Domestic tourism revenue reached 3 in 2015.42 trillion yuan，13% increase over the previous year，It is one of the few industries that outperforms GDP growth。And in the tourism industry，Compared scenic spots、Theme Park、Hotel Industry、Travel agencies and other sectors，Rural tourism is the fastest growing field。The main force of tourism in China is the urban middle class，What they want to look for most when traveling is nature that is different from their daily life、Culture、Differentiated experience in life and other aspects，Rural tourism can exactly meet their needs。In the subconscious，The countryside is known for its vast and fertile land、Diverse and differentiated life、The traditional and simple culture fills their spiritual emptiness，Repaired the wounds in their hearts，Therefore，The rapid development of rural tourism is not surprising。At the same time，The rapid popularity of the Internet，Paves a fast road for rural tourism。

Due to traffic、Communication、Infrastructure、Reasons such as geography，There is a serious information asymmetry between rural and urban economic development，Market demand、Technology、Lack of timely feedback on brand communication and other aspects。The emergence of the Internet，Especially the comprehensive popularity of mobile Internet，This situation has been greatly improved。The backwardness of the rural economy has protected the local environment to a certain extent，On the contrary, it has become an advantage in developing tourism economy under the new situation。If used well，Developing rural tourism、Organic farming、B&B Inn、Handicrafts, etc.，Advanced areas that will likely exceed excessive overdraft environments，Achieve overtaking on curves。

For example, Songyang County, Zhejiang Province，Located in Lishui City, the most backward city in Zhejiang Province，The transportation is very inconvenient，Because of this，Songyang County’s natural environment has been best protected，There are more than 50 well-preserved national traditional villages，This is unimaginable in economically developed areas。Now，With the rapid spread of self-media，Songyang County has become a nationally famous photography and sketching base，More than 500,000 students and photography enthusiasts come to Songyang to sketch every year，Songyang has also become a travel paradise for outdoor sports enthusiasts and bikers，Rural tourism develops rapidly。

Another example is the good households in the thousand-year-old village in Gaoping City, Shanxi，Due to the consolidation of coal resources in 2008, the small coal mine in the village was closed，The village has no money to carry out "new rural transformation"，On the contrary, a large number of ancient courtyards of the Ming and Qing Dynasties have been preserved，Rated as a famous historical and cultural village in China and a national traditional village，Provides the foundation for today’s rural tourism development。We attach great importance to the role of the Internet in the protection and development of Lianghu Ancient Village，In cooperation with China Mobile, a dedicated signal tower was erected，Gigabit fiber laid，The whole village has achieved full wireless network coverage。At the same time, the company website was built、WeChat platform、Weidian, etc.，Use online self-media as the main means in publicity，Last year, 100,000 tourists came to the Lantern Festival in half a month。

Rural tourism must be healthy、Rapid development，Internet is an essential and important condition。The first thing is to design and build tourism products with Internet characteristics，To be able to gain market recognition，We must fully consider whether it is suitable for the needs of the Internet generation，Is it suitable for active and rapid dissemination of self-media，Is it new 188bet app enough、Strange enough、Cute enough、Cool enough，It is necessary to make smart products first，Instead of making the product first，Think about its spread。

Shanxi is one of the birthplaces of the Chinese nation，Shanxi ranks first in the country in terms of number of famous historical and cultural villages in China，"Jin Merchants Courtyard" is well-known throughout the country，But there is only one type of tourism: relocation of villagers，Build up walls and sell tickets。It’s not just the ancient villages that are enclosed，There are also the thoughts of the operator。Comparison，Wuzhen, Zhejiang，The income from accommodation is much higher than that from tickets，Wuzhen Theater Festival、World Internet Conference is famous all over the world；Yuanjia Village in Shaanxi，No tickets required，More than 30,000 tourists per day；Haotang Village in Henan，Driving rural revitalization with built-in finance，The young people are back，The birds are back；Songyang County, Zhejiang，50 national traditional villages，No one sells tickets，We receive more than 500,000 tourists for sketching and photography every year。Ticket mode is undoubtedly the simplest，Undoubtedly the most backward，Especially in an era when tourism is declining。

