Wang Zhaofeng

Rural revitalization is a major task in achieving the great rejuvenation of the Chinese nation. Since the Central Committee of the Communist Party of China, with Comrade Xi Jinping as the core, has made a major strategic deployment to promote rural revitalization, governments at all levels have attached great importance to it, conscientiously deployed and actively implemented it, fully leveraging the role of culture in rural revitalization, actively exploring the path of cultural tourism industry empowering rural revitalization, and achieving significant results in the development of cultural tourism in various rural areas. At present, under the new requirements of promoting comprehensive rural revitalization, it is necessary to continue to take the integration of cultural and tourism development as a powerful lever, adhere to the construction of rural cultural platforms, further strengthen the all-round integration and collaborative innovation of rural cultural and tourism industry, and provide strong support for promoting the comprehensive upgrading of rural cultural and tourism industry, optimizing the rural environment, and improving the overall quality of life of rural residents.

Deeply explore the cultural heritage of rural areas and "activate" rural cultural resources. Rural revitalization requires both shaping and shaping the soul. Local culture is an important component of traditional Chinese culture and the soul project of rural revitalization. From the perspective of "soul", the first key to the integrated development of rural culture and tourism lies in deeply exploring the cultural heritage of the countryside and developing rural cultural tourism. To deeply understand the humanistic connotations contained in the historical accumulation of agricultural culture, folk culture, red revolutionary culture, intangible cultural heritage culture, etc., and to revitalize cultural resources while preserving the authenticity of rural areas. We should fully demonstrate the uniqueness and spiritual core of local culture through activities such as showcasing rich agricultural techniques, inheriting and identifying ethnic culture, and promoting red themed education, in order to promote the integration of culture and tourism, increase value and quality, empower rural revitalization, and promote agricultural strength, rural beauty, and people's prosperity.

Accelerate the aggregation of diverse business formats and innovate the supply of rural cultural tourism products. Accelerating the supply of innovative rural cultural tourism products, creating cultural tourism IPs, shaping brands, and cultivating new business formats and consumption models are important paths for empowering rural revitalization through the cultural tourism industry. The integration of rural culture and tourism is the integration of multiple industries and formats. It is necessary to actively guide the mutual cooperation and deep integration of traditional scenic spot tourism with agriculture, industry, health care, research and learning, continuously extend the rural industrial chain, use scenery to guide villages, and achieve comprehensive linkage, forming a new pattern of integrated development of multiple formats of rural tourism. At the same time, it is necessary to extract the cultural characteristics of rural areas, fully utilize diverse carriers such as rural e-commerce, tourism performances, tourism festivals, and art exhibitions, create rural themed cultural IPs, form high-quality rural cultural tourism routes, key villages and towns, and gathering areas, promote innovative development of cultural tourism in the form of industrial clusters, and provide new impetus for the revitalization of rural industries.

Optimize infrastructure construction and enhance the quality of rural cultural tourism. Continuously promoting the construction of cultural and tourism industry projects and implementing the deep integration project of rural cultural and tourism is an important measure to build livable, business friendly and beautiful rural areas. The integration of rural culture and tourism should further adhere to market demand orientation, with a focus on improving tourist satisfaction, continuously enrich the forms of local cultural exhibitions, deepen the promotion of rural cultural tourism experience projects, and improve the construction of facilities such as rural transportation, observation platforms, and parking lots. At the same time, it is necessary to fully utilize modern scientific and technological means to promote the development of digital rural areas and digital cultural tourism, enhance the innovation ability and service level of the cultural tourism industry, create a model that integrates rural cultural tourism, sports and leisure, fitness and wellness, and promote the high-quality development of the rural cultural tourism industry, adding to the "quality" of rural cultural tourism.

Improve the diversified participation mechanism and continuously amplify the comprehensive effect of rural cultural and tourism integration development. Innovation in institutional mechanisms is the key to achieving deep integration of agriculture, culture, and tourism, and promoting rural revitalization. The integration of rural culture and tourism is a systematic project involving multiple departments and fields, and it is necessary to fully handle the interests of various stakeholders in the construction of rural culture and tourism. We should give full play to the leading role of Party building, adhere to the government's leading role, attach importance to the status of villagers as the main body, and leverage the power of the market as the main body. We should reasonably absorb social capital, attract outstanding rural talents to participate, guide all parties to actively participate in the construction of rural tourism projects, promote the close integration of local cultural resources and green ecological resources, create influential characteristic brands, continuously amplify the comprehensive effect of integrated development of agriculture, culture and tourism, and activate the "new engine" of rural revitalization.

（Author: Wang Zhaofeng, Professor at the School of Tourism, Hunan Normal University, and Researcher at the Research Center for the Theoretical System of Socialism with Chinese Characteristics in Hunan Province）