People who have lived in the city for a long time are eager to enter the natural and simple countryside in their spare time, stay away from the noise of the city and feel the unique folk customs. Returning to nature and feeling nature has become the yearning of many urban families. With the development of China's economy, the improvement of people's living standards, the change of consumption concept and the increase of leisure time, especially after the implementation of "weekend" and "May Day", National Day, Spring Festival and other long holidays, people's demand for tourism consumption is increasing. Urban residents who have traveled all over the famous mountains and rivers have begun to have a special liking for folk tourism in the suburbs. Judging from the number of people's travel days in the past two years, the proportion of "one-day tour" and "two-day tour" tourists has increased. A sample survey of tourism shows that more than 99% of the citizens want to travel to the suburbs of Beijing. Leisure, vacation and sightseeing in suburbs have become the first choice for urban residents. Folk tourism has become an indispensable part of urban residents' life. In the face of such tourism demand, it is inevitable to further develop Fangshan tourism industry, which is mainly short-distance folk tourism, as a starting point for developing mountain tourism and cultivating and promoting rural economic growth.
First, the characteristics and shortcomings of the development of folk tourism in our region
In recent years, with the rise of tourism fever, rural tourism characterized by rural life, rural folk customs and rural scenery has developed rapidly. Rural tourism in some places is becoming a characteristic industry of local economy. The rural tourism market is gradually developing from a single "farmhouse" to a diversified direction integrating sightseeing, experience, leisure, vacation and entertainment. Rural folk tourism started late and developed rapidly, which has become an important industry to promote the prosperity and development of rural economy. According to statistics, the development of rural folk tourism has lifted 20 million people out of poverty. In recent years, with the development of folk tourism, like other regions, folk tourism with regional characteristics has been developing continuously. By the end of the third quarter of this year, there were 2086 households engaged in folk tourism, an increase of 529 households over the same period last year; Received 257,000 tourists, an increase of 10.4 million; The total revenue of folk tourism was 6.5438+0.8457 million yuan, a year-on-year increase of 27.8%. The development of folk tourism presents the following characteristics: first, there are many folk tourism professionals, and the benefits are poor; Although there are 2787 employees engaged in folk tourism in our district, the income of employees is only 3.52 million yuan, and the per capita income is 1263 yuan. Second, there are not many tourists coming here; In the first three quarters of this year, * * * received 257,000 private tourists from various countries. It only accounts for 6% of all tourists. Third, the form of folk tourism with regional characteristics in our region is not clear enough; In the whole country, even in Beijing, no unique folk tourism projects have been developed. Fourthly, Fangshan's popularity in China as a tourist area and a strong tourist area needs to be improved.
Second, the main measures to improve the quality of folk tourism in our region
Judging from some towns and villages in our region, folk tourism is in its infancy, with great market demand and wide development space, but the development area and quantity are unbalanced. Even some developed towns and villages have always remained in a low-level development state due to the lack of necessary capital investment. Some village-level traffic roads, parking lots, accommodation and food hygiene, garbage disposal, public toilets, etc. all have problems to varying degrees. In terms of market development, some villages are eager for quick success and instant benefit, without planning and blind development, which destroys the local ecological environment and wastes natural resources. Various contradictions that hinder the healthy development of folk tourism need to be solved urgently.
1. Folk tourism needs to explore folk culture.
In the development of folk culture tourism resources, folklore and tourists' participation should be reflected. Unique folk culture can stimulate tourists' interest. In the process of development and utilization, we should pay attention to reflecting the original form of mountain folk customs, which can be displayed by developing mountain (township) village tourism. Such as eating farmhouse meals and living in farmhouses, give tourists a cordial, true, simple and local psychological feeling. In addition, with the improvement of people's living standards, the level of tourists is expanding, and people's tourism knowledge is also increasing. More and more tourists want to have cultural attraction and sports content in their travel life, and to experience and participate in it personally. Therefore, in the process of developing the tourism resources of folk culture in mountainous areas, tourists should experience the charm of folk culture, participate in various folk activities in person, and feel strong homesickness and rich cultural connotation.
2. Folk tourism should be good at seizing the market.
At present, it is unwise for many scenic spots to ignore the development of domestic market and local market and blindly pursue high-grade blind investment when developing tourism target market. As a mountainous area in the suburbs of Beijing, we should take Beijing residents and other types of people working in Beijing as the main source market according to the characteristics of Beijing's regional geographical location and market demand, and focus on developing leisure and holiday sightseeing, because Beijing citizens are absolutely interested in sightseeing and leisure of the natural scenery in the suburbs of Beijing. By 20 10, it is estimated that 53 million tourists will visit the suburbs of Beijing. It can be seen that the suburbs of Beijing, especially the mountainous areas, have become the main areas for weekend leisure, sightseeing and vacation for Beijing residents and all kinds of people stationed in Beijing. Therefore, in the process of developing the target market of mountain tourist sources, Beijing residents should be the mainstay, and at the same time, in the face of the "Olympic tourism feast", domestic tourists should be separated from foreign tourists.