Whenever I talk about traveling to Shanxi, I will hear how long our history is、Explanation on how rich tourism resources are，This is exactly the problem。I have a friend who works at one of the top tourism planning agencies in the country，He is worried about planning tourism projects in Shanxi。He said that every owner emphasizes the antiquity and richness of their cultural relics，I am very concerned about whether the tourism property produced looks like the style of the Tang Dynasty、Song Dynasty appearance，The problem is that tourists are not interested in this！

Resources are not products，Good resources do not automatically turn into good products。Shanxi may have rich tourism resources，But tourism products are scarce。In addition to visiting temples in Shanxi, tourists also visit courtyards，Lack of projects to participate in and experience，Not to mention leisure projects。In comparison，Hengdian Town, Yiwu, Zhejiang，Far away from urban areas，Inconvenient transportation，There is no so-called tourism resources，It’s the Hengdian Film and Television City that was made by force，All buildings are imitations，Attracted more than 15 million tourists in 2015，Nearly half of the population of Shanxi Province。We Shanxi people can say that it is a fake ancient building，But the more than twenty performances every night are not fake，15,000 reception beds are not fake，More than 100 participating experience projects are not fake。

More than 70% of current tourism is self-driving tourism，More than 70% are leisure travel，More than 70% were born after 1980，These three 70% are the markets that rural tourism has to face。This is the generation that grew up after China joined the WTO，This is the generation that grew up in the Internet era，The travel products they care about are not whether they are old or not、True or not，It’s about whether it’s cool or not、Cute or not、Hi or not！For this kind of customer group, can we still say that Shanxi Tourism is rich in resources?？Is it useful even if you say that？

We do rural tourism，Can’t be trapped in resources，But face the market。You may die if you travel based on resources，It is possible to survive only by starting from the market and traveling。

Lianghu Ancient Village provides a street parade for tourists at this year’s Lantern Festival、Senior Eight Music Club、Building a street tent、Light up the fire、Guess lantern riddles、Tiehua、Calculate the future、The two ghosts, Diaoqiao, etc. are all things that people born in the 1980s have never seen in the city，Enough soil、Cute enough、Cool enough，Many people have seen it themselves and brought their friends to see it，Or send it to Moments to invite friends to come and see。The 35 square kilometers of Qilong Bay Scenic Area we invested in，Although there is the best bay in the world、Qinhe Grand Canyon and other beautiful scenery，We also designed something like a glass suspension bridge、Rock Climbing、More than thirty cool and exciting leisure experience projects such as bungee jumping，More than thirty toilets in scenic spots are designed in more than thirty ways，Everything is built according to smart products。

The second is smart marketing，While designing smart products，Consider its spread at the same time，As everyone often says, you must have at least eighteen highlights，Can post twice to Moments。There is a toilet in Lianghu Ancient Village Inn，The retaining wall on the front is made of old stones，The male and female logos are cartoons painted with acrylic in two old stone basins，Many people came back from using the toilet and took their mobile phones back to take pictures。The dining table in the inn is made of stone rollers，The menu is a thread-bound book，Welcome to take away after eating。These are the highlights automatically spread by tourists，This is completely different from traditional advertising。Big data is also an indispensable part of smart marketing，The tour guides in Lianghu Ancient Village all have a tourist signature form in their hands，On the one hand, it is tourists’ evaluation of tour guides，On the other hand is the region where tourists are located、How to understand good households，This is how we carry out precision marketing。

Smart management again，The Qilong Bay Scenic Area we invested in will make full use of mobile Internet in its future management，No cash is accepted in the entire scenic area，Do not use bank card，All mobile payments，Every purchase made by every visitor is immediately credited to the account through the Internet，It is not easy to cause management loopholes，You can also keep track of the operation status of all projects in the scenic spot，Deploy vehicles at any time、Personnel、Product，Achieve smart service。

