品牌民宿助力共同富裕的路径优化——以文成县“侨家乐”民宿为例

The Path and Optimization of Brand Homestay to Assist Common Prosperity --Taking the“Qiaojiale”Homestay inWencheng County as an Example

“侨家乐”是在政府主导下,以突出“在地性”策略、主打“土洋结合”特色、推行品牌“IP”化运营、创新“品牌民宿+”机制等一系列措施成功打造的区域品牌民宿,是落后山区传统乡村民宿转型升级带动共富的典型案例。品牌民宿助力共富的主要路径在于“集群化”合力共进、注重发展“共享性”、发挥“主人家”价值和创新治理“组合拳”,但在长远发展和持续带动共富上,仍存在政府越位、农户消极、产业低端、共享不足等问题,需要深化对产业发展基本规律和市场逻辑的认识,推进市场化运作,补齐体量品质短板,提升村民获益“质”“量”,增强共建共享合力。

Under the leadership of the government,“Qiaojiale”is a regional brand homestay successfully created with a series of measures such as highlighting the“local”strategy,emphasizing the“combination of local and foreign”characteristics,promoting brand“IP”operation,and innovating the“brand homestay+”mechanism.It is a typical case of the transformation and upgrading of traditional rural homestay in underdeveloped mountainous areas to drive common prosperity.The main path for promoting common prosperity lies in the combination of“clustering”and joint efforts,emphasizing the development of“sharing”,leveraging the value of“masters”and innovative governance.However,in terms of long-term development and sustained promotion of common prosperity,there are still problems such as government offside,passive farmers,low-end industries,and insufficient sharing.It is necessary to deepen the understanding of the basic laws and market logic of industrial development,promote market-oriented operation,and make up for the shortcomings of volume and quality,improve the“quality”and“quantity”of benefits for villagers,and enhance the joint construction and sharing forces.