Text / Yangcheng Evening News reporter Li Cungen
Recently, six departments including the Ministry of Culture and Tourism jointly issued the "Opinions on Promoting Cultural Industry Empowering Rural Revitalization" (hereinafter referred to as "Opinions").
How to use the cultural industry to empower rural economic and social development has attracted attention from all parties, and the integration of culture and tourism has become a key area for empowering rural revitalization.
At a time when the tourism market is being reshaped, can rural tourism in Guangdong, empowered by the cultural industry, become a driving force for the high-quality development of rural revitalization in Guangdong?
Cultural and tourism characteristic villages become popular choices
In the context of the integration of culture and tourism to empower rural revitalization, rural tourism in Guangdong has ushered in a new outlet.
During the Spring Festival this year, the cultural and tourism characteristic villages in Guangdong Province have become a good place for citizens to travel during the Spring Festival.
The reporter learned that as early as 2019, the Guangdong Provincial Department of Culture and Tourism announced the first batch of 99 cultural and tourism characteristic villages in Guangdong Province. So far, three batches of 259 provincial-level cultural and tourism characteristic villages have been announced.
With the continuous improvement of Guangdong's tourism and cultural characteristic village system, a group of products launched around these characteristic villages have become popular choices for surrounding tourism in Guangdong Province. Tourists keep increasing.
For example, in Guangzhou, there are 4 national key rural tourism villages, Lianma Village, Nanping Village, Xihe Village and Daling Village, 14 provincial-level rural tourism boutique routes, 23 provincial-level cultural and tourism characteristic villages, 7 The country house demonstration site in Guangdong Province and 9 grades of boutique homestays have gradually formed a product system of "one village, one special" tourism and cultural characteristic village.
In addition, in 2021, Conghua Slow Enjoy Health Leisure Tour will be selected as the national “Experience Poverty Alleviation Achievements and Help Rural Revitalization” rural tourism learning experience route.
Statistics show that during the Spring Festival, Guangzhou received more than 7.7 million tourists, including 4.35 million rural tourists, accounting for more than half of them.
Not only national and provincial cultural and tourism characteristic villages are welcomed by tourists, but municipal cultural and tourism characteristic villages also attract tourists' attention.
Under the guidance of the rural revitalization strategy, Foshan actively cultivates and builds a rural tourism cluster with unique Foshan Lingnan cultural characteristics, promotes the transformation and upgrading and high-quality development of rural tourism in Foshan, and also promotes the development of characteristic villages as scenic spots.
In January this year, the first batch of 13 cultural and tourism characteristic villages in Foshan City were awarded, which are not only typical Lingnan water towns, but also resorts integrating historical and cultural experience, flower tours, leisure and entertainment, and vacations. Beautiful scenery, feel the charm of the countryside" has set off a wave of rural tourism in Foshan.
Wu Zhicai, director of the Guangdong Tourism Strategy and Policy Research Center of South China University of Technology and professor of the Department of Tourism Management, believed in an interview with the media that the introduction of the "Opinions" is very timely and strategic, and it has brought a lot to the development of Guangdong's cultural industry and rural revitalization. New opportunity.
He said that promoting the cultural industry to empower rural revitalization has activated a large number of cultural resources in the countryside; it will also activate enterprises, and more capital projects will enter the countryside in the future; it will also more activate talents, implement the strategy of talents going to the countryside, and become rural revitalization in the future. an important support and plate.
Intangible cultural heritage experience becomes the name card of rural culture
The integration of intangible cultural heritage into rural tourism is one of the important manifestations of the integration of culture and tourism in Guangdong in recent years.
In the Chaozhou Embroidery Culture Research and Study Tour Base in Gaoyi Village, Fuyang Town, Chaoan District, Chaozhou City, the research base for inheriting and experiencing the charm of intangible cultural heritage has also developed in the countryside of Guangdong and has become a business card of rural culture.
The first floor is an intangible cultural heritage research base, where Chaozhou intangible cultural heritage such as Chaozhou embroidery (Gu embroidery), beaded embroidery, and artisan can be experienced here.
The second floor is the exhibition hall, which collects the representative works of non-genetic inheritors, adding a platform for Chaozhou embroidery to publicize and display and promote tourism experience.
The base is popular among young students, young enthusiasts, and embroidery practitioners, and ordinary tourists can also visit the exhibition of outstanding works for free.
As one of the towns and streets with many intangible cultural heritage projects in Dongguan, Daojiao Town has actively built an intangible cultural heritage exhibition hall this year in order to better protect the intangible cultural heritage.
