Why Does The Rural Ecological Farm Succeed From The Perspective Of Tourism Gaze

The report of the 19th National Congress of the Communist Party of China put forward the strategic goal of rural revitalization,and put forward the 20 word general requirement of "prosperous industry,livable ecology,civilized rural style,effective governance,and prosperous life".In 2018,the Opinions of the CPC Central Committee and the State Council on the Implementation of the Rural Revitalization Strategy proposed "the implementation of leisure agriculture and rural tourism boutique project",marking that rural tourism has become an important fulcrum to achieve rural revitalization.The report of the 20th National Congress of the Communist Party of China further emphasized that "we should give priority to the development of agriculture and rural areas,adhere to the integrated development of urban and rural areas,and smooth the flow of urban and rural elements." Local governments actively develop rural tourism by improving the rural ecological environment,so as to expand the rural development space.However,as an important business entity in the rural tourism industry,the development of ecological farms is uneven and has not received sufficient attention and discussion.Therefore,it is of great theoretical value and practical significance to carry out research on the role interaction of different subjects in the development process of rural ecological farms and explore the successful mechanism of rural ecological farms in order to promote the sustainable development of rural tourism industry,achieve urban-rural integration development and rural ecological revitalization strategy.Focusing on the core issue of "why the rural ecological farm is successful",this paper,from the perspective of tourism gaze theory,takes Panpu Farm,Anhui County,as a case study,examines the evolution and basic status quo of Panpu Farm from the diachronic and synchronic dimensions,and reveals the tourist gaze,the gaze of the host as the scene creation and the gaze of the government as the project operation,explore the three gaze subjects of tourists,the host and the government and their interaction,so as to find a possible path for the revitalization of the rural tourism industry.The study found that the rural ecological farm is a complex product of gaze projection and interaction between tourists,hosts,local governments and other different participants based on their own experience,needs and ideas.First,the development process of rural ecological farms is the result of multi subject gaze interaction.After the staring dialogue,different staring subjects have obtained a relatively stable interaction relationship,which is the basis for ecological farms to create tourism scenes,construct local culture and repair rural culture.Second,the reproduction of different rural landscapes is the source of attraction of eco farm tourism.The main participants of the ecological farm follow the logic of landscape manufacturing in the development of the farm,and carry out the investment and combination of industrial elements in accordance with the timing of agriculture,tourism and culture,maintain the continuous production and innovation of the differential rural tourism landscape,and constantly update the rural tourism landscape system.Third,the system logic of industry village integration has profoundly affected the development foundation of rural ecological farms.In order to maintain the landscape effect,rural ecological farms constantly build and update tourism scenes,which is inseparable from the government’s policy support on rural collective land circulation and land use change,thus affecting the attention of ecological farms to the government’s gaze.The higher the degree of integration between ecological farms and local villages in terms of interpersonal,organization,resources,etc.,the easier it is to obtain the government’s preference in project resources and land policies,and the more stable the institutional environment of rural tourism industry.In a word,as the epitome of promoting the development of rural tourism industry,the revitalization of rural ecological farms is a process of benign coupling among the three main bodies.Through urban and rural development planning,the government needs to optimize the top-level design of the industry and actively engage in dialogue with other market players and consumers,and build rural ecological farms according to local conditions,so as to enhance the value of rural characteristic industries,expand the chain of industrial forms,and share the benefits of ecological revitalization.How to cultivate a rural tourism industry that can meet the needs of the market and the people by adjusting the interaction between the main bodies and integration development of urban and rural area,so as to achieve the linkage between rural ecological revitalization and industrial revitalization,is an important topic worthy of continuous in-depth discussion.