3. Folk tourism should be enriched.
Strengthen regional joint development, realize "resources * * * and tourists * * *", and improve the overall efficiency of regional tourism. First of all, folk tourism, as the younger brother of the tourism market, has insufficient influence. Folk tourism can only rely on well-known tourist attractions inside and outside the region to jointly develop tourism resources, so that various resources in the region complement each other and multiple scenic spots are connected with each other, thus expanding the tourism market and realizing the enjoyment of resources. The bigger the tourism market, the more potential tourists, the more tourists received, and the higher the income of tourism, which can produce economies of scale.
Secondly, mountainous counties in the suburbs of Beijing can carry out inter-provincial and regional joint development with tourist areas in neighboring provinces and cities. For example: joint development with Chengde, Zhangjiakou, Zunhua, Tangshan, Beidaihe, Tianjin and other areas near Beijing. In today's world economic integration, especially after China's entry into WTO, the joint development of tourist areas, whether inter-provincial or inter-regional, will become a development direction of tourism in China in the future. Therefore, the mountainous counties in the suburbs of Beijing should break the geographical boundaries, strengthen cooperation, and cooperate with other surrounding provinces and cities to develop some characteristic tourist routes, so as to improve the overall efficiency of tourism in the mountainous areas in the suburbs of Beijing and promote the development of mountain economy.
4. Folk tourism should develop tourism commodities.
Strive to develop tourism commodities with local characteristics and increase tourism income. In countries and regions with relatively developed tourism, the income from tourism commodities can account for 40%-60% of tourism income. In order to increase the tourism income of our region, we should actively develop local tourism commodities. Because distinctive tourist commodities can not only become the image symbols easily recognized by tourists in tourist areas, but also have certain promotion functions and are the best advertisements for tourist attractions. Tourism commodities include souvenirs, handicrafts, daily necessities and local products. To develop it, we must have distinctive and unique local characteristics. It is this kind of tourist goods that can only be bought in this tourist area, but not in other areas. Only in this way can tourist goods be more attractive and favored by tourists. In addition, the mountainous areas of our region should make use of local natural advantages to organize various tourism activities such as snack festivals and picking festivals, and at the same time strive to do a good job in the sales of tourism commodities, improve various services related to tourism, turn agricultural and sideline products or local products into tourism commodities, and attract the purchasing power of cities, thus playing a good role in promoting tourism income and prospering the mountain economy.
5. Folklore tourism should know how to sell itself.
First of all, we will further develop weekend leisure and natural scenery holiday products mainly for Beijing residents, foreign residents in Beijing and residents in surrounding areas, and create some entertainment projects and forms suitable for "one-day tour" and "two-day tour", such as family-style small hotels, small tents, tourist attractions chain services and so on. Secondly, the district tourism departments should try their best to participate in the "National Tourism Fair" held by the National Tourism Administration every year and the "China Northern Tourism Fair" jointly held by the North 10 provinces and cities, and carry out some promotional activities directly for tourists. Thirdly, we should organize relevant departments to really go to mountainous areas and collect local historical stories, folklore, folk works of art and so on. And edit it into a book to better publicize the tourism resources in mountainous areas.
6. Folk tourism urgently needs to improve the quality of employees.
At present, the number and structure of tourism professionals in the mountainous area of Beijing suburbs can't meet the needs of the future development of tourism, especially in the knowledge structure. Take our region as an example. Although tourism has become a pillar industry, employees with high school education or below account for more than half of all employees. Because the cultural quality of employees in mountain tourism system is generally low, it not only affects the overall service level of mountain tourism, but also restricts the deep development of mountain tourism products. In order to improve the cultural quality of tourism professionals and further enhance the awareness of market competition and service of employees, we should strive to run schools jointly with colleges and universities, establish mountain tourism education bases, train different levels and types of tourism talents according to actual needs, and do a good job in training on-the-job employees, so that the management level and service quality of tourism can gradually reach the advanced level in the region.
7. Folk tourism should have its own characteristics.
Another key point to be paid attention to in developing rural folk tourism is to preserve local characteristics and not to pursue the goal at the expense of roots. It is the principle of rural tourism development to maintain the original style of villages and towns, as well as the local traditional folk customs, simplicity and kindness. Experts in international tourism anthropology believe: "The uniqueness of a place is its main wealth. If there are unique buildings, then protect them and keep them simple and elegant; If there are unique music, songs or dances, then protect them and make them antiques; If there is a unique farming method, protect it and teach it to others; If there is traditional culture, then protect it and edify others. Never destroy these resources.
(Li Xiaowei)