I. Basic overview
Yangshan Town, located in Huishan District, Wuxi City, Jiangsu Province, is a famous hometown of peaches in China. It has cultural resources such as "100-year-old volcano, 10,000-mu peach forest, Millennium ancient temple and centennial academy". In recent years, Yangshan has vigorously developed rural leisure tourism around the distinctive features of "ecological livability, characteristic agriculture, leisure and holiday, and cultural health preservation", attracting many makers to build nests and take root, injecting culture, art, science and technology, sports, health preservation and other elements into Yangshan rural tourism, and embarked on a road of rural tourism development with distinctive characteristics. Yangshan has become a paradise for rural tourism and entrepreneurship, which has continuously promoted the transformation and upgrading of rural tourism in Yangshan. It has successively won honors such as national 4A-level tourist attractions, national famous scenic towns, national demonstration sites of leisure agriculture and rural tourism, demonstration base of rural tourism makers in China, and national characteristic towns.
Second, the main practices
(a) adhere to a blueprint to the end, start the construction of beautiful countryside.
Since 2008, Yangshan has firmly taken the road of "building a town by ecology", and firmly believes that there is a future with ecology and a future with green. According to this idea, we insist on planning first, promote the integration of multiple regulations, and divide the whole town into four functional sectors: peach area, scenic area, town area and park. 20 13 Compiling the master plan of Yangshan to realize the real integration of urban and rural areas. 20 15 according to the newly compiled development plan of Yangshan town and village, the distribution of Yangshan natural villages was appropriately adjusted to make the development pattern of Yangshan more scientific and reasonable. Yangshan, centering on the four characteristics of "ecological livability, characteristic agriculture, leisure and holiday, and cultural health preservation", takes "planting the most delicious peaches in the world, building the most beautiful town in China and enjoying the best life of the people" as the overall vision, and makes every effort to build a unique Taoyuan town with integrated industrial development.
(b) Improving infrastructure and living environment.
Yangshan gradually improved basic service facilities around the construction requirements of "amorous feelings town, beautiful countryside", and made environmental improvement, sewage treatment, facade renovation and road widening for the village with the goal of creating an open rural scenic spot. Improve the environment of the whole town and upgrade the building grade; Production and domestic sewage has been effectively treated, and the ecological environment of the scenic spot has been comprehensively optimized. The vitality brought by environmental change quickly turned into business opportunities. Farmhouses and homestays run by villagers have become "health paradise" for tourists from Shanghai and Zhejiang. The orienteering of Taohua Island has become a "happy ocean" for tourists from all over the world in summer. The agricultural picking garden and green organic fruits and vegetables in the village have become "hot potatoes" for people in the city.
(3) Adhere to the participation of the whole people and enrich the tourism industry.
Yangshan's tourism development always adheres to the people-oriented principle and ensures the full participation of villagers. Through a reasonable benefit distribution mechanism, the enthusiasm of local villagers to participate in rural tourism and the consciousness of protecting rural tourism landscape will be improved, and the enthusiasm and long-term support of villagers for tourism development will be improved. Actively mobilize villagers to participate in the tourism industry, and expand the cultural industry through the construction of geological and cultural exhibition halls, peach blossom cultural squares, Anyang Academy, Chaoyang Temple and other projects; Develop leisure tourism industry by building Taohuayuan scenic spot and picking garden, and continuously enrich Yangshan tourism format. In 20 17, the per capita income of farmers in Yangshan town was 3 1 10,000 yuan, the per capita income of farmers in holiday areas exceeded 40,000 yuan, and the average household deposit was 310.5 million yuan, which was the highest per capita income of farmers in Wuxi.
(D) Innovative investment model to attract high-quality projects.
Yangshan government enriched the connotation of tourism and leisure with creativity, and pioneered the private tourism driven by rural tourism. It successively introduced Huajiantang Resort Hotel, RV camping and other projects, and cooperated with the seclusion group to realize the transformation and upgrading from farmhouse to high-end homestay. Hermit Hotel, the first cultural hotel with collections in China, focuses on "Hermit Culture" and becomes a niche high-end hotel "hidden" in Taolin. Huajiantang Hot Spring Hotel is the flagship hotel of Huajiantang, adhering to Huajiantang's architectural concept of "let the house grow among flowers", fully integrating Yangshan hot spring, academy and peach blossom elements, showing a brand-new pastoral holiday model. "Qilin Bay" Yangyuan B&B Cultural Village, Shuijie Village, Yangshan Village and taoyuan village will adopt crowdfunding methods in Shanghai, Zhejiang and Wuxi respectively, focusing on introducing management teams focusing on China's famous B&B cultural creativity and design, and encouraging farmers in scenic spots to build B&B and creative workshops on the premise of planning without occupying agricultural land.
(5) Deepen rural reform and enjoy the fruits of development.
Actively promote rural land contractual management rights and homestead circulation, and stimulate the endogenous power of rural development. Collect land elements. In 2008, Yangshan took the lead in proposing and starting farm transformation and large-scale operation in Jiangsu Province, and carried out the first batch of land transfer in China. At present, the land circulation area of the town accounts for 65%, with 2 leading agricultural enterprises, 20 cooperatives 120 and 27 family farms. After the land transfer, the operation of various cooperative organizations is more scientific and intensive, and the land benefits are greatly improved. The rent has jumped from the original annual 800 yuan/mu to 4,000 yuan/mu. Broaden the channels of increasing income. Villagers can be employed as planting skilled workers with a monthly salary of 2,500-7,000 yuan and a short-term skilled worker with a daily salary of 300-800 yuan. Taonong shares in the "cooperative" at the price of land contracting right, and can get dividends of shares above 1.500 yuan per mu every year; Through the establishment of farms and cooperatives, the average net income per mu increased 1000 yuan after intensive management. "Farmer+"has been realized, and the meaning of farmers here in Yangshan has been extended. They are farmers, workers, farmers, people's masters or cooperative shareholders, realizing asset income, wage income and operational income's "multi-foot walking". Enriched the connotation of the village. Establish the concept of global tourism development, carefully lay out naturally distributed villages, create fine products, tap the cultural heritage and natural resource endowment of villages, integrate villages into scenic spots and inject industries into villages. Taoyuan Shunfeng E-commerce Village and Qilin Bay B&B Cultural Village have appeared. The village collective has strengthened the village-level economy in "one village, one theme, one village and one scene", and the villagers have gained sustained benefits in "every family has an industry and everyone has a career".
