Green Wei Lead: With the advancement of urban-rural integrated development and the implementation of rural revitalization strategies, rural cultural rejuvenation has become an inevitable requirement and a powerful driving force. Based on the understanding of rural culture's own structure and cultural rejuvenation requirements, this paper considers how rural tourism can promote rural cultural rejuvenation. Lvwei Cultural Tourism believes that the rejuvenation of rural culture must have industrial thinking, which must not only reflect farmers 'labor life, rural customs, and agricultural industry characteristics, but also form market-oriented tourism consumer products. It also proposes to combine the connotation advantages of rural culture with the market advantages of tourism projects in accordance with the integration logic, product system, symbiosis concept, and market activation to build a "community" that promotes each other, values are related, and forms are dependent.

Our country is based on agriculture. Rural areas are the birthplace and breeding places of the Chinese nation. Rural culture should also be a core part of social culture. After experiencing the rapid development of the industrial revolution and urban modernization, not only has the status of the agricultural economy been affected, but the spiritual core of the countryside has also been impacted as never before. Traditional rural culture has inevitably gradually declined. With the advancement of urban-rural integrated development and the implementation of the rural revitalization strategy, rural cultural rejuvenation has also become an inevitable requirement and a powerful driving force. This year's Central Document No. 1 also mentioned "launching and implementing the cultural industry-empowered rural revitalization plan." Lvwei Cultural Tourism believes that the rejuvenation of rural culture must not only respect the noumenon status of rural culture, but also consider modern value demands. Rural tourism, as a carrier of attraction and dissemination of rural culture, has become an effective way to inherit, restore or revitalize rural culture.

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The structure and rejuvenation goals of my country's rural culture

Rural culture is a kind of "rooted" culture. It has been formed in hundreds or even thousands of years of rural production and life. It has a sense of local identity of "being born in this country, growing up in this country, and dying in this country". It carries the local accent, local, rural, simple life, lasting values and traditions, and has the characteristics of local nature and continuity.

From a cultural perspective, rural culture can be divided into four categories: physical culture, institutional culture, behavioral culture, and spiritual culture. It includes both material-level creations such as material products and symbolic representations, as well as non-material-level creations such as value systems, language, and behavioral methods.

In addition to characteristics such as local nature and continuity, rural culture should also have its contemporary nature, that is, the spiritual core of rural culture will also change dramatically with the changes of the times. Therefore, we believe that the rejuvenation of rural culture needs to meet three major requirements: inheritance, innovation, and sustainable development.

Inherit-reproduce the community structure in which gentlemen and farmers share the same origin, intellectuals and tillers coexist, create a living space in traditional villages where farming and reading complement each other, and preserve etiquette in the wild, and recreate rural China's ability to cultivate talents and cultivate civilization.

Innovation-Integrate the modern spirit of attaching importance to personal space and building a common platform, resolve the dilemma of integrating into the market economy and maintaining individual qualities, and find more natural, more sustainable, and more efficient farming and community norms.

The driving mechanism of sustainable development-give full play to the creative spirit and cohesion of culture, restore the social structure, economic system, and ecological environment of rural areas, and form a sustainable development system with a dynamic balance between rural and urban areas and organic support of culture and other development factors.

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The symbiotic relationship between rural culture and tourism development

With the increasing pressure of urban life, the deteriorating urban environment and the gradual return of traditional culture, we have begun to re-examine the value and significance of rural culture, believing that only by excavating and disseminating excellent rural culture can true inheritance be achieved, and rural tourism is an effective way to activate and recreate rural culture. Especially in the context of the integration of culture and tourism, we must dig and organize local cultural resources in an appropriate way, and grasp high quality, refined quality, The rejuvenation orientation of the main theme deeply explores market needs, promotes the projectization, product transformation and transformation of rural cultural resources in an orderly manner, explores an "activation" path for the rejuvenation of rural culture, and produces a development effect of "the strong always strong".

Based on in-depth research and careful analysis of the current situation of rural development, Lvwei Cultural Tourism believes that building a symbiotic structure between culture and tourism is one of the effective means to realize the rejuvenation of rural culture. On the one hand, the key to the tourism industry is to build core tourism attractions and achieve docking with the market through the creation of tourism products and the introduction of foreign consumption. Rural culture with regional uniqueness and scarcity is precisely the basis for building core attractions. Therefore, there is a natural connection between developing tourism and cultural protection. On the other hand, in the development process of the tourism industry, the implantation of elements such as creativity, innovation, and technology is indispensable. At the same time, tourist groups will bring a large number of foreign cultural factors. The collision and integration of these with traditional rural culture will be conducive to forming a new rural cultural system that meets the needs of the times.

