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In recent years，Many rural tourist attractions have appeared in Shaanxi，For example, the famous Youxing Ping Mawei Station、Liquan Yuanjiacun、Zhouzhi Water Street, etc.。Most of these projects are invested and operated by private capital。Tourism based on rural folk culture、Rural tourism with rural farmhouse catering as the main theme，has become a hot spot for private investment in recent years。

According to incomplete statistics，At present, there are more than 100 rural tourism companies of a certain scale in Shaanxi。And some new projects are under preparation。

Behind the excitement，How is rural tourism developing in Shaanxi?？

Recently conducted field interviews with several rural folk tourist attractions in Shaanxi、Experience，It is found that these rural folk tourism are increasingly exposed to little differentiation、Public Security Management、Hygienic Maintenance、Weak public management and blind copying，Less innovation、Form and content tend to be similar、Disorderly expansion spreads the pie、The same thing、Show more、Phenomena and problems such as low participation experience。Some attractions are slightly more crowded during holidays，There are usually very few tourists，Some even become deserted。Some attractions are closed or partially closed。And many of the investors here are private enterprises。

Small differences from form to content，Even similar，Simple follow the trend and copy，It is likely 188bet sports betting app download to become a disaster for rural folk tourism。 

Rural tourism begins to encounter "cold"

Pucheng Chongquan Ancient City was carefully built by the original team of Maweiyi

15 kilometers east of Pucheng County，It is a new rural tourist attraction—Chongquan Ancient Town—created by Maweiyi Modern Agriculture Co., Ltd.。This "ancient city" built on wasteland，Almost completely copied Maweiyi’s previous model。

But when the reporter came here，I saw some businesses actively soliciting customers，But there are not many tourists。Inside the attraction，Businessmen selling various snacks on both sides of the street are sitting in front of their stores waiting for customers to come。

"It will be a little better on weekends，Normal。"A merchant told reporters。

“More and more people are imitating now，More and more new plates，In general, they are basically imitated，All the same，People are just shopping now，Just tired，No more freshness。"A merchant said。

What the operators say，The reporter also got confirmation from tourists。“It feels the same，Similar to other places。”

As understood，This turned out to be a wasteland，Pucheng County Government attracts investment through investment promotion，Introduced Xingping Maweiyi Modern Agriculture Co., Ltd. for development and operation。The project started in April last year，January of this year，The first phase of the project covering an area of ​​40 acres is completed and open for business，The business philosophy completely copies the Xingping Maweiyi rural tourism model。

Pucheng is not an exception。In Fuping County，Two years ago，A rural tourist attraction, Hexianfang, has also been built near the county seat。When reporters leave in admiration，I found that most of the businesses have closed down，A half-constructed building has been suspended for many days。

Hexianfang - another fallen replica of "Yuanjiacun"

Zhangjiayao Folk Village, Sanyuan County。When the reporter rushed here，There is no merchant here，A left-behind employee of an investor briefly introduced some situations to reporters，“Trial operation on May Day，Customer OK，Not currently in official operation。”

According to media reports，The Folk Tourism Village of Donghuang Town, Liquan 188bet app County is also struggling，From October 1 last year to now，Folk Village opened twice，But they are all closed because few tourists come。

According to reporter’s understanding，The business in some man-made ancient towns is bleak，When struggling to support or even close down the business，Some new projects are still being launched。Including Yongshou County Yellow Earth Tourism Park，Datang Silk Road Style Town in Qian County，Nanguan Village, Sanyuan County and other places，A group of folk tourism villages with similar styles are still under construction。
Simple imitation is the root of the disease

Fucha Town

Relying on surrounding scenic spots and historic sites in previous years、The difference between folk catering developed in tourist attractions，These rural folk tourism destinations that have become popular through artificial landscapes in recent years，Almost all use tourist attractions as external packaging，By using nearby farmers to make their own folk crafts、Agricultural and sideline products、Filling in farmers’ restaurants and other sales stalls，Form a market of a certain scale。This kind of rural tourism originated in Yanxia Town, Liquan County，The famous Yuanjia Village。 

The vigorous development of rural folk tourism in Yuanjia Village provides a model for other villages and towns around Xi'an within the one-hour economic circle of the city to learn from.。So，Maweiyi、Fucha Town、Changside and other rural tourist attractions have been launched，Brilliant debut，Open the door to welcome guests。 

In Fucha Town，The reporter interviewed several tourists at random，A Mr. Hui from Xi’an said，“These attractions are basically copied and imitated，Thousands of people are alike，No obvious features，Too few cultural elements、Farming Civilization、Too few things about farming culture，Basically go to an attraction，No need to go to other attractions，Feels boring。And，Come once，Never come again next time。If you want to go out for leisure next time，I still want to go to those natural environments with mountains and water。”

