1、世界旅游聯盟自成立以來，以“旅游讓世界和生活更美好”為宗旨，以“旅游促進和平、旅游促進發展、旅游促進減貧”為使命。20182020 年，世界旅游聯盟連續三年聯合世界銀行和中國國際扶貧中心共同發布世界旅游聯盟旅游減貧案例，并以此為藍本，拍攝了兩季共 8 集旅游減貧案例微紀錄旅游讓世界和生活更美好，獲得了業內和社會的廣泛關注和高度評價。同時，世界旅游聯盟也在旅游減貧理論研究、經驗宣傳等方面開展了一系列實踐活動和國際交流活動，向國際社會展示了旅游減貧事業的重要經驗和巨大成就。2021 年是中國鞏固拓展脫貧攻堅成果同鄉村振興有效銜接的起步之年，值此之際，世界旅游聯盟聯合世界銀行和中國國際扶貧中心開啟旅
2、游助力鄉村振興新篇章，共同發布2021 世界旅游聯盟旅游助力鄉村振興案例。通過世界旅游聯盟會員單位、中國文化和旅游部、國家鄉村振興局、各省級文化和旅游部門等，多渠道廣泛征集相關案例。根據可量化的效果、創新性、可復制性、積極的社會影響、可持續性和提交材料質量等標準，最終確定 50個典型案例。經中國文化和旅游部推薦，本書被列入紀念中華人民共和國恢復聯合國合法席位 50 周年配套活動之一。在經濟社會發展的歷史進程中，加快推進鄉村振興任重而道遠，世界旅游聯盟將繼續發揮國際平臺作用，匯集全球會員力量以及世界范圍內的合作者，推動國際社會關注旅游助力鄉村振興及相關社會公益事業，為實現“旅游讓世界和生活更美好
3、”的宗旨而不斷前行。前言Since its establishment,the World Tourism Alliance(WTA)has steadfastly upheld its mission for“Better Tourism,Better Life,Better World”and its vision of“promoting peace,development and poverty alleviation”through tourism.For three consecutive yearsfrom 2018 to 2020the WTA worked together
4、with the World Bank(WB)and the International Poverty Reduction Center in China(IPRCC)to release the results of the WTA Best Practices in Poverty Alleviation through Tourism.A total of eight episodes in a two-series micro-documentary on poverty alleviation through tourism were filmed based on these p
5、ractices.They were screened internationally and were widely acclaimed and uniformly lauded for their powerful imagery and inspiring message of how tourism can improve the lives of people.This year marks the start of the consolidation of the results of Chinas poverty alleviation and rural revitalizat
6、ion programs and their inextricable link.In commemoration of this important milestone and in cooperation with the WB and IPRCC,the WTA is releasing the WTA Best Practices of Rural Revitalization through Tourism 2021.Curated from various sources,including WTAs member units,the Ministry of Culture and
7、 Tourism of the Peoples Republic of China,the National Administration for Rural Revitalization and provincial culture and tourism departments,this book is a compilation of 50 cases that have met the criteria of quantifiable results,innovation,reproducibility,positive social impact,sustainability and
8、 quality of submitted materials.With the recommendation by the Ministry of Culture and Tourism of the Peoples Republic of China,this book is one of the supporting activities to commemorate the 50th Anniversary of the Restoration of the Lawful Seat of the Peoples Republic of China in the United Natio
9、ns.Although much progress has been made,rural revitalization is an ongoing process whose social and economic development continues to evolve and expand.As an international platform,the WTA will continue to engage and rally its global members and partners to this important cause.In keeping with its m
10、ission,WTA is committed to be a leading voice in advancing rural revitalization and public welfare initiatives for a“Better Tourism,Better Life,Better World.”Preface浙江金華市武義縣柳城畬族鎮梁家山村：民宿經濟助力鄉村振興Liangjiashan Village,Liucheng She Nationality Town,Wuyi County,Jinhua City,Zhejiang Province:B&B Economy Bo
11、osts Rural Revitalization福建福州市連江縣苔菉鎮茭南村：平流尾地質公園旅游開發助力傳統漁業轉型Jiaonan Village,Tailu Town,Lianjiang County,Fuzhou City,Fujian Province:Tourism Development of Pingliuwei Geopark Helps Transform Traditional Fisheries青海西寧市大通回族土族自治縣朔北藏族鄉邊麻溝村：景區先行助力美麗鄉村建設Bianmagou Village,Shuobei Tibetan Ethnic Township,Dato
12、ng Hui and Tu Autonomous County,Xining City,Qinghai Province:Scenic Area Development Drives Beautiful Village Construction山西臨汾市鄉寧縣關王廟鄉云丘山村：云丘山景區農旅融合帶村脫貧模式Mount Yun Village,Guanwangmiao Township,Xiangning County,Linfen City,Shanxi Province:Integration of Agriculture and Tourism in Mount Yun Scenic Ar
13、ea Drives Rural Poverty Alleviation華僑城：智慧賦能，以全域旅游推動海南三亞市天涯區馬嶺社區發展Overseas Chinese Town Holdings Company:Promote Maling Community in Tianya District,Sanya City,Hainan Province through All-for-one Tourism with Wisdom Empowerment甘肅：鄉村旅游助力脫貧攻堅Gansu Province:Rural Tourism Facilitates Poverty Alleviation愛
14、彼迎：安徽黃山市黟縣碧陽鎮碧山村普惠旅游模式下鄉村度假產品的打造Airbnb:Rural Tourism Product Building under the Inclusive Tourism Model of Bishan Village in Biyang Town,Yi County,Huangshan City,Anhui Province湖北黃岡市英山縣孔家坊鄉新鋪村：神峰山莊助力鄉村振興Xinpu Village,Kongjiafang Township,Yingshan County,Huanggang City,Hubei Province:Shenfeng Mountain
15、 Villa Facilitates Rural Revitalization中青旅：山水酒店新化賓館提質升級助力鄉村脫貧CYTS:Upgrade on Xinhua Hotel of Shanshui Hotel Facilitates Rural Poverty Alleviation江西龍南市臨塘鄉東坑村虔心小鎮：“虔”心“虔”意助力鄉村扶貧Chan Town,Dongkeng Village,Lintang Township,Longnan City,Jiangxi Province:Chan Model for Rural Poverty Alleviation with Pious
16、ness北京房山區周口店鎮黃山店村：精品民宿帶動村集體經濟發展Huangshandian Village,Zhoukoudian Town,Fangshan District,Beijing Municipality:Boutique B&Bs Drive Development of Village Collective Economy008/014/022/031/039/047/057/064/071/079/089/目錄/Contents廣東惠州市博羅縣橫河鎮河肚村禾肚里稻田民宿田園綜合體：“禾肚里民宿”模式助力鄉村振興Heduli Paddy B&Bs Pastoral Comple
17、x in Hedu Village,Henghe Town,Boluo County,Huizhou City,Guangdong Province:“Heduli B&Bs+”Model Facilitates Rural Revitalization上海青浦區朱家角鎮張馬村：農旅融合打造田園張馬，產業聯動助力鄉村振興Zhangma Village,Zhujiajiao Town,Qingpu District,Shanghai Municipality:Agricultural and Tourism Integration for Idyllic Sceneries,Industrial
18、 Linkage for Rural Revitalization浙江旅游職業學院：服務鄉村振興戰略 助力萬村景區建設Tourism College of Zhejiang:Serve the Rural Revitalization Strategy for Construction of Ten Thousand Scenic Villages四川閬中市：鳳舞天宮鄉村旅游發展模式Langzhong City,Sichuan Province:Rural Tourism Development Model of Fengwu Tiangong陜西西安市長安區南堡寨村：長安唐村項目的探索與實踐
19、Nanbuzhai Village,Changan District,Xian City,Shaanxi Province:Exploration and Practice of Changan Tang Village Project新疆烏魯木齊市烏魯木齊縣：以民宿為抓手、以產業融合為路徑推進全域旅游Urumqi County,Urumqi City,Xinjiang Uygur Autonomous Region:All-for-one Tourism Development with B&Bs as the Means and Industrial Integration as the
20、Path內蒙古呼倫貝爾市額爾古納市恩和俄羅斯族民族鄉：文旅融合打造俄羅斯族民俗文化小鎮Enhe Russian Nationality Township,Ergun City,Hulunbuir City,Inner Mongolia Autonomous Region:Cultural and Tourism Integration Creates a Russian Folk Culture Town貴州黔南布依族苗族自治州荔波縣朝陽鎮洪江村：藝旅融合探索鄉村扶貧新路徑Hongjiang Village,Chaoyang Town,Libo County,Qiannan Buyi and
21、Miao Autonomous Prefecture,Guizhou Province:Integration of Art and Tourism Explores a New Model of Rural Poverty Alleviation四川阿壩藏族羌族自治州九寨溝縣：全域旅游促進鄉村脫貧奔小康Jiuzhaigou County,Aba Tibetan and Qiang Autonomous Prefecture,Sichuan Province:All-for-one Tourism Drives Rural Poverty Alleviation and Prosperity云
22、南大理白族自治州劍川縣沙溪鎮：全域旅游助力鄉村振興Shaxi Town,Jianchuan County,Dali Bai Autonomous Prefecture,Yunnan Province:All-for-one Tourism Empowers Rural Revitalization華僑城：林芝華僑城南山國際汽車營地助力鄉村振興Overseas Chinese Town Holdings Company:Nanshan International Motor Camp in Nyingchi Assists Rural Revitalization山東臨沂市蘭陵縣卞莊鎮代村：“農
23、文旅”三位一體構建鄉村振興“共同體”Dai Village,Bianzhuang Town,Lanling County,Linyi City,Shandong Province:Trinity of“Agriculture,Culture,and Tourism”Builds a Community for Rural Revitalization寧夏賀蘭山東麓葡萄產業園區管理委員會：葡萄酒文旅融合模式Administrative Committee of the Grape Industrial Park in the Eastern Foot of Helan Mountain,Ning
24、xia Hui Autonomous Region:“Integration of Wine and Cultural Tourism”Model096/103/111/120/126/134/142/149/157/166/174/181/189/重慶酉陽土家族苗族自治縣車田鄉：規劃發動 示范帶動 文化驅動 融合聯動 改革推動Chetian Township,Youyang Tujia and Miao Autonomous County,Chongqing Municipality:Planning Pioneering,Demonstration Leading,Culture Driv
25、ing,Integration and Interaction,Reform Propelling湖北荊州市松滋市卸甲坪土家族鄉：文旅融合、農旅融合、康旅融合、電旅融合Xiejiaping Tujia Township,Songzi City,Jingzhou City,Hubei Province:Integration of Culture and Tourism,Agriculture and Tourism,Healthcare and Tourism,and E-Commerce and Tourism廣西南寧市馬山縣古零鎮喬老村小都百屯：“共商、共建、共管、共享”的鄉村旅游模式Xi
26、aodubai Village,Qiaolao Village,Guling Town,Mashan County,Nanning City,Guangxi Zhuang Autonomous Region:Rural Tourism Model of“Consultation,Co-Construction,Co-Governance,and Sharing”福建龍巖市上杭縣古田紅色旅游區：紅色旅游高質量可持續發展Gutian Red Tourist Area,Shanghang County,Longyan City,Fujian Province:High-Quality Sustain
27、able Development of Red Tourism安徽六安市金寨縣花石鄉大灣村：茶旅融合探索鄉村扶貧新模式Dawan Village,Huashi Township,Jinzhai County,Luan City,Anhui Province:Integration of Tea and Tourism for a New Model of Rural Poverty Alleviation北京門頭溝區清水鎮梁家莊村：“門頭溝小院”文旅賦能綠色發展模式Liangjiazhuang Village,Qingshui Town,Mentougou District,Beijing M
28、unicipality:“Mentougou Courtyard”Cultural Tourism Empowers a Green Development Model廣東茂名市高州市根子鎮元壩村：豐富完善荔枝特色產業鏈，助推鄉村振興Yuanba Village,Genzi Town,Gaozhou City,Maoming City,Guangdong Province:Perfected and Characteristic Industrial Chains of Litchis Drive Rural Revitalization浙江麗水市景寧畬族自治縣大均鄉：文旅融合綻放“五朵畬花”
29、Dajun Township,Jingning She Autonomous County,Lishui City,Zhejiang Province:Integration of Culture and Tourism for Development of Five Villages with the She Nationality Characteristics山西晉中市平遙縣段村鎮橫坡村：橫坡生態園打造古村旅游“橫坡夢”Hengpo Village,Duancun Town,Pingyao County,Jinzhong City,Shanxi Province:Hengpo Ecolo
30、gical Park Realizes the“Hengpo Dream”of Ancient Village Tourism天津薊州區穿芳峪鎮小穿芳峪村：“小穿鄉野公園”發展模式Xiaochuanfangyu Village,Chuanfangyu Town,Jizhou District,Tianjin Municipality:“Xiaochuan Countryside Park”Development Model湖南張家界市武陵源區：“世界自然遺產旅游”的脫貧之路Wulingyuan District,Zhangjiajie City,Hunan Province:Road to P
31、overty Alleviation through“World Natural Heritage Tourism+”Model貴州黔南布依族苗族自治州龍里縣龍山鎮龍山社區：豐富旅游業態，打造文旅品牌Longshan Community,Longshan Town,Longli County,Qiannan Buyi and Miao Autonomous Prefecture,Guizhou Province:Enrich Tourism Industry&Build Cultural Tourism Brands山東濟寧市泗水縣龍灣湖鄉村振興示范區：新型合伙人機制激活鄉村文旅新業態Long
32、wan Lake Demonstration Zone for Rural Revitalization,Sishui County,Jining City,Shandong Province:the New Partnership Mechanism Activates the New Type of Business in Rural Cultural Tourism270/264/257/248/241/235/227/218/210/202/279/285/195/江西宜春市靖安縣中源鄉：踐行“兩山”理論，打造山鄉康養度假小鎮Zhongyuan Township,Jingan Coun
33、ty,Yichun City,Jiangxi Province:Two Mountains Theory for an Eco-healthcare Tourist Town吉林延邊朝鮮族自治州敦化市雁鳴湖鎮小山村：“黨支部公司合作社農戶”的組合模式Xiaoshan Village,Yanminghu Town,Dunhua City,Yanbian Korean Autonomous Prefecture,Jilin Province:A Combination Model of“Party branch+companies+cooperatives+peasant households”廣
34、西百色市德?？h城關鎮那溫村：農旅融合助推鄉村脫貧Nawen Village,Chengguan Town,Debao County,Baise City,Guangxi Zhuang Autonomous Region:Integration of Agriculture and Tourism Facilitates Rural Poverty Alleviation河北張家口市張北縣小二臺鎮德勝村：德勝模式實現從脫貧到振興的跨越Desheng Village,Xiaoertai Town,Zhangbei County,Zhangjiakou City,Hebei Province:Des
35、heng Model Drives the Leap from Poverty Alleviation to Revitalization遼寧阜新市細河區四合鎮黃家溝村：自然資源與工業遺產的融合模式Huangjiagou Village,Sihe Town,Xihe District,Fuxin City,Liaoning Province:Integration Mode of Natural Resources and Industrial Heritage海南瓊中黎族苗族自治縣紅毛鎮什寒村：構建多方共建、融合發展的什寒模式Zahan Village,Hongmao Town,Qiongz
36、hong Li and Miao Autonomous County,Hainan Province:Form a Zahan Model with Co-Construction and Integrated Development江蘇無錫市惠山區陽山鎮：田園綜合體模式帶動鄉村脫貧Yangshan Town,Huishan District,Wuxi City,Jiangsu Province:Pastoral Complex Model Drives Rural Poverty Alleviation河南鶴壁市淇縣涼水泉村：“一條旅游主線，五種利益聯結”產業扶貧新模式Liangshuiqu
37、an Village,Qi County,Hebi City,Henan Province:A New Mode of Poverty Alleviation by Developing Industries with“One Main Line of Tourism and Five Kinds of Linking Benefits”內蒙古錫林郭勒盟多倫縣白音部落生態旅游度假區：“旅游”融合發展模式Baiyin Tribe Eco-tourism Resort in Duolun County,Xilin Gol League,Inner Mongolia Autonomous Regio
38、n:“Tourism+”Integrated Development Model黑龍江佳木斯市湯原縣：全域旅游助力鄉村脫貧Tangyuan County,Jiamusi City,Heilongjiang Province:All-for-one Tourism Facilitates Rural Poverty Alleviation新疆和田市吉亞鄉闊恰村：大漠胡楊景區助力鄉村脫貧Kuoqia Village,Jiya Township,Hotan City,Xinjiang Uygur Autonomous Region:Populus Euphratica Scenic Spot in
39、Desert Helps Rural Poverty Alleviation云南麗江市玉龍納西族自治縣白沙鎮玉湖村：生態立村、旅游富村、文化興村Yuhu Village,Baisha Town,Yulong Naxi Autonomous County,Lijiang City,Yunnan Province:Village Development through Ecology,Tourism and Culture西藏拉薩市尼木縣卡如鄉卡如村：“核鄉尋憶”溝域休閑項目模式Karru Village,Karru Township,Nymo County,Lhasa City,Tibet Au
40、tonomous Region:“Memory in Walnut Town”Leisure Valley Project Model293/301/307/313/322/329/337/345/351/357/363/369/3772021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021008浙江金華市武義縣柳城畬族鎮梁家山村：民宿經濟助力鄉村振興浙江省金華市武義縣梁家山村堅持把梁家山村“古村落”非物質文化遺產、山清水秀的原生態資源作為鄉村活化的主線，對梁家山村進行原味改造，改善
41、其基礎設施，打造從“好看”向“好玩”轉變的、吃住娛樂休閑一體化的鄉村民宿旅游產業，詮釋民宿經濟發展新內涵。梁家山村通過充分利用村里的閑置場地，盤活鄉村資產，打造特色鄉村民宿旅游產業帶，實現社會效益和經濟效益的雙豐收。摘 要Liangjiashan Village,Liucheng She Nationality Town,Wuyi County,Jinhua City,Zhejiang Province:B&B Economy Boosts Rural Revitalization009人員、基地農作物種植員等十幾個就業崗位，已有 20 余位村民成為民宿員工，每人每月工資收入 3,500 6,
42、000 元。3.做好民宿文章。牢牢抓住梁家山村“古村落”精髓，在改造精品民宿的過程中，將傳統農耕文化、特色古民居、自然山水作為民宿的特色，在尊重自然和保持村落原生態的前提下，進行民宿修繕，整改周邊環境，增設游樂項目。在保留古韻的同時，巧妙植入現代元素，使鄉村風土人情和民宿文化相得益彰。梁家山村民宿圍繞本土風俗與元素，開發出包餛飩、摘果蔬、打麻糍、磨豆腐、竹竿舞、篝火晚會等鄉村生活特色體驗項目，讓民宿成為游客玩耍的“快樂天堂”和當地村民的“快樂老家”。成效在脫貧過程中，梁家山村民宿經濟產業鏈逐漸清晰，先后修繕古建筑 45 幢（其中用于民宿開發的有 25 幢），鋪設古道石板路 5,400 余平方米
43、，農戶外“赤膊墻壁”立面改造整治 5,106 平方米，總投資 6,000 余萬元。通過積極實施古民居修復和鄉村設施建設，梁家山村被列入第四批“中國傳統村落”。村民通過承包農田開發、耕種、禽畜養殖等農副產業，20172020 年農產品銷售額每年均實現正增長，創收總額突破 140 萬元。民宿度假、景區觀光、飛拉達攀巖及戶外休閑運動等旅游產品，引得全國各地游客慕名而來，2020 年游客達7萬人次，營業創收約 500 萬元。挑戰與問題梁家山村位于海拔 600多米的仙鶴山半山腰，距離縣城約 56 公里，距離鎮區約 13 公里，其中5 公里為盤山道路，交通條件差。全村 116 戶 402人，可種植水田面積
