Rural tourism has suddenly become popular in recent years，Many people simply attribute the popularity of rural tourism to the improvement of living standards and the seriousness of urban diseases。Of course these reasons are correct。But，There are two more interesting angles that have been ignored，An angle is the propagation angle，One perspective is the social and cultural perspective。Looking at rural tourism from these two perspectives，You will find the scenery is infinite。

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From a communication perspective，The popularity of rural tourism can be said to be a process of diaosi’s counterattack。In an era when traditional media dominates the world，There are few exposure opportunities for rural tourism。Traditional media places almost most of its media resources on tall metropolises and a few well-known tourist destinations。With the popularization of information technology，The Internet has changed the communication 188bet sports betting app download pattern，The entire society breaks free from the polarized communication pattern of the traditional media structure，A gridded communication pattern is gradually taking shape。This promotes the spread of democracy，Gives those social spaces that were obscure in the past a lot of exposure opportunities。The countryside is the main part of those obscure spaces，A communication platform built with the help of the Internet，A large amount of rural tourism information quickly and timely reaches the audience's field of vision。Of course，If you look at people as a communication terminal，Then，The development of modern transportation has also enabled people, the communication terminal, to quickly reach the countryside around the city，Multiple frequent close contacts with the countryside through people as a communication terminal，Rural tourism also has the opportunity to enter the urban topic circle。This also promotes the spread speed and efficiency of rural tourism in the communication network。

Rural tourism is a new cultural phenomenon

From a social and cultural perspective，Modern culture’s admiration for industry has gradually weakened。With the massive industrial pollution destroying life，Modern people have slowly stepped out of the illusion of industrial modernization，Start to rethink industrialization，This reflection has become a clue to the development of modern culture，And leading modern culture towards anti-industrialization、The road against urbanization。In this social and cultural background，The rise of rural tourism has actually become a new cultural phenomenon，Not just economic and industrial phenomena。This has been widely verified in the growth history of rural tourism，

Take a small fishing village in the suburbs of Xiamen as an example，The village 188bet online sports betting since 2005，With its superior transportation and low consumption, it has attracted a large number of grassroots literary and artistic youth，Began to accumulate basic popularity and context，After 2010，The opening of high-speed trains and the popularization of the Internet made this small fishing village suddenly become a popular tourist attraction。Since 2005，Thin hair by 2010，The growth of this small fishing village proves the leading value of cultural injection in tourism development，And the explosive value of Internet connectivity to the tourism industry。

No matter the propagation angle，Still from a social and cultural perspective，The way rural organizations are organized is grid-based、Scattered、Highly personalized features，And urban agglomeration、The contrast between low personalization。Under the current economic and social development situation，The dimensionally reduced rural space in the industrialization era，Gradually gained the opportunity to upgrade in the information age，Even its spatial status is gradually surpassing the city，At least now it has a certain institutional and cultural voice to compete with the city，Of course，The economic right to speak is still weak。

Surprisingly，In the future, rural areas may have a greater say in the economy。First，The development of transportation technology is constantly deconstructing the traditional urban-dominated spatial pattern，Secondly，The development of information technology is deconstructing the traditional city-led industrial structure。The rural economy will show an overall improvement trend，Of course，Some villages are bound to decline，But there must be a large part of the countryside that will be in the grid communication pattern、Opportunities for counterattack in the gridded industrial structure and gridded cultural structure，Become the recipient of the spillover effects of urban development。

Now under information and transportation technology，How rural planning reflects the value of regional culture？

In this context，Rural planning needs to respond to the call of the new era at the planning level。Traditional rural planning is too influenced by policy orientation，But，Obviously，Practical proof of new rural construction，Too strong policy orientation is detrimental to rural planning。Policy guidance is not unnecessary，Just in moderation，Because China’s rural areas have long been at the bottom of political space，The transmission effect of good policies on rural areas is relatively weak，The transmission chain is also relatively long。Therefore，Rural planning needs to get rid of the traditional policy-oriented planning path，To welcome the call of the new era。Then，What is the call of the new era，Very simple，That is to use transportation technology、Progress in information technology to carry out new rural planning。

Transportation technology brings gridded spatial layout，This is a huge change in rural planning，The most obvious one is the combination of rural tourism and self-driving tour。Rural tourism planning should introduce rich self-driving tour formats，Response to self-driving travel demands。At the same time，Innovative construction of self-driving campsites based on the characteristics of the countryside。Attention，The innovation mentioned here，Because many current self-driving camp constructions follow the trend、Clone construction，It is a copy of the construction model of foreign self-driving camps。Such an approach is obviously not in line with China’s special institutional and geographical conditions。China is a country with five thousand years of ancient civilization，In the five thousand years of evolution, the countryside has formed a dense layout that conforms to the landforms，Occupies almost all Feng Shui treasures。

The countryside actually has some self-driving camp functions to a large extent。This is China’s unique national conditions，There are fundamental differences from foreign countries。Therefore，Foreign self-driving camp construction models must not be copied into China。Rural planning needs to consider the perfect connection between the construction of self-driving campsites and the development trend of self-driving travel。

The grid evolution of cultural forms brought about by information technology also brings opportunities and challenges to rural planning。Traditional rural planning has a strong appeal for new rural construction，This kind of "new" is often caused by local governments misunderstanding the policies of higher-level governments，The "new" that often interferes with the consciousness of local government officials due to the illusion of modernization，This kind of “new” is not in line with the industry development trend，It also does not meet the inner demands of consumers。So，The cultural positioning of rural planning must be based on a rational understanding of the regional grid cultural form，Thus finding the unique cultural value of rural areas in regional culture。

*Author of this article: Zhang Dongping，Vice President of the Landscape Tourism Research Institute，Zhihui travel expert author。