In the Daojiao Town Cultural Service Center, the intangible cultural heritage exhibition hall is novel and unique. The exhibition hall displays various intangible cultural heritage projects in Daojiao Town. Display all kinds of intangible cultural heritage protection achievements in the town and effectively promote intangible cultural heritage culture.
According to the person in charge, Daojiao Town will strengthen the promotion of intangible cultural heritage, strengthen cross-border integration and development, and strengthen the development of cultural and creative products, etc., to attract more people to participate, make intangible cultural heritage "live", and better achieve inheritance and development. .
In recent years, Mai Ruicong, head of Guangdong Intangible Cultural Heritage Cultural Industry Co., Ltd. (hereinafter referred to as "Intangible Cultural Heritage"), which is committed to the exploration, protection and inheritance of intangible cultural heritage projects, believes that in the exploration, protection and inheritance of intangible cultural heritage projects in Guangdong's rural areas, we must always adhere to the Adapt measures to local conditions, work hard, do your homework, find the combination of intangible cultural heritage and rural revitalization, and promote it in appropriate ways.
He took Fuli Village, Sihui City, Zhaoqing City, the first village of ancient Chinese folk papermaking as an example, and introduced that rural intangible inheritance development should also be innovative in form.
"Intangible Dreams" specially set up a group to innovate on the basis of traditional skills, and applied it to the fields of calligraphy and painting, printing, packaging, etc., which aroused strong repercussions in the industry, and edited the textbook "Ancient Papermaking and Movable Type Printing" and made it an elective in colleges and universities class.
The specially developed Sihui ancient papermaking DIY bag has made the ancient papermaking accessible to thousands of households.
In this way, not only has the reputation of "the first village of Chinese folk ancient papermaking", but also led to the rural revitalization work of Fuli Village.
It is understood that Guangdong China Travel Service has also developed the "Inheritance of Inheritance · Rural Revitalization" route. Tourists not only experienced the ancient papermaking method in Fuli Village, but also interacted with the representative inheritors, and felt the charm of inheritance from a distance.
In Huangpu Ancient Village, Haizhu District, Guangzhou, the "Intangible Cultural Heritage Dreams" primary and secondary school research and practice education base is committed to curriculum development, research and practice, to build an education system and practice system for learning Chinese excellent traditional culture, and to pass on the intangible cultural heritage skills taught by oral and deed. Organize into standardized, systematic and scientific teaching standards and personnel training programs.
The base conducts intangible cultural heritage courses on weekends and organizes voluntary activities from time to time, which attracts more tourists to visit Huangpu Ancient Village, which drives the economic development of Huangpu Ancient Village. The establishment of the base and Huangpu Village have achieved a win-win situation.
Expert advice: Promoting rural prosperity with cultural innovation
At present, cultural tourism empowers rural revitalization, and Guangdong Province has already had a good experience.
Yan Zengjie, Secretary-General of Guangdong Rural Tourism Association, introduced that through the identification of cultural and tourism characteristic villages, Guangdong Province has systematic and clear indicators, including rural intangible cultural heritage, folk culture and other related content, and it also focuses on the integrated development of cultural tourism. , promoting rural prosperity through culture.
Guangdong has done a lot of exploration in the conservation of rural culture, and gained some highlights and experiences.
However, he believes that Guangdong rural tourism can continue to strengthen its cultural empowerment.
Yan Zengjie pointed out that there is currently a hollowing out in the countryside, which is declining day by day. In terms of cultural conservation, there is still a gap between Guangdong and advanced provinces and cities.
There are many historical and cultural ancient villages, which are worthy of improvement in terms of conservation.
Rural traditional culture and intangible cultural heritage, rural folk customs, rural art, etc. need transformation and activation the most, and there is not enough effective display now; it is difficult to use these cultures to form products, or to achieve sustainable operations, without forming a core attraction , making it easy for rural tourism to look around.
"Even some rural tourism projects in Kaiping Diaolou, a world cultural heritage, are often only viewed from a distance and cannot be played up close." This reminds us that rural cultural excavation should pay attention to the innovation of cultural products and form a strong attraction to young tourists. "Let everyone who has been there want to go again, deeply tap the consumption potential, and realize rural revitalization."
Jiang Jinbo, a professor at the Department of Tourism Management of South China University of Technology, also said in an interview with the media that the key to rural tourism is to create a cultural atmosphere in characteristic villages, which is the extraction of cultural genes based on agricultural civilization, traditional villages, and rural customs. Promote the integration of rural culture and tourism, and promote the upgrading of rural cultural consumption.
The development of rural cultural industry is bound to usher in the prosperity and development of rural cultural consumption.