44、僅有 265 畝，人均 0.65 畝；山村周邊梯田、峽谷、山林等自然資源總面積約3.2 平方公里，且大部分為梯田，農業產業基本處于停滯狀態，幾乎無可持續發展的產業，村民靠農耕勉強維持日常生活。梁家山村雖有傳統古村落非物質文化遺產，但由于無人加以保護與利用，村莊越來越沒落，成為“空心村”。措施1.保留古村風貌。在村莊規劃、建筑設計的過程中，堅持把梁家山村“古村落”非物質文化遺產、山清水秀的原生態資源作為鄉村活化的主線，對梁家山村進行原味改造。保留黃墻灰瓦的古民居，以及石板路、古棧道、青石臺階等傳統村落元素，美化提升房前屋后菜地、瓜棚、雞舍等“鄉愁場景”。堅持以“原生態改造新老混居”模式推進村莊硬
45、件設施的完善提升，保留村莊的原有風貌和基本構造，合理開發利用梁家山村原生態的生產生活設施。2.拓展村民增收渠道。一是全面摸排梁家山村內的現有資源，凡是可能利用的做到能用盡用。村內所有資源，全部以租賃方式予以受讓，讓閑置的固定資產“活起來”。目前，全村已有 20 幢閑置泥坯房被改造成了民宿，全村村民每年實現增收 60萬元。二是對梁家山村村民承包田地實行生態耕種，自產自銷，打造“本土特產”銷售產業。目前該村土特產有金華正宗“兩頭烏”土豬、農家雞鴨鵝、手工油豆腐、高山綠茶、山茶油、板栗、番薯粉、咸菜等特色農產品 10 余種。2020年以來，生態農產品銷售額達 40 萬元，同比增長166%。三是積極提
46、供多種就業崗位，且優先考慮本村村民。目前，已推出民宿管家、旅居生活服務2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021010經驗與啟示1.以租代拆，共守生態。梁家山村自明代后期形成村落，至今已有 400多年的歷史，是武義縣“古村落”非物質文化遺產。在保護開發的過程中，以生態理念進行資源整合規劃，對古民居實施“以租代拆”，在保留古民居獨有的整體外貌的同時，對室內進行修繕。原拆原建的一木一瓦，都深藏百年古居的古雅風韻。2.就近取“材”，共同富裕。一個原本偏遠的貧困山村，在 201
47、5 年發生了翻天覆地的變化，村里的古民居被用來租賃，就連破舊不堪的牛欄屋也“不放過”。以 30 年為基礎的租賃，租用方每年支付約 12萬元的租賃費用。30 年的租金高達 360萬元，而這只是村集體增收項目效益體現的一個方面而已，涉及面更廣的，是村民致富。伴隨著鄉村旅游產業的崛起，村民們無須再舍近求遠，在“家門口”即可進行就業，尤其是貧困村民，被重點吸納為企業員工。3.多元植入，共享自然。初步形成政府、市場和社會共同參與的多元投入機制，吸引大批社會力量參與到“打通民宿經濟發展的最后一公里”工作中。城市高端人群來此旅居生活，讓城市高端人群與本縣的民俗、文化、公益、教育、旅游等方面產生互動，同時以自
48、然農耕為特色，打造綠色生態農業產業，對傳統綠色農耕蔬菜、高山有機綠茶、山茶油、板栗進行文化植入，使鄉村農業生產重新煥發出生機和活力。下一步計劃整體目標：打造全國鄉村旅游重點村、鄉村精品民宿產業樣板；打造省級優質療休養基地、研學旅行最佳目的地。近期目標：加快現代與傳統人文特色的融合進程，引進先進技術與現代化理念，以新元素“活化”土特色，弘揚與傳承本土人文。加強對秘境梁家山民宿產業旅游項目的運營管理，保護傳承古村落非遺文化，用好本地人力資源，吸納原住村民員工，助其實現“家門口”致富。通過旅游減貧，助力鄉村振興。011square kilometers.The agricultural indust
49、ry is essentially stagnant as there is almost no commercial enterprise for sustainable development.Villagers scrape for a living by farming.Despite its intangible cultural heritage as a traditional ancient village,the Liangjiashan Village has not been protected and developed,leading to its primitive
50、 conditions and“hollow village”designation.Measures1.Preserve the style and features of the ancient village.During the village planning and architectural design,the village has renovated and improved infrastructure by maintaining its original style according to its intangible cultural heritage of an
51、“ancient village”and original ecological resources as the primary line of rural activation.It has preserved the elements of traditional villages such as ancient residences with yellow walls and gray tiles,rocky roads,ancient plank roads and bluestone steps for beautification.Also,it has evoked nosta
52、lgia in vegetable plots,melon frames and chicken coops in front of and behind the houses.The model of“original ecological transformation+old With the intangible cultural heritage of its“ancient village”and original ecological resources as the primary rural development activation line,the Liangjiasha
53、n Village in Wuyi County,Jinhua City,Zhejiang Province has renovated and improved infrastructure by maintaining its original style to develop a rural B&B tourism industry and economy.To this end,it has integrated food,housing,entertainment and leisure with the transformation of“beauty”into“fun.”It h
54、as also explored new connotations and interpretations.Idle sites in the village have also been optimized to revitalize rural assets and create a characteristic rural B&B tourism industry for social and economic benefits.Challenges and ProblemsLocated at the mid-point of the Xianhe Mountain,the villa
55、ge has an altitude of more than 600 meters.It is about 56 kilometers away from the county and 13 kilometers away from the town,with five kilometers of winding mountain roads and poor traffic conditions.There are 402 people in 116 households in the village.The plantable area of paddy fields is only 2
56、65 mu,with a per capita area of 0.65 mu.Its natural resourcesmost of which are terraced fieldsinclude canyons and forests around the village that cover an area of about 3.2 Abstract2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021012and new residences mix”has been
57、followed to improve hardware facilities,maintain the original style and basic structure and utilize the original ecological facilities in production and living.2.Expand channels to increase the income of villagers.First,the existing resources in the village have been explored for comprehensive utili
58、zation.All resources have been transferred through leases to activate idle fixed assets.At present,20 idle mud houses have been transformed into B&Bs,registering an annual income increase of RMB 600,000 for villagers.Second,the ecological farming structure on the contracted fields of villagers has b
59、een implemented for self-production and sales and for the development of a sales industry of“local specialties.”Currently,there are more than 10 kinds of special agricultural products such as Jinhua pigs“Liang Tou Wu”(named for the color of its coat which is black at the head and tail),chickens,duck
60、s,geese,handmade oily tofu,mountain green tea,camellia oil,chestnuts,sweet potato starch and pickles.Since 2020,the sales of ecological agricultural products have reached RMB 400,000,with a year-on-year increase of 166%.Third,a variety of jobs that prioritize local villagers have been provided.More
61、than a dozen jobs have been introduced,including B&B housekeepers,living service personnel and base crop planters.More than 20 villagers are now engaged in the B&B industry.They have an average monthly salary ranging from RMB 3,500 to 6,000.3.Develop B&B economy.Ancient village,traditional farming c
62、ulture,characteristic ancient residences and natural scenery have been protected during the transformation of boutique B&Bs.Renovation of B&Bs,rectification of the surrounding environment and the addition of amusement projects have been conducted as guided by the principle of respecting nature and m
63、aintaining the original ecology of the village.Modern elements have been introduced while the villages ancient charm is preserved to ensure that rural customs and the B&B culture complement each other.With local customs and elements at the center,characteristic experiential projects on village life
64、such as wonton making,fruit and vegetable picking,fried glutinous pudding production,tofu grinding,bamboo pole dance and bonfire parties have been interwoven into the B&B cultural structure and development.This has effectively turned B&Bs into a cultural haven for tourists and a joyful home for the
65、locals.ResultsThe industrial chain of the B&B economy has become clear in the planning and implementation of poverty alleviation measures.A total of 45 ancient buildings have been repaired,25 buildings of which have been used for B&B development.More than 5,400 square meters of rocky roads have been
66、 paved and 5,106 square meters of bare walls in the facade have been renovated with a total investment of more than RMB 60 million.Through the active restoration of ancient residences and the construction of rural facilities,the village was included in the fourth batch of traditional Chinese village
67、s.Villagers have also achieved a positive annual sales growth from 2017 to 2020,with their total income exceeding RMB 1.4 million.Their income is derived from agricultural and side industries such as the contracting out of farmland,farming and livestock breeding.Tourist products including B&B vacati
68、ons,scenic sightseeing,Via Ferrata rock climbing,and other outdoor recreational sports have attracted tourists from all over the country.In 2020,the number of tourists reached 70,000,with a revenue of about RMB 5 million.Experience and Inspirations1.Replace demolition with rental for ecological prot
69、ection.The village boasts a history of more than 400 years since its formation in the late Ming Dynasty.It bears the prestige of being designated an intangible cultural heritage of an“ancient village”in Wuyi County.Resources have been integrated and planned based on the ecological concept of protect
70、ion for development.Instead of being demolished,ancient residences have been rented to preserve their unique overall appearance and perform interior renovation.The villages quaint charm is vividly captured on every detail of these ancient residences.2.Utilize local resources for common prosperity.01
71、3Once an impoverished mountain village,the remote Liangjiashan Village underwent earth-shaking changes in 2015.The ancient residences in the village were leased and transformed,including the dilapidated cattle pens.Payment of about RMB 120,000 from a 30-year lease agreement is made every year.Thus,t
72、he 30-year rental is as high as RMB 3.6 million.This is only one part of the benefits the village collective income receives.More importantly,poverty-stricken villagers have been recruited as corporate employees.With the rise of the rural tourism industry,villagers no longer need to work outside as
73、they can easily find jobs in their hometown.The successful implementation of its development plan has significantly elevated the villagers standard of living,moving them out of poverty.3.Introduce multiple efforts for nature sharing.A diversified investment mechanism involving the government,market
74、and society has been formed to draw social forces in the development of B&Bs.When high-end urban residents come for tourism and to settle down,they can experience the countys folklore,culture,public welfare,education,tourism and many other aspects.At the same time,a green and ecological agricultural
75、 industry has been developed based on the principle of natural farming.Local culture has been infused into traditional green vegetables,mountain organic green tea,camellia oil,and chestnut,thereby rejuvenating rural agricultural production.Next StepsOverall goals:Create a national rural tourism key
76、village and a model for the rural boutique B&B industry.Develop a high-quality provincial recuperation base and transform the village into the best destination for study tours.Short-term goals:Boost rural revitalization through tourism by accelerating the fusion of modern and traditional cultural ch
77、aracteristics,introduce advanced technologies and modern concepts,activate local characteristics with new elements and promote and pass on local humanities.Continuous efforts will be made to enhance the operation and management of the B&B industry,protect and preserve the intangible cultural heritag
78、e of the ancient village,utilize local human resources and recruit aboriginal villagers for employment.All these are expected to help them eliminate poverty and become prosperous.2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021014福建福州市連江縣苔菉鎮茭南村：平流尾地質公園旅游開發助力傳統漁業轉型
79、2015 年，福建省福州市連江縣茭南村為了保護海洋環境，由村民推薦帶頭人設立了雙貴島漁業合作社，由村民集資保護性開發平流尾地質公園。2016 年，平流尾旅游開發有限公司正式成立，平流尾地質公園開始接待游客。2019 年，平流尾地質公園獲評國家 2A 級景區。短短幾年間，茭南村便實現了從名不見經傳的偏遠小漁村到網紅熱門景點的飛躍，實現了鄉村產業轉型升級、全體漁民脫貧致富、“讓家鄉成為有夢的地方”的夢想。摘 要Jiaonan Village,Tailu Town,Lianjiang County,Fuzhou City,Fujian Province:Tourism Development of
80、Pingliuwei Geopark Helps Transform Traditional Fisheries015挑戰與問題福建福州市連江縣茭南村所在位置為平流尾地質公園，三面環海，與馬祖列島隔海相望。三面環海、一面環山的地理因素，導致茭南村陸地資源有限，平流尾地質公園的景區擴容發展受到土地問題的制約。茭南村以漁業為主，70%村民從事傳統海洋捕撈作業工作。當地農副產品生產方式傳統落后，產品仍處于初加工、粗加工階段，產品的附加值低，難以取得較高的經濟效益，村民經濟收入水平低。隨著海洋資源的不斷枯竭，漁民面臨產業衰退、收入銳減、上岸轉型困難等諸多問題和巨大的生存壓力。措施1.成立村集體所有企業
81、。由鎮政府、村委班子支持引導，召開村民大會：設立獨立的、村民聯合組織的集體所有企業，該企業由全體村民自愿投資形式組成；明確旅游經營收益依據分配比例，由投資股東與全體村民共同所有。通過村民股東大會，全民公開選舉鄉村建設領頭人和管理團隊，帶動全體村民發展鄉村旅游。2.分步發展海洋特色鄉村旅游。堅持保護獨特的自然海洋景觀資源，不盲目開發，發展具有海洋文化特色的鄉村旅游?？傮w規劃圍繞“沙灘環境整治平流尾公園建設古村落保護”，實現茭南村旅游點、線、面的開發。根據鄉村實際情況，因2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization
82、through Tourism 2021016地制宜，分步實施。以一期建設平流尾地質公園為起步，分期逐步實施平流尾地質公園建設、村內及沿海沙灘環境整治、古村落石頭古厝保護、進村公路建設、村道擴寬等工程，全面改善村民居住環境，打造“千年漁村古鎮，自然遺產景觀”的旅游名片，實現平流尾地質公園的可持續發展。3.挖掘漁村文化。茭南村獨具特色的黃岐半島元宵佳節游海神、五月初五海上賽龍舟等活動，都極具魅力。有效利用獨特的漁村文化、閩臺兩岸鄉親共祈?；顒拥?，進一步挖掘“鄉愁文化”，吸引城市游客前來參觀、體驗，為游客打開了解當地民俗民風的一個窗口，增加游客對當地民俗鄉土文化、農耕飲食文化、傳統民間手工藝等的認
83、識和了解，加強對民間傳統文化的激活、保護、傳承和弘揚。4.締結閩臺“姐妹村”。茭南村借助與馬祖列島隔海相望、一衣帶水、連江“一縣兩制”的特色，增進同鄉情誼，加強連江與臺灣旅游、宗親、經貿等多方面、多形式的交流合作。茭南村與對岸馬祖芹壁村進行互動交流，雙方締結為“姐妹村”，建立長期聯系機制，共同舉辦民俗文化交流活動，共同推進鄉村旅游發展。5.借力互聯網新媒體。茭南村積極借勢“互聯網”時代背景，吸引廣大游客、自媒體、網紅等通過微信、微博、小紅書、抖音等渠道傳播茭南村極具特色的沿海景觀，平流尾地質公園游客量實現井噴式增長。景區趁勢增設各類能吸引年輕人的“打卡點”，如月亮灣、海漂木平臺、許愿墻、INS
84、 風桌椅等，打造最美婚紗攝影基地，催生出福州周邊網紅“打卡”熱門景點。同時，茭南村利用直播、短視頻等新型移動互聯網推廣渠道，讓鄉村農產品、特色產品快速“進城”，形成鄉村旅游“經營、管理、營銷一體化”格局。成效1.增加村民收入。平流尾地質公園門票收益直接納入集體收入所有，按原定分配比例，實現年股權分紅、村民集體分紅。目前，公司累計收入近7,000 萬元，直接帶動就業崗位 300 多個，解決了周邊 20 多個貧困戶的就業問題。同時，鄉村旅游開發幫助鄉鎮 500 多戶家庭轉型參與旅游農家樂、鄉村土特產銷售、農村電商發展，幫助鄉村解決了部分漁民上岸轉型的難題。平流尾旅游開發公司設立老人福利基金，每年為
85、村中 70 歲以上老人繳納醫療保險等。對貧困低保家庭的幫扶舉措，大大減少了村內貧困人口數量。0172.促進產業升級。從鄉村變為景區，平流尾旅游開發帶動了當地各項特色產業發展，如土特產、地方特色小吃、民宿等；并有效利用農村剩余勞動力，實現村民就地就業，引入多條農產品精加工生產線，從原先的農產品粗放式生產模式向精加工、標準化生產演進，造就了鄉村新型職業農民。順應新型互聯網潮流，結合旅游互聯網等，帶動村民積極利用直播、微信、淘寶等線上營銷渠道，拓展農副產品銷路，促進一、二、三產業融合發展，產業集群發展，從而增加旅游扶貧總體效益。3.提升生態環境水平。茭南村平流尾旅游的整體建設發展，保護了海洋自然資源
86、，使得鄉村環境水平顯著提升，完善了房屋、道路等基礎建設，實現了“村容整潔”“美麗鄉村”“幸福家園”目標，使其從昔日名不見經傳的偏遠小漁村一躍成為網紅熱門景點。經驗與啟示1.鄉村旅游開發需以人為本。鄉村旅游開發的原則是以村民為核心，重視村民的主體性地位，鼓勵村民積極參與旅游，共享鄉村旅游資源和環境，建立合理的利益導向機制。從制度設計上要保證村民的知情權和話語權，如涉及旅游開發的重大問題時，須組織召開村民代表大會等。采用合理的聽證制度和公示制度，有利于增強村民的利益表達能力，調動農民參與鄉村旅游發展的積極性。2.鄉村旅游開發需引智聚才。針對現有農民創業旅游從業群體，建立基層服務人員管理和培訓機制，
