Lu Wei Cultural Tourism Guide: The Central Document No. 1 in 2022 proposed that rural construction should be carried out based on the existing foundation of the village. It focuses on protecting concentrated contiguous areas of traditional villages, protecting characteristic ethnic villages, and implementing the "Action to Save Old Houses". These opinions mean that in the future construction of rural cultural tourism, it is necessary to avoid large-scale demolition and construction, avoid ineffective investment, and respect the village. Make more rational project construction and management conditional on the status quo of the village.

In recent years, with the advancement of urbanization, how to preserve traditional village culture and allow ancient village culture to coexist with modern urban civilization has become a topic facing contemporary society. Most traditional villages are located in remote places, backward economic development, and inconvenient transportation. However, their historical features are relatively complete and historical and cultural tourism resources are rich. Therefore, it has become a choice to utilize the tangible and intangible cultural heritage resources of villages through tourism protection and activation.

So, how to use tourism development methods to enable tourism to drive traditional village culture with the ability to protect and inherit itself? Lvwei Cultural Tourism believes that upgrading traditional villages into rural tourism complexes has become a hot spot for the development of traditional villages. It can not only attract social capital, but also essentially bring the city's consumption power to the countryside through the transportation effect of tourism. This effectively drives employment increase, industrial upgrading, complete supporting facilities and comprehensive regional development in surrounding villages.

1. Traditional villages and rural tourism development

--Tourism is one of the means to leverage the value of traditional villages

Traditional villages refer to villages that were formed earlier, have rich traditional resources, are relatively complete, and have high historical, cultural, scientific, artistic, social and economic values.

Developing tourism is an effective way to protect traditional villages and a special path to modernize traditional villages. But not all villages are suitable for tourism development. Most traditional villages are actually not attractive to tourism, and require a lot of investment and construction to develop tourism, making tourism utilization difficult; there are also some traditional villages that have serious damage to the architectural landscape, the scattered original appearance has gradually faded, and folk culture has gradually disappeared, just like ordinary villages. No different, they have lost their tourist appeal and cannot protect village culture through tourism development.

Therefore, what we are talking about here to protect traditional villages through developing tourism stems from the three basic characteristics of the existence of villages: first, the village texture and overall style are well preserved; second, the house vacancy rate is high; third, the ecological environment is excellent., tourism development potential is good. By developing tourism, such traditional villages can not only promote the development of the village to a certain extent, bring economic benefits to local residents and the government, but also protect the village.

It is worth noting that in the process of developing tourism, we must protect, explore and activate it. We must not only actively develop tourism and tap the cultural connotation of traditional villages, but also prevent excessive commercial development and promote positive interaction between protection and development.

--Correctly handle the relationship between traditional village protection and development

In the process of rural tourism development, we must first protect the ecological environment and highlight cultural connotations; secondly, we must implement village planning to enhance village value; at the same time, we must attach importance to rural governance and promote economic development. It truly embodies the protection principle of "historical authenticity, integrity of style, and continuity of life".

--Tourism complexes activate traditional villages

Under the background of internal circulation and high-quality development, rural tourism consumption has been upgraded. In the past, single farmhouses, rural tourism and other forms have been unable to meet the needs of tourists. Building rural tourism complexes through the transformation of traditional villages has become a development hotspot, which can not only attract social capital, but also essentially bring the city's consumption power to the countryside through the transportation effect of tourism, thereby effectively driving employment increase, industrial upgrading, complete supporting facilities and comprehensive regional development in surrounding villages.

2. Rural tourism complex

Rural tourism complexes are different from traditional rural tourism, which only focuses on providing personal or a few industrial factors, such as diet and life. The tourism complex covers almost all elements of tourism. It is based on rural land resources and conducts comprehensive and reasonable development and utilization of rural land guided by rural industries such as rural agriculture and rural industry, and integrates rural industrial development and rural infrastructure. The regional spatial form of intensive allocation of production and living factors such as facilities, rural housing, and social construction is a large-scale, multi-functional, modern and open rural aggregation space.

