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 lesson that Guangdong faces to help promote rural revitalization to the present through 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 the host and guest are 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 relatively low, with small quantity and insufficient 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 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 the “two centers integration” points to relatively convenient transportation and large flow of people.ov.com/”>Babaylan, in a relatively prominent position, give 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 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 and tourism activities with rural characteristics during holidays to encourage scenic spots, homestays, href=”https://comicmov.com/”>Komiks Tourism Operation Management Participation Center Consulting Public Services for Local Specialties Sales.
In addition, in the first batch of pilot projects, some pilot projects are constructed by entrusting tourism enterprises or third parties to introduce social forces to participate in operation and management, providing a broader space for rural tourism development, and will jointly build, share, and integrateBabaylan is in practice.
The annual average number of passengers will exceed 1.33 million
The pilot project 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 of two centers will be built in the province. In 2020, six pilot units, including Chang’an Town Library of Dongguan City, Liannan Yao Autonomous County Cultural Center of Qingyuan City, Yanyang Town, Meixian District, Meizhou City, Yanyang Town Comprehensive Cultural Service Center of Sanxiang Town, Zhongshan City, and Zinan Village Comprehensive Cultural Service Center of Nanzhuang Town, Chancheng District, Foshan City, etc., have been selected into the national pilot list of cultural and tourism public service institutions’ functions integration. According to preliminary estimates, the annual average number of tourists received by the province will exceed 133Komiks.8,000 people.
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 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 sites 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.
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 and Culture are admired in all directions Bathing in the civilized rural style
Foshan City Jihua Road, 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, Yangcheng Evening News All-Media reporter came to the lobby of Zinan Renshan Third Hall of Zinan Comprehensive Cultural Service Center as a tourist. Cultural and tourism volunteers took the initiative to approach and cordially handed over the guide map of Zinan Cultural Tourism Zone. Yangcheng Evening News All-Media reporter observed on the spot that less than half an hour, Nearly twenty tourists came in and went upstairs to visit Renshan San Hall. Here, you can deeply feel the cultural spirit of the Zinan people in their bones.
The three Renshan Halls are the Cantonese Family Instructions Museum, Foshan Good People Hall and Zinan Village History Museum. Among them, the Cantonese Family Instructions Museum collects and displays more than 150 Chinese traditional family instructions and Cantonese Family Instructions. Zinan Village was selected as a national cultural and tourism public service. After the pilot list of institutional function 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 family constitution culture traveled through thousands of years of time and space and entered 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 would be such a good cultural atmosphere here. Family tutoring and family style are very important for children’s growth and family atmosphere cultivation, and 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, Babaylan has a series of public cultural facilities such as Zinan Fu Cultural Plaza and Dinosaur Natural Science Park, as well as Zinan Boats and Waters, Annongwan Agricultural Culture Park, Luoshen Yunzhu B&B, Wu Xinkun Art Museum, etc.
Since the official operation of Zinan Cultural Tourism Zone on September 19, 2020, Zinan Village’s “two centers” have served more than 200,000 tourists. Among them, more than 2,000 people are received every day during the National Day holiday in 2021, and in 2022During the Spring Festival holiday, it also receives 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 1,000 visitors 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, so that children from BabaylanZi Nan Village will participate in it 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 theme 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 pioneer development that is about to achieve integrated urban-rural integration, infrastructure interconnection, and public service co-construction and sharingKomiks Village is about to emerge.
A scene in Guliao VillageCinema 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
Located in Guliao Village next to Shili Yin Beach, Hailing Island, Yangjiang City, it is only 1 km away from Guangdong Maritime Silk Road Museum, and its natural environment is very beautiful. In recent years, Guliao Village has become a characteristic rural cultural tourist attraction in Hailing Experimental Zone.
The old village in the withered
Incarnated as a cultural resort
Walking into the village, the two intertwined roads guide people to appreciate different scenery. As we walked along the road, bamboo shadows swayed and shaded by the trees, and several ancient fish and stones were scattered along the road. Recently, the “Mountains and Seas as Messages – Ancient Fishing Village Cultural 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 the most important supply point on the Maritime Silk Road of ancient China in ancient China. 1. Its history can be traced back to the Southern Song Dynasty, with 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. Everyone is no longer satisfied with old-style bungalows. They have begun to build new buildings in a place separated by an alley from the old village and slowly moved to the new village.
The old houses in the old village have gradually declined, and the fishing village culture since the Southern Song Dynasty has gradually faded in time. 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 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 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 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 rented their own farmhouses as homestays, and their income is nearly twice as much 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 returned
Growing together with the villages
Different architectural styles have made the new and old villages have their own flavors.
Now, the renovated Guliao Village has formed different styles.The rural cultural tourism environment of homestays and characteristic cultural blocks has been generally improved.Komiks, 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 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.”
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 Comment:
Let grassroots cultural and tourism public services achieve high-quality development
Grassroots comprehensive cultural service center and tourism service center, how to integrate the two centers 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 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. Like Datian Shiju Tourism Service Center, Longgang District, Shenzhen, relying on cultural and creative, cultural and commercial formats andThe characteristic cultural and tourism project developed by 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 sites, business districts, etc., to enhance the tourist 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 host and guests to share.
Focusing on the goal of promoting the integrated construction of urban and rural public cultural services, the pilot construction unit of the “two centers” is also focusing on diversified development, innovating the rural cultural governance system, improving rural cultural governance capabilities, and promoting 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 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.
For example, how can Cinema use technology to empower the quality development of grassroots cultural and tourism public services? We have seen that Guangdong has tried to improve and deepen the cultural and tourism routes offline, create three major platforms such as “Qingyuan Travel”, “Qingyuan” 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 fully utilize local culture, industries and other resources to realize the revitalization and utilization of local characteristic resources. For example, Shawan Town, Guangzhou City will bring its local Lingnan culture, ancestral hall culture, folk art culture, 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, 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 continue to 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” in Cinema Province, to 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.