87、真正培養一批“愛鄉村、愛農業、懂技術、會經營”的新型職業農民。政府加大返鄉入鄉創業政策支持力度，招才引智，優化鄉村營商環境。同時，通過規劃扶貧、對口幫扶等政策，吸引各行業專家為鄉村振興出謀劃策。下一步計劃一是結合景區獨特的地緣區位、濱海風光，繼續深耕當地豐富的濱海旅游資源開發，結合自然景觀、民俗風情、石頭聚落、海濱沙灘，向集休閑觀光旅游、拍照攝影、海釣、科普教育、團建拓展于一體的多功能城郊型度假景區目標發展，打造環馬祖澳旅游、福州海濱旅游等精品旅游線路，盤活鄉村全域旅游資源。二是建立青年創業中心，鼓勵有志青年回鄉創業、建設新農村，打造真正意義上的“海上桃花源”。三是進一步提升村民福利，讓村民共
88、享旅游開發成果。不斷提升老年人福利待遇，完善村民養老醫療基金、扶貧基金、獎學金等機制，鼓勵下一代積極上進，實現鄉村振興的“接棒”，實現“讓家鄉成為有夢的地方”的夢想。2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021018a profit.The low economic values and low income for the villagers puts a great amount of pressure on the village.Measures1.Establi
89、sh collectively-owned village enterprises.There are annual meetings with the villagers that are held regularly by the village leaders and government officials.The goal of these meetings is to inform the villagers that the development is focused on creating independent collectively owned enterprises
90、that are run and established by the villagers.In addition,these meetings inform the villagers of the pay scale and the distribution ratio.Most of the leaders in the village are elected as shareholders and guide the villagers towards the development of rural tourism.2.Develop rural tourism with marin
91、e characteristics step by step.One avenue for the protection of its unique natural marine landscape is to develop the villages marine culture.Development efforts are underway with the goal of the improvement of beaches,the Geopark,and the protection of ancient villages with the overall plan of devel
92、oping tourism To protect its marine environment,the villagers in Jiaonan Village,Lianjiang County,Fuzhou City,Fujian Province established the Shuanggui Island Fishery Cooperative in 2015.To achieve its goal,the villagers raised money for the development and protection of the Pingliuwei Geopark.In 20
93、16,the Pingliuwei Tourism Development Co.,Ltd.was created and the geopark was opened to the villagers.In 2019,the geopark was rated as a national 2A-level tourist attraction.In only a few years,the park has become famous for its fishing and beautiful views.This has helped the local villagers rise ou
94、t of poverty and has transformed their hometown into a beautiful place.Challenges and ProblemsThe village is located in an unfavorable location,with the sea surrounding it on three sides and the mountains on the fourth.Because of this,the village has limited land resources and the expansion and deve
95、lopment of the Pingliuwei Geopark has been constrained.But the village lies across the sea from Matsu Island of Taiwan Region,so there are a number of people who are willing to visit despite its limited resources.About 70%of the villagers engage in marine fishing.However,their preparation methods ar
96、e inferior,and they are not focused on making Abstract019through the village year-round.Most of these development and improvement projects have been carried out in phases.These include the coastal beaches,protection of old-age stone houses,and the widening of the highways and village roads.All these
97、 measures work to improve the living environment of the villagers and develop a tourist brand of a thousand year old fishing village with natural heritage landscapes and a sustainable geopark.3.Maximize the fishing culture of villages.The village has two great local festivals that are attractive to
98、tourists.They are the Sea God Praying on the Lantern Festival of Huangqi Peninsula and the Dragon Boat Race on the Sea.There is a great local custom that is nostalgic for the villagers and it attracts urban visitors to experience it.This can be a great way for tourists to be informed and understand
99、the local folk culture,agriculture food culture,and traditional handicrafts.4.Establish a“sister village”relationship between Fujian and Taiwan Region.The village is separated from Taiwan Region by only a strip of water.Because of this,the local customs are multi-form and multi-faceted,resulting in
100、exchanges and cooperation between Lianjiang County and Taiwan Region.The two areas share relatives,economy and engage in trade,leading to a strong connection between them.Also,a recently-created sister village on the opposite bank was established for a long-term exchange mechanism.Together,they will
101、 forge a binding folk culture and exchange activities which will promote the development of rural tourism.5.Utilize new internet media.Social media has helped boost the tourism industry.Social media apps such as Tik Tok,WeChat,and Weibo have all helped in increasing its popularity among the young pe
102、ople who like places such as Moon Bay,Driftwood Platform,and the Wishing Wall.The Geopark has also seen an increase in its number of visitors as a result of social media exposure.The village is also trying to bring more awareness to their agricultural asset by posting videos online of their products
103、,operation,and management.Results1.Increase villagers income.Admission fees are included with the collective income that the villagers receive.Currently,the company has brought in nearly RMB 70 million and has created more than 300 jobs for local villagers from surrounding areas.In addition,rural to
104、urism has helped more than 500 households in the nearby villages with the development of agritainment,local product sales in rural areas,and rural e-commerce.This has solved the problem of some fishermen to switch to ashore industries.The Pingliuwei Tourism Development Co.,Ltd.has created a welfare
105、system for those over 70,which offers sustenance funds and insurance to the elderly,reducing the number of people in poverty.2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 20210202.Promote industrial upgrading.The Geopark has helped impoverished villagers find a sust
106、ainable way of life.This has been done through the creation of industries featuring local products,local specialty snacks,and B&Bs.There have also been new production systems to replace the old and outdated ones.This results in a new system of efficiency and creates a refined process.Through their i
107、nternet usage,the villagers are able to reach more people and earn more money as a result.By integrating this into their economy,they are able to rise out of poverty and enjoy more benefits.3.Improve ecological environment.The Geopark has created many benefits for the village.These include improved
108、infrastructures such as houses and roads and achieved the goals of“a clean and tidy village,”“a charming village,”and“a blessed homeland,”transforming the little-known remote fishing village into an internet-famous tourist attraction.Experience and Inspirations1.People-oriented concept for rural tou
109、rism development.The developments of projects should be focused on the local villagers as the core for rural tourism.They should be encouraged to engage in tourism and share their experiences.For example,when an issue arises out of the industry,they should be able to convene and resolve it.2.Talents
110、 required for rural tourism development.Because of the influx of new business operations,there 021has been an emphasis on creating a skilled workforce.The villagers were trained in management,customer service,and other skills.The government has also offered help by creating polices that help the rur
111、al tourism industry.In the meantime,the policies of poverty alleviation through planning and paired assistance have attracted experts from all over to help bring ideas and suggestion for rural revitalization.Next StepsThe unique location of the village and its beautiful coastal scenery has created a
112、n outstanding tourism industry.Its natural landscape,folk customs,stone clusters,and coastal beaches,a multi-functional suburban resort area integrating leisure sightseeing,photography,sea fishing,science education,and outdoor training will be developed to create a boutique tourism route of Central
113、Matsu Island Tourist Area and seaside of Fuzhou City and revitalize the rural all-for-one tourism resources.A new youth entrepreneurship program that will focus on bringing the youth back to their hometown to help develop the business and encourage active participation in the village will be establi
114、shed.Finally,there will also be an increase in the welfare system.This will assist the tourism industry as more people would be able to partake in the business.The elderly will be able to take part in pension funds,scholarships and other programs that will help transform their hometown into a dream
115、land.2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021022青海西寧市大通回族土族自治縣朔北藏族鄉邊麻溝村：景區先行助力美麗鄉村建設青海省西寧市大通縣邊麻溝村在 660 畝的荒山上種植了 50 多種花卉，將畝產不到 300 斤糧食的旱地建成了“花海農莊”，成為集花卉基地、人文景觀、餐飲住宿、休閑娛樂及其他配套設施于一體的鄉村旅游品牌。邊麻溝村花海景區以原生態的山林河谷為依托，打造出自然與人工設計相結合的鄉村旅游景區，既保護了生態的原生性，又使村民通過發展旅游業實現了脫貧致
116、富。摘 要Bianmagou Village,Shuobei Tibetan Ethnic Township,Datong Hui and Tu Autonomous County,Xining City,Qinghai Province:Scenic Area Development Drives Beautiful Village Construction023戶，做到醫療保險、大病保險和“健康?！比采w；對缺技術的貧困戶，結合鄉村旅游對其開展旅游接待技能培訓，并由縣林業部門設立生態公益林管護崗位，解決貧困戶就近轉移就業問題；對缺資金的貧困戶，由縣金融部門通過“530”扶貧貸款解決其發展資
117、金問題。精準的扶貧施策，以及養老保險、最低生活保障、教育、醫療、低保兜底等扶貧惠民政策，讓全村貧困戶在脫貧路上實現了“一個都不掉隊”。2.靠山吃山建花海，旅游致富保生態。邊麻溝村由于受地理環境限制，村里的土地貧瘠，且很多山地已經撂荒，在邊麻溝村發展種植、養殖等傳統產業無法形成規模，更無法取得良好的經濟效益。但是，邊麻溝村與大通縣國有東峽林場相連，樹木蔥蘢，流水潺潺，屬于天然的“青山綠水”，生態資源稟賦優越，具備發展鄉村旅游的先決條件。經過反復論證，邊麻溝村被確立為“堅持生態保護與經濟發展雙贏，以生態資源為依托，以美麗鄉村建設為平臺，以打響特色旅游品牌為主要舉措”的試點村。村“兩委”班子帶領村民
118、著力打造鄉村花海，并引導和鼓勵村民發展農家樂、鄉村民宿、農家種植養殖業，形成完整的產業鏈，努力走出一條依托生態文明建設助農增收的路子。挑戰與問題邊麻溝村位于青海西寧市大通縣朔北藏族鄉東部，全村有 162戶 612人，是一個以漢族、藏族、蒙古族、土族為主的多民族聚居村，少數民族 412人，占全村總人口的 67%。全村平均海拔 2,800米，年降雨量 580 毫米，轄區總面積 3.5 平方公里，其中耕地面積 1,600 畝，均為山坡旱地，人均耕地面積 2.6 畝，農作物主要以油菜、小麥、土豆為主。長期以來，由于偏遠、高寒，這里飽受霜凍、冰雹、干旱等自然災害的困擾，在區位條件不佳等因素的影響下，邊麻
119、溝村發展遲緩、動力不足。除了年復一年種植油菜、青稞、土豆，沒有其他收入來源，村民經濟收入普遍較低。2015 年，村貧困人口人均純收入僅為 2,386.7 元。措施1.精確識別貧困戶，精準施行扶貧策。邊麻溝村依據“先看房，次看糧，再看學生郎，四看技能強不強，五看有沒有殘疾重病躺在床”的“五看法”準則，精準識別扶貧對象。針對貧困戶差異化的致貧原因，進行分類施策。對因病致貧的貧困2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 20210243.改造村容村貌，提升村民幸福感。收入多了，生活好
120、了，村“兩委”班子進而帶領鄉親們大力整頓和改造村容村貌：改造危舊房，落實農村獎勵性住房，改造村落墻體，修建廣場，整修村道，建敬老院如今的邊麻溝村，眼前的景象讓人欣喜，潔凈寬闊的柏油路四通八達，清新亮麗的民居錯落有致，恬靜優美的農家庭院如詩如畫,成為全省唯一的“全國生態文化村”。4.積極引入規劃設計，輻射帶動連片脫貧。在成功打造邊麻溝“花海農莊”景區的基礎上，2017 年，大通縣聯系南京大學、東南大學專家團隊對窎溝片區的 10個村，按照“一村一特色、一村一景點”原則進行規劃設計，梳理出“一核一帶三組團”鄉村旅游發展理念，精準定位片區 10個村的鄉村旅游發展思路、主導產業和實現途徑，并整合東西部協
121、作、美麗鄉村、“廁所革命”、林下產業發展等各類資金，建設窎溝片區鄉村旅游扶貧產業園，引領群眾增收致富奔小康。2019 年，實現了片區發展向“綠水青山”要“金山銀山”的巨大轉變。成效2015 年，全村貧困人口人均純收入僅為2,386.7 元；2016 年，邊麻溝村退出貧困村之列，全村人均純收入達到 10,925.03 元；2018 年，全村農民人均可支配收入達到 13,459.63 元；2020年，全村農民人均可支配收入達到 14,953.6 元。目前，全村農家院已發展到 55 家，家庭賓館有 15家，全村近一半農戶從事鄉村旅游業，為 85人解決了當地就業問題。邊麻溝村已被打造成為集花卉基地、人
122、文景觀、餐飲住宿、休閑娛樂于一體的，配套設施建設完善的“花海農莊”鄉村旅游品牌。昔日破落窮困的邊麻溝村，如今已成為遠近聞名的富裕村，成了全省的鄉村振興試點示范村，并先后獲得“全國生態文化村”“2018 年中國美麗休閑鄉村”“全國鄉村旅游重點村”“民族團結進步示范村”“省級文明村鎮”“省級衛生村”“青海省 5 星級鄉村文化旅游接待點”“西寧市先進基層黨組織”“市級文明村鎮”“大通縣先進基層黨組織”等榮譽稱號。經驗與啟示邊麻溝村立足于良好的生態資源優勢，在綠色轉型發展上探索出了一條具有當地特色的新路子，為著力推動“四個轉變”在農村基層落地生根開花結果樹立了示范典型。1.樹立轉型觀念。面對邊麻溝村經
123、濟發展落后的現狀，大通縣深深感到：要想改變落后面貌、讓群眾過上好日子，必須得轉變傳統思想觀念，轉變發展思路和發展模式。2015 年以來，縣委縣政府轉變思想，明確方向，將邊麻溝村發展思路確定為“以良好的生態資源為依托，以加快美麗鄉村建設為平臺，以打響特色旅游品牌為主要路徑，帶動全村群眾多渠道、多方式增收致富”，積極在邊麻溝村生態生產生活良性循環轉型發展上動腦筋、謀舉措，為轉型發展奠定基礎。2.培養轉型人才。大通縣高度重視在基層以“能人”帶動群眾，充分發揮其“領頭羊”作用。2014 年，優秀共產黨員、致富能手李培東當選為邊麻溝村黨支部書記，他積極借鑒外地先進的發展經驗，最終確定了利用生態旅游資源優
124、勢和荒坡土地，全力打造“花?！甭糜纹放?，帶動全村群眾就近務工或發展農家樂經濟、鄉村賓館、自駕游、牲畜養殖等相關產業的轉型發展思路。0253.明晰轉型路徑。2015 年以來，大通縣積極探索生態文明體制改革、農業供給側結構性改革、農村土地制度改革，助力“美麗鄉村”建設：一是以土地入股形式流轉邊麻溝村 600 畝村民土地用于“花?！本皡^建設。這樣不但解決了建設用地問題，而且化解了該片耕地長年受冰雹、霜凍災害影響導致收成不良以至于撂荒的問題。二是將針對貧困戶的 14.6 萬元產業到戶發展資金進行入股，讓貧困戶真正成為景區的“主人”，激發了群眾參與的積極性，保障了項目資金的長期收益。三是積極引導村民參與
125、集體林權制度改革，將村級股份合作組織中的 3,800 畝林地以入股方式流轉到大眾生態農業觀光合作社中，這就有效解決了村林業經營主體無場地、林權持有者增收難的問題。4.提升轉型效益。邊麻溝村不斷探索實踐讓農牧民由單一的種植、養殖、生態看護，向生態、生產、生活良性循環模式轉變。為了提升“花?！本皡^的整體競爭力和影響力，縣委縣政府對以邊麻溝和東至溝村為核心的窎溝片區 10 個村進行了鄉村旅游規劃設計，實施污水管網、旅游木屋、弱電改造、墻體立面改造等基礎設施建設，景區游客中心、餐飲一條街、休閑木屋、游樂場等項目相繼建成，實現了從邊麻溝這個“點”向窎溝整個“片”的輻射帶動。下一步計劃一是堅持產業興村，發
126、展壯大村集體經濟和種養優勢特色產業，增加村集體收益和村民收入。同時，積極聯系農業科技部門，做好種植業培訓，加強疾病防御等田間管理，確保農業增收。二是按照實際需求有針對性地開展技能培訓，特別是農家樂、餐飲、舞蹈等與鄉村旅游結合密切的專業，提高村民經營管理和服務水平，打造精品民宿，驅動鄉村旅游提質增效，進一步激發鄉村內生發展動力。三是繼續開展招商引資工作，結合花海旅游優勢資源，吸引一批旅游設施投資，推進旅游景點項目提檔升級，增強景點的影響力和吸引力。積極探索鄉村振興新業態，拓展村民持續增收致富渠道。四是突出生態環保工作，繼續開展綠化造林，補植花草，保護好自然生態，加大人居環境整治力度，緊緊依托田園
127、風光、生態山水等資源，建設美麗鄉村風景帶，打造優美的生態宜居環境。五是繼續加大宣傳力度，充分利用微信、客戶端等自媒體和新媒體，多渠道擴大宣傳，多維度進行報道，持續推動鄉村旅游提質增效，進一步提升“花?！本皡^鄉村旅游的知名度，吸引更多的游客來“花海農莊”觀光旅游，為村民通過旅游業增收致富提供更多的便利條件。2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021026people was only RMB 2,386.7.Measures1.Precise identification
128、 of impoverished households for poverty alleviation policies.For the precise identification of key targets for poverty alleviation,the village adopted the criteria for five specific factors:houses,grain,students,skills,and people with disability and serious illness.Since poverty is caused by differe
129、nt factors,categorized policies were implemented among different impoverished households.For those caused by illness,they are provided with medical insurance coverage,critical illness insurance,and“health insurance.”For impoverished households lacking technologies,training on tourism reception skill