The rapid popularization of the Internet not only allows rural operators to understand the city faster，Understand the market，Also enable more urban people to understand the countryside，Learn about agriculture，Understand nature，Change your life to the countryside，Turn to agriculture，Turn to nature。It’s the crowding of the city、Noisy、Pollution、High housing prices、Impetence led to such a turn，It is a rural environment、Leisurely、Healthy Life、Traditional culture、Simple humanism led to such a turn，It is also the Internet that makes this shift possible。

If we pay attention we will find it，A new movement to go to the mountains and countryside has quietly emerged，Hundreds of millions of farmers who have left the countryside under the guidance of the national urbanization policy，Is vacating my home for new “rural makers”。What is a rural maker？Who are rural makers？Where do they come from？Why come？Where are they going？What to do？Everyone who engages in rural tourism must first think through these questions，If you can’t think clearly, you can’t explain clearly，If you can’t explain clearly, don’t try to do it well。

My understanding，“Xiangchuang” has two meanings，One is entrepreneurship，The other is creativity。Rural makers must be both in one，Start a business with new ideas in the countryside。No new ideas，Every farmer is a maker；No entrepreneurial spirit，Just a passerby。Then who can become a rural maker？There are about six types of people: intellectuals going to the countryside、Entrepreneurs who went to the countryside to start a business、Retired official、Those who go out to work and return to their hometown、College students who are forced back to the countryside by high housing prices、All kinds of entrepreneurs with rural feelings。If it were still an isolated case that Han Yu and his wife fled Shanghai ten years ago to open a pig pen bar in rural Anhui，With the opening of Pig Pen Three Bar，The number of participants in the new movement to go to the mountains and countryside, the so-called rural makers, has exceeded one million。

What will rural makers do after arriving in the countryside？They can do organic farming，Can make handicraft products，But the most important thing is to do rural tourism、Built a B&B。

The earliest B&B in the country、The best one is Moganshan in Deqing, Zhejiang。

"Yucun 1932" is located at No. 48, Huangxi West Road, Moganshan Town，It is part of the "Moganshan Project" of Zhu Shengxuan, a designer who escaped from Shanghai (general consultant of landscape engineering of Shanghai World Expo Park)，It is based on the silkworm breeding farm left over from the rural reform work of Huang and his wife，Retained and restored the original building。Cultural and design implantation on this old site，Making "Yucun 1932" the largest bicycle-themed restaurant in the country、Rural Culture and Art Exhibition Hall、Urban and Rural Interactive Forum Venue、The first traditional kiln-fired bakery in Moganshan、Designer Inn、Country Cafe、Rural Charity Bookstore、Designer Grid Shop、Youth go to the countryside, creative shops, etc.，It is also China’s first rural cultural and creative park。

(Mr. Zhu Shengxuan has a sharp mind，Crossing multiple fields such as architectural design/landscape design/leisure agriculture，Very innovative spirit。Being in the industry for more than ten years，Led the design team to win important projects at home and abroad for many times，Won first place in international design competitions in 2006，Master the “2010 Shanghai World Expo Series Projects—Expo Park、Bailianjing Park、Jiangnan Park、Expo Village Landscape、China Shipbuilding Museum Landscape" and many other projects，And was hired as the "General Consultant of Landscape Engineering of Shanghai World Expo Park"，Received many honorary titles such as "Shanghai May 1st Labor Medal", "Top 100 Builders", "World Expo's Most Creative Designer" etc.。)

Zhu Shengxuan is not an exception。A Yuan, the founder of "Qiji" B&B, a gathering place for bikers in Moganshan, is the founder of a cycling club in Shanghai；Wang Tianpeng, the designer and operator of Houwu Life B&B, is an international fiber artist who studied under Wanman, the Bulgarian fiber art master；And Ji Xiaoxiang, the founder of Moganshan Lezhiye、Yang Mo was originally an urban planner who graduated from Tongji University...B&B is the main content of Moganshan's "rural creation"。

Look around the entire Moganshan area，such as Naked Valley、French mountain residence、Back dock life、The Wilderness of Joy... there are endless B&B projects，But a common characteristic，It’s about applying creativity to the countryside，Based on the concept of ecological and environmental protection，Complete a "high road to simplicity" project through distinctive and exquisite design。What the word "Jian" represents is definitely not "simple" in the ordinary sense，But modern people return to rural life，The "simple beauty" pursued in essence。

