Exploration of rural tourism in Shandong under the guidance of “Red New Confucianism”

Yimeng is a highland of revolutionary spirit inscribed with "the harmony of water and milk, life and death, and independence". Yimeng Mountain is shaped by things, and the eight hundred miles of mountains and rivers plant the Yimeng spiritual flag on this red fertile soil with the iconic concept of human geography. The horn of charge sounds on the land of Qilu, and the sound of war drums stirs up a new journey.

Entering the new era, as the only old revolutionary area named after a province by the central government, it carries the original intention and mission of the times, realizes the revolutionary ideal of transforming gold and silver mountains with green waters and green mountains, and creates a new world of beautiful countryside. Explore the rural revitalization practice of "using red to bring scenery, using Confucianism to explain the present, red New Confucianism and the *** construction of urban and rural integration."

The concept of "red New Confucianism" was proposed by Shandong The classic reappearance of the spirit of the revolutionary old areas and the values ??of traditional Chinese culture subtly influence people's thoughts and behaviors during the process of localization practice, and together constitute the values ??of Shandong's red culture in the new era, injecting inexhaustible vitality into the new life of the old areas. Motivation and confidence.

"Red" is a timeless classic that will never fade. The Communist Party of China has led the military and civilians of Shandong to create rich red cultural resources, and has formed four protection and utilization areas in Yimeng, Jiaodong, Bohai, and Western Shandong. From the heroic stories left behind in the revolutionary war years to cultural inheritance, from the feelings of family and country to moral standards, as one of the three major revolutionary bases during the Chinese Revolutionary War, Yimeng has always shone with red wisdom and strong positive international influence.

"New" is a cultural tourism model that witnesses rural revitalization. In order to achieve the goal of “giving full play to the advantages of a large agricultural province and creating a ‘Qilu Model’ for rural revitalization”. Efforts will be made to create a practical model for the continuous development of rural tourism in the Yimeng mountainous area, and a series of red models such as red ecology, red culture, and red civilization will emerge strongly, and extensive quantitative aggregation will be transformed into high-quality development of the red cultural tourism industry, driving rural poverty alleviation and prosperity. It has become the "Little Red Book" for writing new life in the old revolutionary areas and the "base" of red culture.

"Red New Confucianism" is an innovative practice that focuses on tourism across the region. Shandong is the birthplace of Confucianism, and Qufu is the hometown of Confucius and Mencius. The unique value system has long been rooted in the hearts of the people of Qilu, and its profound influence and appeal have shown great power in modern times. Red New Confucianism embodies the unique spiritual world of Shandong people. It uses the essence of red symbol and global tourism to create a new rural construction space, maintains a high degree of consistency between red aesthetics and traditional classics, and condenses tourism results with the practical value of Confucianism. It is Shandong The red cultural value system serves as a demonstration and template for the whole country.

Qilu model "three-year answer sheet", red tourism "a new level every year".

——Policy guidelines. In 2018, the Shandong Provincial Department of Culture and Tourism was established to actively develop red tourism, enhance the influence of the "Hospitable Shandong" brand, and include it in the "Shandong Province Overall Tourism Development Master Plan (2018-2025)". In the same month, the “Shandong Province Red Culture Study Tour Implementation Plan” was released. Create a high-quality red tourism route for "Landscape Saints in the New Era" and establish a Shandong Red Tourism Promotion Alliance.

——Cooperation for cultural preservation. In 2019, the Shandong Provincial Party Committee and the Provincial Government issued the "Implementation Plan on Strengthening the Reform of Cultural Relics Protection and Utilization" and the "Implementation Opinions on the Protection and Utilization Project of Revolutionary Cultural Relics in Shandong Province", proposing to implement 7 revolutionary cultural relics protection projects within 3 years to give full play to revolutionary cultural relics resources It plays an important role in promoting the construction of Shandong as a modern and strong province in the new era.