130、s are provided in combination with rural tourism.The countys forestry departments have also established posts of ecological public welfare forest management and protection to facilitate the households family members nearby employment.Those lacking funds,the countys financial departments are solving
131、the problem on development funds through“530”More than 50 types of flowers have been planted on the barren hills of 660 mu in Bianmagou Village,Datong County,Xining City,Qinghai Province.This is intended to build the dry land with a yield of less than 300 jin of grain into a“Flower Farm,”developing
132、the village into a rural tourism brand integrating indigenous flowers,cultural landscapes,catering and accommodation,entertainment,games and other supporting facilities.Relying on the original ecology of mountains,forests and river valleys,the scenic spot in the village has been established into a r
133、ural tourist attraction combining natural and artificial designs.This protects its native ecology,and helps villagers shake off poverty and become better-off through tourism development.Challenges and ProblemsLocated in the eastern part of Shuobei Tibetan Autonomous Township,Datong County,Xining Cit
134、y,Qinghai Province,with 612 people of 162 households,the Bianmagou is a multi-ethnic village dominated by the Han,Tibetan,Mongolian,and Tu nationalities,with 412 minority people accounting for the 67%of the total.It has an average elevation of 2,800 meters,an annual rainfall of 580 millimeters.Its t
135、otal area of 3.5 square kilometers include 1,600 mu of arable lands,all of which are hillside dry land.It has a per capita arable land area of 2.6 mu,with oilseed rape,wheat and potatoes as the villages main plantation.Plagued by natural disasters such as frost,hail,and drought,and severely restrict
136、ed due to its poor and remote location with harsh cold climate,the Bianmagou village has been largely undeveloped.Except for the planting of oilseed rape,highland barley,and potatoes year after year,the villagers have no other source of income and are not motivated to change.In 2015,the per capita n
137、et income of the impoverished Abstract027poverty alleviation loans.Targeted poverty alleviation people-benefiting policies such as endowment insurance,minimum subsistence allowances,education,medical care,and the minimum living standard security system,have ensured that all the impoverished househol
138、ds in the village are lifted out of poverty.2.Develop a sea of flowers for tourism and ecology development.Limited by geographical environment,the village land is barren.Many mountainous areas are abandoned,so traditional industries such as planting and breeding can neither be developed in a large s
139、cale nor yield sound economic benefits.However,with its connection to the state-owned Dongxia Forest Farm in Datong County and its advantageous ecological resources such as lucid waters and lush mountains,the village has the prerequisites for rural tourism development.After repeated demonstrations,t
140、he village has been established as a pilot village“in adherence to a win-win situation between ecological protection and economic development,in reliance on ecological resources,with beautiful village construction as a platform,and with distinctive tourism brand marketing as a main measure.”Its two
141、committeesthe village Party branch and the villagers autonomous committeehave led the villagers in developing a sea of flowers.Both have guided and encouraged villagers to develop agritainment,rural B&Bs,planting and breeding industry for a complete industrial chain to increase the farmers income ba
142、sed on the construction of an ecological civilization.3.Renovate the village appearance for villagers happiness.With more income and a better life,the two village committees have led the villagers to renovate the village appearance,remodel dilapidated houses,implement such projects as rural incentiv
143、e housing,village walls renovation,square building,village road improvement,and gerocomium building.Nowadays,the village is a picture of progress,contentment and social satisfaction with its wide,clean wide asphalt roads extended in all directions;neatly scattered bright and comfortable dwellings;an
144、d serene,picturesque rural courtyards.All these have contributed to the transformation of Bianmagou into the only“National 2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021028Ecological Cultural Village”in the province.4.Introduce planning and design for contiguous
145、 poverty alleviation.The successful creation of the“Flower Farm”scenic area in the village prompted Datong County to contact expert teams in Nanjing University and Southeast University in 2017 for the planning and design of 10 villages in the Diaogou contiguous area.This was done in accordance with
146、the policy of“one feature for one village,one scenic spot for one village.”Also,it followed the rural tourism development philosophy of“One Core,One Belt and Three Sectors,”which means one core scenic area of rural tourism,one development belt of industrial clusters,three sectors of tourism comprehe
147、nsive services,characteristic agricultural industries and rural culture experience.The accurate positioning of the rural tourism development ideas,leading industries and realization paths of the 10 villages,along with the integration of various funds on cooperation between east and the west,beautifu
148、l village,“toilet revolution”and under-forest industry development for poverty alleviation through rural tourism in the contiguous area,have resulted in the prosperity of the masses due to the increase of their income.In 2019,this contiguous area has substantially changed,gaining invaluable assets f
149、rom lucid waters and lush mountains.ResultsIn 2015,the per capita net income of the impoverished people throughout the village was only RMB 2,386.7;in 2016,the village was lifted out of poverty,with the per capita net income of RMB 10,925.03;in 2018,the per capita disposable income of farmers reache
150、d RMB 13,459.63;in 2020,the per capita disposable income of farmers reached RMB 14,953.6.At present,there are 55 farmyards and 15 family hotels in the village,and nearly half of the peasant households are engaged in rural tourism,helping 85 people find jobs locally.All in all,the village has been bu
151、ilt into a well-developed rural tourism brand of“Flower Farm”integrating flower bases,cultural landscapes,catering and accommodation,entertainment,games and other supporting facilities.The village,dilapidated and impoverished in the past,is well-known and prosperous at present,and becomes a pilot de
152、monstration village for rural revitalization in the province.It has successively awarded honorary titles such as“National Ecological Cultural Village,”“Chinas Beautiful Leisure Village in 2018,”“National Rural Tourism Key Village,”“Ethnic Unity and Progress Demonstration Village,”“Provincial Civiliz
153、ed Villages and Towns,”“Provincial Health Villages,”“Five-star Rural Cultural Tourism Reception Site in Qinghai Province,”“Advanced Grassroots Party Organization in Xining City,”“Municipal Civilized Villages and Towns,”and“Advanced Grassroots Party Organization in Datong County.”Experience and Inspi
154、rationsBased on advantageous ecological resources,the village has explored a new path to green transformation and development with local characteristics.It has established a model for the development of“Four Transitions”at the rural grassroots level.1.Establish transformation concepts.The backward e
155、conomic development of the village makes Datong County aware that traditional concepts,development ideas and development models must be changed and peoples lives must be transformed.Since 2015,the county party committee and county government have changed their mindset.They have gained directional cl
156、arity and understanding“in reliance on advantageous ecological resources,with beautiful village construction as a platform,helping villagers increase income and become better-off in multiple channels and with multiple 029methods.”They have adopted active measures to advance the virtuous cycle in eco
157、logy,production and life,laying a foundation for the transformation and development of the village.2.Recruit and train transformation talents.The Datong County attaches great importance to the leading role of“capable people”in driving the masses at the grassroots level,In 2014,Li Peidong,an outstand
158、ing Communist Party member and an acknowledged wealth generation expert was elected as the Party branch secretary of Bianmagou Village.Through the advanced development techniques he has learned and borrowed from his experience in other places,he has developed the tourism brand of“A Sea of Flowers.”T
159、he concept maximizes advantageous eco-tourism resources and barren lands,and drives the development and transformation on such related industries of the villagers nearby employment or agritainment economy,rural hotels,self-driving tours,and livestock breeding.3.Clarify transformation paths.Since 201
160、5,Datong County has been actively exploring reforms in ecological civilization system,agricultural supply-side structure and rural land system to facilitate the construction of“beautiful villages.”First,the 600 mu land belonging to the villagers are transferred through the pooling of land for shares
161、 which are used for the construction of“A Sea of Flowers”scenic spot.This effectively solves the construction land problems and avoided such problems as poor harvest and land desolation caused by hail and frost for several years.Second,the RMB 146,000 industrial development fund for impoverished hou
162、seholds were invested as shares to turn these households into“masters”of the scenic area,stimulate the enthusiasm of their engagement,and ensure the long-term benefits of project funds.Third,villagers are guided to participate in collective forestry reform,and property right system to transfer the 3
163、,800 mu of forest land in village-level joint-stock partnership organizations to public ecological agricultural sightseeing cooperatives in the way of equity investment.This solves the no-site problem for business entities in village forestry while increasing the income of forestry property right ho
164、lders.4.Improve transformation efficiency.The village has continuously explored and practiced the transformation model from unitary planting,breeding,and ecological care of farmers and herdsmen to a virtuous cycle in ecology,production,and life.To enhance the overall competitiveness and influence of
165、“A Sea of Flowers”scenic spot,the county party committee and county government have carried out rural tourism planning and design for 10 villages in the Diaogou contiguous area with Bianmagou and Dongzhigou villages as the core.They implemented the infrastructure construction of sewage pipe networks
166、,tourism wooden houses,current weak and wall facade reconstruction.Also,they launched 2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021030tourist centers in scenic areas,catering streets,wooden leisure houses,and playgrounds in succession,effectively driving the Di
167、aogou contiguous area development with the Bianmagou Village as the core.Next StepsFirst,in adherence to the philosophy of rejuvenating the village through industrial development,continuous efforts will be made to expand the village collective economy,nurture advantageous characteristic industries,a
168、nd increase the income of both the village collective and villagers.Simultaneously,the agricultural science and technology departments will be proactively contacted for planning industry related training and field management in disease prevention will be strengthened for a satisfactory agricultural
169、yield.Second,targeted skill training will be carried out in accordance with actual needs,especially in the fields of agritainment,catering,and dancing.They will be closely integrated with rural tourism to improve the management and service level of villagers,build boutique B&Bs,develop high-quality
170、and efficient rural tourism,and further stimulate the endogenous development of the village.Third,the work of attracting investment will be carried out,and the investment will be introduced into tourism facilities through the advantageous resources of“A Sea of Flowers”to upgrade tourist attractions,
171、increase their influence and allure.Also,new business forms of rural revitalization will be explored to expand the channels for villagers to increase their income and live more comfortably.Fourth,ecological environmental protection will be emphasized to carry out greening and afforestation.Planting
172、of flowers and grasses for natural ecology will be reinforced.Also,the management of human settlements will be intensified,and beautiful rural scenery will be developed centered around such resources as idyllic and ecological landscapes to present a beautiful and ecologically habitable environment.F