Lvwei Cultural Tourism believes that the first focus of the development of tourism complexes is to establish comprehensive construction as the direction, including comprehensive development of land, comprehensive development of industries, comprehensive allocation of functions, and comprehensive construction of goals. The second is to establish positioning breakthroughs as the guide, including regional functional positioning and development theme positioning. The third is to establish a functional framework as the core, which consists of three major parts: a core attraction center, a leisure gathering center and an extended development center. The fourth is to establish operations as the support, seek professional and practical high-level intellectual support, and choose a distinctive and innovative high-level operating model.

01. Characteristics of rural tourism complexes

In terms of industrial form, it has four major characteristics:

--Integration of primary, secondary and tertiary industries:

Rural tourism complexes not only serve rural residents, but also serve rural tourists-urban residents, which requires them to have multiple complex functions of cities and villages.

--Integrated development of industry and village:

Building a rural tourism complex is an effective starting point for combining tourism development with the construction of beautiful countryside, rural economic development, and farmers 'income increase, and is conducive to the realization of "integration of production and villages."

--Cultural creativity is implanted into the soul:

Rural tourism complexes are the theme gathering space for rural leisure tourism. Shape personality and soul through different thematic positioning, cultural extraction, and creative implantation. For example, Yuanjiacun, the number one "Internet celebrity" in rural tourism, her soul lies not only in activating culture, but also in highlighting the characteristics of Guanzhong folk culture and constantly innovating Guanzhong folk tourism.

--Carrying a new lifestyle:

Rural tourism complexes are the product of the upgrading of rural tourism from single sightseeing tourism to comprehensive leisure tourism. It is also a product of changes in people's lifestyles. With the rise of tourism and vacations, more and more high-income groups have "second homes". The houses in the city mainly meet the needs of work and daily living, and are called the "first residence"; the second residence is "not the second suite in the city, but the second kind of life in the village ecological commune", used to meet higher-level spiritual needs and enjoyment such as "returning to the countryside and nourishing the soul." Residential products of rural tourism complexes have become people's "second home".

02. Rural tourism complex planning method

--Add the element of "people" to the plan

Local culture needs to be conveyed through the indigenous people. Their clothes, words and deeds all carry a strong local flavor. Only through personal contact with them, living with them in the countryside, and experiencing the life atmosphere of the indigenous people can tourists truly understand rural society.

--Vernacular buildings must be rich in regional characteristics

Rural settlements and their evolution and development are the products of culture, geography, climate, history, and religion. Rural buildings are the carrier of the physical space of rural settlements. Vernacular architecture is also an important part of rural tourism and a unique carrier of rural intangible cultural heritage. It reflects the overall style of the countryside, contains strong historical and artistic value, plays an important role in promoting rural tourism, and is an important guarantee for the realization of rural tourism. An important guarantee for sustainable development.

--Build multi-format rural industries

The singleness of rural industries in rural tourism is mainly manifested in two aspects: on the one hand, the limitations in understanding rural tourism, and on the other hand, the lack of detailed industrial planning.

Rural tourism is unilaterally understood as "farmhouse" and "rural playground". The limitations of the understanding of rural tourism are mainly the lack of scientific guidance, insufficient understanding of rural industries and lack of appeal for rural development. At the same time, it brings about the use of facilities. Problems such as short cycles and hindering the healthy development of rural tourism. From the perspective of the development of rural tourism, in the final analysis, there is a lack of overall layout of rural industries and a lack of detailed division of rural industrial planning. The industrial development of rural tourism must not only rely on local agricultural production, but also improve its secondary and tertiary industries, guide the development of diversified industrial integration, and achieve the goal of building a diversified health industry.

--Deeply explore the value of agriculture

In the development of rural tourism, agriculture is regarded as the main industry, but it plays a fundamental role in the development of other industries, but also has production, life and ecological values. Production value refers to its agricultural value and all value generated in the process of producing agricultural products. The value of life is mainly reflected in the pursuit of traditional farming methods. Nowadays, urban groups are yearning for nostalgia day by day, and the value of life in agriculture is in urgent need of development.

