The proposal for the 15th Five Year Plan proposes to adhere to the strategic basis of expanding domestic demand, and to closely integrate the benefits of people's livelihood and consumption promotion, investment in goods and investment in people. As an industry that benefits people's livelihoods and promotes consumption, homestays have both economic driving force and people's livelihood warmth. In recent years, some places have promoted the deep integration of homestays with rural tourism and cultural industries, making homestays rooted in the rural texture and integrated into local life, becoming a new driving force to activate rural vitality. What are the good experiences for sustainable development of the homestay industry? What issues should be noted? Recently, the reporter went to Mount Huangshan, Anhui Province for an interview. Deeply cultivating the countryside - drawing on local cultural nutrients. At 7:30 pm, accompanied by a drumbeat, a special cultural performance event kicked off at the Shiting Village Activity Center in Yixian County. Especially where? Let's take a look at the program list: there are two person Huangmei opera tunes brought by villagers and homestay butlers, a group dance by villagers called "The Clear and Clear Water of Wanquan River", and a chorus of "Shanghai Ballad" and poetry recitation "I Love This Land" by tourists from Shanghai... In the activity center, warmth and joy quietly flow. Why is there this event? This time, a group of Shanghai tourists gathered due to their love for singing, and the villagers also have various performances in their daily lives. The two sides hit it off right away, "said Huang Zhiyong, the organizer of Shiting Huayi Homestay. Shanghai tourist Ling Ling has come to Shiting Painting Inn Homestay for the third time in three months. "I just think it's good, I haven't had enough, but I still want to come." What is the charm of a homestay that makes people who travel around the world stop and come back? Well done, stemming from accurate positioning, which needs to start with the demand side. In recent years, the increasing demand for spiritual and cultural consumption has driven the transformation of homestay functions. The homestay industry is evolving from meeting basic "residential needs" to meeting higher-level "spiritual and aesthetic needs". Homestay is no longer just a place to sleep, but a composite space that integrates accommodation, aesthetic experience, socializing, and cultural research. How to provide appropriate homestay products that cater to consumer psychology? Let the homestay grow into the village. ”Huang Zhiyong found his own path in practice. Yixian County has 46 traditional Chinese villages, including Xidi Village and Hongcun, known as the "Shangri La" and "picturesque countryside". It is one of the birthplaces of Huizhou culture and is renowned for its well preserved Ming and Qing ancient architectural complexes and unique natural and cultural landscapes. In 2012, Huang Zhiyong, who had started his own business and returned to his hometown, planned to open a homestay in Yixian County, but did not choose to choose a location in the more prestigious Xidi Village and Hongcun. After running to some places, I was immediately attracted by the Huizhou style courtyard in Shiting Village. In Huang Zhiyong's heart, every Huizhou style ancient residential building is unique and irreplaceable. The Huizhou culture has a profound cultural heritage, not only in terms of architectural beauty, but also in terms of the beauty of traditional Chinese opera craftsmanship. I hope to use homestays as a platform to allow more tourists to appreciate the beauty of Huizhou culture. ”Huang Zhiyong believes that only by deeply rooting homestays in the village and absorbing local cultural nutrients can they last long. The direction is clear, but this road is not easy to walk. From 2012 to 2018, Huang Zhiyong spent six years clarifying the property rights of ancient dwellings and carrying out renovations and upgrades. How to balance the beauty of Huizhou architecture with modern lifestyle habits? Traditional Huizhou style ancient houses have high walls and deep courtyards, which suffer from problems such as poor lighting and poor ventilation. "We have retained the facades of black bricks and black tiles, horse head walls and other facades, and on the premise of not affecting the living experience, we have retained the design of the courtyard 'Four Waters Return to the Hall', carved beams and painted rafters and other buildings. At the same time, we have learned from the ingenious layout of Jiangnan Gardens to create a bright and elegant atmosphere through buildings and plants, making the public space both interesting and suitable for leisure and entertainment." Huang Zhiyong introduced. We have put a lot of effort into space renovation, and the entertainment experience cannot be taken lightly. In addition to providing tea rooms, song halls, antique dressing rooms, etc. in hardware, Huang Zhiyong also regularly invited Mount Huangshan Hui Opera House to perform in