To help rural revitalization, Guangdong’s “two centers integration” has become a public space shared by the host and the guest. Text/Yangcheng Evening News All-Media Reporter Li Cungen Correspondent Guangdong CinemaCinemaCistering and Tourism Propaganda
In rural areas, can the level of public cultural services enjoyed by villagers and the level of tourism services enjoyed by tourists be improved? This is a major issue that Guangdong faces to help rural revitalization advance to the present with the deep integration of culture and tourism.
Since the Guangdong Provincial Department of Culture and Tourism launched the pilot work of the integrated development of grassroots comprehensive cultural service centers and tourism service centers (hereinafter referred to as the “Integration of Two Centers”) in March 2020, Guangdong has selected rural areas with rich tourism resources, active tourism formats, and good cultural and tourism industry development, and has built the first batch of 173 grassroots cultural and tourism service centers in the province. These public spaces that integrate culture and tourism and share hosts and guests have brought gratifying changes to the Lingnan villages. “Integration of the two centers” is becoming an effective support for writing a satisfactory answer sheet for the cultural and tourism industry to help rural revitalize and consolidate the results of a well-off society to help rural revitalize.
Current status of cultural context:
Innovation across the province has tried to promote the “integration of two centers”
After years of construction, the total number of grassroots comprehensive cultural service centers in Guangdong Province has exceeded 26,000, basically achieving full coverage. In recent years, Guangdong’s rural cultural tourism has developed rapidly, and the development level of grassroots tourism service centers is low, the number is small, and the supply is insufficient, which has become a weak link in the development of Guangdong’s rural tourism.
In March 2020, under the leadership of the Guangdong Provincial Department of Culture and Tourism, all parts of the province rely on the existing huge grassroots public cultural service network to integrate tourism public service functions into it, and select rural areas with rich tourism resources, active tourism formats, and good cultural and tourism industry development to promote the “integration of the two centers”. This is the first innovative attempt in the country to be made in the province.
In order to carry out the pilot project of “integration of the two centers”, Guangdong provides assistance in terms of policies and funds. In order to standardize and systematic the work of “integration of the two centers”, the Guangdong Provincial Department of Culture and Tourism issued the “Guidelines for the Integration Development and Construction of Grassroots Comprehensive Cultural Service Centers and Tourism Service Centers”, which clearly regulates the construction location, functional configuration, site facilities, etc. of the “integration of the two centers”.
The first batch of pilot projects for the whole people to participate in social co-construction
This new cultural and tourism integration model has aroused enthusiastic responses in the vast rural areas of the province. All localities will select “two centers” in locations with relatively convenient transportation, large flow of people and relatively prominent, and give priority to the construction of village ancestral halls, village history museums, cultural and tourist attractions and other areas for people gathering. On the one hand, small transportation distribution centers can be built to provide public transportation for rural tourism development.On the other hand, the central tourism attributes are given in a social way. While increasing the popularity of rural tourism, cultural tourism service functions such as information consultation, folk customs display, local specialty sales, booking of homestays and catering can be added.
The Guangdong Provincial Department of Culture and Tourism also actively guides the participation of the whole people and social co-construction, coordinates the management and service of the center for full-time and part-time jobs of the Cultural and Sports Association, including the “Three Supports and One Help” university graduates, college student village officials, cultural and tourism volunteers, etc.; holds cultural tourism activities with rural characteristics during holidays, and encourages tourism operation management management such as attractions, homestays, and local specialties to participate in the center’s consultation public services.
In addition, in the first batch of pilot projects, some pilot projects will be constructed by entrusting tourism enterprises or third parties to introduce social forces to participate in operation and management, providing a broader space for the development of rural tourism and implementing co-construction, sharing and integration.
