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 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’s deep integration of culture and tourism to help promote rural revitalization to the present.
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 Komiks Grassroots Tourism Service Center has been low, small in quantity and insufficient in supply, 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 province to be carried out in the country.
In order to carry out the pilot development of the “two-center integration” pilot, Guangdong provides assistance in terms of policies, funds, etc. 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 “two”The integration of hearts” selects locations with relatively convenient transportation, large flow of people and more prominent locations, and gives priority 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 rural tourism development; on the other hand, the central tourism attributes can be given in a social way. While enhancing the popularity of rural tourism, it can also add cultural and tourism service functions such as information consultation, folk customs display, local specialty sales, booking homestays and catering. The Guangdong Provincial Department of Culture and Tourism also actively guides the participation of the whole people and social co-construction, and coordinates cultural and sports coordination and management, “Three Supports and One Help” university graduates, and college student villages. href=”https://comicmov.com/”>Cinema officials, cultural tourism volunteers, etc. are engaged in the center’s management and service work; they hold cultural tourism activities with rural characteristics during holidays, and encourage tourism operation management management such as attractions, homestays, local specialties sales and other tourism operations management to participate in the center’s consultation public services.
In addition, in the first batch of pilot projects, some pilot projects adopt entrusted tourism enterprises. href=”https://comicmov.com/”>Cinema or third parties introduce social forces to participate in operation and management to build, provide a broader space for rural tourism development, and implement co-construction, sharing and integration.
The annual average number of passengers will exceed 1.33 million
The pilot 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, 83 new integrated pilot projects for the two centers were built in the province. In 2020, Dongguan Chang’an Town Library and Qingyuan Liannan Yao Autonomous County Culture Six pilot units, including the museum, Yanyang Town Comprehensive Cultural Station in Meixian District, Meizhou City, Qiaotou Village Comprehensive Cultural Service Center in Sanxiang Town, Zhongshan City, and Zinan Village Comprehensive Cultural Service Center in Nanzhuang Town, Chancheng District, Foshan City, etc., have been included in the national pilot list for the integration of functions of cultural and tourism public service institutions. According to preliminary estimates, the annual pilot program in the province will receive more than 1.338 million tourists.
The integration points will reach 300 within three years
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 has developed 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 a comprehensive and moderately prosperous society 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, rural tourism key villages, and strive to reach 300 “two-center integration” points in the province within three years. Komiks
The newly completed Zinan Cultural Tourism Zone Tourism Service Center Yangcheng Evening News All-Media Reporter Li Cungen Photo
Context CaseCinema Example:
Zinan Village, Nanzhuang Town, Foshan: Renshan Culture and Culture are admired in all directions Bathing in the civilized rural style
Foshan City Jihua Road, westward, 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 urban civilization and simple village style.
Guangfu Family Instructions welcome 200,000 tourists
One weekend after the Spring Festival of the Year of the Tiger, the all-media reporter of Yangcheng Evening News came to the lobby of Zinan Renshan, a Zinan Village Comprehensive Cultural Service Center as a tourist. Cultural and Tourism Volunteer The person took the initiative to approach and kindly handed over the guide map of Zinan Cultural Tourism Zone. Yangcheng Evening News All-Media reporter observed on the spot that in less than half an hour, nearly twenty tourists came in and went upstairs to visit Renshan San Hall. Here, you can deeply feel the spirit of the kindness and culture in the bones of Zinan people.
The three museums of Renshan are the Cantonese Family Instructions Hall, Foshan Good People Hall and Zinan Village History Hall. Among them, the Cantonese Family Instructions Hall collects and displays more than 150 Chinese traditional family instructions and Cantonese Family Instructions. Zinan Village was selected as a national culture<a After the pilot list of functions integration between Cinema and tourism public service institutions, the Family Constitution Hall was upgraded. "Home letters written by Kang Youwei to his nephew" and "Home letters written by Liang Qichao to his eldest daughter Liang Sishun" and other projects onto traditional desks through modern multimedia videos, meaning that family constitution culture travels through thousands of years of time and space and enters today's daily life.
Ms. Li and his daughter, a tourist living in Foshan urban area, read carefully before the selection of the Hundred Family Surnames and Tribal Sects. Ms. Li said: “Before checking in Zinan Village, I never expected that there was such a good cultural atmosphere here. BabaylanTutorial and family style is very important for children’s growth and family atmosphere cultivation, and I have learned a lot of knowledge here. ”
At present, the Zinan Cultural Tourism Zone, including the Three Renshan Pavilions, is a national 3A-level tourist attraction. In addition to the comprehensive cultural service center, the village also has Zinan Fu Cultural Square and the Dinosaur Natural Science Park.Such a series of public cultural facilities include Komiks and Zinan Boats and Waters, 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, more than 2,000 people were received every day during the National Day holiday in 2021, and more than 1,000 people were 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 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. The child participated in extracurricular interest classes such as badminton, Taekwondo, Babaylan, etc., and she went to the library to read 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 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 the book repayment 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, the children’s extracurricular life is as ‘cultural’ as that of 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.Yuan has carried out infrastructure upgrades and transformation, and the living environment has been greatly improved.
Pan Zhusheng, Party Secretary 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, so that villagers can regain their past homesickness, and allow 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 Scenic Scenic Site 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 having fun
Guliao Village, located next to 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 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 swayed and shaded by trees on both sides, and a few ancient fish-drying stones were scattered by the road. Recently, the project of Guliao Village “Mountains and Seas as Mediums – Ancient Babaylan Fishing Village Cultural and Tourism Integration and Bringing a Good Marriage” 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 Cinema 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 increasing day by day. People are no longer satisfied with old-style bungalows, and have begun to build new buildings in a place a lane from the old village, and slowly moved 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 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 jobs in the resort.” In 2016, the local geniuses in Guliao Village found a professional design team, introduced a tourism company, and invested in it.With over 100 million yuan of funds, the villagers’ old houses were rented and renovated, and the fishing village culture was integrated into the design 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 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 as homestays, 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 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-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 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 are 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.” Although Guliao Village is affected by the epidemic, the number of tourists coming to visit every day is still increasing, 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 be realizedHigh-quality development
How do the two centers integrate and play the greatest common divisor effectiveness in grassroots comprehensive cultural service centers and tourism service centers? 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 has embarked on a path of high-quality development of grassroots cultural and tourism public services.
Guangdong’s pilot construction of the “Integration of Two Centers” 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 characteristic cultural and tourism project that develops in parallel with cultural and creative, cultural and commercial formats – Datian Jiangzuo Cultural Village, which has built Shenzhen’s first social revitalization and utilization project, to realize cultural and tourism empowering Hakka ancient houses (Datian Shiju), 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 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 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 multiple 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 characteristic culture to develop a series of brand activities such as rural cultural experience tours, Zinan cultural study tours, Komiks, 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. Third, we should pay attention to the in-depth exchange and promotion of the pilot experience of the “two-center 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 across the country.