To help rural revitalization, Guangdong’s “two centers integration” has become a public space shared by the host and guest. Text/Yangcheng Evening News All-Media Reporter Li Cungen Correspondent Guangdong Cultural 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 facing Guangdong to help the revitalization of rural areas 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 services 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 conduct 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 regions will “The two centers are integrated with relatively convenient transportation, large flow of people, and more prominent locations. Priority is given to the construction of people gathering areas such as village ancestral halls, village history museums, and cultural tourism attractions. On the one hand, small transportation distribution centers can be built to provide public transportation services for the development of rural tourism; on the other hand, the center’s tourism attributes can be given in a social way. While enhancing the popularity of rural tourism, cultural and 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 whole people to participate and social co-construction, and coordinates cultural and sports coordination managers, “Three Supports and One Help” university graduates, college student village officials, cultural and tourism volunteers, etc., and hold cultural tourism with rural characteristics during holidays Cinema activity encourages tourism operation management and management participation center consultation public services such as scenic spots, homestays, local specialties sales.
In addition, in the first batch of pilot projects, some pilot projects adopt the method of entrusting tourism enterprises or third parties to introduce social forces to participate in operation and management to provide a broader space for rural tourism development, and implement co-construction, sharing and integration.
Average customer acquisition per year The pilot project of “integration of 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, 83 new integrated pilot projects of two centers were built in the province. In 2020, six pilot units including Chang’an Town Library, Liannan Yao Autonomous County Cultural Center of Qingyuan City, Yanyang Town, Meixian District, Meizhou City, Zhongshan City, Qiaotou Village Comprehensive Cultural Service Center, Zinan Village Comprehensive Cultural Service Center, Nanzhuang Town, Chancheng District, Foshan City, and other six pilot units were selected for all <a The pilot list of functions of the national cultural and tourism public service institutions is integrated. According to preliminary estimates, the annual pilot program in the province will receive more than 1.338 million tourists. The fusion point 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 rural revitalization and the construction of beautiful rural areas, rural tourism is developing rapidly, and the work of "integration of the two centers" is carried out at the right time. 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 a comprehensive and moderately prosperous society and promote the continued prosperity of rural industrial 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 key rural tourism villages, and strive toWithin three years, the total number of “two-center integration” points in the province has reached 300.
The newly completed Zinan 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 from all directions and bathes in the civilized rural style
Follow Jihua Road in Foshan City, go west, in the embrace of the arc-shaped river embankment near the Xijiang River, there is a vast field. This is Zinan Village, Nanzhuang Town, Chancheng District, Foshan, a place with both urban civilization and simple village style.
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 who lives in Foshan City, read carefully before the selection of the 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 the growth of children and the cultivation of family atmosphere. 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, Annongwan Farming Culture 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 Village “two centers” have served more than 200,000 tourists. Among them, Babaylan received more than 2,000 people per day during the National Day holiday in 2021, 2During the Spring Festival holiday in 22, the 2022 period also received more than a thousand people every day. 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 a thousand people on weekends.
Villagers enjoy cultural services at their doorstep
The cultural, sports and art centers and family comprehensive service centers in Zinan Village Comprehensive Cultural Service Center are the favorite places for villagers to go to.
Villager Aping told Yangcheng Evening News all-media reporter that she would take the child here every day after elementary school. When the child participates in extracurricular interest classes such as badminton and taekwondo, she goes 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 villagers want to read any books, they just need to log in to the library borrowing system and they can be transferred from the district library. Aping said that the loan and repayment are also implemented here, “it is very convenient to decide the place of return 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 and understand the significance of traditional cultural heritage. Aping said proudly: “In our village, children’s extracurricular life is as ‘cultural’ 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 thematic activities. For example, on the Lantern Festival on the fifteenth day of the first lunar month, the “Zi Nan Family Collection accompany you to have a 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 Zinan Village Industrial Park to deepen the friendship between young people and their sense of cultural belonging to Zinan Village.
“Zi Nan Village Cultural and Tourism Public Service Institution Functional Integration Development” was recently selected as the best case for “Integration of Two Centers” in Guangdong Province. In the past decade, Zinan Village has invested a total of 380 million yuan to upgrade and transform the 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, with the purpose of allowing tourists to see what they want to see, allowing villagers to regain their past homesickness, and allowing villagers, tourists and industries to coexist in the village. A modern pioneering development village that is about to achieve integrated urban-rural integration, infrastructure interconnection, and public service co-construction and sharing is about to emerge.