Lv Xiaoning, deputy director of the Cultural and Creative Industry Research Center of Xi'an Jiaotong University said，"Rural Folk Tourism，The background is rural 188bet sports betting app download culture，The specialty is folk experience，The engine is the tourism industry，If you forget the organic coordination between these three，Blinally strengthen the profit-seeking orientation of the tourism industry，Then homogeneity、Hollowing、Vulgar and shoddy，Phenomena such as imitating others and imitating others will become more common。”

He said，The main problems faced by these rural tourism scenic spots，First, homogeneity，Not based on own resources，Carry out trait research and planning。Secondly, there is no creativity，“Rural tourism resources are one aspect，But not the only one。In fact，Yuanjia Village does not have many advantageous resources，It relies more on his creativity。”

Reporter’s investigation also found，Simple imitation that lacks creativity，It has become a tragedy for many rural tourism nowadays。The same company that successfully built Maweiyi，Despite having rich management experience，The Chongquan Ancient Town it replicates，It is impossible to reproduce the glory of Maweiyi，Not to mention those investors who just followed the craze？

Where is the way out for rural tourism?

There are various signs that，Simple imitation and copying，Rural tourism has reached a dead end。Behind this，It’s more about the efforts and funds of investors。According to reporter’s understanding，These rural tourist attractions，Invest tens of millions at least，Invest several hundred million，And most investors are private capital and private enterprises。

In the context of economic transformation，Many private enterprises are seeking transformation，Under the craze of rural tourism，Many private entrepreneurs have turned their attention to rural tourism，But simple imitation，Putting some investors into a dilemma。

In Lu Xiaoning’s view，Rural tourism has developed over the years，Already quite large、Gradually becoming a trend，Initially formed around large and medium-sized cities、Famous scenic spots、Landscape Ecological Area、Rural tourism development pattern in characteristic agricultural areas，A number of advanced models have emerged。Rural tourism has become an important carrier of the “5+2” lifestyle for urban 188bet online sports betting residents，Becoming a basic product for domestic tourism。

“Rural tourism is currently entering a new stage。"Lu Xiaoning said，The grade and level of rural tourism are related to its consumer groups，"Currently，The consumer groups of rural tourism around Xi’an need more than just a general leisure experience，There is already a higher-end participatory type、The emergence of demand for experience-based or vacation destinations。But the surrounding rural tourism is still in the sun on weekends、Chichi Farmhouse is a state of sightseeing + leisure experience。I want to do rural tourism in the future，To seize this trend，Seize this opportunity，Promote rural tourism，3 of creating rural tourism.version 0，Even with an international style。”

In Lu Xiaoning’s view，The original farmhouse was for rural tourism 1.version 0，Yuanjiacun model is the first model of rural tourism 2.version 0。

“Rural tourism has now reached a stage of upgrading。"Lu Xiaoning said，“Let me first talk about what needs to be upgraded in rural tourism、What cannot be upgraded、Cannot even be changed。Requires upgrade、What changes is the quality of life，The carrier is mainly infrastructure，For example, we can no longer keep dry toilets。What cannot be changed is: rurality、locality、Authenticity，Farmers used to sleep on fire beds，Then continue to sleep on the fire bed，You can also retain the appearance of the original house，The bed or kang inside must be retained，But it’s paved、Things to cover，Already living environment，They should all be very comfortable。”

“Village life experience，City lifestyle。"Lu Xiaoning said，I think this is the core，“Especially the urban middle class，They go to the countryside to experience pastoral life，It’s relaxing，It is to cultivate the body and mind，Not to experience ‘suffering’ or to suffer。”

A tourist in Fucha Town left a deep impression on the reporter，He is sweating profusely，Keep shaking his clothes，"Just came out after dinner，No air conditioning，Too hot。”

"Nothing will happen in the future，Especially when the weather is hot。" He said again。

“This is the problem facing rural tourism now。"Lu Xiaoning said，Compared 188bet online sports betting with the huge market demand，Rural tourism is still in a period of rapid development，But new investors must not simply imitate Yuanjiacun’s model。

As a participant in the Yuanjiacun model，Lv Xiaoning said，Yuanjia Village has now begun its transformation and upgrading，"As a new investor，If you still blindly imitate Yuanjiacun，The prospects are not promising。“

*This article is reproduced from the WeChat public account "Shaanxi Entrepreneurs Club”(ID: shaanxiEC).

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