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Four thoughts on cultural rejuvenation helping rural tourism

The rejuvenation of rural culture requires industrial thinking. It must not only reflect farmers 'labor and life, rural customs, and agricultural industry characteristics, but also form market-oriented tourism consumer products. Green Wei Cultural Tourism believes that in accordance with the integration logic, product system, and symbiosis concept, Market activation combines the connotation advantages of rural culture with the market advantages of tourism projects to build a "community" that promotes each other, values are related, and forms are dependent.

Reconstruct rural culture and explore "integrating" art rural construction

Since the proposal of "Building a New Socialist Countryside" in 2005, the "Art Rural Construction" initiated by artists has set off a wave, driving large-scale investment in rural areas to carry out construction, forming a number of successful, failed, or paused exploration and practice. After the former Ministry of Agriculture launched the creation of "Beautiful Villages" in 2013,"Art Rural Construction" transformed into a government-led promotion and active participation of social capital. With the attention and promotion of policies such as ecological livability, integration of culture and tourism, and intangible cultural heritage protection in recent years, we should also rationally think about the path of "art rural construction" in cultural reconstruction and rural tourism.

Judging from the endogenous and exogenous variables of rural cultural rejuvenation, affected by the common phenomenon of "hollow villages" and "leaving behind young and old", the current endogenous variables have relatively large obstacles, and exogenous variables have to be promoted. Through research, we find that the current art rural construction mainly adopts interventional methods such as landscape reconstruction, cultural protection, and subjectivity reshaping. Returning to its purpose, the main purpose is to arouse the vitality and vitality of dilapidated, declining and backward villages through the overall empowerment of culture. Therefore, I believe that the two most important words are the position, and we must stand on the rural standpoint. The non-artistic stance is not to turn the rural landscape and architecture into works of art, but to truly reconstruct the rural culture itself. From the perspective of understanding the countryside and the villagers, we must go deep into the cultural texture of the countryside and the lives and spiritual world of the villagers. Based on geography, History, folk customs, again talk about restoration and rejuvenation.

Lvwei Cultural Tourism believes that art rural construction should shift from "intervention" to "integration". It should participate in the reconstruction of rural cultural values, integrate into the countryside, create a "sense of place", attach importance to the experience and emotional expression of villagers, arouse homesickness, and activate The cultural consciousness and self-confidence of villagers form contemporary exposition and transformation are the most important ideological foundation. Combined with rural tourism, we believe that rural culture can be integrated from seven aspects: building rural cultural service stations, cultural brand packaging, rural landscape improvement, rural new media operations, rural tourism route development, rural cultural and creative design, and characteristic festival marketing. Integrate into multiple perspectives such as rural life, production, and ecology to further express the aesthetics of rural new life, and continue to operate and manage, and promote rural tourism and rural economic development.

Retain local characteristics and improve the supply of "readable" products

The reason why villages become villages is because they have the cultural nature of "local". This is not only the origin and core of rural culture, but also the source of Chinese culture. Rural solar terms, ecological ethics, agricultural landscapes, folk art, ancestral family teachings, rural customs and other local cultures that are nurtured by farming civilization all demonstrate the ideological wisdom and spiritual pursuits of the Chinese nation, which are not found in cities. In the context of rural cultural rejuvenation, under the "big framework" of rural environment and agricultural form, we must give full play to the organization and excavation of rural cultural resources, retain the "local" characteristics, and transform them into considerable, playable, and readable culture and tourism products to explore an "activation" path for the rejuvenation of rural culture.

Lvwei Cultural Tourism believes that the integration of rural industries and cultural tourism should be used as a way to give full play to the role of "tourism +" and "culture +", develop multi-functional and multi-type integrated formats, enrich and innovate experience formats, and adapt to changing cultural experience needs. Focus on eight aspects: innovative artistic agricultural landscape, characteristic handicraft processing experience, intangible cultural heritage ancient law cultural exploration experience, local cultural innovation, farming theme research experience, folk festival activities, in-depth pastoral health care experience, and new agricultural science and technology experience.

In addition, we will do a good job in coordinating rural tourism and local cultural elements. On the basis of popular products, we will expand the supply of mid-to-high-end tourism products with rich cultural connotations to achieve efficient integration of the quality of tourism projects, the best experience of tourists and the development of the tourism economy.