——Regulatory construction. In November 2020, the 24th meeting of the Standing Committee of the 13th People's Congress of Shandong Province voted to adopt the "Shandong Province Red Culture Protection and Inheritance Regulations", which is the first provincial-level local regulation in the country to comprehensively regulate red heritage and revolutionary spirit. ; At the same time, it guides cities with rich revolutionary cultural relics to introduce special regulations. For example, in April 2020, Linyi City formulated and promulgated the "Linyi City Red Culture Protection and Inheritance Regulations", and the protection of red resources is at the forefront of the country.

At present, the province has built nearly 100 red tourist attractions, including 49 A-level scenic spots (3 5A-level scenic spots, 11 4A-level scenic spots), 24 national red tourism classic scenic spots, and the national patriotic There are 18 nationalist education demonstration bases and 34 provincial-level patriotism education demonstration bases. Red tourism has received more than 200 million tourists, generated more than 100 billion yuan in revenue, and created more than 600,000 jobs. Released 8 major themes and 100 red tourism routes in Shandong, connecting rural pastoral and urban cultural heritage, forming a large-scale red cultural heritage corridor across regions and covering the past and present. Among Shandong Province's "National Red Tourism Classic Scenic Spots List", Yimeng region accounts for half of the number of scenic spots, fully demonstrating the unique charm and vitality of Yimeng red tourism.

1. Rural Red Tourism Development Pattern

In 2021, Shandong will determine to build a regional development pattern of "a group of people, two hearts and three circles". Among them, most of the Yimeng Mountain area is distributed in The mountains and hills of central and southern Shandong are the hinterland of the three major economic circles in southern Shandong. At the same time, Yimeng, as an area for the protection and utilization of revolutionary cultural relics, forms a contiguous protection and overall strategic layout with Jiaodong and Western Shandong, and puts more emphasis on regional cooperation and integrated development of red tourism.

In a narrow sense, the Yimeng Mountainous Area refers to the Yimeng Special Area of ??Luzhong District, which mainly includes all of Yishui, Yinan, Mengyin, and Yiyuan, as well as the northern areas of Feixian County, northern Pingyi, and eastern Xintai. The hinterland of mountains such as Yishan, Mengshan, Lushan and Menglianggu, which form the human geography skeleton of Yimeng Mountain, are exactly the "revolutionary base areas" for the development of the old revolutionary areas in the new era of rural revitalization.

Taokezi Village, Yuandongtou Town, Yishui County, is the place where Yimeng Red Sister-in-law Zu Xiulian rescued Eighth Route Army soldier Guo Wushi. "Ode to Yimeng", "Red Sister-in-law" and "The Story of Yimeng Mountain" all Based on this prototype, literary and artistic works were created to explore the spiritual connotation of "a good Hongsao, a good soldier, and a good story". The Kezi Village Party Branch led the establishment of the "Yishui County Hongsao Hometown Tourism Professional Cooperative" ”, through the model of “unified management and unified operation”, the practical path of poverty alleviation through tourism in Taokezi Village has been injected, and it has been determined that the red culture will lead the way, combined with the green mountains and green waters, and the characteristics of traditional ancient villages, to create a village with the integrated development of “red agriculture and tourism” The road to revitalization.

Under the guidance of the development of red tourism industry and the continuous creation of rural tourism in Taokezi Village, the county has formed a development pattern of "red tourism". Develop Yimeng Mountain Base Scenic Area and Taokezi Red Tourism Area, two 3A-level red tourist attractions; Wangzhuang Village in Xiawei Town, Yuntouyu Village in Xiawei Town, Taokezi Village, Xiqiangyu Village in Yuandongtou Town, and Yinjiayu Village in Quanzhuang Town Five other villages were included in the first batch of red fortress villages in the city.

"Hongsao" Zu Xiulian Memorial Hall

Yinan County is the center of the Anti-Japanese War in Shandong. The older generation of proletarian revolutionaries such as Xu Xiangqian, Luo Ronghuan, Chen Yi and Su Yu fought and lived here. At the same time, a group of "common people celebrities" such as "Yimeng Hongsao" and "Yimeng Sister" emerged, which are the emotional prototype of "the relationship between military and civilians" and the birthplace of "Yimeng spirit".