Third, develop experience.
(A) multi-agent cultivation, everyone is a rural tourism maker.
The "happy dream" of local talents. Excavate and sort out the "local experts", "Tian Xiucai" and local college students in the town, establish Yangshan local talent pool, and lead them to Taiwan Province Province, Zhejiang and other places for many times to learn advanced experience in rural tourism, so as to stimulate the enthusiasm for innovation and entrepreneurship. Carry out a series of "education for all" trainings, and offer special courses such as hotel management, domestic service, e-commerce marketing, etiquette norms, cultural creativity, and handcraft. So as to enhance civilization and entrepreneurial ability. At present, the town employs more than 3,200 college students, including more than 20 farmers and residents. A maker center for the disabled was established, and 18 disabled people went to Suzhou to learn from their teachers, carve peach roots and make mahogany handicrafts, thus becoming a well-known maker for the disabled. The "pastoral dream" of foreign talents. They may have been college graduates, white-collar workers and freelancers before, but they all have the enthusiasm for entrepreneurship and innovation. Formulate opinions on the development of modern service industry in Yangshan, give all-round support to makers in terms of capital, land and policies, and promote the gathering of high-quality innovative resources in Yangshan. "Introduce talents+talents", establish a "professor workstation" in cooperation with China Agricultural University, and introduce leading talents in peach industry; Build a Chinese herbal medicine base with Nanjing University of Chinese Medicine, and introduce 1 "Master of Chinese Medicine". "Project+Team" takes high-quality enterprises such as Pastoral Oriental as the carrier, and builds an excellent maker team with culture, technology, good management and good management.
(2) When many fields blossom, everything can be innovated.
Rural tourism+agriculture: peaches are the leading agricultural industry in Yangshan for a hundred years. Rural tourism has made new moves to make steamed buns and cooked peaches into preserved fruits and peach wine. Incorporate the concepts of art, culture and health preservation, and develop a series of products such as peach blossom tea, peach blossom cake and peach blossom mask. The integration of peach industry and the whole industrial chain of tourism products has greatly enhanced the added value. Rural Tourism +B&B: Relying on Yangshan's unique resources, we fully release our creativity, perfectly combine the service concept of boutique hotels with the characteristics of Xiang Tao Jiangnan folk houses and folk customs, and various unique B&B and theme hotels such as Youtaoyuan, Huajiantang, Li Qian Cycling, Zhu Xiao Mu Ye and Qilin Bay B&B Cultural Village have emerged one after another. Characteristic B&B has become another brand-new business card for Xiang Tao tourism. At present, Yangshan has opened more than 20 homestays of various types. Rural tourism+cultural creation: Taking local materials in Yangshan, peach culture, spring culture, Buddha culture, geological culture and academy culture have been sublimated and effectively utilized, and cultural creation bases such as house picking, vegetation painting, pastoral eslite and southern art sketch have enhanced the cultural taste and artistic characteristics of the town, making the Yangshan story more vital. Rural Tourism+Internet: Driven by rural tourism, Shunfeng Taoyuan E-commerce Village and Taoyuan Hulu Valley E-commerce Base have been established one after another, and the sales of tourism products with unique Yangshan charm catch up with the Internet express and go abroad. Various homestays and scenic spots have launched their own new media platforms, which have become an important window to show Yangshan rural tourism and gathered a large number of fans. Huajiantang's secluded "hidden powder" and "pollen" have brought a steady stream of passengers to Yangshan.
(3) Persist in pursuit and show development feelings everywhere.
To describe the future of Yangshan, we need to constantly improve the quality and let tourists come, stay and linger. To make Yangshan's tomorrow better and Yangshan people's life sweeter requires sustainable and rich rural characteristics. It is the pursuit of feelings and the constant pursuit of Yangshan rural tourism development. What kind of feelings determine what kind of characteristic rural style. Inclusive and open feelings, so that rural industries gather rich; The yearning for good feelings makes the rural landscape natural and harmonious, the buildings elegant and interesting, the projects tasteful, the number of tourists increases year by year, and the reputation is getting higher and higher. Yangshan is bound to become a model of rural tourism, a unique "back garden" of the city and a well-known tourist resort.
Expert review
Adhere to the participation of the whole people, improve the enthusiasm of local villagers to participate in rural tourism and the consciousness of protecting rural tourism landscape through a reasonable interest distribution mechanism, and improve the enthusiasm and long-term support of villagers for tourism development. Through multi-disciplinary training, we will excavate and sort out the "local experts", "Tian Xiucai" and local college students in the town and establish Yangshan local talent pool; Adhere to "introducing talents+talents" and establish "professor workstation"; Adhere to the "project+team", and build an excellent maker team with culture, technology, good management and good management with high-quality enterprises such as Pastoral East as the carrier.
The telephone number of the national production and marketing platform is 0 10-65367702, the email address is :hz@people-energy.com.cn, and the address is People's Daily, No.2 Jintai West Road, Chaoyang District, Beijing.