The core concept of most B&Bs is "low carbon": everything should be rebuilt with soil、Wood、Brick、Watt、The premise is to maximize the reuse of stone and other materials，Make sure that the housing groups built by the original villagers are integrated with the guests’ living environment，Integrate with the surrounding landscape and environment，At the same time, it incorporates modern design and decoration elements，Making it suitable for the preferences of young tourists and foreign tourists。

Yuanjia Village, Shaanxi Province is a famous model of rural tourism，The boss Li who opened the B&B "Left and Right Guests" in Yuanjiacun turned out to be an official of the Linfen Municipal Government of Shanxi Province，Engaged in book binding design after going to sea，First founded the "Left and Right" theme hotel in Xi'an High-tech Zone，Designed by the famous designer Yu Ping，420,000 red bricks used，An instant hit。Being a "left and right guest" in Yuanjia Village again，Yi Laozhuan、Laowa、Old wood、Old Stone、Old furniture、Old homespun cloth is used as material，Borrow the texture of the material，Smooth humanistic emotions，With "anti-industrialization、Anti-urbanization、The reverse concept of "anti-modernization"，Practice "hotel quality、Home Taste、The aesthetic proposition of "hometown feelings"，Became a model of rural innovation。

(Yu Ping，Expert from Shaanxi Interior Decoration Association Design Committee，Director of China Society of Interior Architects，Deputy Director of the Fifth Professional Committee of China Society of Interior Architects，Senior Interior Architect，Shaanxi Province Senior Professional Title Evaluation Committee。Ranked as one of the top ten news figures of Shaanxi New Century Construction in 2001。Honorary Professor of Xi'an University of Electronic Science and Technology。Masterpiece Xi'an Waku、left and right customers，Nanjing Flower Traces)

There is also a famous "Life Inn" in Yuanjia Village，Founded by several young people from Shaanxi July Cultural Tourism，Eight rooms are decorated with pianos、Chess、Book、Painting、Poetry、Wine、Tea、Incense as the theme，The double kang in the room is three meters by two meters，Specially customized oversized Simmons，Integrating culture and comfort，Very creative，Reflects the essence of rural creation。

There is a Tangmo Village at the foot of Huangshan Mountain in Anhui，Really a model village named after the Tang Dynasty，You can imagine its long history。The investor who built a B&B in this ancient village took another path，It took them two years，Repeated communication with the French Family Hotel Association，Comply with French standards，Built a standard French family hotel in an ancient Chinese village，Become 188bet online sports betting the first choice place for Europeans to stay in Huangshan，It is also a must-have place for Chinese petty bourgeoisie to experience the romantic life in France，Isn’t this the realization of rural creation？

（1990，Han Yu, who is still in college, came to Yi County from Shanghai to sketch，She was immediately fascinated by the local beauty。After graduation，Han Yu works hard in Shanghai like an ordinary white-collar worker，Have done photography、Foreign Trade、Management and many other jobs，Husband Zheng Xiaoguang has been a teacher one after another、After business，In Beijing、March 2004。March 2004，Han Yu and Zheng Xiaoguang return to Yi County，Coincidentally，There is an old house with a history of nearly 400 years in Xidi Village, Yixian County for sale，They bought it for 150,000 yuan，Because the yard was once used as a pigsty，So named "Pig Pen Bar"。There is also an interesting couplet posted in front of the door: "Doing housework every day and reading at night，Have fewer children and raise more pigs”。Hanyu is a poet at heart，Returning from the white-collar life to the poetic life，"Grow melons, beans, and corn，Creating clouds, planting poems, planting blue sky。”Previously a Weibo controller、She controlled by WeChat，Not even watching TV now、No mobile phone required，Made at sunrise，rest at sunset。

