The Development Course of Rural Tourism in China

In recent years, tourists from many western developed countries have many motives to visit China, but one of the important hot spots can still be found, that is, they admire China's long history of nomadic and farming civilization and countless places of interest around it. They believe that they can get the most attractive tourism products-poetic and simple pastoral beauty, and satisfy their desire to return to nature, and the tourism intention of "returning to nature" should be promoted first in China. Therefore, we should realize that rural landscape is a unique tourism resource with both natural and humanistic characteristics. This is a precious wealth endowed by nature, a long history and developed agriculture. Without such rich rural scenery resources, it is hard to imagine that China's tourism construction can attract so many tourists from home and abroad. Therefore, the author thinks that rural tourism resources can be called a wonderful flower in China tourism industry, and its potential advantages can not be ignored. People of insight in the tourism industry should pay enough attention to the development of rural tourism resources.

First, the significance of developing rural tourism resources

Developing rural tourism resources is the need of the sustainable development of China's tourism industry and the development of economic situation. Mainly has the following practical significance:

1. enriches the tourism resources in China. The countryside is rich in natural tourism resources, such as forest parks, strange peaks and strange mountains, rivers and reservoirs, pasture icebergs, pastoral scenery, nature reserves, multi-ethnic customs and historical sites, and countless local native products and arts and crafts live among the people. Suzhou is an important tourist city in China, which is famous as "Venice of the East". Around Suzhou, there are water towns in the south of the Yangtze River, criss-crossing rivers, thousands of miles of rice waves, rows of new-style farm houses, ancient houses and monuments scattered in the countryside, strong nostalgia and embroidered bags for Wu women, all of which make the ancient city of Suzhou more charming. Without this contrast of rural landscape, Suzhou city would lose its luster. It can be said that in Suzhou's tourism industry, the countryside is the grand geographical background that constitutes the whole Wu culture, and it is an indispensable part of developing tourism, making Suzhou tourism more attractive.

2. Developing rural tourism can evacuate tourists. The countryside is vast, the distribution of scenic spots is not crowded, and the space for tourism activities is large, which provides good spatial conditions for the development of tourism. At present, many tourist cities in China are overcrowded, especially in Beijing, Xi, Hangzhou, Suzhou and other tourist hotspots. During the peak period of Suzhou tourism, there are more than 250,000 tourists every day. Some famous gardens, such as Humble Administrator's Garden, Lingering Garden and Xiyuan Garden, are crowded with tourists, which makes people feel like they have entered a crowded shopping mall. The same is true of the Terracotta Warriors Museum in Xi, the Forbidden City, the Summer Palace in Beijing, Lingyin Temple in Hangzhou and the West Lake. How to change this situation? The author thinks it is a good way to develop rural tourism in these areas. The capacity of tourists in rural areas is relatively large. If we can skillfully use the unique local tourism environment and develop rural tourism resources, it will certainly attract urban tourists and ease the population pressure of tourist hotspots. For example, rural leisure tourism projects such as "farmhouse music" in Fuyang, Zhejiang, "fisherman's music" in Xin 'anjiang, and grassland tourism development in the suburbs of Beijing, let tourists appreciate the wild artistic conception of "the sky is grey and the wind blows the grassland to see cattle and sheep", which is very attractive and worth learning.

3. It has opened up a new road for revitalizing the rural economy. Tourism, known as "smokeless industry", is one of the main channels to earn foreign exchange. At present, due to the deepening of economic reform and the requirements of environmental protection, a considerable number of township enterprises with high energy consumption, high pollution and low efficiency will be cancelled or adjusted, and the local economy will be affected to some extent. Developing rural tourism can develop a scenic spot and make the people rich. It is conducive to promoting rural economic prosperity and accelerating the pace of farmers getting rich. In some villages with good tourism development conditions, if we can develop rural tourism according to local conditions and make use of local rural resources, it will play an important role in local rural economic development and environmental improvement.

4. It provides a lot of opportunities for the employment of rural surplus labor. Tourism itself is a labor-intensive industry with a strong ability to absorb labor. Developing rural tourism requires "one-stop" service facilities. We need not only tour guides, managers and waiters, but also hotels, guest houses, catering services, shopping malls, tourist transportation and cultural facilities, which creates good conditions for developing rural labor resources. China is rich in rural labor resources, especially in the eastern coastal areas, with a large population but little land and a surplus of labor. Developing rural tourism can solve the employment problem of surplus labor force.

