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Exploring innovative models and experience paths for rural revitalization through deeply integrated development of "Agriculture + Culture + Tourism + Business"

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2025-01-27

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Come Source | Immersive City

Agriculture serves as the cornerstone of the national economy, providing a solid foundation for the nation's prosperity. Rural areas are rich in natural resources, unique folk customs, and vast development opportunities. Under the current trend of consumption upgrades and people's pursuit of high-quality living, the deep integration of agriculture, culture, tourism, and commerce can fully demonstrate the unique advantages of each industry, further broadening the development fields and levels of rural industries, and promoting the integrated development of the primary, secondary, and tertiary industries in rural areas. This measure is crucial for achieving rural revitalization, promoting the modernization of agriculture, and promoting the sustainable development of the rural economy.

In May 2024, General Secretary Xi Jinping made important instructions on tourism work, emphasizing the need to "strive to improve the modern tourism system and accelerate the construction of a strong tourism country," and to "promote the high-quality and sustainable development of the tourism industry." The No. 1 Central Document of 2024, focusing on comprehensively advancing rural revitalization and using the experience of the "Thousand Villages Demonstration, Ten Thousand Villages Improvement" project as a path to implementation, makes comprehensive arrangements and deployments for China's "three rural" work. Against this backdrop, it is crucial to leverage the advantages of integrated development of agriculture, culture, tourism, and commerce to develop rural characteristic industries with new productivity and achieve the goal of high-quality development of the agriculture, culture, tourism, and commerce industry.

The Connotation of Integrated Development of Agriculture, Culture, Tourism, and Commerce

The integrated development of agriculture, culture, tourism, and commerce is a comprehensive industrial development model rooted in agriculture, with culture as its essence, tourism as its form of expression, and commerce as its connecting bridge. This model cleverly integrates rural idyllic scenery, agricultural production practices, rich folk culture, authentic rural life experiences, and unique agricultural product sales, creating a new experience that combines sightseeing, cultural immersion, participation in agricultural activities, and shopping and entertainment. For example, when tourists engage in rural tourism, they can not only enjoy the natural scenery of the countryside to their heart's content and personally participate in the planting and harvesting of crops, but they can also experience the local folk customs firsthand, savor authentic rural cuisine, and have the opportunity to purchase various specialty agricultural products and exquisite handicrafts.

Image: Pukou Yongning | Source: Publicly available online

Significance of Integrated Development of Agriculture, Culture, Tourism, and Commerce

(1) Promoting the Comprehensive Optimization and Allocation of Rural Resources

China's advantageous geographical location and vast arable land provide strong support for large-scale agricultural production. Moreover, China boasts a history of over 5,000 years, with various cultural resources such as traditional culture, folk culture, and red culture spread throughout the country, providing a solid foundation for the sustainable development of the tourism industry. Through the integration of agriculture, culture, tourism, and commerce, with the rural tourism industry as the main line, we actively promote the deep integration of tourism with agricultural resources, cultural resources, and ecological resources, improving resource utilization efficiency, achieving organic integration and optimization of resources, promoting industrial restructuring, guiding traditional agriculture and agricultural product processing enterprises with single functions to extend the value chain, forming a modern industrial system, achieving structural adjustment and transformation and upgrading of the agriculture, culture, tourism, and commerce industry, and achieving mutual complementarity, mutual promotion, and common development among the agriculture, culture, tourism, and commerce industries, fully leveraging the multiplier effect of industrial integration.

(2) Increasing Rural Employment and Farmer Income

The integrated development of agriculture and the cultural and tourism industry can attract a large number of villagers to return to their hometowns for employment and start businesses in the countryside, creating more job opportunities and income sources. For example, the development of recreational agriculture can drive the development of related industries such as catering, accommodation, and research studies, providing more job opportunities for farmers and improving the income level of farmer households. From January to February 2024, with the continuous driving force of the rural tourism market, the per capita net income from the tertiary industry of rural residents increased by 14.1%. At the same time, by developing the recreational, experiential, and cultural functions of agriculture, we can increase the enthusiasm of local villagers to participate in the development of the agriculture, culture, tourism, and commerce industry. In the process of participating in agriculture, culture, tourism, and commerce industry projects, villagers can not only increase their income but also increase their knowledge and skills, expand their social circles, and improve their quality of life.