--Professional guidance of rural tourism

Rural tourism planning is an industry and a professional technology. The planning and design of tourist attractions, industrial layout, and development of tourism products all require the control and planning of professionals. Therefore, for the vigorous development of rural tourism, it is necessary to strengthen the professional and scientific planning and management of rural tourism, and strengthen the training and guidance of professionals to rural tourism development personnel.

--The style, landscape and environment need to be improved

Rural landscape is a natural ecological material environment, an ecological community under the joint action of farming civilization form and humanistic ecological environment. The rural landscape environment is a landmark product of regional characteristics, which will reflect the regionality and differences of the countryside. However, nowadays, the rural landscape environment is suffering from external impacts and pollution. Domestic environmental protection problems mainly come from industrial and agricultural pollution. Under this background, rural construction must focus on protecting the landscape environment and restoring the ecology.

3. Transformation case of traditional villages in Green Uygur Cultural Tourism

Over the years, Lvwei Cultural Tourism has been committed to exploring innovative rural planning paths and has accumulated rich practical experience. It has formed a scenic spot B & B reception village, the country's first batch of village planning demonstrations-Fuquan Village, and a tourism-guided model of new rural construction-Puchang Village, a model of hollow village renovation, the country's fourth batch of beautiful and livable village demonstration-Saihan Wusu Village, and a model of Tibetan-style new rural construction-Zhiganglaka Village.

Fuquan Village

Green Wei Cultural Tourism has put forward feasible solutions to agriculture, rural areas and farmers, and protected the original appearance of ancient villages under the guidance of the principle of "small demolition and large-scale construction, focusing on on-site renovation and upgrading". The renovation not only meets the production and living needs of villagers in terms of architectural functions, but also highlights characteristics in tourism services to achieve the function of tourism reception, protects the original style of the village, inherits the local historical context, and reproduces the value of the village. Helping Fuquan Village become one of the first batch of 28 village planning demonstrations in the country, was included in the "China New Rural Planning Demonstration Case Collection" of the Village and Village Construction Department of the Ministry of Housing and Urban-Rural Development, and won the National Outstanding Urban and Rural Planning and Design Award! (Extended reading: Green Dimension innovates village planning to solve rural issues on the spot)

Renderings of Fuquan Mountain Residence

Saihanwusu Village

Saihan Wusu Village, Wuhai City, Inner Mongolia Autonomous Region, is an immigration town expansion project in Hainan District in 2000. The village has a single style and a single business format. Farmers have few ways to get rich and have a strong desire to get rich. It belongs to a hollow village. It is planned to be a concentrated area for the renovation of dilapidated buildings in the rural area (northern area) and a demonstration village for village renovation. However, Wuhai City is endowed with unique water, soil, heat and heat resources. It is a high-quality grape production base comparable to Turpan, Xinjiang. The local government regards grape planting and related extension industries as an important starting point for agricultural structural adjustment. Based on the actual situation of Saihan Wusu Village, Lvwei Cultural Tourism proposed an ecological agricultural development model of "integrating agriculture and enterprises and detonating tourism", and adopted the "three-centered and four-modernizations" creation method, namely, core attraction center, leisure gathering center, Resident living center, industrialization of life, production and service, folk customs, and theme landscape.

The transformed Saihanwusu Village has become a new village demonstration area project in the Inner Mongolia Autonomous Region. It has not only been highly praised by the local government and villagers, but has also been reported by many media. It has become a tourism-guided new rural model in the "Ten Full Coverage" project in Inner Mongolia, and was selected into the fourth batch of beautiful livable towns and beautiful livable villages demonstration list in the country. (Extended reading: From "Hollow Village" to "Red Wine Town"-Saihan Wusu Village, which has been comprehensively renovated with green dimensions, was selected as the fourth batch of beautiful and livable village demonstrations in the country)

Today, Saihan Wusu Village has become a well-known tourist village. The French-style houses are neat and beautiful; straight roads lead to the front and back of residents; the spacious cultural square is not only surrounded by green trees, but also exquisite and unique verandah; combined with the flower beds and courtyard corridors with a strong rural flavor, and the smiles on the villagers 'faces, they form a happy picture of the village residence.