The Yimeng Hongsao Hometown Tourist Area, located in Changshanzhuang Village, Mamuchi Township, Yinan County, uses the development model of "farmer developer government" to create the Hongsao Hometown Tourist Area and Yimeng Red through the development of red tourism and film and television industries. The film and television base has successively built five parts including "Ancient Mountain Village", "Yizhou City", "Patriotism Education Base", "Mountain Dream Factory" and "Yimeng Red Sketching Base". The scenic area has directly resettled more than 200 local farmers, and promoted the development of more than 30 "farmhouse" hotels, handicraft production, and local product sales in and around the scenic area.

Through innovative forms such as "one scene with four members" and "one center with three bases", more than 1,400 local villagers were mobilized to use the slack season to engage in extras, crew employment, construction employment, etc.

Incubate rural maker production bases to establish employment processing bases such as manual processing, and achieve a new situation of connecting scenic spots into films and creating a new way for rural clusters to seek wealth. As a result, Changshanzhuang Village is also known as China's "Mountain Village Hollywood" "The First Village of China's Red Fortress".

From the core area where the Yimeng spirit originated, and then expand outwards to a larger geographical area, it is the Yimeng mountainous area in a broad sense, including the three districts and nine counties of Linyi City, and most of Rizhao City. Yiyuan County in Zibo City, Linqu County in Weifang City, Sishui County in Jining City, parts of Zaozhuang City's Central District, Yicheng District, Taierzhuang District, and Shanting District, parts of Tai'an, and Lianyungang City, Pizhou, Xinyi, and Gansu Province in Jiangsu Province Parts of Yu, Donghai and other counties and cities.

The richness of red resources in these areas is not high and cannot even be used as a pillar for rural tourism development. However, through the exploration of the connotation of revolutionary spirit, the activation and utilization of revolutionary cultural relics, and the interpretation of revolutionary education and propaganda, the "red and blue" " Various models such as "Red Text" also provide practical paths for red tourism for rural revitalization.

Small Courtyard for Educated Youth

Rizhao City Red Tourism uses the heroic qualities of "red and blue intertwined" to show the magnificent revolutionary poems. Young representatives of the Communist Party of China such as Wang Jinmei and An Zhe have emerged, the former site of Fulaishan branch in Ju County, the "Red Community" exhibition hall of true-color old party members, red memorial halls, exhibition halls, revolutionary sites such as Baizhuang Beihai Bank, Places where major revolutionary events took place, etc., have taken the opportunity of building regional tourism demonstration zones and provincial-level tourism-strengthening towns to promote the coordinated development model of red tourism and urban and rural construction and promotion; through cultural tourism products such as "Juguo Gifts" Create integration with the three industries, realize the upstream and downstream linkage of the red industrial chain, and create new value.

Linqu County, Weifang City interprets the red revolutionary spirit with the spirit of the Dangshuiya Reservoir as the theme, builds the Danshuiya Reservoir Memorial Hall, gives full play to the role of the patriotism education base, and creates a one-stop "red culture, spiritual transmission" Red education uses "six one" teaching methods such as on-site teaching, visiting exhibition halls, teaching courses, arranging modern dramas, watching feature films, and carrying out publicity reports. It has created Linqu's Red Brigade golden name card and has attracted hydropower experts from more than ten countries. The delegation came to visit and inspect.

Red tourism adheres to the cultural essence of "seeing people, seeing things, and seeing the spirit", conducts red education through cultural relics and heroic deeds, maintains revolutionary traditions, inherits red genes, and accepts red at a wide range of social levels and audience groups baptism.

In the process of assisting rural revitalization and promoting common prosperity, Shandong Red Tourism breaks through the ontological interpretation of "red" or "tourism" and extends new value connotations with the spirit of the times. From the aesthetics of red culture to the beauty of rural life, from the protection and utilization of red resources to the construction of industrialization, it has become an international brand export, and from the rural revitalization of old revolutionary areas, we see that the red monuments cast in these places of faith still shine like gold after the test of time. .

Red culture leads rural civilization

2. Innovative output of red tourism connotation

Red tourism is different from hedonic tourism. As a kind of patriotic education, In order to shape the public's identification with revolutionary history and actively practice the core socialist values, the interpretation and innovative expression of red culture must ensure social value and educational significance while telling red stories well and creating A spiritual journey beyond ordinary meaning.

