The annual tourism income exceeds 654.38+0 billion, and the hollow village has become the counter-attack road of "network celebrity village"

It receives more than 3 million tourists every year, and its annual business income exceeds 654.38+0 billion yuan. It is hard to imagine that this is the tourism achievement of an ordinary village, and this village is yuanjiacun.

With the acceleration of urbanization, hundreds of thousands of villages are disappearing in China every year. Like other ordinary villages, yuanjiacun, with a registered population of 62 households more than ten years ago, is a declining hollow village, but now it has become one of the top ten beautiful countryside in China, and is called "the first village in Guanzhong".

What did yuanjiacun do right from the barren and declining hollow village to the dark horse of rural tourism in China?

In 2007, tourism still stays at the level of sightseeing. yuanjiacun has no natural resources and no historical and cultural buildings, which seems to have nothing to do with tourism. What makes it stand out? Under the leadership of Guo Zhanwu, secretary of yuanjiacun, relying on rural folk customs and daily life, taking villagers as the main body and villages as the carrier, the folk customs in Guanzhong were restored. In half a year, yuanjiacun has built a "scenic spot" and formed a unique rural tourism IP.

Part 1

In terms of resources, the reason for choosing Guanzhong folk custom is that folk life has been completely integrated into local daily life. These unique resources cannot be imitated elsewhere. In the first stage, the scenic spots in yuanjiacun include Guanzhong folk customs represented by traditional old buildings, old workshops, old objects and other cultural heritages.

the second part

In terms of characteristics, food and beverage are the main products, and internal competition is avoided. Shops will go through layers of screening and evaluation, and finally determine an operator or store with the strongest taste and service ability. According to the idea of "one household with one characteristic and one brand", 56 antique small farmhouses will be gradually built in Guanzhong, and farmhouses and Guanzhong snacks with rural life and food characteristics will be displayed. The snack signs will show what ingredients are in each pot of soup. All kinds of information, such as which sheep the raw materials come from, can avoid tourists' worries about food quality and constantly enrich tourists' eating experience. For example, after the tofu feast, exquisite soybean tofu is developed one after another and Japanese tofu dishes are introduced. At the same time, tourists can also visit the process of making tofu and let tourists participate in it.

the third part

In terms of business model, yuanjiacun did not adopt the mode of capital investment and unified management of the company like other scenic spots, but adopted the form of participation by the whole people, because the original purpose of making scenic spots was to make farmers rich. This kind of development can reduce the cost of land acquisition in the early stage and the operating cost in the later stage, and can also preserve the original ecological life scene in rural areas and arouse the enthusiasm of villagers.

part four

In terms of industrial development, it is also a great innovation to continuously extend the industrial chain and incite the reverse development of agriculture and industry with tourism. It is a great innovation to promote the integration of the three industries through the tertiary industry and the secondary industry. Taking chili pepper as an example, it was originally a characteristic scene of Guanzhong folk custom. Under the slope of Kangzhuang old street, an old cow, a stone mill and a peasant woman spilled rapeseed oil cooked with Chili peppers all over the floor, and the street was full of fragrance.

The fifth part

In terms of business format, yuanjiacun's tourism is not static, but with the improvement of people's living standards and the growth of tourists' demand, it has continuously enriched the business format, established rural inns to retain tourists, started to build ancestral temples to promote local culture, and let tourists experience Guanzhong rural folk culture in depth. It has also built new formats such as art galleries, bookstore inns, coffee bars and creative workshops. , increasing and enriching the business projects and service functions of the scenic spot. To further meet the leisure and cultural consumption needs of urban residents, the overall format has gradually changed from simplification to diversification, and the transformation from rural tourism to rural vacation has been realized.

After yuanjiacun became popular, many rural scenic spots began to imitate, but all ended in failure, because everyone just imitated the contents of their old workshops and specialty snacks outside, and did not deeply understand their operation mode. The serious homogenization of appearance is not attractive to tourists, and relying solely on tourism development has no industrial support. Failure is inevitable.

And timing is also very important. It is an innovative move for yuanjiacun to develop the characteristics of Guanzhong folk tourism. At this time, the countryside began to decline gradually. This mode of rebuilding rural life can arouse everyone's homesickness and attract tourists to a certain extent. What is worth learning from this situation?

The light asset model with the participation of the whole people can solve the problem of early investment, and can also give full play to everyone's enthusiasm and drive the whole people in the village to get rich; The reverse development model with market demand as the core extends the industrial chain and promotes the integration of three industries through market screening; Innovation that keeps pace with the times, because everyone's demand for tourism is constantly changing, it is difficult for scenic spots to maintain long-term development by staying in the past. Therefore, it is necessary to go deep into the market to understand the changes in tourists' demand, upgrade and optimize tourism products, and maintain long-term competitiveness and attractiveness through continuous innovation.