The annual average number of customers will exceed 1.33 million
The pilot program of “integration of the two centers” is gradually being promoted. Following the emergence of the first batch of cultural and tourism service centers, as of the end of 2021, the province has built 83 new integrated pilot projects for the two centers. In 2020, six pilot units including the Chang’an Town Library of Dongguan City, the Liannan Yao Autonomous County Cultural Center of Qingyuan City, the Yanyang Town Comprehensive Cultural Station of Meixian District, Meixian District, Meizhou City, Qiaotou Village Comprehensive Cultural Service Center of Sanxiang Town, Zhongshan City, and the Zinan Village Comprehensive Cultural Service Center of Nanzhuang Town, Komiks District, and were also included in the national pilot list of cultural and tourism public service institutions’ functions integration. According to preliminary estimates, the province’s pilot will receive an average annual number of tourists more than 1.338 million.
The integration points will reach 300 within three years
The relevant person in charge of the Guangdong Provincial Department of Culture and Tourism said: “With the continuous advancement of the rural revitalization strategy and beautiful rural construction, rural tourism develops rapidly, and the “two-center integration” work is timely. It can bring tourism to the countryside and find an entry point for rural industrial development. This will be an effective means for us to maintain comprehensive well-off and sustainable development and promote the sustainable prosperity of rural industries.”
In the next step, the Guangdong Provincial Department of Culture and Tourism plans to build a batch of pilot projects on the original basis, and create demonstration points in areas with good rural tourism development such as cultural and tourism characteristic villages and rural tourism key villages. We strive to reach 300 “two-center integration” points in the province within three years.
Newly completedZinan Cultural Tourism Zone Tourism Service Center Yangcheng Evening News All Media Reporter Li Cungen Photo
Contextual Case:
Zinan Village, Nanzhuang Town, Foshan: Renshan Culture is famous everywhere and bathes in the civilized rural style
Walking west along Jihua Road in Foshan City, there is a vast field in the embrace of the arc-shaped river embankment near the West River. This is Zinan Village, Nanzhuang Town, Chancheng District, Foshan, a place with both urban civilization and simple village atmosphere.
Guangfu Family Instructions welcomed 200,000 tourists
One weekend after the Spring Festival of the Year of the Tiger, a reporter from Yangcheng Evening News all-media came to the lobby of Zinan Renshan, a Zinan Village Comprehensive Cultural Service Center as a tourist. The cultural and tourism volunteers took the initiative to approach and cordially handed over the guided map of Zinan Cultural Tourism Zone. A reporter from Yangcheng Evening News all-media observed on the spot that in less than half an hour, nearly 20 tourists came in and went upstairs to visit Renshan Hall 3. Here, you can deeply feel the kindness and culture spirit in the hearts of Zinan people.
The three Renshan Pavilions are the Cantonese Family Instructions Museum, the Foshan Good People Hall and the Zinan Village History Museum. Among them, the Cantonese Family Instructions Museum collects and displays more than 150 Chinese traditional family mottos and Cantonese Family mottos. After Zinan Village was selected into the national pilot list of cultural and tourism public service institutions for functions integration, the Family Constitution Hall was upgraded. “Home letters written by Kang Youwei to his nephew”, “Home letters written by Liang Qichao to his eldest daughter Liang Sishun” and other projects onto traditional desks through modern multimedia videos, meaning that the Family Constitution culture travels through thousands of years of time and space and enters today’s daily life. Ms. Li and her daughter, a tourist living in Foshan City, read carefully before the selection of the Hundred Family Surnames and tribes. Ms. Li said: “Before checking in Zinan Village, I never expected that there would be such a good cultural atmosphere here. Family education and family style are very important for children’s growth and family atmosphere cultivation. I have learned a lot of knowledge here.”
