2016 is the year of rural tourism improvement in Jiangxi Province. The Shangrao Municipal Party Committee and Government held a high-level tourism work conference, making key arrangements for the development of rural tourism, requiring the whole city to deeply understand the new changes in the tourism development pattern, regard rural tourism as the main battlefield for the transformation and development of the tourism industry, with an open-minded and open concept, entrepreneurial and innovative spirit, solid and effective measures, seize opportunities, actively and proactively promote the great development of rural tourism in the city.

With the arrival of a period of significant improvement and development in rural tourism throughout the province, emerging tourism formats continue to emerge in Shangrao, and rural tourism development is thriving, injecting strong vitality into the tourism industry. Since the beginning of this year, the comprehensive benefits of rural tourism in the city have significantly increased, with nearly 30000 rural homestays developed so far. 10 units have been awarded the title of "China Rural Tourism Model Village", 9 operating households have been awarded the title of "China Rural Tourism Model Household", 46 rural homestays have been awarded the "China Rural Tourism Gold Medal Rural Homestays", and 170 people have been awarded the title of "China Rural Tourism Wealth Leader", ranking first in the province. Beautiful rural tourism and classic landscape tourism have become the two major supports of tourism in Shangrao.

In the process of actively exploring the development of rural tourism in Shangrao City, attention is paid to avoiding the problems of homogenization, low-end, and fragmentation. It has achieved integration with the requirements of diversified, innovative, personalized, and experiential tourism markets, conforms to the main theme of the province's tourism industry transformation and upgrading, green rise, and ecological development, highlights the characteristics of Shangrao's rural tourism development, and has formed a certain scale while attracting tourists. At present, rural tourism has become the main battlefield for the development of the city's tourism economy, the construction of a strong tourism city, and the targeted poverty alleviation campaign. It undertakes the important mission of transforming and upgrading the tourism industry and has become a new engine for the development of the tourism industry. Specifically, we have focused on the following areas of work.

1. Strengthen conceptual innovation, focus on tourism resources and market consumption demand, and study implementation plans according to local conditions.

Shangrao, known as the "superior and prosperous" city, stretches across Jiangsu and Zhejiang provinces, from Shanghai and Nanjing to Fujian, and reaches Guangdong and Guangxi. It is known as the "thoroughfare of eight provinces" and the "first gateway to Yuzhang". First and second tier cities are densely distributed in the surrounding areas, containing extremely huge consumption potential. In the past, when it comes to tourism, it was all about exploring mountains and rivers. Nowadays, folk and rural tourism with stronger participation, experience, and fun has become a new tourism hotspot. Based on market changes and resource advantages, Shangrao City has adopted the concept of "innovation, coordination, green, openness, and sharing" as the support for rural tourism development. It has launched distinctive rural tourism products, which not only meet the consumption needs of tourists, but also drive villagers to lift themselves out of poverty and become prosperous, and share the achievements of tourism development. One is tourism+poverty alleviation. Poverty alleviation is the primary goal, but it cannot be limited to poverty alleviation. It should be the synergy between poverty alleviation and tourism, the development of characteristic tourism resources, and the construction of a tourism industry chain. This not only helps the impoverished population lift themselves out of poverty, but also makes the optimized and upgraded tourism industry an important support for local development. At the same time, the tourism industry has also achieved coordinated development with other industries. In fact, the simple tourism industry has limited absorption of the impoverished population. The greatest value of the tourism industry lies in its "diffusion effect", which uses it as a lever to leverage the development of other industries such as agriculture and forestry. Mount Sanqing Scenic Area promotes "targeted poverty alleviation" with tourism, and has built a full tourism industry integrating sightseeing, leisure, vacation and health care. At the same time, it has driven the development of performing arts, cultural products and other industries, fully reflecting that "green ecology is the biggest wealth, the biggest advantage and the biggest brand". The second is to establish a rural economic cooperative between the company and farmers, effectively integrate tourism resources, transfer farmers' land, jointly develop sightseeing agriculture with farmers, form a business industry chain, and truly integrate farmers into industrial projects, achieving zero distance employment and earning money without leaving the village. The company and farmers have achieved a win-win situation. For example, Shangrao Pastoral Agricultural Products Cooperative is a large-scale tourist attraction integrating catering and accommodation, outward bound training, business meetings, sports and recreation, hot spring bathing, chess and card tea art, fishing and picking, and sightseeing agriculture. It has been rated as a national four-star rural tourism area and one of the top 100 rural tourism demonstration sites in the country, and is the representative with the most local cultural characteristics of Mount Sanqing. The third is protection+development. Through the leverage of the market economy, while maintaining the authenticity of the original village architecture and ancient village culture, we aim to develop into high-end accommodation, conference centers, shopping streets, mountain and rural leisure, and folk experiences; Plan and protect the village architecture and style system, infuse the cultural connotation of ancient village tourism, and achieve a win-win situation for the protection and development of ancient villages. Wuyuan Huangling is an example of protection and development.

