Building beautiful countryside and developing rural tourism——Yangshan Town, Wuxi City, Jiangsu Province

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1. Basic overview

Yangshan Town is located in Huishan District, Wuxi City, Jiangsu Province , is China's famous peach hometown, with endowments of cultural resources such as "billion-year-old volcanoes, ten thousand acres of peach forests, thousand-year-old temples, and century-old academies". In recent years, Yangshan has vigorously developed rural leisure tourism around the distinctive characteristics of "ecological livability, characteristic agriculture, leisure vacation and cultural health care", attracting many makers to build nests and take root, and continuously inject culture, art and technology into Yangshan's rural tourism. , sports, health care and other elements, it has embarked on a distinctive path of rural tourism development. Yangshan has become a paradise for rural tourism entrepreneurship and continues to drive the transformation and upgrading of Yangshan rural tourism. It has successively won honors such as a national 4A tourist attraction, a national characteristic landscape tourism town, a national leisure agriculture and rural tourism demonstration site, a Chinese rural tourism maker demonstration base, and a national characteristic town.

2. Main practices

(1) Adhere to a blueprint and kick off the construction of beautiful countryside

Since 2008, Yangshan has firmly followed the "ecological approach" We firmly believe that only with ecology can we have a future, and only with greenness can we have a tomorrow. According to this idea, we insist on planning first, promote the integration of multiple plans, and divide the town into four functional sections: peach area, scenic area, town area, and park. In 2013, the Yangshan Master Plan was compiled and completed to realize the true integration of urban and rural areas. In 2015, according to the newly compiled "Yangshan Town and Village Development Plan", the layout of natural villages in Yangshan was appropriately adjusted, making Yangshan's development pattern more scientific and reasonable. Yangshan focuses on the four major characteristics of "ecological livability, characteristic agriculture, leisure and vacation, and cultural health care" and takes the overall vision of "growing the most delicious peaches in the world, building the most beautiful towns in China, and enjoying the best life for everyone" to create a A unique Taoyuan town with integrated industrial development.

(2) Improve infrastructure and improve the living environment

Yangshan has gradually improved basic service facilities around the construction requirements of "style towns and beautiful villages" to create an open With the goal of making the village a major scenic spot, the village has been undergoing environmental renovation, sewage treatment, facade renovation and road widening. The environment of the town has been improved and the quality of construction has been improved; production and domestic sewage has been effectively treated, and the ecological environment of the scenic spot has been comprehensively optimized. The vitality brought by environmental changes quickly turned into business opportunities. Farmhouses and B&Bs run by villagers became "health paradises" for tourists from Shanghai, Zhejiang and other places. Orienteering on Taohua Island became a "ocean of joy" for tourists from all over the country in summer. The village's agricultural picking gardens, Green organic fruits and vegetables have become a popular food for urbanites.

(3) Adhere to the participation of all people and enrich the tourism industry

Yangshan’s tourism development always adheres to the people-oriented approach to ensure the full participation of villagers. Through a reasonable benefit distribution mechanism, local villagers’ enthusiasm for participating in rural tourism and their awareness of protecting rural tourism landscapes will be improved, and villagers’ enthusiasm and long-term support for tourism development will be increased. Actively mobilize villagers to participate in the tourism industry, expand the cultural industry through the construction of geological culture exhibition hall, peach culture square, Anyang Academy, Chaoyang Zen Temple and other projects; develop the leisure tourism industry through the creation of Peach Blossom Spring Scenic Spot, picking garden, etc., and continuously enrich Yangshan’s Tourism status. In 2017, the per capita income of farmers in Yangshan town was 31,000 yuan. The per capita income of farmers within the resort area exceeded 40,000 yuan, and the average household deposit was 315,000 yuan. It is the town with the highest per capita income of farmers in Wuxi City.