At present, Zinan Cultural Tourism Zone, including Renshan Sanguan, is a national 3A-level tourist attraction. In addition to the comprehensive cultural service center, the village also has a series of public cultural facilities such as Zi Nanfu Cultural Square and Dinosaur Natural Science Park, as well as Zi Nan Chuanshu Waterfall, Annong Bay Agricultural Culture Komiks Park, Luoshen Yunzhu B&B, Wu Xinkun Art Museum, etc. Since the Zinan Cultural Tourism Zone was officially operated on September 19, 2020, the Zinan Cultural Tourism Zone has served more than 200,000 tourists. Among them, 202BabaylanOn the National Day holiday in 1 year, more than 2,000 people are received every day, and more than 1,000 people are received every day during the Spring Festival holiday in 2022. With the integration of the two centers, Zinan Cultural Tourism Zone is creating a national 4A scenic spot. Now, Zinan Village Comprehensive Cultural Service Center and Zinan Cultural Tourism Zone Visitor Center receive more tourists every day, and often receive more than 1,000 people on weekends.
Villagers enjoy cultural services at their doorstep
Everyone in Zinan The cultural, sports and art center and family comprehensive service center in the village comprehensive cultural service center are the favorite places for villagers.
Villager Aping told Yangcheng Evening News all-media reporter that every day after elementary school, she would take the child here. When the child participates in extracurricular interest classes such as badminton and taekwondo, she would go to the library to see the latest cultural books. Aping said that the village library is now a branch of the library in Chancheng District, Foshan. If the villagers want to read, they just need to log in to the library to borrow Komiks reading system can be transferred from the district library. Aping said that it is also implemented here to borrow and repay, “it is very convenient to decide the place for return books based on personal convenience.”
According to reports, Renshan Sanguan will regularly hold special study activities such as the Chinese studies lecture hall and woodblock printing experience to allow children in Zinan Village to participate in it and understand the significance of traditional culture inheritance. Aping said proudly: “In our village Cinema, the children’s extracurricular life is as “cultivated” as big cities! ”
The person in charge of the Family Comprehensive Service Center told Yangcheng Evening News all-media reporters that they often hold targeted theme activities. For example, the Lantern Festival on the 15th day of the first lunar month, the “Zi Nan Family Comprehensive Accompany You to have Lantern Festival” event is held at the doorstep of the villagers in Shiqiu, natural village under its jurisdiction. Villagers can participate in Lantern Festival lantern DIY, dumpling production and sharing activities. The center also organizes basketball games, karaoke competitions and other activities for young people working in Zi Nan Village Industrial Park to deepen the friendship between young people and their sense of cultural belonging to Zi Nan Village.
The “Zi Nan Village Cultural Tourism Public Service Organization Function Integration Development” was recently selected as the “Two Centers in Guangdong Province BabaylanIntegration” Best case. In the past decade, Zinan Village has invested a total of 380 million yuan to upgrade and transform infrastructure, and the living environment has been greatly improved.
Pan Zhusheng, Secretary of the Party Committee of Zinan Village, said in an interview with the media that the core of developing rural cultural tourism is humanities, and the purpose is to let tourists see what they want to see, let villagers regain their past homesickness, and let villagers, tourists and industries coexist in the village. A modern pioneer development village that is about to achieve integrated urban-rural integration, interconnection of infrastructure, and co-construction and sharing of public services is about to emerge.
A Scenic Scenic Stone of Guliao Village Photo provided by Hailing Island Economic Development Experimental Zone
Guliao Village, Hailing Island, Yangjiang: The Southern Song Dynasty fishing village is reborn, villagers and tourists are happy
Guliao Village, located next to the Shili Yin Beach, Hailing Island, Yangjiang City, is only 1 kilometer away from Guangdong Maritime Silk Road Museum, and the natural environment is very beautiful. In recent years, Guliao Village has become a characteristic township in Hailing Experimental ZoneBabaylan Village Cultural Tourism Attractions.
Wind old village
Transformed into cultural resort
Walking into the village, the two intertwined roads guide people to appreciate different scenery. As we walked up the road, bamboo shadows and shade on both sides of the road, several quaint fish and stones were scattered along the road. Recently Komiks, Guliao Village’s “Mountains and Seas as Medium—Ancient Fishing Village Cultural and Tourism Integration and Familiarity” project was included in the list of best practice cases for the construction of “Two Centers Integration”.