The aroma of wine in Pig Pen Bar is not afraid of the depth of the alley，This comfortable pastoral life attracts some domestic and foreign tourists。BBC in the United Kingdom、The New York Times in the United States、Famous French home furnishing magazines have extensively reported on it，“Foreign media people are very quiet when they come，We found out later when foreign tourists came to us with magazines and newspapers。”

A French female writer wrote "The Hometown of Stone and Ink"，The French "Le Figaro Times" published an article introducing the Pig Pen Bar under the title "Provence of Huizhou"。After the article is published，The Pig Pen Bar has received many reservation calls from French tourists。Starring in "Love in Prague"、《Blue》、The French movie star Juliette Binoche of "Chocolate" also took her daughter to stay here，The Biyang Town, where the second phase of the Pig Pen Bar is located, is also the location of the movie "Little Flower"、The filming location of "Xiyingmen"；Ambassador of France、Swiss Ambassador、Global President of L'Oreal、The famous Japanese musician Joe Hisaishi and others also stayed at the Pig Pen Bar；Domestic director Zhang Yuan also loves the Pig Pen Bar，The leader of the TV series "Serious Case Group Six" also vacationed in the Pig Pen Bar。）

B&B serves more than just accommodation，More of an experience of rural life，Reflections on rural humanity，A taste for rural art，Communication with villagers。We must believe deeply，The roots of Chinese traditional culture are in the countryside，As teacher Jia Zhangke said, "The countryside is the sea of ​​Chinese culture，Cities are just a few bonsais”。I have lived in Lianghu Ancient Village for more than three years，The "Eight Virtues" in traditional culture of "loyalty, trust, filial piety, etiquette, justice, integrity and shame" have been engraved on the window stone of Lianghu Village for 400 years，I want to make a sculpture using old millstones and stone lions in the village，I found many sculptors but couldn’t do it well，Finally, the peasant artist in the village helped me do it，Very well received by everyone。So，We are staying at a B&B in a village，Being a local pioneer，The first thing is to deeply understand this place，Read it，Experience it，Discover it，There will be many stories，The things you make will have warmth，Only to impress your guests。

The power of thought is infinite，Correct thinking，Unity of thought，Only then can we achieve twice the result with half the effort，Rapid development。We now emphasize rural tourism under the Internet，It’s not just that there is an Internet connection，Just use the Internet as a tool。Fundamentally, we need to have Internet thinking。Internet thinking can be summarized in the following points: openness、Citywide、Share、Attention。

Openness is the characteristic of the Internet。The Internet has no county boundaries、Provincial boundary、National Boundary，Worldwide interconnection。We are traveling in Lizhai Township, Zezhou County，More of building a tourism platform，Making a good foundation，Plan the project，Stipulate good standards，Attract the whole township、188bet online sports betting Citywide、The whole province and even the whole country are working together to do this。Opening up means breaking down geographical boundaries，Breaking the boundaries of ownership，Breaking industry boundaries。We can do it on this side of Qinhe River，We also have to go to the other side of Qinhe River to do it；It is necessary to attract private enterprises to cooperate，We can also cooperate with various state-owned enterprises；As a scenic spot，I also want to be a travel agency，We still need to open a restaurant，Doing acting。

Cooperation is the true meaning of the Internet。In the Internet environment，Only the first，There is rarely a second，Basically no third party。If you don’t cooperate, you will die。Didi and Kuaidi were fighting to the death，Not a few days，Mergeed；Ctrip and Qunar，Competed for many years，Finally ended in merger。Baidu、Ali，Tencent，Fierce competition on the one hand，On the other hand, among the projects we invest in, we are the best among you，You are among me，It’s hard to tell each other apart。We build Qilong Bay Scenic Area，Want to travel in two days、Looking at the design of the three-day tour，It’s hard to rely on yourself，Must establish close cooperation with other scenic spots in Jincheng City，It is possible to provide consumers with competitive leisure and vacation travel products。