Image: Peach harvest in Suqian Siyang | Source: Publicly available online

(3) Inheriting and Protecting Rural Culture

In the process of integrated development of agriculture, culture, tourism, and commerce industries, it is imperative to thoroughly excavate and organize rural cultural resources, such as traditional farming methods, traditional handicrafts, traditional food preparation methods, traditional opera, folk culture, and folk legends. Adhering to the principle of villages as the main body, with township governments planning and jointly constructing village history museums, we can utilize village history museums to conduct Party history education and rural research study tours, guiding tourists to gain strength from visiting and learning about rural culture, establishing a good atmosphere of promoting morality and virtue, civilization and progress, and learning from virtuous people, preserving nostalgia, remembering history, and creating the future in the process of urbanization.

(4) Improving the Rural Living Environment

The integrated development of agriculture and the cultural and tourism industry helps improve the rural environment. In the process of developing recreational tourism and rural tourism, the environment is improved and beautified, promoting the transformation of traditional villages, improving the appearance of villages, and deeply promoting the "three revolutions" of toilets, garbage, and sewage, which helps improve the level of rural living environment and living conditions. At the same time, by guiding farmers to participate in the tourism industry, we can continuously improve farmers' environmental awareness, effectively promoting the protection and restoration of the rural ecological environment. By creating harmonious villages where people and nature coexist peacefully, surrounded by mountains and rivers, we can continuously improve the happiness index of villagers.

Image: Fengming Town | Source: Publicly available online

Existing Problems and Challenges in the Integrated Development of Agriculture, Culture, Tourism, and Commerce

(1) Lack of Systematic Planning

The integrated development of agriculture, culture, tourism, and commerce involves multiple fields such as agriculture, culture, tourism, and commerce, requiring overall planning to ensure the effective integration and utilization of various resources. However, many integrated agriculture, culture, tourism, and commerce projects currently lack systematic planning, leading to insufficient resource utilization, repeated project construction, and homogeneous competition. This not only wastes precious resources but also affects the sustainable development and economic benefits of the projects.

(2) Loose Integration of Agriculture and Tourism

The core of the integrated development of agriculture, culture, tourism, and commerce is the organic combination of agriculture and tourism, using agriculture as the foundation and tourism as a means to achieve a virtuous cycle between agriculture and tourism. However, in current integrated agriculture, culture, tourism, and commerce projects, the degree of integration between agriculture and tourism is relatively low, often focusing only on the development of tourist attractions while neglecting the characteristics and advantages of agricultural production. This leads to a lack of in-depth experience for tourists in integrated agriculture, culture, tourism, and commerce projects, making it difficult to fully appreciate the charm and fun of agricultural production.

(3) Insufficient Excavation of Cultural Connotation

Agro-cultural-tourism-business integration is not merely a combination of agriculture and tourism, but also a deep integration of culture and tourism. However, in current agro-cultural-tourism-business projects, the excavation and inheritance of cultural connotations are insufficient, leading to tourists' inability to experience the local cultural characteristics and historical heritage. At the same time, some projects are overly commercialized, lacking emphasis on cultural inheritance and protection, which also affects the sustainable development of the projects.

Insufficient Infrastructure Construction

The development of agro-cultural-tourism-business integration requires supporting infrastructure construction, including roads, transportation, catering, and accommodation. However, the infrastructure construction in some areas of current agro-cultural-tourism-business projects is inadequate, affecting tourists' travel and experience. This not only limits the attractiveness of the projects but also affects their economic and social benefits.

Lack of Professional Talent Cultivation

The development of agro-cultural-tourism-business integration requires talent with knowledge and skills in multiple fields such as agriculture, culture, tourism, and business. However, many agro-cultural-tourism-business projects currently lack professional talent, leading to difficulties and problems in project planning, management, and operation. At the same time, the lack of emphasis on talent cultivation and introduction also affects the process and quality of agro-cultural-tourism-business integration development.

Unequal Distribution of Benefits

In the development of agro-cultural-tourism-business integration, multiple entities, including the government, enterprises, and farmers, are involved, and conflicts easily arise among the parties regarding benefit distribution. For example, enterprises may pursue profit maximization, while the interests of farmers may not be fully protected, thus affecting their enthusiasm for participation. This issue of unequal benefit distribution not only affects the smooth progress of the project but may also lead to social conflicts and instability.

Great Pressure on Ecological Protection

In the development and construction of agro-cultural-tourism-business projects, due to a lack of scientific planning and management, the local ecological environment may be damaged. This will not only affect the sustainable development of the project but also threaten the local ecological balance and biodiversity. Therefore, how to promote the integrated development of agro-cultural-tourism-business while protecting the ecological environment is a problem that needs to be urgently addressed.

