乡村振兴背景下羌族地区民宿产业发展模式——基于阿坝州汶川县的调研

A Development Model for the Homestay Industry in Qiang Areas Against the Background of Rural Revitalization:Based on a Survey in Wenchuan County,Aba Prefecture

乡村振兴战略是民族地区高质量发展的必然选择,发展民宿产业是助推乡村振兴发展的重要途径。本文立足于汶川县乡村振兴的时代要求和民宿产业的发展趋势,分析得出羌族地区民宿产业面临发展要素不健全、业态发展不协调、管理体系不完善等现实问题,在此基础上找准民宿产业与乡村振兴之间的衔接点,提出“政府—企业—协会—经营者”四方联动模式,通过加强政府政策支持,统筹协调推进发展;引入企业资本投资,发挥企业合作优势;发挥民宿协会自治管理功能,积极配合相关政府部门指导民宿旅游经营管理;民宿经营者要因地制宜提升经营和服务水平,实现民宿产业有效供给,探求民宿产业发展助推乡村全面振兴的具体路径。

Based on the requirements of rural revitalization and the development trend of the homestay industry,through an analysis of the basic state of tourism in Wenchuan,as well as the current development of the homestay industry and extended development of its surrounding industries,this paper holds that the homestay industry,as an important driver of the optimization of the industrial structure,is a significant development channel for leading rural development,agricultural transformation,and letting farmers get rich.However,this study finds that the growth of the homestay industry is still facing problems such as imperfect development elements of the homestay industry,a lag in the supply of basic and supporting facilities,difficulty in filling the vacancies of specialized talent,limited sources of capital,a lack of variety in industrial types,a non-coordinated expansion of the homestay industry,imbalanced development of homestay industries between different regions,a narrowness in promotional scope,imperfection in the management systems of the homestay industry,a lack of scientific and reasonable planning in the growth of the homestay industry,and a lack of the organization of and guidance for the industrial associations.In view of this,this paper argues that the convergence point between the homestay industry and rural revitalization should be identified,and proposes a four-way linkage model of"government-enterprise-association-operator"in order to realize an effective supply for the homestay industry.To be more specific,first of all,one should strengthen government support and promote coordinated progress,for example by improving the construction of supportive facilities,improving the carrying capacity of Wenchuan County,implementing the"1+N"model,enriching the business forms of homestay,innovating the methods for generating publicity,improving core competitiveness,establishing governmental management organizations,improving the operation system,and strengthening follow-up supervision.Secondly,enterprise capital investment should be introduced and full play be given to the advantages of inter-firm cooperation,including encouraging enterprises to participate in homestay business,strengthening cooperation with scenic travel agencies,integrating tourism resources around homestays,strengthening cooperation with tourism-related businesses and creative enterprises,and highlighting brand characteristics.Then fully expand and use the organization and management role of the homestay industry association,and finally improve the management and service level of the homestay operators,including strengthening the training and development,improving the management level of the homestay operators,adhering to the principle of"customer is king",and strengthening the discovery and honing of the homestay talent to create a specific path for the development of the homestay industry to promote the overall revitalization of the countryside.In brief,the homestay industry in Wenchuan has injected new vitality into local economic development.At the same time,rich tourism resources and the homestay industry can complement each other,potentially laying a solid foundation for a rapid startup and vigorous rise of the homestay industry.In the context of the rural revitalization strategy,the homestay industry in Wenchuan may usher in many new development opportunities.