Pay attention to modern demands and create a "sharing" lifestyle

The profound accumulation of my country's farming culture has formed a characteristic rural lifestyle. With the development of anti-urbanization, the ideal of returning to the garden and farmland life of "warming the village far away, and the smoke in the ruins" has been once again activated. Many people have leisure and money. Urban people go to the countryside to seek a new rural lifestyle, which will also be a major driving force for the revitalization of my country's rural areas. We believe that for citizens coming to rural areas and returning villagers, on the one hand, there are experience demands for nostalgia, nostalgia, and rural charm; on the other hand, there are demands for sharing that are different from the service relationship of hotels and resorts. At the same time, the rejuvenation of rural culture must On the basis of traditional cultural values, activate the modern value of local civilization and reconstruct rural lifestyles. From the perspective of rural tourism, we propose the "three most" life based on the concept of sharing.

The "most original" rural and pastoral life. Relying on rich contents such as rural farming culture, folk culture, and historical culture, we can create a stylish and shocking rural land landscape through the mutual integration and penetration of culture and agricultural landscape, which is of great importance to improving rural style and developing rural tourism. Promote role. Unify and integrate natural geography and climate, rural topography, local productive landscape crops and folk utensils, and form new recreational methods and commercial formats through "pan-museum" techniques and interactive experience participation methods.

The "most leisurely" slow life experience. The countryside has a good natural environment and ecological working methods, which provide good conditions for a leisurely and comfortable slow life experience. Relying on the resource endowment of the countryside to develop pastoral health care and pastoral vacations, through leisure and entertainment facilities, health care facilities and labor, The integration of products and culture achieves the goal of returning to nature and cultivating one's character, and can give new impetus to the rural economy.

The "most humane" rural social space. Based on the characteristics of rural culture, rural social centers, library public activity spaces, and agricultural ceremony display spaces are planned in a targeted manner to provide basic communication facilities and venues. Special attention should be paid to children's outdoor education, parent-child leisure spaces, and places of interest for the elderly. Humanization design reflects the openness and thoughtfulness of rural or living life as much as possible.

Participation of multiple forces to build a market "activation" platform

The continuation and innovation of rural culture and the development of rural tourism, in the absence of their own blood-making capabilities, require the help of new rural development forces and compound talents such as industries going to the countryside, enterprises going to the countryside, and makers going to the countryside. We believe that we mainly promote the intervention of returning elites and returning makers, innovative development alliances or platforms.

Promote returning elites and returning makers to intervene in cultural rejuvenation. We can classify the intervention of returning elites into three types: political elite intervention (rural governance), economic elite intervention (rural investment), and educational elite intervention, mainly through the construction of ideological and moral culture, institutional culture, and behavioral culture (folk customs, traditional skills, etc.), physical culture (rural settlements, ancestral temples, folk crafts, and cultural stations, etc.). Returning home makers are based on the familiar rural social and cultural environment and available social capital, returning home to invest in rural tourism, characteristic agriculture and other business formats. In 2019, the Ministry of Culture and Tourism, together with the National Development and Reform Commission, carried out the pilot work of "creative going to the countryside" using key villages as pilots, proposing that "all localities should guide and integrate design companies, colleges and universities, industry associations, new media platforms and other social forces should give full play to their advantages, deeply explore and refine rural handicrafts, residential buildings, catering and other characteristic resources, and use various methods such as training, study and interaction to expand the team of new rural talents who understand tourism and are good at management. In turn, promote the innovative development and professional management of rural tourism." In addition to policy support and village organization support, returning elites and returning makers intervene in rural cultural construction and tourism development, the most important point is an accurate grasp of rural society and culture.

Break the boundaries of business entities and innovate and develop alliances or platforms. At present, most rural areas lack modern market entities with mature market management concepts and strong economic strength, which affects the optimal allocation of rural tourism resources. Therefore, it is necessary to follow the concepts of "adapting to the market" and "moderate openness" to build a cultural construction and multi-format rural tourism system in which villagers, enterprises and governments participate together, build an open, inclusive, diverse industrial platform, and try different operating models. Actively explore market partners, promote the gathering of related industrial chains such as cultural creativity, cultural performing arts, etc., form a number of high-quality and unique cultural and tourism projects, enrich the types of rural tourism products, and make full use of display and promotion opportunities to provide the best for the rejuvenation of rural culture. Display window.

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