2. Improve the construction quality, conduct in-depth exploration of the city's cultural and tourism resources, and create a number of rural tourism demonstration sites that can leave a deep impression on tourists.

In the development of rural tourism, it is necessary to plan systematically, organically integrate rural tourism resources, plan carefully and scientifically, let rural tourism take the path of industrialization, strengthen cultural connotation construction, and improve the quality and grade of rural tourism products. Shangrao City has cultural resources such as rice culture, Taoist culture, academy culture, Neo Confucianism culture, bronze culture, tea culture, paper culture, ancient residential culture, opera culture, and red culture. These excellent cultural flowers flourish in the fertile soil of the vast rural areas. We have achieved significant results in promoting the deep integration of cultural elements and tourism through development and exploration. On the one hand, we need to strengthen the exploration of cultural connotations in rural tourism and change the current situation of similar and low-grade rural tourism products in China. In the development and design of rural tourism product projects, it is important to focus on rural customs, ethnic customs, and local culture, so that rural tourism products have a high cultural and artistic taste. The launch of Mount Sanqing Chinese Taoist Culture Park is a revival of Chinese Taoist culture. Wuyuan's rural culture and tea culture have gone to the world, and the academy culture of Yanshan and the red culture of Huaiyu Mountain have attracted many scholars. This kind of culture coexists and is taking advantage of the booming rural tourism to radiate new vitality. What is worth mentioning most is the "masterstroke" of Shangrao tourism - landscape culture. Mount Sanqing, Tongbo Mountain, Gexian Mountain, Guifeng Mountain, Lingshan Mountain and Huaiyu Mountain are all high quality scenic spots integrating landscape aura and cultural heritage. The vast Poyang River, with its gentle banks, carries the changes of the sun and moon for over two thousand years. The connection and integration of mountains, waters, and culture, with "points" and "lines" interconnected, imbues mountains, waters, and culture with spirit, complementing and complementing each other with historical and cultural significance. On the other hand, we will enhance the cultural integration level of rural tourism, strengthen tourist participation, and form a development trend of cross-border integration and multi production integration based on the Tourism Commission. We will promote the transformation and upgrading of rural tourism from sightseeing economy to experience economy and visitor economy, vigorously develop boutique homestays and rural theme hotels, optimize structure, and improve quality; Promote the integration of agricultural creativity, service creativity, smart technology, biotechnology, genetic engineering and other new technologies with rural tourism, and create a group of rural tourism model villages represented by Huangling Village in Jiangwan, Wuyuan, Geyuan Village in Geyuan Town, Hengfeng County, Yukeng Village in Mount Sanqing, Xiangyuan Village in Gexian Mountain Township, Qianshan County, and rural tourism model households represented by Shangrao Pastoral Agricultural Products Cooperative, Jiangxi Phoenix Mountain Villa, Wuyuan Laoqiu Mountain Villa, etc.

3. Highlight management services, implement a series of standardized measures, and achieve a significant improvement in the level of rural tourism development.

For the tourist market and the entire society, rural tourism in a place is a unified image. The management characteristics, service quality, and cultural taste of rural tourism in this area will affect tourists' evaluation of rural tourism in the entire region. So, the overall image of rural tourism is related to the overall interests of a region, as well as the interests of each operator. This requires standardized management, regulating and supervising the planning approval, operation management, safety operation, environmental sanitation and other aspects of rural tourism, improving the environmental awareness of rural tourism operators, insufficient external publicity, weak packaging awareness, low service level, and overall low reception level, ending the spontaneous development state of "small and scattered", and guiding them gradually towards self regulatory management by industry associations. For example, through vigorously implementing the standardization strategy, Mount Sanqing Scenic Area has continuously improved the tourism service and management level of the scenic spot, developed and issued 11 provincial and local standards. Among them, the introduction of the "Sanqing Family" Agritainment Management Service Evaluation Standard encourages farmers to establish and develop agritainments, innovatively establishes the Rural Tourism Agritainment Council, conducts relevant training for the owners of agritainments, guides the owners to cultivate high-quality projects of agritainments, enriches the business content, and combines the development of agricultural products with agricultural leisure and sightseeing tourism, which is an innovative measure to improve the management service level.

The development of rural tourism in Shangrao will ultimately aim to improve people's quality of life. It is necessary to make the existing villagers realize the value of rural life as a resource, feel proud of it, and form a sense of consciousness. At the same time, it is necessary to make the countryside the second normal living space for urban people, no longer just tourists, but acquaintances in the countryside. More emphasis is placed on implementing human care in facility details, distinctive services, creative innovation, and local cuisine, while paying more attention to the intrinsic aspects of rural tourism, such as service, culture, design, and philosophy. Surrounding urban life with rural tourism and promoting social development through the tourism industry.