Farmers' participation is the Root of Rural Tourism

"it's good to travel in the countryside!" Du Runsheng, former director of the Rural Policy Research Office of the CPC Central Committee, wrote an inscription for the 30-year Forum on Modern Rural Tourism in China on September 3. This may be the last inscription of the old man before he died. On September 19, the 30-year Forum of China Modern Rural Tourism and the 2015 Annual meeting of the Tourism Cooperation Professional Committee of the China Cooperative Economic Association was held in Beijing. Zhang Beiying, vice chairman of the International Tourism and Leisure Industry Association and director of the Tourism Cooperation Committee of the China Cooperative Economic Association, said that marked by the farm music of Xu's compound in Pixian County, Chengdu in 1985, China's rural tourism has gone through a full 30 years. The development of rural tourism has entered a new stage of development.

Wei Xiaoan, deputy director of the National Leisure Standardization Technical Committee, said at the meeting that rural tourism has become a very important part of rural development and has played a great role. "first of all, from the perspective of resources, the development of China's rural tourism has gone through three upgrades. The first time is the simple use of resources, that is, the so-called eating farm meals and living in farmhouses. The second upgrade is the comprehensive utilization of resources, and the third upgrade is the in-depth excavation of resources and the creation of new resources, that is, the rural way of life. "

Over the past 30 years, the infrastructure of rural tourism destinations has been continuously improved. Rural tourism products also continue to develop from the initial "farm music" to agricultural sightseeing tourism, fruit and vegetable picking tourism, agricultural experience tourism, rural fitness tourism vacation products. The development of rural tourism has promoted the communication between urban and rural areas, accelerated and promoted the development of modern agriculture in China. However, "from 30 years to now, there is still a lack of comprehensive, historical and in-depth analysis and research on rural tourism." Du Yili, former deputy director of the National Tourism Administration, believes that research on rural tourism in the industry is on the rise, but until now, these studies mainly focus on "art." "pay attention to the diversity of market demand, there are many kinds of rural resources, there are different models of product forms, and pay special attention to the profit model of rural tourism. All these are technical problems, not "Tao" but "skill". The organization of rural tourism is also a skill, but it is directly related to "Tao"-the core issue of agriculture, rural areas and farmers is farmers, and farmers' participation is the root of rural tourism. The form of farmers' participation and the organization of rural tourism are both "skill" and "Tao". "

At the forum, rural tourism practitioners from Beijing, Wuxi and other places talked about their practice and thinking in recent years. Among them, Feng Jianguo of the Beijing Rural Economic Research Center published a research report entitled "Cooperation to promote division of labor, division of labor and specialties" on the practice and research of Beijing's use of cooperative organizations to promote the upgrading of rural tourism. Du Yili said: "the report inspires us to study the problems from three angles: first, what kind of rural tourism organization is in line with the rural development trend and the current rural production organization? second, what kind of rural tourism organization meets the needs and laws of the tourism market? The third is to find out the basic problems of the combination of the rural system and the tourism market, think about solving the difficult problems of the combination of the rural system and the tourism market, and seek the best way to solve the special problems of rural tourism. "

He Kang, a 93-year-old former minister of agriculture, pointed out in a written speech that in the process of developing rural tourism, rural tourism enterprises are organized in various forms. There is a company system (sole proprietorship, joint venture and joint stock system) and a small enterprise system with individuals. Since the reform and opening up, people have paid more attention to the status and role of cooperative economy in the development of rural economy. The development of various types of professional cooperatives is faster and better, and tourism cooperatives is one of all kinds of professional cooperatives. Tourism cooperatives are also gradually registered as enterprise legal persons by the state administrative department for industry and commerce from the organizational form of natural persons. "I hope that the government's tourism, industrial and commercial policy research departments will promptly sum up the experience in the organization, operation and management of tourism cooperatives, promote the healthy development of tourism cooperatives, in order to improve the quality of China's rural tourism, formulate rural tourism service standards, form the brand of rural tourism, and make new contributions with rural tourism practitioners."

According to expert estimates, at least 1.8 billion of China's 3.6 billion trips a year go to the countryside, of which farmers directly receive at least 600 million. In the next five to 10 years, the number of people received by rural tourism will reach 2 billion, and that of farmers directly will reach 1 billion.

"for such a large-scale rural tourism, few people have done well as Morningstar. Here's the problem. The development of rural tourism is too fast; the degree of marketization is very high, and many levels of market demand break out at the same time; the products do not adapt, the services do not adapt, and the general environment of rural tourism does not adapt. A deeper problem is that rural tourism, which adheres to the "three rural principles" (agricultural offices, agricultural enjoyment, and agricultural benefits), has encountered practical difficulties, that is, individual farmers cannot improve their ability; it cannot be done without a good way of organization; and the choice of "a high degree of organization" will be accompanied by a prominent "contradiction between scenery and land"; whenever external forces are introduced, there is almost a contradiction with the "three agricultural principles". " Du Yili said. The problems brought by the rise of rural tourism are multi-dimensional. Adhering to the interests of agricultural and rural farmers is the starting point for the study of rural tourism, and adapting to the requirements of tourism marketization is a difficult problem in the system and mechanism of rural tourism, including the way of organization. China's rural tourism should not only upgrade files, but also protect the interests of agriculture, rural areas and farmers. "it is not only a historical task, but also a historical process to explore the organizational mode suited to the productive forces in this process."