A scene in Guliao Village Photo provided by Hailing Island Economic Development Experimental Zone
Yangjiang Hailing Island Guliao Village: Southern Song Fishing Village is reborn, villagers and tourists are having fun
It is located in Guliao Village next to Shili Yintan, Hailing Island, Yangjiang City, and is only 1 km away from Guangdong Maritime Silk Road Museum. The natural environment is very beautiful. In recent years, Guliao Village has become a characteristic rural cultural tourist attraction in Hailing Experimental Zone.
Wind old village
Incarnate as a cultural resort
Walking into the village, the two intertwined roads guide people to appreciate different scenery. As we walked up the road, bamboo shadows swaying and shaded by trees on both sides of the road, and a few ancient fish and stones were scattered along the road. Recently, Guliao Village’s “Mountains and Seas are Medium—Ancient Fishing Village’s Cultural and Tourism Integration and Bringing a Good 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 villagers in Guliao Village have been gradually improving. BabaylanWe are no longer satisfied with old-style bungalows, and have begun to build new buildings in a place separated from the old village and slowly move to the new village.
Old houses in the old villages gradually declined, and the fishing village culture since the Southern Song Dynasty gradually faded in time. Chen Yongyi, the head of Guliao Art Resort, told Yangcheng Evening News all-media reporter: “It’s really a waste to see these houses just put them in. We use this as a basis to develop boutique homestays and build art and leisure resorts. Villagers can also get rent and find jobs in the resort.” In 2016, the local elites of 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 design of fishermen’s characteristic commercial streets and homestays. Mr. Guo, a villager who is busy in the workshop of the Cinema resort in Guliao Arts, told Yangcheng Evening News all-media reporter that in the past, he had always relied on fishing or farming to support his family, and now he and his wife work in the workshop. They rent their own farm houses for residents, and their income 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 return of the old villagers
The different architectural styles of growing together with the Komiks villages
Let 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-rated hotels on the beach, this place 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 for chatting and walking. The Guliao Village Tourist 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 provides 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, they always felt that these elegant cultures were far away from us, but now they appear directly in our lives.” Although Guliao Village is affected by the epidemic, the number of tourists coming to the name of Cinema 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 play the greatest 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 an effective exploration of the integrated development of culture and tourism, and has played an important role in revitalizing local cultural and tourism resources, assisting rural revitalization, and promoting the quality and efficiency of grassroots public service systems. Guangdong Komiks has embarked on a grassroots culture andThe road to high-quality development of 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, Datian Shiju Tourism Service Center, Longgang District, Shenzhen, relies on the parallel development of cultural and creative, cultural and commercial multi-format, Babaylan——Datian Jiangzuo Cultural Village, built Shenzhen’s first social revitalization and utilization project, realizing cultural and tourism empowering Hakka ancient houses (Datian Shiju), forming a dual demonstration and leading “culture + tourism” to lead the “two centers integration”. While exploring the cultural connotations of scenic spots, transportation stations, business districts, etc. to enhance the tourist experience, they also provide intellectual support and endogenous motivation to local residents, and promote the construction of a new type of public cultural space for the host and guest.
Focusing on the goal of 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 help rural revitalization with cultural prosperity. For example, the Guikeng Village Cultural and Tourism Station in Chaozhou City integrates cultural and creative product sales, agricultural by-product promotion, public cultural activities display and publicity, becoming a window for the promotion of cultural and tourism resources in Guikeng Village, driving villagers to increase their income and develop rural economy.
City and cities in various regions combine the needs of local people and development characteristics, 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 improve and deepen the cultural and tourism route offline, create three major platforms: “Qingyuan Travel”, “Country List” and “cloud sharing” online, build a big data system for cultural and tourism resources, improve the level of grassroots cultural and tourism public services, and help 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 well as pilot units to make full use of local cultural, industrial and other resources to realize the revitalization and utilization of local characteristic resources. For example, Shawan Town, Guangzhou City will use its local Lingnan culture, ancestral hall culture, folk art culture, and intangible heritageCulture, food culture, etc. are transformed into characteristic brand activities, reflecting their in-depth exploration of local cultural resources. Zinan Village, Foshan City, relies on the geographical environment and Komiks’ 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 culture complex integrating the first, second and third industries, further open up the agricultural tourism and culture 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.