(4) Innovate the investment model and attract high-quality projects

The Yangshan government uses creativity to enrich the connotation of tourism and leisure, and creates private tourism through rural tourism, and has successively introduced Huajiantang Resort hotels, RV camping and other projects, in cooperation with Yinju Group, have realized the transformation and upgrading from farmhouses to high-end B&Bs. The Seclusion Hotel is the first collection-style cultural hotel in China. It focuses on "seclusion culture" and has become a niche high-end hotel "hidden" in the peach forest. Huajiantang Hot Spring Hotel is the flagship hotel of Huajiantang. It adheres to Huajiantang's architectural concept of "let the house grow among the flowers" and fully integrates Yangshan Hot Spring, Academy, and peach elements to present a new pastoral vacation model.

"Kilin Bay" Yangcun Bed and Breakfast Cultural Village, Shui Jie Fang and Yangshan and Taoyuan Villages will adopt crowdfunding methods in Shanghai, Zhejiang and Wuxi respectively, focusing on introducing domestically famous B&B cultural creativity and design-oriented management teams to encourage Farmers within the scenic area will build B&Bs and creative workshops without occupying farmland under planning conditions.

(5) Deepen rural reform and enjoy the fruits of development

Actively promote the transfer of rural land contract management rights and housing sites, and stimulate the endogenous power of rural development. Gather land elements. In 2008, Yangshan was the first in Jiangsu Province to propose and start farm transformation and large-scale operations, and was among the first in the country to carry out land transfer. At present, the town's land circulation area accounts for 65%, with 2 leading agricultural enterprises, 120 cooperatives, and 27 family farms. After the land transfer, various cooperative organizations have become more scientific and intensive in their operations, and land benefits have been greatly improved. The rent has jumped from the original 800 yuan/mu per year to 4,000 yuan/mu. Expand revenue-increasing channels. Villagers can be hired as technical planting workers, with a monthly salary of 2,500 to 7,000 yuan, and the daily wages of farmers' technical short-term workers can reach 300 to 800 yuan; peach farmers use the land contract rights to buy shares in the "cooperative" and can receive more than 1,500 yuan in share dividends per mu per year. ; By setting up farms and cooperatives, the average net income per mu will increase by 1,000 yuan after large-scale intensive operations. With the realization of "Farmer+", the meaning of farmers here in Yangshan has been extended. They are farmers, workers, farmers, B&B hosts, or cooperative shareholders, and have achieved asset income, wage income, and operating income. Walking on many legs”. Enrich the connotation of the village. Establish the concept of global tourism development, carefully lay out and build quality villages in naturally distributed villages, explore rural cultural heritage and natural resource endowments, integrate the countryside into scenic spots, and inject industry into the countryside. Taoyuan SF E-commerce Village and Qilin Bay B&B Cultural Village have emerged. The village collective has strengthened the village-level economy in "one village, one theme, one village, one scene", and villagers have achieved sustainability in "every family has an industry and everyone has a career." income.

3. Development experience

(1) Cultivation of multiple subjects, everyone is a rural tourism maker

The "happy industry dream" of local talents. Discover and sort out "local experts", "Tian Xiucai" and local college students throughout the town, establish a local talent pool in Yangshan, and take them to Taiwan, Zhejiang and other places many times to learn advanced experiences in rural tourism and stimulate enthusiasm for innovation and entrepreneurship. Carry out a series of "Education for All" training and open themed classes in hotel management, housekeeping services, e-commerce marketing, etiquette, cultural creativity, handicrafts, etc. to enhance civilized literacy and entrepreneurial abilities. Currently, there are more than 3,200 employed college students in the town, including more than 20 farmers and B&B hosts. A Maker Center for Disabled Persons was established, and 18 disabled people went to Suzhou to learn from the masters and made peach root carvings and peach wood crafts, becoming well-known disabled makers. The "idyllic dream" of foreign talents. They may have been college graduates, corporate white-collar workers, or freelancers, but they all have a passion for entrepreneurship and innovation. Formulate and promulgate opinions on the development of Taiyangshan's modern service industry, provide all-round support to makers in terms of funds, land, policies, etc., and promote the gathering of high-quality innovative resources to Yangshan. "Intellect + Talent", cooperate with China Agricultural University to establish a "Professor Workstation" to introduce leading talents in the peach industry; build a Chinese herbal medicine base with Nanjing University of Traditional Chinese Medicine and introduce a "Master of Traditional Chinese Medicine". "Project + Team" uses high-quality enterprises such as Tianyuan Oriental as the carrier to form an excellent team of makers who are cultured, understand technology, are good at business, and know how to manage.

