以“乡土密码”激活乡村旅游的安顺实践

Core Viewpoint - Rural tourism in China is experiencing explosive growth, driven by urban residents' desire for a return to nature, but it faces challenges such as homogenization, insufficient experiential offerings, and outdated service facilities. The article explores high-quality development paths for rural tourism using Anshun, Guizhou as a case study, focusing on six dimensions: positioning, empowerment, infrastructure, talent, ecology, and marketing [1]. Group 1: Positioning - Precise positioning is essential to create differentiated brands for rural tourism, leveraging unique local resources such as ecological, cultural, and industrial aspects. Anshun has identified 8,059 tourism resources, with 701 classified as high-quality, focusing on the deep development of traditional villages and ethnic communities [1]. Group 2: Cultural Empowerment - Cultural empowerment involves uncovering the diverse cultural heritage of rural areas and creating immersive experiences. Anshun is developing cultural IPs and immersive performances to engage visitors with local traditions, while also enhancing creative product development based on local handicrafts and non-material cultural heritage [2]. Group 3: Infrastructure Upgrade - Upgrading infrastructure is crucial for enhancing the quality of tourist experiences. This includes improving transportation access, developing unique accommodations, and promoting local cuisine. Anshun is focusing on building eco-parking lots, scenic viewpoints, and enhancing public services, including the introduction of smart tourism platforms [3]. Group 4: Talent Development - Talent cultivation is vital for supporting rural tourism. Anshun is attracting external talent and nurturing local professionals through partnerships with educational institutions. The city is implementing policies to enhance tourism talent development, ensuring a skilled workforce for the industry [4]. Group 5: Ecological Protection - Sustainable development is emphasized through strict adherence to ecological regulations and promoting low-carbon tourism practices. Anshun is establishing a collaborative ecological protection mechanism involving government, enterprises, villagers, and tourists to ensure responsible tourism development [5]. Group 6: Marketing Innovation - Innovative marketing strategies are being employed to expand market reach, including leveraging social media and hosting themed events to attract younger tourists. Anshun is utilizing big data for targeted marketing, offering customized tourism packages to meet diverse visitor needs [6]. Group 7: Overall Impact - Anshun's tourism development practices have transformed it from a transient stop for tourists to a destination for deeper engagement, with a reported 13.07% increase in visitors from January to November 2025. The city is evolving its branding from a summer retreat to a comprehensive travel destination, showcasing the potential of rural tourism as a sustainable driver for rural revitalization [6].