Developing rural tourism will bring great social benefits. The development of rural tourism will promote all aspects of a regional social system and bring considerable material and spiritual benefits. For example, rural tourism can make food, daily necessities, tourist commodities, handicrafts and other related township industries develop; It can promote commodity exchange, commercial prosperity and active market; It can promote the development of transportation, open isolated villages to the outside world and invigorate the economy; It can stimulate the development of local agriculture, especially the agricultural and sideline products and local products that serve the tourism industry will be greatly developed; You can publicize rural suggestions and improve the rural environment; It is conducive to strengthening the construction of spiritual civilization in rural areas and promoting the quality of the population. The development and construction of rural tourist attractions can not only beautify and improve the environment, but also bring tourists from all directions with the development of tourism. This extensive interpersonal communication will make people's ideas and customs penetrate and influence each other, and it will gradually change the old living habits in rural areas, beautify people's language and mind, and update people's ideas. Cultivate and bring up a group of tourism management and service talents. In short, the development of rural tourism, its social benefits are multi-faceted and multi-level, which will have a great impact on the entire social complex in the region.

Second, the connotation and characteristics of rural tourism resources in China

China's rural tourism resources mainly include the following aspects:

1. Unique rural natural scenery. Due to the different geographical location and natural geographical environment, the rural areas in China have rich and colorful natural scenery: mountains and villages are surrounded by clouds, terraces overlap and mountains and rivers are beautiful; Ping Ye, a water town, is criss-crossed, and cotton, sea, rice, waves and cauliflower are fragrant; By the sea and by the land, the sea is vast, with charming sunshine, waves and beaches. Inner Mongolia, the hometown of grassland and countryside, has a flat terrain and a cloud of sheep; The forests and villages in Daxing 'anling are vast in forests and snowfields, with extraordinary boldness of vision ... In addition, the climate difference between the north and the south of China is remarkable, and the rural natural landscape is also more abundant, such as sugarcane townships in Guangdong and Sichuan basins, fruit townships in Shandong Peninsula and Liaodong Peninsula, bamboo townships in the middle and lower reaches of the Yangtze River, tea townships in Jiangsu, Zhejiang, Anhui and Fujian, cotton townships in North China Plain, and melon and fruit townships in Turpan, Xinjiang.

2. Colorful rural customs and people's feelings. There are many nationalities in our country; Natural conditions vary greatly from place to place, and rural production activities, lifestyles, customs, religious beliefs, and economic conditions are different. As far as ethnic groups are concerned, there are 56 ethnic groups in China, such as Dai nationality in Yunnan, Miao nationality in Guizhou, Zhuang nationality in Guangxi, Yao nationality in Hunan, Li nationality in Hainan, Uygur nationality in Xinjiang, She nationality in Zhejiang and Tibetan nationality, all of which have fascinating folk customs and landscapes. These ethnic minorities are either good at singing and dancing, enthusiastic and reserved, mainly engaged in farming, nomadic life, primitive life of fishing, hunting and gathering, or thriving from generation to generation with unique living habits. These provide rich materials for tourists to deeply appreciate the customs of China and explore the evolution of human society. Take the traditional festivals prevailing in rural areas of China as an example. Han people have Spring Festival, Lantern Festival, Tomb-Sweeping Day, Duanyang Festival, Mid-Autumn Festival and Double Ninth Festival, while Tibetans have Bath Buddha Festival and Snowdon Festival, Miao people have "Catch Autumn", Yi people have Torch Festival, Zhuang people have Song Festival and Dai people have Water-splashing Festival. Islam has the beginning festival and Eid al-Adha, which are colorful and fascinating. The traditional March Street of Bai people in Dali, Yunnan, Jinghong Water Splashing Festival, April 8th of Miao people in Guiyang, "Nadam" of Mongolian people in Inner Mongolia and Longwang Temple Fair in Lijiang are all popular tourist resources with rural customs and customs. In addition, various folk activities such as spring outing, dragon boat race, wrestling, horse racing, archery, bullfighting, swinging, catching songs and dancing on the moon are all of high tourism development value.

3. Be interested in local culture and art.. China's local culture and art are ancient, quaint and magical, and are deeply loved by Chinese and foreign tourists. For example, dragon lanterns and lion dances are popular in rural areas of China, Yangko in rural areas of northern Shaanxi, Errenzhuan in northeast China, Lusheng Festival in southwest China, "Singing Ha" party in Guangxi and "Lake Boat" in He Lixia water town are all famous. All kinds of folk handicrafts produced in the vast rural areas of our country are favored by tourists, such as Yangliuqing New Year pictures in rural areas of Tianjin, Weifang New Year pictures, batik in Guizhou, tie-dyeing in Nantong, lace in Changshu, as well as embroidery, straw weaving, bamboo weaving, wood carving, stone carving, clay figurine and dough figurine. , are deeply loved by tourists because of their rich local characteristics. From ancient times to the present, there are various epics, myths, legends, stories, jokes and anecdotes circulating in rural areas of China, which are fascinating and memorable. Ashima, popular in Yunnan, from Zhuang nationality, Jianger in Inner Mongolia grassland and Shenge in southern Jiangsu water town, can make tourists emotional and intoxicated. In addition, rural cooking has a unique flavor. Mapo tofu in Sichuan is famous for its spicy flavor, stinky tofu in Hunan is famous for its smelly flavor, instant-boiled mutton in Inner Mongolia grassland is delicious and tender, and mutton skewers in Xinjiang are fragrant. These rural cooking cultures are particularly attractive to foreign tourists.