Sharing is the core of the Internet。First of all, the network is shared，All products on the Internet are shared，Your beautiful article、Send beautiful pictures to others，You have not reduced。We will introduce smart products in the construction of Qilong Bay Scenic Area、Smart Management、Smart Service、Smart Management，The core is big data sharing，Not just sharing within the scenic area，It will also be shared on Jincheng City Tourism Destination Smart Platform，Let more tourists enjoy the tourism data services of Shanxi cities in our scenic area network，This will further enhance the stickiness of our scenic spots。

Attention is the characteristic of the Internet economy。The Internet is a self-media era，consciousness、Spontaneity is the characteristic of self-media，You can't force a person to post something he doesn't want to post or doesn't notice at all。Attract attention，is the starting point for all products we build in scenic spots。Glass suspension bridge is our first hot product，Every product we produce in the future must become such a hot product，Propagation through self-media，Attract tourists’ attention，This is the best advertising。

In Lianghu Ancient Village，Our approach of renting for fifty years，Rented more than thirty old yards，Nearly four hundred rooms。These old houses built in the Ming and Qing Dynasties are beautifully constructed，Brick carving、Wood carving、The stone carvings are exquisite，It is incomparable to Teacher Hanyu’s pig pen，But in disrepair，No water supply，No bathroom，No heating equipment，Has been vacant in the village for many years。We have built sewers and sewage treatment systems throughout the village，Achieve full wireless network coverage，Through repairs and interior modifications，Making these 400-year-old houses rejuvenated，Became a museum、Old Movie Tea Bar、International Youth Hostel、Artist Studio、B&B Inn……。We expect，The number of accommodation beds in these renovated old houses will reach more than 1,000，The number of aborigines in this ancient village, which originally had a population of 1,500, is now less than 1,000。The transformation between rural and urban areas has quietly occurred，The road to local urbanization has been paved。

Lianghu Ancient Village has more than 2,100 acres of cultivated land，The main crop is corn、Wheat, etc.，The purchase price of corn fell by 20% in 2015，Only eight cents more，Farmers plant one acre of corn，Remove seeds、Fertilizer、Mechanical farming、Machine collection and other fees，The income per mu is less than 500 yuan，Per capita of good villagers 1.2 acres of cultivated land，Agricultural income is less than 1,000 yuan。We transferred 100 acres of farmland to farmers in the village，Growing high-quality red Fuji apples、Yulu Xiangli、Yantai cherry and other fruit trees and roses、Deep processing of lavender and other flowers，Plus understory farming and tourism picking，The income from these lands will double。Conventional agriculture does not move toward organic agriculture、There is no way out for tourism agriculture，To achieve this kind of turn，In terms of investment、Knowledge、Marketing，Not what the original villagers could do，The participation of rural makers will be essential。

In this transition between city and country，The role of the Internet，It is no longer limited to the technical level，But it has profound sociological significance。The Internet, especially mobile Internet, has made urban young people more likely to bow their heads，Fewer interactions，Read less，More to show off your wealth，More impetuosity，In this sense，The Internet is a promoter of counter-urbanization。Mobile Internet enables young people in rural areas to understand the market faster，Follow fashion，Longing for the city，Even now in the village，They no longer go to the fields or do farm work，The Internet is now the best promoter of so-called urbanization。Mobile Internet has hollowed out the countryside、Natural environment、Pastoral Life、Agricultural potential is understood by more rural makers，Also makes living in the countryside and the market possible、Better connected with the world，The Internet will revitalize the countryside in a new sense。

Rural tourism is rural economy、Rural Construction、Under the influence of the Internet，Under the influence of the Internet，Rural tourism will develop rapidly，This rapid development is in the rural economy、Rural Construction、Occurred against the background of tremendous changes in rural life，It must also be placed in this context to truly understand it、Do it well。For example, rural sewers、Tap water、Sewage treatment、Strong and weak electricity、Internet facility construction，It can be said that it is part of rural construction，It can also be said to be the foundation of rural tourism，Only think about rural tourism from this perspective，Make the countryside more like a countryside，Make the countryside a poetic place to live，Only then can we really do it well。

*Author of this article: Chen Ju Yang Jianxin，Chairman of Gaoping Lianghu Cultural Tourism Development Co., Ltd.，Welcome to follow、Communication！