It is understood that Guliao Village was once one of the most important supply points on the Maritime Silk Road in ancient China. Its history can be traced back to the Southern Song Dynasty and has a history of more than 800 years. With the development of Hailing Island Tourism Project, the living standards of the villagers in Guliao Village have been gradually improving. People are no longer satisfied with old-style bungalows. They began to build new buildings in a place separated by an alley from the old village and slowly moved to the new village.
Old houses in the old village gradually declined, and the fishing village culture since the Southern Song Dynasty has gradually faded in time. href=”https://comicmov.com/”>Babaylan. Chen Yongyi, the head of Guliao Art Resort, told Yangcheng Evening News All-Media reporter: “It is really a waste to see these houses just put in this way. We use this as a basis to develop boutique homestays and build art and leisure resorts. Villagers can also get rent and find employment in the resort. “In 2016, the local elites in Guliao Village found a professional design team, introduced a tourism company, invested more than 100 million yuan to rent and renovate the villagers’ old houses, and integrate the fishing village culture into the designs of fishermen’s characteristic commercial streets and homestays. Mr. Guo, a villager who is busy in the workshop of Guliao Art Resort, told Yangcheng Evening News all-media reporters that in the past, he had always relied on catching fish or farming to support his family. Now he and his wife are working in the workshop. They rented their own farm housesUsed as a homestay, the income now is nearly twice as high as before. Mr. Guo said that the construction of the art resort has allowed many people to live a well-off life.
The old villagers return
Grow up with the villages
Different architectural styles make the new and old villages have their own flavors.
Now, the renovated old village of Guliao Village has formed distinctive homestays and characteristic cultural blocks with different styles. The rural characteristic cultural and tourism environment has been overall improved, showing the unique fisherman culture of Hailing, and integrating new original ecological elements into future rural tourism. There are many stalls in Yixu, covering lacquerware art, calligraphy and painting display, piano and chess and fighting skills, tea fragrance inheritance, etc., attracting many tourists to stop every year.
Mr. Tan, a tourist from Guangzhou, is an interior designer. He is very satisfied with the literary atmosphere of Guliao Village: “Compared with the star-level hotel on the beach, it can give me a fresher, more fashionable and more charming tourism experience and spiritual and cultural enjoyment.”
Residents living in the new village are now used to returning to the renovated old village to chat and walk. The Guliao Village Visitor Service Center has added a book reading room, a public electronic reading room, etc., which has added a leisurely reading atmosphere to villagers and tourists and provided convenience for online review of materials. The Guliao Village Cultural and Art Museum also houses ancient objects in Yangjiang and calligraphy and paintings of local calligraphers and painters. The villagers were very moved by this: “In the past, I always thought that these elegant cultures were far away from us, but now they appear directly in our lives.” Cinema
Although Guliao Village is affected by the epidemic, the number of tourists coming to visit every day continues to increase, and the tourists’ experience is well reflected. The unique environmental advantages also make Guliao Village a study base for students, attracting about 50 batches of students from major universities to come to sketch every year, with about 10,000 participants. Through vivid works, the students better show the customs and customs of Guliao Village and the sea.
Tang Qiong (Deputy Dean and Associate Professor of the School of Information Management, Sun Yat-sen University)
Expert Comments:
Let grassroots cultural and tourism public services achieve high-quality development
How do the two centers integrate and how to maximize the common divisor effectiveness? We have seen that the cultural and tourism administrative department of Guangdong Province has selected rural areas with rich tourism resources, active tourism formats, and good cultural and tourism industry development to create them.
At present, Guangdong’s “two-center integration” pilot work has achieved certain results, this is the article The effective exploration of Komiks‘s integration and tourism integration has played an important role in revitalizing local cultural and tourism resources, helping rural revitalization, and promoting the quality and efficiency of grassroots public service systems. Guangdong has embarked on a path of high-quality development of grassroots cultural and tourism public services.