173、ifth,multi-channel and multi-dimension publicity will be conducted through new media including WeChat,client-side and self-media,to promote the quality and efficiency of rural tourism and enhance the popularity of“A Sea of Flowers”scenic spot to draw more tourists to a“Flower Farm”for sightseeing.Th
174、is is expected to facilitate the income increase of villagers through tourism development.031山西臨汾市鄉寧縣關王廟鄉云丘山村：云丘山景區農旅融合帶村脫貧模式云丘山景區以“企業有利潤、村民有利益、村委有效益”的三有定位，成功孕育出了“農旅融合、村企共建”的“云丘模式”，使云丘山村基礎設施建設、村容村貌發生了翻天覆地的變化。云丘山景區現已發展成為全國“景區帶村”旅游扶貧示范項目，成為山西轉型的“排頭兵”、世界級旅游目的地。摘 要Mount Yun Village,Guanwangmiao Township
175、,Xiangning County,Linfen City,Shanxi Province:Integration of Agriculture and Tourism in Mount Yun Scenic Area Drives Rural Poverty Alleviation2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021032挑戰與問題山西臨汾市鄉寧縣云丘山村是典型的旅游鄉村，因地處云丘山旅游景區而得名。云丘山景區所在鄉鎮農村原來地域封閉，農民思想保守，農業生產落后
176、，旅游產業發展與美麗鄉村發展“兩張皮”，無法實現深入融合，不但起不到相互促進的作用，反而相互削弱，阻礙發展。特別是景區規劃建設中有需要整村搬遷安置的農民，不僅存在搬遷難問題，而且整體存在搬遷后農業生產難、土地流轉農民就業難、增收難的問題。云丘山旅游開發公司是由當地煤炭企業轉型而來，面對全新的產業建設，面臨人才短缺等難題。措施1.圍繞“規劃先行”，充分利用各項政策。鄉寧縣委、縣政府出具政策文件，從 2005 年支持云丘山景區開發，鄉政府配合，同時積極爭取中央、省、市政策的支持，這讓景區開發有了底氣。專業的設計團隊和專家隊伍受邀前來規劃、建設，服務、規范、質量、品牌、賓客第一、員工第一等意識由此在
177、云丘山村逐步確立起來，并逐漸得到強化。2.圍繞“文旅融合”，不斷壯大旅游產業。云丘山景區圍繞非遺文化民俗等豐富的文化遺存，引入科技，強化保護，創新方式，做好展示，彰顯儒、釋、道三教合一；圍繞 9 座國家級傳統村落，緊扣民俗背景，恢復原貌格局，培育古村落文旅新業態；選準主題定位，在康家坪古村打造國內一流的民宿；保護每一處生態，封山禁牧，植樹造林，開發世界罕見冰洞奇景云丘山冰洞群。3.圍繞“農旅融合”，實現村企共贏。云丘山景區建設移民新村 105,687 平方米，整村搬遷16033個自然村 561 戶居民，人居環境大大改善。引導村民自主創業，開辦鄉村旅館、農家樂；積極吸納村民參與景區建設和運營，增
178、加其收入，安排當地建檔立卡貧困戶在云丘山景區直接就業人數 269人，月人均收入 2,950 元；景區建設方面，優先吸收當地村民承包工程，幫其組建工程隊；當地農民還組建了上河優質糧食種植專業合作社，進行土地流轉，并返聘村民種植有機糧食和有機菜、藥、茶等，保護開發翅果油樹等農業產業；給建檔立卡貧困戶擔保貸款助其進行畜禽養殖，真正實現了農民收入與農業、旅游產業的有機結合。成效云丘山景區先后開發自然景源 42 處、人文景源 77 處，歷經 20 年潛心打造，如今已成為國家5A 級旅游景區。目前累計投資 23.95 億元，年接待游客 120 余萬人次，實現旅游綜合收入 1.6 億余元。云丘山景區全方位帶
179、動鄉寧縣 8個鄉鎮 80 多個村中建檔立卡貧困戶 2,573 戶 8,793 人脫貧致富，戶均增收 22,000 余元。當地農民徹底轉變為產業工人，實現了：人人有班上、家家有轎車，老有所養、老有所依。云丘山景區現已發展成為全國“景區帶村”旅游扶貧示范項目，景區已成為山西轉型的“排頭兵”、世界旅游目的地。經驗與啟示1.科學規劃。景區發展規劃與鄉村發展規劃必須相互融合。圍繞“打造國內一流目的地景區”這個目標，依托景區發展的周邊鄉村實質上和景區的發展緊密相連、唇齒相依，只有目標同向、規劃融合、合力共為，才能形成雙向驅動，實現共同發展。2.保護生態。在開發過程中，景區內的文化遺產得到了很好的保護和挖掘
180、；杜絕了亂砍濫伐，生態面貌煥然一新；人居環境大大改善，成了名副其實的“美麗鄉村”。3.農旅融合。旅游產業作為朝陽綠色產業，其帶動鄉村發展、促進農民致富、輻射周邊發展的作用極為明顯。只有農旅深度融合，彼此才能實現深層次促進和發展。景區發展了，農民收入增加了，生產生活條件改善了，農民得到的實惠越多，2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021034頭現代化生豬養殖基地、8,000 畝有機旱作小麥基地的建設，同時依托特有自然生態資源，全面建成藥茶、腌菜、糕點、文創產品、面粉等觀
181、光加工生產線和高標準設施蔬菜標準化示范基地，力爭早日把云丘山村建設成為全國一流的生態文明建設示范村。云丘山景區重點發展鄉村旅游、休閑、度假、康養產業，還要把當地有機旱作農業的“云丘山”品牌發展成特色農業品牌，真正實現景區發展與鄉村振興的深度融合。景區發展就越會得到更為普遍的支持和擁護，從而形成發展的源泉活力，實現景區發展和鄉村振興的“一箭雙雕”。4.回饋社會。景區投資 1,900 余萬元與臺灣專家合作建成“元谷希望農場”，為身心障礙者提供技能教育服務。三年多來，先后招收 19 名身心障礙者，目前已有7 名身心障礙者具有了正常生活和工作的能力，進入社會從業，現在他們不僅能自食其力，還能賺錢養家。
182、下一步計劃圍繞建設國內一流景區和鄉村振興的雙向發展目標，在景區發展方面，進一步完善云丘山國家5A 級景區品牌，重點對環境衛生整治、智慧景區建設、研學旅行等方面進行新改善、大提升，實現景區帶動促進和輻射作用的全新飛躍。在鄉村振興方面，堅持將農村人居環境整治與旅游產業發展有機結合起來，重點展示民俗文化挖掘和傳承、古村古道古井等古文化、民宿文化；加快推進 22 萬035Challenges and ProblemsThe Mount Yun Village in Xiangning County,Linfen City,Shanxi Province,is a typical tourist vil
183、lage.It takes its name from its location in the Mount Yun Scenic Area.The village and town where the scenic area is located are geographically confined.Farmers here are conservative in their ways and thinking while agricultural production is backward.Thus,it is difficult to achieve full integration
184、of tourism industry development and the development of beautiful village.Farmers who need to be relocated and resettled in another village during the planning and construction of the scenic area cannot support themselves.Their relocation present many challenges.Another difficulty is in agricultural
185、production and employment.Farmers who have transferred their land have seen their income increase.As it transitions from being a local coal company,the Mount Yun Development Company faces talent and labor shortage for the brand-new industrial construction.Measures1.Utilize policies with planning at
186、the center.Since 2005,the Xiangning County Party Committee and the county government have cooperated in issuing policy documents to support the development of the Mount Yun Scenic Area.Together they sought support from the central,provincial,and municipal agencies for policies that drive the develop
187、ment of the scenic area.Professional design and expert teams have been built to establish and strengthen the awareness for planning,construction,service,standardization,quality,brand,guest first,and employee first.2.Develop the tourism industry through cultural and tourism integration.The Mount Yun
188、Scenic Area has The Mount Yun Scenic Area has successfully bred the“Yunqiu Model”which features“agricultural and tourism integration,village-enterprise co-construction.”It is based on the positioning of“earnings for enterprises,benefits for villagers and profits for village committees.”Also,it helps
189、 promote massive changes in infrastructure construction and the appearance of the village.The scenic area has developed into a national poverty alleviation demonstration project through tourism characterized by“scenic area driving village development”and has become a pioneer in the transformation of
190、 Shanxi Province into a global tourist destination.Abstract2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021036captured and displayed the integration of Confucianism,Buddhism and Taoism.They have done this by focusing on rich cultural relics such as intangible cult
191、ural folk customs,the introduction of technologies with emphasis on protection,innovative methods and an outstanding image.Moreover,based on the surrounding nine national traditional villages and their folk customs,it has restored the original pattern to cultivate new business systems of cultural to
192、urism in the ancient village.Additionally,the correct theme positioning has been selected to develop a national first-class B&Bs in the Kangjiaping Ancient Village.More importantly,great efforts have been made to protect ecology,close mountains to ban grazing,plant trees and develop the Mount Yun Ic
193、e Cave Group.3.Achieve a win-win situation between villages and enterprises through cultural and tourism integration.A new resettlement village of 105,687 square meters has been built in the scenic area.Meanwhile,the relocation of 561 residents from 16 natural villages has improved the settlement.Vi
194、llagers have been guided to start their own businesses to operate rural hotels and agritainment.They have been encouraged to get involved in the construction and operation of the scenic area to increase their income.As a result,269 people from archived impoverished households found jobs at the sceni
195、c area,with an average monthly income of RMB 2,950.Contract projects of local villagers have been prioritized in the construction of the scenic area to form an engineering team.Furthermore,local farmers have organized the Shanghe Quality Food Growing Professional Cooperative to transfer villagers la
196、nd and recruited them to grow organic food,organic vegetables,herbal teas,etc.,thus protecting and developing agricultural industries such as Elaeagnus 037mollis.Also,guaranteed loans have been provided to archived impoverished households for livestock and poultry breeding to achieve the organic int
197、egration of farmers agricultural income and tourism industries.ResultsAfter a 20-year effort,42 natural scenic and 77 humanistic sites have been successively developed which helped transform the scenic area into a national 5A-level tourist attraction.Currently,the scenic area has registered an accum
198、ulated investment of RMB 2.395 billion.Its annual tourists reception has exceeded 1.2 million,with a comprehensive tourism income of more than RMB 160 million.It has helped 8,793 people from 2,573 archived impoverished households in more than 80 villages from eight towns in Xiangning County move out
199、 of poverty and elevate their standard of living.The average household income has increased by more than RMB 22,000.Local farmers have also fully shifted and have become industrial workers,ensuring jobs for each person,cars for each household,care and support for the elderly.As a result,the scenic a
200、rea has now developed into a national poverty alleviation demonstration project through tourism characterized by“scenic area development driving village development.”It has become a pioneer in the transformation of Shanxi Province into a global tourist destination.Experience and Inspiration1.Scienti
201、fic planning.The scenic area planning development must be integrated with rural development planning.With the goal of building a domestic first-class scenic spot,the surrounding villages on the scenic area development are closely intertwined and interdependent.Only through the same goal can integrat
202、ed planning and joint efforts drive each other for common development.2.Ecological protection.Concrete measures should be made to protect and optimize the cultural heritage in the scenic area,eliminate deforestation for a renewed 2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization throug
203、h Tourism 2021038ecological environment and improve human settlements for transformation into a beautiful village.3.Agricultural and tourism integration.Tourism is a rising green industry that radiates peripheral development.Through the years,it has played a prominent role in driving rural developme
204、nt by helping farmers improve their household income.Only through the in-depth integration of agriculture and tourism can the mutual in-depth promotion and development be achieved.With the development of the scenic area,farmers can receive more benefits such as income increase and better conditions
205、for production and living.In turn,they will be in a position to offer more support for the scenic spot development,thereby forming a driving force for rural revitalization.4.Contribution to society.A total of more than RMB 19 million has been invested into the scenic area for the building of the“Yua
206、ngu Hope Farm”in cooperation with professors from Taiwan Region.The goal is to provide educational services for the physically and mentally handicapped.Over the past three years,19 people with physical and mental disabilities have been recruited.Currently,seven of them lead normal lives and work to
207、support themselves and their families.Next StepsWith the dual goals of building a domestic first-class scenic area and achieving rural revitalization,the national 5A-level tourist attraction brand of the Mount Yun will be further enhanced.The improvement and upgrade of environmental sanitation is a
208、priority.Also,the focus will be on the establishment of a smart scenic area and research tour that are expected to drive the radiating effects of development.The improvement of rural human settlements and the development of the tourism industry will be organically integrated.Also,the display of folk
209、 culture and its legacy,ancient culture and the construction of B&Bs in ancient villages,roads and wells will be highlighted.Construction of modern pig breeding bases of 220,000 heads and organic dry-land wheat bases of 8,000 mu will be accelerated.Sightseeing processing production lines such as med
210、icinal tea,pickles,pastries,cultural and creative and artisanal products,flour and high-standard facilities for vegetable standardization bases will be built based on unique natural biological resources.Efforts will be made to get an early start in transforming the Mount Yun Village into a national
211、first-class demonstration village for ecological construction.Overall,the Mount Yun Scenic Area will showcase rural tourism development,leisure,vacation and healthcare industries.It will advance organic dry-land farming as Mount Yuns characteristic agricultural brand.All these will achieve the full
212、integration of scenic area development and rural revitalization.039華僑城：智慧賦能，以全域旅游推動海南三亞市天涯區馬嶺社區發展海南省三亞市天涯區天涯鎮馬嶺社區是一個有著近 400 年歷史的濱海漁村，其集體經濟發展滯后，基礎設施落后，產業基礎薄弱。華僑城集團為該社區提供智力和資本支撐，使馬嶺社區通過龍頭企業帶動、集體經濟組織、專業機構參與以及公共平臺支撐的多元化發展模式，在社區打造華僑城全域旅游總部基地，為社區打造亮麗名片，獲取“千萬級游客”引流渠道。摘 要Overseas Chinese Town Holdings Compa
213、ny:Promote Maling Community in Tianya District,Sanya City,Hainan Province through All-for-one Tourism with Wisdom Empowerment2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021040挑戰與問題海南三亞市天涯區天涯鎮馬嶺社區是一個有著近 400年歷史的濱海漁村，占地面積約 2 平方公里，總戶數 1,358 戶，總人口 6,064 人，存在集體經濟發展滯后、基
214、礎設施落后、社區環境臟亂差現象突出、產業基礎薄弱、人口結構老齡化等問題。社區居民的主要收入依靠傳統的近海捕撈。近年來，因近海漁業資源枯竭，世代漁民亟須轉產就業。措施1.政企共建，打造東西文化交融的特色小鎮。華僑城出資近 500 萬元提供社區產業策劃及社區規劃方案，天涯區政府出資 4.39 億元在馬嶺社區完成了立面改造工程。馬嶺社區現擁有中國唯一的“黃、黑、青、白、紅”五龍社區主題街區，社區留存著傳統的舞龍、賽龍舟漁風文化；具有中國傳統的淳樸民風、友善鄰里的社區氣質。如今的馬嶺社區，“?！薄疤臁彼{白呼應，面朝大海，四季花開，一個地中海風情小鎮已然初步成型。再加上整潔的社區環境及淳樸閑適的漁風民俗
215、，游客頃刻間仿佛置身于異國他鄉。這里被稱為中國版的“圣托里尼”，是三亞市知名的網紅度假文旅小鎮。2.社企聯動，開展社區治理。華僑城聯合三亞市生態環境局和馬嶺社區，深入開展社區治理工作，創建“無廢社區”和“三亞市生態環境保護宣傳教育基地”，啟動社區治理百日攻堅行動，結合文明城市的創建，大力開展沙灘凈化、衛生整治等工作，極大地改善了小鎮的人居環境和精神風貌。3.文化賦能，重塑傳統文化價值。文化自信與鄉土文化方面，以當地的“五龍”文化為精髓，成立“五龍”文化協會、海南五龍洋產業發展有限公司，探索重現端午龍舟賽等傳統民俗活動；結合時尚元素，包裝、設計符合本地“五龍”文化的IP，并運用新媒體廣泛推廣，使
