Since the rise of the concept of rural revitalization, there has been a wave of enthusiasm for rural revitalization across the country. If there is a small ditch in the village, farmhouse entertainment will be held, and the rape flower festival will be held if there are several acres of cauliflower fields in the village. It seems that rural tourism has become the only direction for rural revitalization. Investors from all walks of life also smelled unlimited business opportunities from it, and when they found a piece of land in the countryside, they developed it with great fanfare. But the problem is that not only most village officials don’t understand tourism development, but investors also don’t understand, which leads to the anticlimactic nature of many rural tourism projects, ending before they even started. It not only destroys the original ecological environment of the countryside, but also wastes resources.
Source: Dadong Design Institute
Rural revitalization is a project supported by the state, and development should be smooth. Why are there so many failed products? By analyzing the failed rural tourism projects, we have summarized several reasons for the failure:
Mistake 1. Serious homogenization
Taking ancient towns as an example, homogenization is an inevitable problem. The antique buildings and similar gameplay, especially the ancient towns in a certain area, are simply carved out of the same mold. For example, the ancient towns in Guizhou Province, because there are many ethnic minorities in Guizhou, and each ancient town has many ethnic minorities living together, the development of ancient towns has fallen into a pattern: the same antique buildings, the same ethnic customs, except that the food may vary from place to place. Even the so-called specialty products sold are the same.
At present, many rural tourism and ancient town tourism projects are similar with minor differences . As long as one rural tourism project is done well, subsequent ones will refer to its development model, or even copy it completely, without considering their actual situation at all, and develop according to local conditions.
Mistake 2. Insufficient cultural mining
The development of rural tourism in many places is entirely due to the development of rural tourism in an adjacent or not far away place. However, because they did not have enough understanding of the rural tourism industry, and did not even have a detailed understanding and excavation of the rural resources, culture, customs, etc., and did not have professionals to conduct field surveys and market assessments, they hurriedly recruited investment and financing, and made drastic travel arrangements. Most of the ones that came out in the end stayed at the pure sightseeing level. It does not form a good tourism reputation, and will eventually lead to a slow decrease in tourists until it is finally abandoned.
The project not only failed to increase farmers’ income, but also made the good rural environment dirty.
Mistake 3. Lack of tourism management talents
In order to reduce management costs, many rural tourism scenic spots do not strictly control the personnel who manage and operate the scenic spots. Many of them are recruited in their own villages, and some are even managed by a few village management cadres. Although they solve work problems for local residents The starting point is good, but due to lack of professional management experience, the results are often unsatisfactory.
Tourism management is a very professional subject, and professionals must be responsible. The major here is not only a theoretical major, but also an empirical major.
Mistake 4: The planning is too uniform
Isn’t it neat and uniform? The “good” here depends on the location.
In many villages today, you can always see uniform houses with the same color and style, and flat and straight roads. It looks neat and beautiful, but in fact it is not in harmony with nature and the original taste of the countryside. If you develop rural tourism projects, individuality and specialization are essential . For citizens who are used to seeing the uniformity of the city, what is the point of coming to the countryside to see the same replica?
Mistake 5. Too tall
The foothold of rural tourism is the countryside. Tourists who go to the countryside mainly want to experience the characteristics and customs of the countryside. If the countryside is developed too luxuriously and grandly, the meaning of rural tourism will be lost. The development of rural tourism must not abandon the simplicity and nature of the countryside.
Mistake 6. Neglecting the cultivation and development of modern culture
When it comes to the creation of tourism culture, it generally pays attention to the excavation of traditional culture, and many developers try to find the connotation of history. In fact, if we can work hard on the modern cultural and entertainment system, it can also generate great attraction. In this regard, it is necessary to fully tap and utilize various local cultural talents, such as poetry, calligraphy, painting, singing, dancing and so on.
Mistake 7. The entire tourism project has nothing to do with the villagers
This year’s No. 1 central document clearly stated that in terms of the development of rural complex construction positioning, we must ensure that the fundamental purpose of “surname farmers for farmers” remains unshakable. On the one hand, it is because the purpose of developing pastoral complexes is to increase the income of farmers and allow farmers to get real benefits; on the other hand, it is also because as long as farmers are the masters of their own affairs and regard rural tourism projects as their own, they will cherish and appreciate them. Only those who are motivated will take the initiative to maintain the image of the scenic spot.
Mistake 8. Not enough rustic flavor
The original taste of the countryside is not only the natural scenery, but also needs to be integrated into the production and life of the countryside, the simple customs of the countryside, and the way of social governance in the countryside. Especially the traditional governance methods, clans, families, including today’s village self-government, village regulations and civil agreements, and so on. These original flavors should be combined with the reality of the countryside, and should not be created deliberately, so as to form an authentic rural picture.
Mistake 9. Don’t know how to spread nostalgia
In today’s era, traditional media and new media have different advantages, especially the new media is faster and more direct, and the clear composition and video can arouse the interest of tourists. But the main thing to spread is the beautiful scenery, as well as fun and delicious things. These things often pass by in a flash, and it is difficult to stir up people’s innermost feelings. So, how to spread the nostalgia and rural artistic conception that truly put people at ease and pursue tranquility? How to show it? This is an issue that developers need to pay attention to.
Mistake 10. Neglecting soft environment governance
When local governments focus on tourism, they often pay attention to the construction of the hard environment, but neglect the governance of the soft environment . For example, butchering customers and poor service, these common problems in large scenic spots also appear in the supposedly simple rural tourism, which is a big spoiler and loses the unique value of rural tourism.
Content source: Zhongnong Huifu