(1) Immersive scene performance

Yinan Changshan Villa launches "small courtyard immersive performance", using the original stone house of the old courtyard as the theater, and different small courtyards are staged separately There are five plays: "Military Company", "Women's Rescue Society", "Field Hospital", "Literacy Class" and "Following the Communist Party". There are both time and space overlaps and overlapping events between the plays. Some of them are performed by actors. Some use stories as clues, and the audience walks into each courtyard to watch up close, and touch the smoke-filled era through the actors' performances.

In these plays, there are touching stories of young soldiers sacrificing their lives in "Battlefield Hospital"; there are also inspiring moments of songs composed by revolutionaries waiting for dawn in the darkness. In this immersive scene-like performance, the audience sings the spiritual hymn with a feeling that transcends life and death.

Changshanzhuang innovative immersive performance extends from day to night, creating a red night drama "Yimeng Four Seasons Red Wife". The theater is located in a mountain village, with a stream flowing under the stage and outdoor cooking smoke outside the stage. Local people perform local dramas, and the revolving stage that accommodates thousands of people is integrated with life scenes, story backgrounds, and stage art. Relying on the performance platform, we will extend the cultural industry chain and build a red film and television performing arts town in Yimeng.

An immersive performance of "Literacy Class" in a small courtyard

An immersive performance of "Follow the Communist Party" in a small courtyard

The immersive performance moved people with emotion

p>

(2) Digital platform reconstruction

Relying on the Internet platform to create a live broadcast IP column "Walking Civilization" based on knowledge popularization, creating the first provincial-level red TV series in China driven by video IP as the core Cultural tourism digital upgrade plan. The column explores the red culture of Qilu through the video display form of "short video live broadcast" combined boxing, and leads the audience to experience "cloud tourism".

The Confucian Impression of Nishan Town has created a 9D VR holographic study tour experience center, designed for youth groups with lively and brightly colored picture scenes that are both educational and entertaining. With the help of modern information technologies and Internet platforms such as VR, AR, 5G, AI, and big data, we can meet the scene design needs of enterprises and institutions and achieve seamless connection.

For cultural centers, museums, exhibition halls, village history museums and other scene spaces, by increasing the quality improvement and transformation of online experience technology, we can achieve an all-round, all-time and all-element red tourism immersive experience and personality. Customization and intelligent interaction, optimize and expand the space of red tourism, and enjoy digital dividends.

Digital Scenario Application of "Confucian Impression"

(3) Transformation of political brands into market brands

Red culture has high visibility and cultural brands occupy a dominant position , however, as a communication led by government propaganda, it is more of a political mission image. Transforming it into a market-oriented, popular, and people-friendly tourism brand requires innovation in concepts and means.

As a commemorative city of World War II, the ancient city of Taierzhuang in Zaozhuang City gives the ancient city its red charm with a strong historical color. Relying on the ancient canal, the ancient city was rebuilt, resurrecting 18 ponds and 30 miles of water streets and lanes, and also awakening the intangible cultural heritage in the Grand Canal ecological and cultural area. Traditional crafts such as Liujia Diao Kiln clay sculpture, iron art, fabric art, and juggling performances have entered the ancient city from the countryside, jointly creating a "new landmark of Qilu culture".

3. Research innovation of “Red Confucianism”

In the context of national rejuvenation, cultural power, and rural revitalization, the theme logic of “Confucian classics, red inheritance” is Innovative guidance for rural tourism upgrading in Shandong Province. "Rural tourism needs to shape both the body and the soul." The soul of Qilu is in Confucianism, and the soul of Yimeng is in Red Learning. When Confucianism's "filial piety, loyalty, etiquette, justice and shame, benevolent people love others, be kind to others, and the unity of nature and man" and the red classics The era of "feelings for family and country, and conducting government with virtue" blends together in the era. Both are spiritual values ??needed in the new era with historical accumulation and majestic cultural carriers.

Sishui County in Jining City is listed as a key county for national rural revitalization. On top of a poor and deserted village, an art community has been created to integrate local elements and rural agriculture, forming a design, Culture, local ecology and rural revitalization have prospered together, embarking on a path of sustainable development in which culture and art are transformed into new driving forces.