Against the backdrop of comprehensively promoting rural revitalization

Implementation Paths for Agro-cultural-tourism Integration Development

Adhere to the integrated guidance of agro-cultural-tourism resources, Promote the synergistic development of agro-cultural-tourism industries

The development of agro-cultural-tourism integration should adhere to the development concept of "agriculture as the foundation, culture as the soul, and tourism as the rhyme." Adhere to resource orientation, develop smart agriculture, accelerate the pace of modern agricultural construction, make reasonable use of various rural tourism resources such as natural scenery, farming activities, and ancient villages, deeply excavate the essence of traditional cultures such as farming culture, folk culture, and red culture, pay attention to the protection, inheritance, and innovation of cultural resources, excavate the deep value of the agro-cultural-tourism industry, innovate based on the existing rural resource base, adjust the industrial structure, and extend the cultural tourism industry chain. Integrate tourism resources such as villages, scenic spots, homestays, catering, and transportation to provide one-stop service for tourists, build a rural whole-region tourism demonstration area, create high-quality rural tourism projects, enhance the value of cultural tourism products, and thus achieve the dynamic preservation of rural culture, the landscaping of rural scenery, and the enrichment of rural residents, promoting the organic integration and high-quality development of the agro-cultural-tourism industry.

Image: Qixian farmers working scene | Source: Xinhua News Agency

Develop characteristic agro-cultural-tourism products, Make every effort to create unique rural IPs

Based on the characteristics of each village's tourism resources, identify characteristic industries and development models, and create characteristic agro-cultural-tourism IPs. Deeply excavate the cultural resources of villages, such as farming culture, folk culture, food culture, craft culture, architectural culture, and red culture, accelerate the construction of famous tourism villages, characteristic farms, and characteristic homestays, launch agro-cultural-tourism projects with a strong sense of participation, experience, and interaction, carry out folk cultural performances and other cultural and entertainment activities, encourage rural tourism literary and artistic creation, and create characteristic agro-cultural-tourism brands. Increase the protection and inheritance of intangible cultural heritage such as ancient buildings and ancient villages, establish and improve village history museums, enhance the public's awareness of cultural and cultural relic protection, and improve the awareness, reputation, and influence of rural culture and agro-cultural-tourism brands, truly transforming the agro-cultural-tourism industry into a characteristic industry that promotes increased income for the people.

Image: Chengde Strawberry Commune | Source: Public Network

Strengthen infrastructure construction, Promote the intelligent development of agro-cultural-tourism

First, accelerate the construction of infrastructure related to agro-cultural-tourism, such as roads, water, electricity, and networks, as well as supporting facilities such as parking lots, restaurants, and public toilets, increase public transportation equipment such as sightseeing vehicles and buses, improve supporting transportation facilities such as gas stations, charging piles, and cycling paths, and improve the safety of self-driving tours. Second, introduce modern agricultural management concepts, advanced technologies, and equipment into agriculture, combining big data, the Internet, the Internet of Things, and intelligent equipment with agriculture to achieve precise management and intelligent control of agricultural production, effectively improving agricultural management efficiency and management level. Third, make full use of digital technology, using new technologies such as 5G, AR, VR, and the Internet of Things to provide tourists with intelligent tourism information push services, including intelligent guidance, intelligent security monitoring, etc., setting up online tour facilities and QR code scanning guidance, allowing tourists to understand the basic situation of scenic spots and the historical stories of cultural relics through scanning codes, improving tourists' sense of pleasant travel experience.

Standardize agro-cultural-tourism industry service standards, Improve service levels

First, improve the management system of the agro-cultural-tourism industry, including food safety management systems, hygiene management systems, order management systems, and civilized management systems, standardize the business qualifications of agro-cultural-tourism operators, strictly control safety standards such as food safety, accommodation safety, and personal safety, maintain basic consistency in product and service prices inside and outside the scenic area, and severely crack down on and punish the bad behavior of defrauding tourists. Second, adhere to the regular training system before and after employment, strengthen the business skills training of employees, and the training content should cover basic knowledge of agricultural tourism, reception etiquette, service awareness, hygiene management, and food and accommodation precautions. Strictly implement the system of qualified personnel after training, and only those who pass the examination can be issued a work permit, and those without a permit are prohibited from working. Third, a reward and punishment system must be established. Agro-cultural-tourism operators who abide by the rules and regulations and have good service quality will be given various material or spiritual rewards such as bonuses or certificates of honor; otherwise, they will be subject to economic penalties, and those with serious offenses will have their business licenses revoked.