4. Rural dwellings with different styles. Rural residential buildings can not only bring fun to tourists, but also provide them with a place to rest. Different styles of folk houses give tourists different spiritual feelings. Due to the influence of topography, climate, building materials, history, culture, society, economy and many other factors, China's rural residential houses can be described as varied and different in style. Bunkers on the Qinghai-Tibet Plateau, felt bags on the grasslands of Inner Mongolia, "Ayiwang" in rural Kashgar, "Gan Lan" in rural Yunnan, "Diaojiao Building" in Miao villages, "Jinggan" in Naxi people, caves in the Loess Plateau, and board houses in the northeast forest area all make tourists feel refreshed with their unique architectural forms. In addition, there are many old houses and buildings in rural areas of China. For example, Xidi Village, Ganxian County, Anhui Province, has more than 20 houses 120 in Qing Dynasty, a deep house compound with exquisite layout and a dazzling array of masonry and wood carvings. It is a treasure house of ancient rural houses and has great tourism development value. There are many ancient projects, ancient manors, ancient bridges, ancient rivers and so on. Taking the rural areas of China as an example, the Guhan ditch, which runs through the Jianghuai area in northern Jiangsu, was opened by Fu Cha, the king of Wu. The buildings along the river are criss-crossed, and the windmills set each other off. The Shu Road built in the Qin and Han Dynasties in Sichuan runs through Chongling, Beishan Township, Sichuan Province, where pine and cypress are widely planted. It is called "Cuiyun Gallery" and is spectacular and beautiful. There is a wind and rain bridge in Dongxiang, Guangxi. There are pavilions and pavilions on the bridge, which are unique in shape and are also places for villagers' trade gatherings. Rich in national characteristics, it is a scene of Dongxiang. These houses and rural buildings reflect the local cultural and artistic characteristics, and their rural charm is endless and amazing.

5. Characteristic traditional rural labor force. Traditional rural labor is a wonderful flower in rural cultural landscape, especially in remote rural areas, there are still ancient farming and labor methods, and some areas are even in the primitive labor stage. It is precisely because of this that they will make tourists under the influence of modern civilization feel novel and attract them. These labors, such as water cart irrigation, donkey grinding, old cow grinding, wood weaving, hand pushing carts, rice threshing with stone mortar, eagle fishing, tea picking, lotus root picking, bean curd making, crab catching, duck driving, cattle and sheep driving, etc. , are full of life breath, poetic and fascinating.

Third, the development of rural tourism problems

China is rich in rural tourism resources. The problem is how to develop and utilize these resources. At present, there are many problems, mainly in the following aspects:

1. People have not paid attention to it as a new industry ideologically. Over the past ten years of reform and opening up, although rural tourism has developed with the development of the whole tourism industry, its due position and role in the rural economy has not been widely recognized. Especially in those places with rich rural tourism resources, some have not been developed, and some have been developed, but they lack strengthened leadership, imperfect management institutions, necessary capital investment and macro guidance. At present, they are still in a low-level development stage, and their great potential is far from being developed.

2. Although the foundation of rural tourism resources is good, there is still a lack of overall planning within the county. For example, how to develop rural tourism resources in the county? What about investment estimation and economic benefit prediction? How to raise funds?

3. The relationship between rural tourism resources and local rural economic construction, as well as the coordination with the tourism departments of cities and counties, still needs to be further solved. For example, to develop rural tourism, it is necessary to develop tourist transportation, tourist hotels, tourist hotels and tourist communications to solve the problem of water and electricity supply. For example, after the development of rural tourism, how to cooperate with the local tourism departments of cities and counties to achieve the combination of urban and rural areas and the combination of points, lines and areas to form the best tourist routes and attract tourists.

4. Rural tourism policies are not matched. Such as protection policy, investment and development policy, credit policy, economic support policy, tax policy and foreign investment and development policy.

5. At present, the number of rural tourism service teams is small and the quality is low. How to improve service quality and optimize tourism service is also an urgent problem to be solved.

6. Lack of commodity awareness. At present, the significance of developing tourism at home and abroad has gone far beyond tourism itself, but "building a stage for tourism and singing opera in economy and trade". However, most rural tourist attractions in China lack this awareness, especially developing products with local characteristics.

Fourthly, the idea of developing rural tourism in China.