(2) Many fields are blooming, and everything can be innovated

Rural tourism + agriculture: Peach has been the leading agricultural industry in Yangshan for hundreds of years, and rural tourism has made new innovations. In various ways, the small peaches and ripe peaches that were originally ignored are made into preserves and peach wine; they are integrated into art, culture, and health care concepts to develop a series of products such as peach blossom tea, peach blossom cake, and peach blossom facial mask. The integration of the peach industry and the entire industry chain of tourism products has greatly increased the added value. Rural tourism + B&B: Relying on the unique resources of Yangshan, fully unleash your creativity, perfectly combine the service concept of boutique hotels with the characteristics of Taoxiang Jiangnan folk houses and folk customs, and live in seclusion in Taoyuan, Huajiantang, Qianli Alone, and Xiaozhu Unique B&Bs and theme hotels such as Muye and Qilin Bay B&B Cultural Village have emerged one after another. Special B&Bs have become another brand-new business card of Taoxiang tourism.

At present, Yangshan has opened more than 20 B&Bs of various types. Rural Tourism + Cultural Creativity: Using local materials in Yangshan, peach culture, spring culture, Buddhist culture, geological culture, and academy culture have been sublimated and effectively used. Shifang Academy, plant-dyed handwork, pastoral Eslite, Nanyi sketching and other cultural The creation of a base has enhanced the cultural taste and artistic characteristics of the town, making the Yangshan story more vital. Rural Tourism + Internet: Driven by rural tourism, SF Taoyuan E-commerce Village and Taoyuan Hulu Valley E-commerce Base were established one after another. The sales of tourism products with unique Yangshan charm caught on the Internet express and went abroad. Various B&Bs and scenic spots have launched their own new media platforms, becoming an important window to showcase Yangshan rural tourism. At the same time, they have also gathered a large number of fans. Groups such as the reclusive "Yinfen" and the "Huafen" of Huajiantang have brought Yangshan to the There is a steady flow of customers.

(3) The pursuit of perseverance and the sentiment of development are demonstrated at every turn

To describe the future of Yangshan, it is necessary to continuously improve the quality so that tourists can come, stay and linger. To make Yangshan’s future more beautiful and the lives of Yangshan people sweeter, we need sustainable and rich rural characteristics. It is the pursuit of feelings and the consistent pursuit of Yangshan rural tourism development. What kind of feelings determine what kind of characteristic rural style. An inclusive and open attitude makes the countryside rich in industrial clusters; a yearning for beauty makes the rural landscape naturally harmonious, the architecture elegant and interesting, the projects rich in taste, the number of tourists increasing year by year, and the reputation getting higher and higher. Yangshan will surely become a model of rural tourism, a unique urban "back garden" and a well-known tourist vacation destination.

Expert Comments

Adhere to the participation of all people, improve the enthusiasm of local villagers to participate in rural tourism and the consciousness of protecting rural tourism landscape through a reasonable benefit distribution mechanism, and improve the villagers' awareness of tourism development. Motivation and long-term support. Through the cultivation of multiple subjects, we will discover and sort out "local experts", "Tian Xiucai" and local college students throughout the town, and establish a local talent pool in Yangshan; adhere to "introduction + talent introduction" and establish a "professor workstation"; adhere to the "project +Team", using high-quality enterprises such as Tianyuan Oriental as the carrier, we will form an excellent team of makers who are cultured, understand technology, are good at business, and know how to manage.

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