Image: Guizhou Mushroom Town | Source: Zhiyou Guizhou

Utilize agro-cultural-tourism digital platforms, Enhance brand awareness and reputation

Fully utilize digital technologies to empower the development of the agricultural, cultural, and tourism industry. Establish a comprehensive digital platform for agricultural, cultural, and tourism, and carry out special promotional activities for agricultural, cultural, and tourism, showcasing local specialty agricultural products. Improve agricultural product sales through e-commerce live streaming and other online marketing methods, driving added value of agricultural and sideline products. Rely on the digital platform to promote rural tourism projects, rapidly increasing the popularity of local rural tourism. Explore marketing models that combine online and offline, and connect experiences with sales, stimulating tourists' interest, shaping a brand of integrated agricultural, cultural, and tourism, allowing villagers to obtain higher income without leaving home, and enhancing villagers' sense of identity and pride in their hometown culture. In addition, the big data monitoring function of the smart tourism platform can be used to monitor the traffic flow of vehicles and people on important roads and scenic spots in real time, improving the safety and convenience of tourists' travel.

(6) Reasonable development of agricultural, cultural, and tourism resources, Formulate environmental protection policies

First, establish the concept of "protection first, reasonable development." The government should play its guiding role and strengthen macroeconomic regulation. During the regulation period, the government should base on the local economic development status and agricultural, cultural, and tourism resources, conduct sufficient calculations and considerations of resource carrying capacity and environmental capacity, and formulate long-term and overall plans for county tourism development in a targeted manner, thus ensuring the coordinated win-win development between tourism development and ecological protection. Second, formulate environmental protection regulations, and impose strong penalties and restrictions on the blind development of rural areas, excessive development of rural areas, and environmental pollution by tourists. Severe penalties should be imposed on behaviors such as arbitrarily posting advertisements, discharging sewage, setting up stalls, and dumping garbage that damage the environment. Third, invest special funds annually in the governance and maintenance of the rural environment, and give certain material and spiritual rewards to units and individuals who have made outstanding contributions to rural environmental governance and protection. Finally, increase the publicity of rural resource protection, improve farmers' environmental awareness, and make them rational developers and conscious protectors of rural resources.

Image: Inner Mongolia Jinhe Bay | Source: Public Network

(7) Establish a talent introduction mechanism, Strengthen the construction of agricultural, cultural, and tourism talent teams

In the face of the current lack of compound talents in the agricultural, cultural, and tourism industry, the government should formulate effective policies for talent introduction, cultivation, and support: First, the government should formulate and improve the mechanism for introducing professional talents in agricultural, cultural, and tourism, improve the salary and benefits of talents, and recruit talents in multiple forms and channels, such as implementing the Rural Revitalization Homecoming Plan and the Agricultural, Cultural, and Tourism Talent Development Plan, creating a good entrepreneurial environment, increasing the motivation for talents to return to their hometowns to start businesses, and giving full play to the wisdom and strength of agricultural, cultural, and tourism talents. Second, relying on universities, professional training institutions, and talent training bases, regular training on relevant policies and regulations, business management, service etiquette, and other business knowledge and operational skills related to agricultural, cultural, and tourism should be conducted for agricultural, cultural, and tourism practitioners, farmhouse operators, and rural tourism leading figures. By combining external recruitment and internal training, a team of agricultural, cultural, and tourism industry talents with strong professional qualities and high skill levels will be cultivated, continuously improving the service quality and level of the agricultural, cultural, and tourism industry, promoting the high-quality integrated development of the agricultural, cultural, and tourism industry, and promoting the full implementation of China's rural revitalization strategy.

Postscript

The integrated development of agriculture, culture, tourism, and commerce has become the inevitable direction and core orientation of rural economic development. Through innovative models and strategic paths, it can effectively activate the synergy between agriculture, culture, tourism, and commerce, thereby achieving the comprehensive development goals of rural economic prosperity, beautiful environment, cultural prosperity, efficient governance, and people's well-being. In the implementation of this strategy, we must clearly recognize the difficulties and obstacles faced, and bravely explore new paths of integrated development that suit local conditions. To this end, we should strengthen policy guidance and support, improve infrastructure construction, pay attention to talent cultivation and introduction, and increase market marketing and promotion efforts to ensure that various measures for the integrated development of agriculture, culture, tourism, and commerce can take root and bear fruit, thus providing continuous energy and vitality for the efficient advancement of the rural revitalization strategy.

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