216、其文化精髓在新時代煥發出強大的生命力和經濟價值。以生態文化為鄉鎮建設的價值引領，加強生態文明建設,積極倡導綠色生產和生活方式。將文化創意作為鄉鎮振興的重要動能，深入挖掘當地的生態道德、生活習俗等文化資源，加快鄉鎮生態振興。以文化供給為社區人才賦能，開展“輪值鎮長”事件營銷活動，為小鎮的產業興旺奠定“智慧”基礎。4.全域旅游，逐步實現產業振興。始終尊重地域發展的文化脈絡和鄉村生存的自然法則，以“黨建共建為引領、社區治理為抓手、產業振興為根本”為發展理念，以“智慧撬動、智慧輸出、平臺化運營”為經營思路，馬嶺社區堅定龍頭企業帶動、集體經濟組織、專業機構參與以及公共平臺支撐的多元化發展模式，在社區打造
217、華僑城全域旅游總部基地，為社區打造亮麗名片，獲取“千萬級游客”引流渠道。將社區治理與產業興旺相結合，鼓勵村民以廢棄或閑置民房參與入股，活化利用廢棄041或閑置民房、“半拉子工地”等，引入婚尚旅拍產業，打造婚尚旅拍全產業鏈；建立天涯創客基地，為創客提供一站式孵化平臺；創辦運營槳板俱樂部，發展休閑漁業；創辦天涯區旅游協會整合旅游行業資源，繪制社區智能景區導覽地圖，為游客提供全方位休閑度假、生活服務平臺，促進當地農民增產增收。成效馬嶺社區以“產業同創、運營同創、資本同創、文化同創”的合作模式，帶動逾 6,000 萬元社會資本投資馬嶺社區。經過社區美化、亮化、綠化、藝術化、產業化改造升級，馬嶺社區 2
218、020 年迎來游客井噴式增長，接待游客量約 18萬人次。2021 年第一季度，酒店、民宿入住率同比 2019 年一季度增幅 57%，游客結構持續優化，主力客群由 50 后、60 后轉向 90 后及 00 后，客單價同比提高 120%。馬嶺社區通過社企合作，以租賃村民閑置房屋、宣傳引投租賃、聘用村民職工等渠道，帶動村民創收累計約 1,640 萬元；引導返鄉就業創業村民 120 人；使實現了在家門口“吃旅游飯”（從事經營活動）的馬嶺村民增加了 50 戶；村民年人均收入從 2018 年的 3.8 萬元增長至 2020 年的約 4.8 萬元。2020 年，馬嶺社區獲評安仁論壇第二屆“小鎮美學榜樣”，并
219、榮獲第六屆中國文旅產業巔峰大會暨首屆中國文旅夜游經濟峰會“金峰獎”（最佳文旅目的地振興示范獎）、中國文旅行業振興發展大會“2020 中國最具人氣文旅目的地獎”。經驗與啟示1.發展模式是鄉村振興的成敗關鍵。馬嶺社區以“黨建共建為引領、社區治理為抓手、產業振興為根本”為發展理念，以“智慧撬動、智慧輸出、平臺化運營”為經營思路，堅定龍頭企業帶動、集體經濟組織、居民和專業機構參與及公共平臺支撐的多元化運營模式，用好外力、激發內力，形成龍頭帶動、群眾擁護、專業賦能干事創業的合力作用。2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalizati
220、on through Tourism 20210422.集體經濟是鄉村振興的核心動力。鄉村中集體經濟是把人力、物力、財力凝聚起來的有效載體，有了集體經濟集中人、物、財力資源的整體優勢，才能通過產業振興的核心動力最終實現鄉村振興的偉大目標。3.融合發展是鄉村振興的必由之路。全域旅游對鄉村振興影響深遠、帶動力強，其強大的市場優勢、新興的產業活力、強勁的造血功能、巨大的帶動作用,成為撬動地方經濟發展、推進鄉村振興的支柱性產業項目和新引擎。隨著全域旅游的發展，通過搭建各類平臺、整合社會資源、融合鄉村一、二、三產業，優化營商環境，引入“人才、資本、智力、流量”，實現社區“宜業、宜居、宜樂、宜游”功能落地
221、，實現生產者受益、投資者獲利、游客滿意的服務體驗，讓鄉村振興有了精準的方向，形成文化與產業振興的閉環。下一步計劃1.深化“三變”改革。資源變資產、村民變股東、資金變股金，壯大集體經濟，構建良好的全域旅游產業鏈生態。做強主題民宿、做好特色美食，形成三亞濱海民宿集群優勢；發展海上休閑體育運動及休閑漁業、婚尚旅拍產業及文創鄉創產業，引導當地居民轉產就業，提高整體收入。2.提升社區治理。完善社區凈化、綠化、美化、亮化、藝術化、產業化，探索社區步行街化，打造面朝大海、四季花開、干凈整潔、文明時尚的濱海度假風情小鎮。3.完善公共配套設施。解決社區停車難、如廁難、公共文化場所匱乏等公共配套設施問題，推動馬嶺
222、社區及周邊的公共停車場、街區公共廁所及文化活動廣場的建設。4.推動產業轉型升級。以“產業、文化、資本、運營”同創的合作模式，在社區創辦 100 個社群聚落部，帶動 1,000 個社區共創項目落地以實現產業轉型升級，實現人人有事干、戶戶有產業，鋪就以“文化+旅游+城鎮化”為基本模式的鄉村振興之路。5.打造文旅小鎮。擬充分利用天涯海角西側的 23 畝碼頭用地，將該區域打造成集停車、游客服務、文化演藝中心、跨境電商、精品酒店等功能于一體的游客服務中心。打造集休閑漁業、觀光游覽、漁事體驗、“五龍舟”賽事等于一體的濱海特色旅游產業群，形成獨具特色、具有高附加值的綜合文旅小鎮。043Maling Comm
223、unity,Tianya Town,Tianya District,Sanya City,Hainan Province,a coastal fishing village with a history of nearly 400 years,lags behind in collective economy,infrastructure and industrial foundation.Through the support and capital infusion from the Overseas Chinese Town Holdings Company(OCT Group),and
224、 the diversified development model with“leading enterprises,collective economy organizing,professional institutions engagement and public platform support,”the Maling Community has built an OCT Group headquarters for all-for-one tourism,highlighting its captivating charm to attract“tens of millions
225、of tourists.”AbstractChallenges and ProblemsMaling Community,Tianya Town,Tianya District,Sanya City,Hainan Province,a coastal fishing village with a history of nearly 400 years,covers an area of about 2 square kilometers,with a total of 6,064 people and 1,358 households.Lagged collective economic de
226、velopment,backward infrastructure,disorderly community environment,weak industrial foundations and an aging population are among some of the problems the community faces.Residents rely on traditional offshore fishing for their main income.In recent years,however,it has become urgent for fishermen to
227、 find another source for their livelihoods due to the depletion of offshore fishery resources.Measures1.Co-construction of government and enterprises for an East-West culturally integrated town model.The OCT Group has invested nearly RMB 5 million for a comprehensive industry and community planning
228、programs.The Tianya District Government has also invested RMB 439 million to complete the facade renovation project of the Maling Community.Five dragon-themed(yellow,black,blue,white,red)community block features the traditional dragon dance and dragon boat racing.Residents are sincere,simple and fri
229、endly and have maintained the traditional Chinese folk customs.The blue sea and white clouds complement each other,leading to a cozy feeling of“flowers bloom in all seasons when facing the sea.”A Mediterranean-style small town has taken shape.With its tidy environment and simple fishing customs,bein
230、g here makes visitors feel theyre in a foreign land.The Maling Community,2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021044the construction of towns and promote its development and advocacy of green production and lifestyle.Cultural creativity facilitates revital
231、ization and serves as an important driving force for local resources,including ecology,ethics,lifestyle and customs.Moreover,an abundant cultural supply empowers community talents to launch a rotating“town mayor”marketing program to provide leadership for industrial prosperity.4.All-for-one tourism
232、for industrial revitalization.In the context of rural living,the development concept of“party building and co-construction as the guide,community governance as the means,and industrial revitalization as the foundation,”and the business idea of“intelligence leveraging,wisdom output,platform operation
233、,”as well as the diversified development model characterized with“leading enterprises driving,collective economy organizing,professional institutions engagement,and public platform support,”the Maling Community is building an all-for-one tourism OCT Group headquarters to promote its brand image to a
234、ttract“tens of millions of tourists.”The combination of community governance and industrial prosperity inspires villagers to transform abandoned or unused houses and semi-finished construction sites into businesses.The wedding photography industry is developed.Tianya Creator Base is established to p
235、rovide a one-stop incubation platform for creators.Paddle board clubs are established to develop leisure fishery.Moreover,the Tianya District Tourism Association is created to integrate tourism industry resources and guide maps for scenic spots in the community,providing tourists a reliable all-roun
236、d services platform while simultaneously promoting enhanced an internet-famous resort town in Sanya,is known as the“Santorini”of China.2.Enterprise cooperation for community governance.In cooperation with Sanya City Ecological Environment Bureau and Maling Community,the OCT Group carries out in-dept
237、h community governance work,develops“No-waste Community”and“Sanya Ecological Environmental Protection Publicity and Education Base.”It has also initiated the hundred-day action plan for community governance.In addition to beach cleaning,sanitation control has been smoothly conducted according to the
238、 civilized city concept,which aims to dramatically improve the living environment and outlook of the town.3.Culture empowerment for reshaping of traditional cultural values.The“Five Dragons”Cultural Association and Hainan Wulongyang Industrial Development Co.,Ltd.,with the local“Five Dragons”culture
239、 as the centerpiece,are established to reproduce traditional folk activities such as the Dragon Boat Race at the Dragon Boat Festival.Also,the IP,in compliance with local“Five Dragons”culture is fashionably designed and promoted extensively through new media.This enables its cultural essence and eco
240、nomic vitality value to shine through in the new era.A strong ecological culture guides 045productivity and income to local farmers.ResultsWith the cooperation model of“industry co-creation,operation co-creation,capital co-creation,and cultural co-creation,”the Maling Community attracts the social c
241、apital of more than 60 million in investment.After its beautification,greening,ratification and upgrade,the Maling Community experienced a growth spurt in 2020,receiving about 180,000 tourists.In the first quarter of 2021,the occupancy rate of hotels and B&Bs registered a year-on-year increase of 57
242、%compared to 2019.The main customers have shifted from the post 50s and 60s to the post 90s and 00s,with the year-on-year increase of 120%in the customer unit price.Through cooperation with social enterprises,the Maling Community has helped villagers generate a total income of approximately RMB 16.4
243、 million by renting idle houses,promoting investment and leasing,and hiring villagers as employees.One hundred twenty(120)villagers have returned to their hometowns for employment and entrepreneurship.The number of villagers engaged in tourism-related businesses in the community has increased by 50
244、households,while the average annual income of villagers increased from RMB 38,000 in 2018 to about RMB 48,000 in 2020.In 2020,the Maling Community won the Second“Model of Town Esthetics”at Anren Forum,the“Golden Peak Award”at the 6th China Cultural Tourism Industry Davost Conference&the First China
245、Cultural Tourism Night Tourism Economy Summit(The Best Cultural Tourism Destination Revitalization Demonstration Award),and“The Most Popular Cultural Tourism Destination Award in China 2020”at the China Cultural Tourism Industry Revitalization and Development Forum.Experience and Inspirations1.The d
246、evelopment model determines the success of rural revitalization.The Maling Community adheres to the development concept of“party building and co-construction as the guide,community governance as the means,and industrial revitalization as the foundation,”and the business concept of“intelligence lever
247、aging,wisdom output,platform operation,”as well as the diversified development model characterized with“enterprise-driven,collective economy organizing,residents and professional institutions engagement,and public platform support.”Altogether they entice external support and stimulate internal force
248、s,resulting in a combined development model that generates popular support and professional empowerment.2.The collective economy represents the core driving force for rural revitalization.The rural collective economy can forge together human,material and financial resources.Their overall advantages
249、can be showcased to achieve the great goal of rural revitalization through the core driving force of industrial revitalization.3.Integrated development is the only path to rural revitalization.All-for-one tourism can exert a profound impact on rural revitalization.Its strong market advantages,indust
250、rial vitality,powerful renovation function and immense driving force are pillars and new engines for leveraging local economic development.With the development of all-for-one tourism,the community function of“working,living,entertaining and traveling”can be achieved by building various platforms,int
251、egrating social resources,combining rural primary,secondary and tertiary industries,optimizing business environment,introducing“talents,capital,intelligence and flow.”With 2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021046lots,public toilets and cultural squares
252、in and around the community.4.Promote industrial transformation and enhancement.With the“industry,culture,capital and operation”co-creation model,100 community clusters have been established,and 1,000 community co-creation projects were launched for industrial transformation and upgrade.People have
253、their own business and there is an industry for every household for their livelihoods,paving the way to rural revitalization based on the“culture+tourism+urbanization”model.5.Build a cultural tourism town.Plan for the full use of the 23 mu of land on the west side of The Remotest Corners of the Glob
254、e to build a multi-function tourist service center that integrates parking,cultural and performance centers,cross-border e-commerce and boutique hotels.A coastal tourism industry cluster featuring leisure fishery,sightseeing,fishing experience and“Five Dragon Boat Race”are going to be developed to c
255、reate a unique,high-added value cultural tourism town.this,producers and investors can benefit immensely and tourists are assured of a satisfactory service experience.Next Steps1.Broaden the application of the“three changes.”The“three changes”refer to turning resources into assets,villagers into sha
256、reholders,and capital into equity,to develop the collective economy and build a healthy all-for-one tourism industry chain.Themed B&Bs and specialties should be highlighted to maximize the advantage of Sanyas coastal B&B clusters.Marine leisure sports and recreational fisheries,wedding photography,c
257、ultural and creative industries must be developed.Local residents must be guided to shift to relevant jobs for more income.2.Enhance community governance.The focus should be on community gentrification,greening,beautification and industrialization.Deployment of pedestrian streets and the creation of
258、 a cozy,clean and civilized coastal resort town must be explored.3.Construction of public facilities.Parking problems,lack of toilets and public cultural places should be addressed.Through proper channels,the community should compel the government to build public parking 047甘肅：鄉村旅游助力脫貧攻堅近年來，甘肅省把發展鄉村
