Why are people willing to give up star hotels and be willing to pay for high -end homestays?

According to Feng Yan, the marketing director of the Guangdong Branch of the Township Cultural Tourism Group, in addition to the demand for high -quality homestays in the transformation of high -end and high -end tourism consumer groups in the outbound mid -to -high -end tourism consumer group. How good products and experiences have entered the consumer's field of vision, which has promoted the gradual improvement of the overall configuration of the homestay industry. In contrast, the disadvantage of traditional hotels is that there are relatively little improvement in creative experience. "For tourists, everyone is more willing to sacrifice a little 'delicate" to obtain different local experiences. "

In this regard, Ctrip said that as a representative of the "temperature" accommodation form, in the context of short -distance tourism in recent years, the homestay industry has evolved into a carrier of a complete lifestyle from a simple "home and tour" space carrier. The dazzling "B & B+X" package has promoted the popularity of high -quality homestays. In the view of Ctrip Group CEO, compared with ordinary rural homestays, high -end rural homestays can bring a stronger benchmark effect to the destination. With the Dongfeng of the rural revitalization policy, the high -end rural homestays are also constantly giving back to the destination countryside.

According to Ctrip statistics, afternoon tea, event tickets, and handicrafts have become the three most popular homestay additional products; people give generous praise to the homestay, based on the "experience stick", "suitable for children", "meals and taste sticks" A number of comprehensive judgments such as "B & B Master Passionate Holiday".

"With the upgrading of mass travel consumption, tourists pay more attention to the quality of travel and service experience. High -quality rural homestays have the cultural connotation, personalized services, and beautiful environments because of the theme." Wu Ruoshan It is said that since the development of rural homestays, it is no longer a single accommodation link, but a comprehensive experience involving experience activities, service system, marketing investment, tourist satisfaction, etc., thereby gathered into a unique brand competitiveness.

In the context of the development of the new era, rural homestays are constantly extending the service chain. In the process, it will be a wise move to provide personalized travel solutions. This includes: providing personalized services, such as private guide services, bringing guests with homestays to appreciate different scenery; in -depth tapping local cultural characteristics, such as cooperating with local non -genetic inheritors to lead guests to participate in the manual experience of non -heritage projects; in addition, the countryside, the countryside, the countryside The homestay also needs to actively integrate into the rural revitalization and development, such as using the advantages of the community to create the same brand tea, coffee, characteristic agricultural and sideline products, cultural and creative products, etc., and deeply develop the homestay derivatives.

Based on the characteristics of openness, tolerance, and "grounding", Feng Yan pointed out that Guangdong tourists are more willing to experience and adopters with special tourism projects. Under the premise of high consumption power, adhering to the pragmatic concept, adhering to the pragmatic concept, and adhering to the pragmatic concept. The premise of people's acceptance of high -end homestays is "the product should be excellent enough."

For details, please refer to the A16 version of "Yangcheng Evening News" on September 15, 2022

Source | Yangcheng Evening News · Yangcheng School

Editor -Li Li

School counterpart | Xie Zhizhong

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