Before the courtyard renovation

Renderings of courtyard renovation

Renderings of Cultural Square

Yimeng Traditional Village: Hometown of Red Sisters

In the hometown of Hongsiao, a traditional village in Yinan, the scientific comprehensive tourism development model has made the isolated old areas prosperous due to the integration of culture and tourism. Green Wei Cultural Tourism proposed a five-in-one integrated development model of "culture + tourism + film and television + industry + urbanization" in the "Shandong Yimeng Red Sisters Film and Television Tourism Area Master Plan". Based on Yimeng landscape ecology, with Yimeng red culture and red sister-in-law spirit as the core, it carries the training and learning functions of Shandong Party Spirit Education Base, takes the ultimate innovative interactive amusement experience of film and television culture as the tipping point, and takes mountain outdoor sports, leisure and health care. As an extension, through the integrated development of tourism, leisure and vacation and Yimeng film and television industry, we will create a well-known domestic red education base, film and television industry base, film and television cultural tourism, ancient village and rural tourism, Yimeng Hongsiao Film and Television Tourism Resort integrating mountain sports and leisure. (Extended reading: Integration of culture and tourism to create a "Yinan" model for red study)

The Hometown of Red Sisters has filmed nearly 300 films and television dramas and receives more than 600,000 tourists a year, making it a veritable "Chinese Red Hollywood". During the 2020 National Day Mid-Autumn Festival holiday, the film and television base held the first Red Culture Tourism Festival, and the second day of National Day ushered in a peak passenger flow. The comprehensive vacation gameplay of "red tourism + film and television tourism + rural tourism + cultural and creative industries" has been recognized by the market.

Upgrading and renovation of the Grape Valley 5A-level scenic spot, which is mainly traditional villages

In the upgrading and renovation project of the Putaogou 5A-level scenic spot with traditional villages as the main body, Lvwei Cultural Tourism uses the story of the folk legend frog (Paka in Uyghur) as an element to build Paka Lane, a local cultural neighborhood with strong folk customs. Through the integrated transformation of the entrance standard landscape, the road environment and residential buildings, retaining local architectural characteristics, restoring the original culture of the village, combining cultural elements to build a tourist landscape space, and improving street tourism service functions. Residential buildings have been created in a distinctive, situational and experiential manner.

Overall landscape renovation design renderings of Paka Lane

Zhejiang Qiandao Lake Aoshan Fishing Village

The rural environment is a key factor driving rural revitalization. In the case of the landing of Aoshan Fishing Village in Qiandao Lake, Zhejiang Province, Green Wei Cultural Tourism started with the rural "face value" and proposed the concept of "rural tourism complex". Through the in-depth design of rural buildings and landscapes, it carried out a comprehensive look at Aoshan Fishing Village. Renovation and improvement of face value will drive local tourism development and realize rural revitalization. (Extended reading: Aoshan Fishing Village: Start with "face value" and build a rural tourism complex)

Regarding the creation of rural beauty, the project team focuses on formal innovation from two aspects: architecture and landscape: First, classification of buildings based on the existing style, distinguishing between buildings that need to be renovated and buildings that need to be repaired and repaired, aiming at the facade of the renovated building, combined with local materials, architectural colors and cultural excavation to ensure overall transformation, and on the basis of ensuring that functions are not affected, the entire space is unified in the entire architectural style; Second, the landscape relies on the existing ecological background as the basis, combines local vegetation, stone, etc. for innovative design, adapts local conditions to reduce ecological damage to mountains, lakes, fields and planting, and maintains the authenticity of the ecological landscape.

Status quo and design drawings before renovation of B & B 1

Current situation after renovation of B & B 1

B & B 2 before renovation and design drawings

Real map of B & B 2 after renovation

B & B 3 was original before renovation

B & B 3 Design Drawing

Current situation after renovation of B & B 3