259、旅游作為打贏扶貧脫貧攻堅戰、實施鄉村振興戰略的重要任務，大力實施旅游富民工程，積極推進旅游扶貧項目建設，積極培育鄉村旅游產業，促進貧困群眾脫貧致富。全省鄉村旅游呈現出快速發展的強勁態勢，有效發揮了旅游就業和收入“雙提高”、產業和生態“雙促進”、物質和精神“雙脫貧”的積極作用。2016 年以來，累計扶持貧困地區 702 個村開展鄉村旅游，發展農家樂 9,306 戶，創建鄉村旅游示范村 310 個，培育鄉村旅游合作社 301 個；截至 2020 年年底，全省旅游專業村累計達 1,270 個，農家樂累計達 21,500 戶。通過文化旅游，累計帶動 59.2 萬人實現脫貧。通過堅持不懈的努力，鄉村旅游
260、已經成為該省農民增收致富的有效手段，旅游扶貧已經成為甘肅脫貧攻堅的重要力量。摘 要Gansu Province:Rural Tourism Facilitates Poverty Alleviation2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021048挑戰與問題甘肅是全國打贏脫貧攻堅戰最困難的省份，全省建檔立卡貧困人口 552 萬人，建檔立卡貧困村6,220 個。86 個縣市區中，有 58 個縣列入國家六盤山、秦巴山和藏區“三大片區”，還有 17 個縣屬于省定“插花型”貧
261、困縣。2017 年，甘南州、臨夏州和天?？h共 17 個縣被整體列入國家重點支持的“三區三州”范圍，是全省的貧中之貧、困中之困、堅中之堅、難中之難。據統計，全省 70%文化旅游資源集中在貧困地區，但由于受到交通不便、基礎設施不足等條件的制約，旅游開發滯后，影響了貧困地區的發展。措施1.強化政策扶持。省委、省政府先后召開全省旅游產業發展大會、全省鄉村旅游和旅游扶貧大會，研究出臺了關于加快建設旅游強省的意見關于加快鄉村旅游發展的意見。文化和旅游部門配套制訂了甘肅省鄉村旅游助推脫貧攻堅實施方案 甘肅省推動鄉村旅游提質升級行動方案等一系列政策措施，為鄉村旅游優質發展提供政策保障。2.加大項目資金投入。圍
262、繞產業扶貧重大任務，嚴格落實中央和省里各類資金向“三區三州”深度貧困地區傾斜的要求，加大文化旅游扶貧財政性投入，形成文化旅游多元化投入機制。甘肅省制訂了20182020 年脫貧攻堅財政資金安排計劃，統籌安排3 億元旅游專項資金，并整合資金11.8 億元扶持貧困地區發展鄉村旅游。甘肅實施鄉村旅游規劃公益扶貧行動,為列入“三區三州”的臨夏州、甘南州、天?？h編制 50 個貧困村鄉村049旅游發展規劃，并全力組織實施。3.推進鄉村旅游提質升級。深入推進鄉村旅游提質升級行動，全省篩選確定了 268 個鄉村旅游示范村集中建設，打造示范標桿。政府以公開招標的方式，委托高校、旅行社和媒體組成第三方督查評估和咨
263、詢服務組，對鄉村旅游示范村進行了績效評估，對項目建設、業態培育、產品開發、運營管理給予技術指導和咨詢服務。在甘肅日報開辟專版專欄，西北師大、蘭州文理學院和旅游智庫以旅游扶貧和鄉村旅游為主題分別組織專家撰稿，對全省鄉村旅游發展進行集中指導；由旅行社組隊對鄉村旅游示范村和扶貧重點村進行產品線路開發設計，策劃推出鄉村旅游精品產品 126 個、線路 60 條。4.推動鄉村旅游多元開發。積極探索鄉村旅游發展的產品布局模式，全省基本形成了景區帶動型、城鎮輻射型、通道景觀型、產業依托型、鄉村休閑型、創意主導型等 6 種旅游扶貧模式。全省培育具有典型引領作用的中國鄉村旅游模范村 27個，創建全國休閑農業與鄉村
264、旅游示范縣 8 個，培育“雙帶雙加”旅游扶貧先進典型 12 個，32 個村被國家發改委、文化和旅游部評定為“全國鄉村旅游重點村”。5.加強鄉村旅游培訓。政府制定了甘肅省鄉村旅游建設指引，為全省特別是貧困地區推進旅游專業村及農家樂建設提供了技術指導和支持。將扶貧與扶志扶智相結合，先后對 500 多個專業2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021050旅游村、1 萬多名鄉村干部和農家樂業主進行了集中培訓，組織 300 多名旅游扶貧重點村村干部參加全國鄉村旅游扶貧重點村村官培
265、訓班，實現了深度貧困地區鄉村旅游培訓全覆蓋。成效甘肅致力于生態優先、綠色發展，著力推動產品創新、基礎提升、品牌創建，成功打造全國鄉村旅游重點村 32 個、省級鄉村旅游示范村 310 個、田園綜合體 10 個、鄉村旅游精品線路 60 條，鄉村旅游富裕鄉民、提升鄉貌、留住鄉愁、文明鄉風的作用不斷顯現。近五年，甘肅鄉村旅游接待人數和綜合收入年均增幅保持在 25%以上。2016 年以來，累計扶持貧困地區 702 個村開展鄉村旅游，發展農家樂 9,306 戶；截至 2020 年年底，全省旅游專業村累計 1,270個，農家樂累計達 21,500戶。通過文化旅游，累計帶動 59.2 萬人實現脫貧，全省鄉村旅
266、游扶貧脫貧貢獻度達到 26.9%，增加收入貢獻度達到 29.4%，解決就業貢獻度達到27%。經驗與啟示1.帶動村民參與。在發展鄉村旅游的過程中，通過吸納當地農民參與鄉村旅游的經營與管理，增加群眾就業機會。村游客服務中心和鄉村賓館為村民提供保潔、保安、服務等就業崗位，村內油坊、磨坊、豆腐坊、手工掛面坊等各種作坊在采購原材料、招聘務工人員時，優先帶動村內及周邊的農戶和貧困戶就業，扶貧效果十分明顯。隴南市康縣花橋村近年來通過發展鄉村旅游帶動全村整體脫貧,經調查，開辦農家樂和農家客棧，月收入3萬余元，年收入 20 萬元左右。另外，定期從貧困戶手中購買土雞、土雞蛋、山野菜等原材料，聘請貧困戶為服務員，可
267、以帶動 20 多戶貧困戶共同發展，每人年務工收入 1.5 萬2 萬元。2.推進基礎建設。通過旅游扶貧，將美麗鄉村與專業旅游村建設結合，整合各級政府在交通基礎設施建設、農村危房改造、農村環境綜合整治、生態搬遷、游牧民定居、傳統村落及民居保護等方面投入的項目資金，集中實施水、電、路、通信等旅游基礎設施建設項目，加強對民居、廁所、環衛等設施的改造，促進了垃圾凈化、村容綠化、環境美化，改善了農村發展環境和村容村貌。3.盤活農業資源。隨著全省鄉村旅游的快速發展和旅游扶貧工作的深入推進，貧困地區通過發展觀光農業、農家樂接待、土特產品種植與加工，促使傳統農業向現代農業轉變、單一農業向多元產業轉變、粗放經濟向
268、效益經濟轉變，大大提高了農業效益和農村經濟發展水平。4.弘揚鄉村文化。通過發展鄉村旅游，使鄉051村蘊含的生態美景、田園風光、民俗風情的價值得以體現和開發，使鄉村特有的傳統工藝、文物古跡、節慶文化、農耕文化得到傳承和發揚，真正實現了“望得見山，看得見水，記得住鄉愁”。隨著鄉村旅游發展，當地農民群眾越發深刻地認識到鄉村生態環境的巨大價值，感受到鄉村傳統文化的巨大魅力，增強了保護生態環境、弘揚民俗文化的積極性和自覺性，進而推動實現鄉村旅游開發和環境保護的雙贏。下一步計劃下一步，甘肅將以鄉村振興戰略為機遇，以發展鄉村旅游為抓手，以農為本，以質取勝，因地制宜，加強文化旅游產業融合，全面開啟甘肅鄉村旅游
269、高質量發展新篇章。1.構建鄉村旅游品牌體系。堅持以品牌引領鄉村旅游發展，大力實施鄉村特色旅游鎮（村）、農家樂、精品民宿、農家旅館、農家餐館等品牌創建工程，推動鄉村旅游點創建國家級旅游景區和旅游度假區以及現代農業莊園，重點培育一批資源優勢明顯、產業基礎扎實、發展勢頭旺盛、示范能力較強的鄉村旅游示范縣，打造 3 5 個具有國內一流水平的精品民宿集聚帶。2.推進隴原鄉村文化振興。將鄉土文化作為鄉村旅游的內核和核心吸引力，將以非遺藝術為主題的鄉土文化作為賣點,促進鄉土文化資本向經濟資本轉化，推動當地農民生產經營方式轉變，實現對鄉村傳統文化價值的重新認識、活化及再利用，建立起鄉村民俗文化遺產保護傳承的產
270、業鏈條。3.推動鄉村旅游消費升級。突出消費升級，加快培育鄉村旅游優質產品，真正把農業作為旅游消費的載體，增加鄉村旅游的附加值。加強農村農業產品創意設計，積極開發農業觀光、休閑度假、健康療養、民俗演藝、農事節慶、文化遺產和非物質文化遺產等特色鮮明的鄉村旅游產品。4.激活鄉村旅游大市場。把鄉村旅游作為重中之重來包裝推介。借助“豐收了游甘肅”冬春文化旅游惠民活動，做亮以豐收為主題、以農民為貴賓、以文旅惠民為初衷的推廣營銷品牌，讓甘肅贏得更多的農民“朋友圈”。5.打造優質鄉村旅游生力軍。實施鄉村旅游“四大”人才培養工程：開展領導干部研修工程、從業人員培訓工程、鄉村旅游創客工程、鄉村旅游智力扶貧工程，為
271、鄉村旅游和旅游扶貧提供智力支撐。2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021052and Yunnan provinces,as well as Hetian,Aksu,Kashi,Kizilsu Kyrgyz in the south of Xinjiang Autonomous Region.Three Prefectures refer to Liangshan Prefecture in Sichuan Province,Nujiang Prefecture in
272、 Yunnan Province and Linxia Prefecture in Gansu Province supported by the state.)According to statistics,70%of the cultural tourism resources in the province are concentrated in the poverty-stricken areas.However,tourism development is lagging behind due to inconvenient transportation and insufficie
273、nt infrastructure.By recognizing rural tourism development as an important tool in winning the battle against poverty and implementing the rural revitalization strategy,the Gansu Province has enriched people,created poverty-alleviation projects and cultivated rural industries The rapid development o
274、f provincial rural tourism has played a positive role in increasing job opportunities and peoples income.Also,it has promoted both industrial and ecological developments and facilitated poverty relief in both material and spirit.Since 2016,a total of 702 villages in poverty-stricken areas have been
275、supported for rural tourism development.It has developed 9,306 sites for agritainment and nurtured 301 rural tourism cooperatives.At the end of 2020,1,270 professional tourism villages and 21,500 sites for agritainment throughout the province had been built.A total of 592,000 people have been lifted
276、 out of poverty through cultural tourism.Rural tourism has become an effective means for farmers to increase their income and alleviate their poverty.Challenges and ProblemsWinning the tough battle against poverty is especially difficult for Gansu Province.In all regions across China,it has 5.52 mil
277、lion archived impoverished people and 6,220 archived poverty-stricken villages.The Liupan Mountain,Qinling-Daba Mountains and Tibetan region are listed on the“Three Major Contiguous Poverty-Stricken Areas.”Among 86 districts,counties and cities,58 counties are on this list.Seventeen counties are pro
278、vincially-categorized as non-continuously poverty stricken.In 2017,a total of 17 counties,including Gannan Tibetan Autonomous Prefecture,Linxia Hui Autonomous Prefecture and Tianzhu Tibetan Autonomous County were identified as the most impoverished areas in Gansu Province.They were included in the“T
279、hree Regions and Three Prefectures”(severely impoverished areas on the state level.Three Regions refer to the Tibet Autonomous Region,the Tibetan areas of Qinghai,Sichuan,Gansu,Abstract053Measures1.Strengthen policy support.The Provincial Party Committee and the Provincial Government have successive
280、ly held the Provincial Tourism Industry Development Conference and the Provincial Rural Tourism and Poverty Alleviation through Tourism Conference and released the Opinions on Accelerating the Construction of a Province with a Strong Tourism Industry and the Opinions on Accelerating the Development
281、of Rural Tourism.Cultural tourism related departments have also formulated policy measures such as the Implementation Plan for Poverty Alleviation through Rural Tourism in Gansu Province and the Action Plan for Quality Promotion and Upgrade of Rural Tourism in Gansu Province to provide policy suppor
282、t for the high-quality development of rural tourism.2.Increase project capital.Focused on the major tasks of poverty alleviation through industrial development,and in adherence to the strict implementation of national and provincial requirements of putting more funds to the severely impoverished are
283、as on the list of“Three Regions and Three Prefectures,”cultural tourism funding for the alleviation of poverty and the development of a diversified investment mechanism has been increased.The Gansu Province has formulated the Financial Funding Arrangement Plan for Poverty Alleviation 2018 2020 to al
284、locate special tourism funds of RMB 300 million and integrate RMB 1.18 billion for rural tourism development.It has also implemented fifty public welfare poverty alleviation programs for the impoverished villages of Linxia Hui Autonomous Prefecture,Gannan Tibetan Autonomous Prefecture,and Tianzhu Ti
285、betan Autonomous County,all of which are included in the“Three Regions and Three Prefectures.”3.Promote the quality and upgrading of rural tourism.To promote the quality and upgrading of rural tourism,the province has created a model benchmark for a centralized construction after screening and ident
286、ifying 268 rural tourism demonstration villages.The government has commissioned colleges and universities,travel agencies and the media to form a third-party inspection,evaluation and a consulting service team through public bidding.Together they have to evaluate the performance of demonstration vil
287、lages,provide technical guidance and consultation services on construction projects,business incubation,product development and performance management.A special column has also been created in Gansu Daily.Also,experts have been organized by Northwest Normal University,Lanzhou University of Arts and
288、Science and Tourism Think Tank to write articles on tourism-driven poverty alleviation programs and provide concentrated guidance on rural tourism development in the province.Travel agencies have also developed product routes for poverty alleviation demonstration and key 2021 世界旅游聯盟旅游助力鄉村振興案例WTA Bes
289、t Practices of Rural Revitalization through Tourism 2021054villages.The launch of 126 boutique products and 60 rural tourism routes have been planned.4.Promote the diversified development of rural tourism.Based on a proactive blueprint of rural tourism development,six poverty alleviation models in t
290、he province have been created around scenic area-centered,town-radiated,channel landscape-oriented,industry-based,rural leisure-styled,and creativity-led prototype.The province has nurtured 27 rural tourism model villages China,created eight national demonstration counties in leisure agriculture and
291、 cultivated 12 advanced models of poverty alleviation through tourism featuring“scenic area development driving village development,talents driving households”and“companies+peasant households,cooperatives+peasant households.”32 villages have been rated rural tourism national key villages by the Nati
292、onal Development and Reform Commission and the Ministry of Culture and Tourism.5.Reinforce training on rural tourism.The government has formulated the Guidelines for the Construction of Rural Tourism in Gansu Province to provide technical guidance and support for the province,especially for poverty-
293、stricken areas.It aims to promote the construction of professional tourism villages and agritainment.Recognizing that poverty alleviation requires a change of attitude and educational support,the government has conducted successive intensive training for more than 500 professional tourist villages a
294、nd 10,000-plus rural officials and agritainment owners,It has also organized more than 300 rural officials from key villages developing tourism for poverty alleviation to receive training in this matter.ResultsThe Gansu Province is committed to ecological priority,green development,product innovatio
295、n,foundation improvement and brand building.To this end,it has developed 32 national key villages in rural tourism,310 provincial rural tourism demonstration villages,10 pastoral complexes and 60 boutique routes of rural tourismall of which present the positive effects of rural tourism in enriching
296、villagers,a new look for the villages while evoking nostalgia and developing civilized 055customs.In the past five years,the average annual growth rate of the number of rural tourists and comprehensive income in the province have remained above 25%.Since 2016,a total of 702 villages in poverty-stric
297、ken areas have received substantial support for rural tourism development.To date,it has developed 9,306 sites for agritainment.At the end of 2020,1,270 professional tourism villages and 21,500 sites for agritainment had been built throughout the province.In fact,cultural tourism has helped lift 592
298、,000 people out of poverty,contributing to 26.9 to its poverty relief goal,29.4%in income increase and 27%in the employment.Experience and Inspirations1.Motivate local villagers to get involved.Job opportunities for villagers can be increased by attracting local farmers to engage in the operation an
299、d management of rural tourism.Tourist service centers and hotels offer villagers employment opportunities in cleaning,security and services.Job recruitment and the purchase of raw materials in oil and tofu,mills,hand-made noodle and other workshops will be prioritized for peasant and poor households
300、 in the village and surrounding areas.In recent years,Huaqiao Village,Kang County,Longnan City have been lifted out of poverty through rural tourism development.Studies have shown agritainment and rural inns have been operating in the village,generating a monthly income of more than RMB 30,000 and a
301、n annual income of about RMB 200,000.The government has regularly purchased raw materials native chickens and eggs,and wild vegetables from impoverished households,promoting the common development of more than 20 impoverished households with an annual per capita income of about RMB 15,000 to 20,000.