homestay. Recently, Huizhou fish lights up. Shiting Painting Post did not rush to catch up with the trend, but instead focused on studying wood carvings and murals, discovering the rich display forms of Huizhou lanterns from them. You see, there are not only fish lanterns, but also dragon lanterns, phoenix lanterns, qilin lanterns, and so on. This is the way people lived in ancient times, "Huang Zhiyong pointed to the painting he had drawn from ancient wood carvings on his phone and said. He plans to establish a lantern studio next, which will not only involve skilled villagers in the village, but also allow tourists to experience the beauty of Huizhou craftsmanship up close. Difference exploration - accurately positioning and segmentation of customer groups Today, Mount Huangshan has more than 3200 home stay groups of all kinds, and more than 10 home stay clusters have emerged. What did Mount Huangshan do right? It is the consensus of many Mount Huangshan B&B hosts that "we should not do homogeneous competition and provide differentiated products and services". to know is easy , but to do is difficult. Where does differentiation come from? Be clear headed. This sobriety not only has a deep understanding of Mount Huangshan's natural and cultural resources, but also has a deep insight into "people". In today's era of surging spiritual and cultural needs, running a homestay requires a humanistic and economic perspective. A homestay is a condensed and reflected aesthetic taste of the homestay owner, which is more likely to attract tourists with similar traits and hobbies. The key is to leverage unique supply advantages and accurately target segmented customer groups. Cheng Xinfeng, the manager of Mount Huangshan Cloud Home Inn, is a tourist food lover who attaches great importance to product details and service quality. Our positioning is a boutique vacation homestay, committed to providing customers with comfortable spaces and healthy meals, "said Cheng Xinfeng. Mount Huangshan Yunshang B&B is located in Tangkou Town, Mount Huangshan District. It creates a space of "lying on the bed and looking at the beautiful scenery" in a valley surrounded by thousands of acres of bamboo forests. Each room is equipped with an independent balcony, which is arranged like a piano black key, providing high-quality bedding and toiletries. Live comfortably and eat healthily. Cheng Xinfeng has opened a vegetable garden around the homestay to grow vegetables, raise chickens and fish, and also purchases tea, honey, and dried bamboo shoots from nearby villagers according to different seasons. All of them are products that I personally think are good for sharing with customers. I didn't expect everyone to like them too. Even after leaving the homestay, they still come to me through WeChat to order agricultural products, "said Cheng Xinfeng. Sun Min, a young entrepreneur who returned to his hometown after 1985, has targeted his customer base at tourists aged 18-40. In response to the contemporary youth's demand for "making films", Sun Min chose the homestay in Tachuan National Forest Park in Yixian County and named it the "Sapium Sapium Cultural and Creative Aesthetic Space", allowing tourists to see distant rice fields and Sapium trees by pushing the window in the guest room. Just choosing a good location is not enough. Tachuan has excellent autumn scenery. What about the other three seasons? Find a solution in terms of architectural space. Sun Min pondered over the elevated design, cloister structure, large french window, tables and chairs, outdoor swings and bamboo rafts to make every corner of the home stay meet the aesthetic standards of young people. He has a goal, 'to ensure that every guest who comes to stay can take 9 satisfactory photos, which happens to be a nine grid pattern in their social circle.' 'Prior to operation, product supply should be pushed back based on market demand.'. ”Sun Min has opened up coffee, catering, reading and other functional spaces on the first floor of the homestay, distributed all kinds of cultural and creative products in Mount Huangshan, and will also launch activities such as cooking tea in the oven and parent-child research on time. Sun Min hopes that in the future, room revenue will only account for one-third, while other secondary consumption can account for two-thirds. In the homestay in Mount Huangshan, Alina Garden is slightly different. The hosts of the homestay are a multinational couple from out of town. The male host, Amin, comes from Austria, and the female host, Huang Qiong, comes from Shenzhen, Guangdong. Their daughter, Alina, is 7 years old this year. On social platforms such as Little Red Book, Alina often appeared on the camera to share her daily life in Mount Huangshan. In the past two years, the policy of visa free entry has been relaxed, and there have been more foreign tourists. This is exactly our opportunity. We feel responsible and necessary to promote transnational exchanges and build a bridge for foreign tourists to understand Mount Huangshan. ”Huang Qiong said that foreign tourists