Rural tourism is a new industry, so it is necessary to formulate a set of development plans, including long-term planning and short-term implementation planning. From the perspective of long-term planning, the theme is big industrial consciousness. Rural tourism should be treated equally with township enterprises, and foreign capital can be actively introduced to build a number of resorts and participate in international tourism competition. Judging from the recent implementation plan, it is mainly that local tourism decision makers and government departments attach great importance to rural tourism, adjust measures to local conditions, base themselves on innovation, and develop their own characteristics step by step. In the process of overall planning of rural tourism development, the following measures should be taken:

1. Raise awareness and strengthen organizational leadership. To develop rural tourism, we must first raise awareness and change ideas, and first pay attention to it by leaders. Where rural tourism resources are rich and distinctive, the local government should put the construction of rural tourism on the agenda.

2. According to local conditions, focus on building the foundation of rural tourism. At present, rural tourism in China is still in its infancy, so it is impossible to develop it completely. We should make overall plans and adjust measures to local conditions. In rural areas with high quality tourism resources, good traffic conditions, good economic foundation and many tourist hotspots, we will accelerate the development of tourism, focus on developing characteristic rural tourism projects, and build rural tourism bases with unique styles.

3. Rational development of rural tourism resources. The source of funds is the key to developing rural tourism. Therefore, it is very important to open up and collect financial resources. However, to develop rural tourism, we must not learn from others, compare with cities, love foreign countries and pave the way with money. The author believes that "soil" is the charm of rural tourism. Simply because of poverty, avoid crossing the ocean and rationally develop rural tourism resources. Take the tourist hotel as an example, it can adopt the form of rural residence, take modern living equipment as the interior, and integrate with nature. Cave inn on loess plateau, thatched cottage in plain water town, ancient village in mountain, secluded meditation in forest and dome of grassland can all be used as hotels. In the lake water network area, you can also rest in the shed of the ship building, live on the water, eat on the water, play on the water, wear a hat, wear hemp fiber, pick new lotus, pick fresh lotus roots and so on. , not expensive, the income is considerable. In the development and construction of rural tourist spots, we should also take soil as the foundation and avoid thatched houses, bamboo pavilions, bamboo fences, grass paths, small wooden bridges and other buildings that can reflect rural characteristics like urban tourist spots.

4. Pay attention to characteristics and carefully design rural tourism projects. Tourism development can't be "everyone has me" or "thousands of people have one side", but should develop strengths and avoid weaknesses, fully express and highlight self-characteristics, which is the guarantee for tourism activities to attract tourists and the life of tourism economy. Priority should be given when designing rural tourism routes and organizing tourism activities. The characteristics of rural tourism resources are mainly reflected in the rural cultural landscape, which should be the focus of tourism route planning. For example, Wuxi has carefully designed rural folk tourism according to the scenery of the water towns in the south of the Yangtze River and the characteristics of farmers' lifestyle, allowing tourists to go deep into the countryside, watch the picture scrolls of the water towns, experience local customs, visit the countryside, cultivate crops, raise chickens and ducks, celebrate festivals and other rural life, and let tourists eat and live with farmers, walk through street markets, have discussions with farmers, operate ancient traditional farm tools and work with farmers in the fields. This tourist activity is very popular in Japan and America.

5. Strengthen the construction of rural tourism infrastructure. The infrastructure of rural tourism mainly refers to the basic problems of eating, living and traveling. From eating, it mainly refers to the development of catering industry with local characteristics; Although you don't need a star hotel, you should keep it clean and comfortable and solve the problem of bathing. It is best to build some manor-style hotels with national characteristics and low cost, such as "quadrangles" and "grass houses in the forest". In terms of transportation, the transportation of rural tourism should be different from large-scale transportation such as airplanes and trains. It should be adapted to the flexible and light local natural environment, and its design should be combined with the local historical and cultural background to add color to tourism activities.

6. Strengthen the development of tourism products and attach importance to the protection of rural tourism resources. The development of tourism products is an important part of tourism, because most tourism products are pollution-free light industrial products, handicrafts and local products. Therefore, vigorously developing tourism products can organically combine the development of township enterprises with the development of tourism and promote each other. However, due to insufficient understanding of the value of tourism resources and weak awareness of environmental protection, rural tourism resources in many areas of China have been seriously damaged. It is urgent to raise awareness, publicize widely and strengthen the protection of rural tourism resources. Over the years, ancient buildings and historical sites have been in disrepair for a long time, and human activities such as deforestation, reclamation of lakes and hunting of animals have seriously damaged rural tourism resources and even made many landscapes on the verge of despair. Due to the development of modern agricultural technology, some traditional ancient farm tools and farming methods have become rare. If they are not protected purposefully and in a planned way, rural tourism resources will gradually lose their most attractive luster.

Since the reform and opening up, tourism has developed in an all-round way.