302、2.Advance infrastructure construction.Poverty alleviation through tourism can help with the merging of beautiful village construction and professional tourist village,integrate government project funds in transportation infrastructure construction,rural dilapidated house reconstruction,rural environ
303、mental improvement,ecological relocation,settlement of nomads,traditional villages and residence protection.Also,it can implement the construction of tourism infrastructure such as water,electricity,roads,and communications,thereby reinforcing the renovation of residences,toilets,environmental sanit
304、ation and other facilities.More importantly,poverty alleviation through tourism is the impetus that can move local communities toward the fulfillment of its goal of zero garbage,greener villages and beautified environment.3.Revitalize agricultural resources.With the rapid development of rural touris
305、m in the province and the in-depth advancement of poverty alleviation through tourism,the development of sightseeing agriculture,agritainment,and planting and processing of native products in poverty-stricken areas have transformed traditional agriculture to modern agriculture,unitary agriculture to
306、 multiple industries,and extensive economy to efficient economy,which has greatly improved the agricultural benefits and the level of rural economic development.4.Promote rural culture.The development of rural tourism can help reflect and develop rural ecological beauty,idyllic sceneries,and value o
307、f folk customs,2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021056and inherit and promote unique traditional crafts,cultural relics,festival culture,and farming culture,thus developing the village into a“wonderland with lucid waters,lush mountains and nostalgia.”W
308、ith the development of rural tourism,local farmers can understand well the great value of rural ecological environment,experience the great charm of rural traditional culture,and have more extensive enthusiasm and consciousness of the ecological environment protection and folk culture promotion,here
309、by achieving a win-win situation between rural tourism development and environmental protection.Next StepsThe Gansu Province will start a new chapter in the high-quality development of rural tourism by taking the rural revitalization strategy as an opportunity.With the agriculture-oriented principle
310、 at the center of its quality development,it will adapt measures based on local conditions to reinforce the integration of culture and tourism industries.1.Build a rural tourism brand system.In adherence to a brand-led rural tourism development,brand building projects with rural characteristic touri
311、st towns(villages),agritainment,boutique B&Bs,rural hotels,rural restaurants will be implemented.A-level tourist attractions,tourist resorts and modern agriculture farms in rural tourist spots will be established and promoted.Rural tourism demonstration counties with resource advantages,solid indust
312、rial foundations will be nurtured.Robust development momentum will be maintained and 3-5 domestic first-class boutique B&B cluster will be created.2.Promote the revitalization of rural culture.Local culture is front and center of rural tourism.With the intangible heritage art as a selling point,the
313、conversion of local cultural capital into economic capital will be promoted,along with the transformation of the production and management systems of the local farmers.This will pave the path to the renewal and repurposing of traditional rural cultural values through the establishment of an industri
314、al chain for the protection and preservation of the folk cultural heritage.3.Boost the consumption upgrading of rural tourism.The consumption upgrade will be highlighted for high-quality rural tourism products.Agriculture will be regarded as the carrier of tourism consumption to increase the added v
315、alue of rural tourism.Strengthening the creative design of rural agricultural products is an absolute necessity.To this end,rural tourism products with distinctive characteristics,such as agricultural sightseeing,leisure and vacation,health and recuperation,folk performances,farming festivals,cultur
316、al heritage and intangible cultural heritage will be developed.4.Revitalize rural tourism market.Rural tourism is prioritized for publicity.With the help of the“A Good Harvest,A Tour in Gansu”winter and spring cultural tourism activities,the marketing theme of good harvest will be further developed.
317、Positioning farmers as VIPs and cultural tourism development for the people as the main intent will be enhanced to attract more farmer tourists into Gansu Province.5.Develop talent resources for high-quality rural tourism.The four major talent training projects for rural tourism will be implemented.
318、Training projects in cadre,practitioner,creator/maker and the poverty alleviation projects will be reinforced educational support and brainstormed ideas for poverty alleviation through tourism.057愛彼迎：安徽黃山市黟縣碧陽鎮碧山村普惠旅游模式下鄉村度假產品的打造“遠村有近鄰”鄉村游主題活動，由愛彼迎攜手黃山市文化和旅游局及中國古跡遺址保護協會，共同宣傳黃山旅游目的地，推廣本地特色精品民宿和旅游深度體驗
319、?；顒訌?2021 年 4 月中旬開始，通過選拔幸運游客前往黟縣碧山村進行古鎮鄉村生活體驗，宣傳鄉村旅游主題，鼓勵當地民宿產業發展，同時致力于保護傳統文化和鄉村文化的原真性。通過宣傳、保護和發展黃山地區的優秀歷史文化，更好地增強鄉村文化自信，促進鄉村文化的傳播，助力鄉村振興。愛彼迎倡導普惠旅游和可持續旅游的發展模式，此次活動也是全球“Airbnb Only On”（愛彼迎獨家）系列創意活動宣傳經驗在中國的成功落地，有利于進一步助力鄉村原真性文化旅游產品的深度開發。摘 要Airbnb:Rural Tourism Product Building under the Inclusive Touri
320、sm Model of Bishan Village in Biyang Town,Yi County,Huangshan City,Anhui Province2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021058挑戰與問題安徽省黃山市黟縣碧山村是徽州著名古村落。村內有宋代私家園林“培筠園”遺址、明代私塾“耕讀園”、清代古塔“云門塔”，保存完好的明清時期古民居和祠堂尚有 100 多座。隨著中國鄉村旅游的蓬勃發展和“美麗鄉村”建設的不斷推進，鄉村文化在鄉村旅游中的重要地位日益
321、突顯，但是現實中缺少鄉村文化的原真性和獨特性，不足以支撐起鄉村文化度假和體驗性旅游活動?；罩菝袼奘屈S山山水和古徽州建筑的結合，它既是黃山鄉村振興新的增長點，也是文旅融合的新平臺。但由于對鄉村古鎮以及鄉村傳統文化和“徽州民宿”品牌的傳播力度不夠，在開發上資源分配不均，周邊鄉村旅游還存在開發空間，民宿品牌有必要進一步深化推廣。措施1.打造鄉村遺產酒店。愛彼迎與中國古跡保護協會共同推廣以“豬欄酒吧”特色民宿為代表的“鄉村遺產酒店”古民居客棧以及周邊旅游資源，在保護的基礎上，通過旅游開發，讓這些優秀文化活起來并傳承下去。村中民宿原為清末民初時所建、歷時超百年的傳統徽派建筑，原本幾近廢棄的老宅在豬欄民宿
322、的保護改造下重獲新生;民宿在經營過程中注重對徽州鄉土文化的繼承和傳承，收集當地村民的老家具、老物件作為室內裝飾。同時，通過改良當地美食作為民宿的餐飲，采購當地村民自種自產的農副產品，帶動了當地農業發展。2.活化鄉村非遺文化。愛彼迎和黃山文旅局有效挖掘豐富的鄉村旅游資源，將其包裝成獨特的旅游產品，一同打造真實的深度文化體驗。例如，和當地村民一同守護傳統手工藝，與非遺傳承人共同體驗非遺千張酥的制作；打造沉浸式旅游體驗，感受人與人之間的真實聯結和不一樣的鄉村旅游。3.造勢古村古鎮推廣。愛彼迎通過自有資源、主流媒體和社交媒體宣傳鄉村旅游，傳播鄉村傳統文化。以碧山村的示范為例，2021 年 4 月攜手知
323、名脫口秀演員李雪琴推出“遠村有近鄰”品質鄉村游活動，目前已通過全社交平臺進行了矩陣式傳播，包括朋友圈廣告、視頻號、抖音、小紅書、垂直類旅游平臺馬蜂窩等，引起了市場的高度關注。4.提升鄉村民宿品質。愛彼迎通過自有平臺和愛彼迎房東學院等渠道，對政府推薦的徽州精品民宿進行上線支持和經營指導，為徽州民宿主人提供系統化、專業化的培訓，以此促進徽州民宿業的發展。059成效愛彼迎和黃山文旅局攜手推出的體驗官招募活動，吸引來自各大城市的逾 3,700 人報名，活動總曝光量超過一億人次。在 5 月 19 日“中國旅游日”，邀請主流媒體前往黃山進行深度體驗和報道，持續為活動造勢，人民網、光明網、新華網、環球網、中
324、國日報和中國新聞網，門戶媒體搜狐、網易、新浪、騰訊和鳳凰商業，旅游媒體TTG 中國以及地方媒體的報道，總量超過 300 篇。愛彼迎聯合黃山文旅局成功打造了普惠旅游模式下的鄉村度假產品，不僅展現出黃山地區的特色歷史文化，而且吸引了更多青年群體關注和體驗、自主傳播，在保護傳統文化和鄉村文化的原真性的同時，增強了鄉村文化的自信，促進了鄉村文化的傳播。經驗與啟示1.積極與各方專業權威力量聯合。愛彼迎與黃山市文化和旅游局、中國古跡遺址保護協會建立了長期友好合作關系；同時匯集了政府力量、專家學者力量與行業資深從業者力量，最大程度地整合了文旅產業資源，發力挖掘與保護當地原真歷史文化遺產，系統規劃黃山地區民宿
325、產業布局等眾多領域，以便實現綜合效益最大化。2.創新線上線下同步營銷模式。愛彼迎“遠村有近鄰”碧山村項目的線下行程設置與宣傳點均側重于文化體驗，對村莊和村民進行積極的組織和動員，在設置上最大程度地保護了傳統文化的原真性。線下體驗確保了黃山特色文化可以最大程度地被感知與接收；線上則以現代化多媒體平臺為主要宣發出口，擴大了可觸達的人群廣泛度，持續增加受眾對黃山非物質文化遺產的興趣度與關注度。3.輕設計與介入，重傳承與活化。在本項目中，側重對傳統歷史文化的挖掘、傳承、活化，而不是一味地將產品設計、建筑與線路標準化，以期吸收更多當地村民參與到文旅產業中來，真正保留與活化當地的傳統文化。下一步計劃愛彼迎
326、將聯動安徽黃山、四川丹巴、江西虹關村、浙江西鄔古村四個鄉村遺產酒店及所在村落，進一步擴大線上營銷的規模與效果。未來，以黃山碧山村作為示范，在廣大鄉村地區進一步推廣普惠旅游模式下的鄉村度假產品，以期在保護傳統文化的同時，去探索具有原真性的鄉村文化旅游產品，助力各個地區的鄉村旅游和民宿產業發展，倡導普惠旅游與可持續旅游的發展模式。2021 世界旅游聯盟旅游助力鄉村振興案例WTA Best Practices of Rural Revitalization through Tourism 2021060Challenges and ProblemsThe Bishan Village in Yi C
327、ounty,Huangshan City,Anhui Province,is a famous ancient village in Huizhou.It is home to the relic site of“Peiyun Garden,”a private garden in the Song Dynasty;“Gengdu Academy,”a private school in the Ming Dynasty;and“Yunmen Pagoda,”an old pagoda in the Qing Dynasty,including more than 100 well-prese
328、rved old residences and ancestral halls in the Ming and Qing dynasties.With the continuous advancement of the construction of“beautiful villages,”rural culture is playing an increasingly prominent role in the vigorous development Chinas rural tourism.However,its lack of authenticity and uniqueness i
329、n reality cannot support the activities of vacation and experiential tourism.However,Huizhous B&Bs,a combination of Mount Huang landscape and ancient Huizhou architecture,have Organized by Airbnb,together with the Huangshan Municipal Bureau of Culture and Tourism and Chinese National Committee for t
330、he International Council on Monuments and Sites(ICOMOS China),the“Near Neighbors from Villages Afar”project was created to promote the tourist destination of Mount Huang,local characteristic boutique B&Bs and an in-depth tourism experience.Implemented in mid-April 2021,it was aimed at enhancing the
331、publicity for rural tourism through a selection process whereby lucky tourists would be chosen to experience rural life in Bishan Village,Yi County.Also,it was designed to drive the development of the local B&B industry and protect the authenticity of traditional and rural culture.The publicity,prot
332、ection and development of the Huangshan areas rich historical culture would enhance the local peoples confidence and spread the rural culture,driving rural revitalization.As Airbnb advocated the development model of inclusive and sustainable tourism,the project also represented the successful launch
333、 of the global“Airbnb Only On”promotional campaign in China,facilitating the development of authentic cultural tourism products in rural areas.become the new driving force for rural revitalization and the new platform for the integration of culture and tourism.Nevertheless,the publicity on traditional culture of ancient towns and villages and the“Huizhou B&Bs”brand has proven to be insufficient.Th
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