The pilot construction of Guangdong’s “two centers integration” has achieved an organic combination of cultural services and tourism public services. For example, the Datian World Residence Tourism Service Center in Longgang District, Shenzhen, relying on the characteristic cultural and tourism project that develops in parallel with cultural and creative, cultural and commercial formats – Datian Jiangzuo Cultural Village, has built Shenzhen’s first social revitalization and utilization project, realizing cultural and tourism empowering Hakka ancient houses (Datian World Residence), forming a dual demonstration of “culture + tourism” leading the construction of “two centers integration”. While exploring the cultural connotations of scenic spots, transportation stations, business districts, etc. to enhance the tourists’ experience, they also provide local residents with intellectual support and endogenous motivation to promote the construction of a new type of public cultural space for hosts and guests to share.
Focusing on promoting the integrated construction of urban and rural public cultural services, the pilot construction units of the “two centers integration” also focus on diversified development, innovate the rural cultural governance system, improve rural cultural governance capabilities, and use cultural prosperity to help rural revitalization. For example, the Guikeng Village Cultural and Tourism Station in Chaozhou City integrates cultural and creative product sales, agricultural and sideline products promotion, public cultural activities display and publicity, and has become a window for the promotion of cultural and tourism resources in Guikeng Village, driving villagers’ income growth and rural economic development.
Cities and cities in various regions combine the needs and development characteristics of local people, integrate a variety of social forces, enrich service content, save operation and management costs, stimulate the construction vitality of grassroots public cultural service institutions and cultural and tourism integration service points, and promote the optimization and expansion of cultural and tourism public services. For example, the three towns in Zhongshan City gather the strength of cultural club associations and high-quality enterprises and industries to jointly participate in the construction of service points to meet the diverse needs of the masses.
How to use technology to empower the quality development of grassroots cultural and tourism public services? We see that Guangdong pilot units such as Qingyuan City Online are improving and deepening cultural and tourism routes, creating three major platforms for “Qingyuan Travel”, “Qingyuan Tour” and “cloud sharing” online, building a big data system for cultural and tourism resources, improving the level of grassroots cultural and tourism public services, and helping rural revitalization with the “integration of two centers”.
In terms of promoting the revitalization and utilization of local cultural resources, Guangdong takes the idea of adapting to local conditions as its own ideas, and pilot units Babaylan make full use of local cultural, industrial and other resources to achieve localRevitalization and utilization of characteristic resources. For example, Shawan Town, Guangzhou City transformed its local Lingnan culture, ancestral hall culture, folk art culture, intangible cultural heritage culture, food culture, etc. into characteristic brand activities, reflecting its in-depth exploration of local cultural resources. Zinan Village, Foshan City, relies on the geographical environment and characteristic culture to develop a series of brand activities such as rural cultural experience tours, Zinan cultural study tours, rural cultural walking tours, industrial cultural industrial tours, etc. to meet the diverse needs of tourists.
In the future, the “integration of the two centers” will continue to become the dual engine of Guangdong’s rural cultural revitalization and economic revitalization, and promote the high-quality development of the grassroots public cultural service system. It is recommended to strengthen construction in the following aspects:
First, effectively strengthen the integrated dissemination, integrated scheduling, and integrated practice of the two centers, deeply explore the local cultural genes, and develop cultural and tourism services with regional characteristics. The second is to create a model of rural revitalization of agriculture, tourism and cultural complex integrating the first, second and third industries, further open up the agricultural tourism and cultural industry chain, effectively introduce social resources, and continuously promote the “integration of the two centers” to form a sustainable development model. The third is to pay attention to the in-depth exchange and promotion of the pilot experience of the “two centers integration” across the province, and radiate and drive a wider range of regions. At the same time, we should also encourage Guangdong experience and Guangdong model to go global and go to the whole country.