The once-abandoned war preparation grain depot was "turned into treasure" and built by rural talents into the "Dongxian Valley Art Granary", including a multimedia cultural exchange conference room, an art experience sketching center, and a traditional Chinese painting and calligraphy creation room. , rural museum, Yuedu Jining Surabaya Crowdfunding Library, Yishe Art Studio, coffee bar, cooking studio, art restaurant, art B&B, diversified business formats, forming an operation model of "study, culture, creativity, art education, agricultural tourism" A multi-functional, cultural and creative rural culture and art complex.

The 302 rural Confucian lecture halls under the jurisdiction of Sishui County have become windows for the spread of rural culture and civilization, opening up the "red memories" of villagers. Here, volunteer Confucian lecturers are also red tourism commentators. As the recipients of education, villagers can not only listen to party history and learn etiquette, but also sing. By telling local revolutionary stories, we set up modern heroic models. Loving the party, patriotism, and family are red pursuits. Rural Confucianism classrooms shoulder the spatial mission of gathering people's hearts, educating new people, developing culture, and displaying their image.

Awakening the countryside with music and art

In terms of the composition of study groups, school students and party, government, enterprises and institutions are the two major customer source markets. According to the different identities of the customer source groups, Different backgrounds, design study courses. By combining the ideological and moral, political, and historical courses for school students with the localized red resources in the old revolutionary areas, historical events, historical figures, memorial facilities, etc., a red classroom is formed for on-campus learning and off-campus internships.

For the party, government, enterprises and institutions, the core goals of team building and cohesion should be combined with revolutionary traditional education, and public red spaces such as party education bases, martyrs’ cemeteries, and memorial squares should be used as places to endure hardships. Be the inheritor of the revolutionary spirit of hard work and hard work, and be the inheritor of red education.

Luyuan New Village creates "Red New Confucianism" rural tourism

Qufu Nishan Town is adjacent to Zoucheng to the south and Surabaya to the north. It is a provincial-level historical and cultural site at the junction of three counties and cities. Famous town, selected as a national characteristic town. The town includes the palace statue area, Nishan Confucius Temple, Confucius Cave, Gengshu Academy, Luyuan New Village, the scenic spot distribution center, supporting service areas and a cultural tourism industry belt around the lake.

Luyuan New Village, located at the foot of Nishan Mountain, follows the theme of "Confucian charm, rural customs and cultural inheritance", closely blending Confucian culture and red classics to create a new era civilization practice station. The four major exhibition halls in the village respectively display the origin of Lu Yuan, rural memory, intangible inheritance, and the legend of Lu Yuan with the theme of "Origin of Lu - Wind of Lu - Ya of Lu - Ode of Lu". Use modern scientific and technological means to promote the construction of intelligent communities and establish an intelligent Luyuan Party and Mass Service System. Through the mobile phone smart Luyuan APP, one-stop service covers all areas of people's daily life. By integrating party and mass service functions and rural civilization construction into Confucian culture, Luyuan rural tourism implements corporate management, market-oriented operations and brand marketing, and continuously implants tourism elements that are consistent with Luyuan.

Invite tea at Confucius Cave

Whether it is the "Liren Meisu" named after the Analects of Confucius or the "Confucian Township Impression" innovated through scientific and technological means, with the beauty of "Confucianism", The name "red" is used as a cultural carrier to express and convey, internalize the call and awareness needed in people's hearts, and initiate rural cultural consciousness. We have created well-known study tour landmark brands such as "Mengshan Yishui" and "Nishan Holy Land".

The new rural construction of "benevolence is the beauty"

The locality of historical facts, revolutionary figures, and cultural sites is the unique existence of tourism. Although different sub-cultures, regional characteristics and historical events create different red tourism themes, on a national scale, red is a classic image established externally. In the construction of the red meaning, the countryside is the basis and link of cultural integration and urban-rural political development. Shandong villages guided by red Confucianism are constantly created and updated, demonstrating the Chinese expression of national wisdom and vital stories.

Photography/Kong Fangtian Wang Kaixin