are very interested in Chinese culture and are more willing to participate, rather than just enjoying the scenery. At present, Alina Garden takes Mount Huangshan Mountain hiking and Tai Chi as the starting point. Every morning, Huang Qiong invites hotel guests to join Alina in practicing Tai Chi. Collaborative development - resource sharing enhances the level of development. A homestay will encounter many practical problems from early planning to opening and operation. How to use idle farmhouses? How to sign the contract? The challenge lies ahead. "Encourage rural collective economic organizations to develop homestays in a whole village by registering companies, establishing cooperatives, villagers taking shares, and recovering houses on idle homestead according to law", "encourage urban residents to operate homestays through leasing houses on idle homestead with clear property rights, and cooperative operation", "support farmers and returnees to develop and use their own houses to operate homestays"... On May 1, 2024, the Regulations on the Promotion and Management of Mount Huangshan Residential Accommodation officially came into effect, clearly proposing to support the legal revitalization of idle rural construction land through multiple modes. "Many homestays in Mount Huangshan are distributed in the countryside, which has become a key to promote the overall revitalization of the countryside. There are not only local people, but also many outsiders who have stirred up the spring water with their own resources, vision and aesthetics, and promoted the development of Mount Huangshan's home stay industry. ”Wang Weizhi, head of the Rural Tourism Department of the Mount Huangshan Municipal Culture and Tourism Bureau, said that in order to let outsiders have no worries and settle down to do business, Mount Huangshan has made many useful explorations. Last year, the city introduced regulations on the promotion and management of homestays in the form of legislation, which made clear provisions on land policies, financial support, and license processing, truly giving everyone peace of mind. The homestay has opened, where do professional service personnel come from? Don't underestimate the homestay, "although the sparrow is small, it has all its organs. Compared to hotels, individual homestays may not have a large scale, but they provide a variety of services such as front desk reception, room cleaning, catering services, and personalized entertainment and experiential activities. All of these cannot be separated from the key element of "people". As early as 2022, homestay butlers have become a new profession announced by the Ministry of Human Resources and Social Security. Wang Weizhi introduced that Mount Huangshan supports Mount Huangshan College and Mount Huangshan Vocational and Technical College to set up home stay related colleges to cultivate management and operation talents. At the same time, we continue to hold training courses for homestay butlers at both the city and county levels, and a total of 335 people have obtained vocational skill level certificates certified by the human resources and social security departments. Facing the future, Xiao Hongxia, Secretary General of Mount Huangshan Huizhou Home Accommodation Association, believes that "we still need to develop together". Xiao Hongxia has been rooted in the cultural and tourism industry for more than 30 years and also operates a city homestay called "Liyang Guanting". She believes that the development of Mount Huangshan B&B can not be separated from the efforts of many B&B managers, who have explored the diversity and difference as far as possible within their ability to drive the formation of "B&B+" composite industrial clusters in various regions. This is not enough. ”Xiao Hongxia analyzed that the capacity of homestays to carry tourists is limited, but there is a lot of investment in individual units, especially in the renovation of ancient Huizhou houses, which requires huge costs and continuous investment in operation and maintenance in the later stage. This is a hurdle for homestay practitioners. For example, projects such as Huizhou opera and colorful lanterns that Shiting Painting Post is exploring still pose significant pressure for individual homestays. If we can develop together, share resources, and form an ecosystem, the entire industry will be healthier. ”Xiao Hongxia suggested that the form of homestay cluster could be used to increase co creation with external resources, such as cooperation with national travel agencies, health care institutions, parent-child platforms, etc., to form a product package of multiple homestays and jointly develop tourism products and routes, so that the service level of Mount Huangshan homestay would rise again. In December last year, Mount Huangshan City issued Several Measures to Promote the High Quality Development of the Service Industry, which included the building of a home stay cluster development platform into the category of awards and subsidies. Starting from practice, the entire process is systematic