有著“中國第一漁業(yè)大縣”稱號的榮成市，現(xiàn)在又打響了旅游牌。這里有天盡頭、圣水觀、九頂鐵槎山等自然景觀，也有民俗村、牧云庵畫村、南車花村等人文景觀。榮成市對此采取了“誰投資、誰開發(fā)、誰受益”的多元化文化旅游經(jīng)營模式，全面動員農(nóng)戶、山村、漁企賣起了“風(fēng)景畫”、念起了“山海經(jīng)”，激活了文化旅游市場，帶起了10萬農(nóng)民從事文化旅游業(yè)。2003年，榮成市年接待游客260萬人次，年實現(xiàn)旅游收入8億元。
　　
　　住住膠東莊戶樓
　　
　　住上幾宿膠東特色的農(nóng)戶別墅樓、茅草屋、熱坑頭，吃上幾口沿海大鍋風(fēng)味的熬菜、煮魚、手扒扇貝，都有著無窮別樣的純樸滋味記心頭。充分利用這一人居、美食的文化內(nèi)涵，聰明的榮成農(nóng)民亮出了“漁家游”的招牌，引來了絡(luò)繹不絕的國內(nèi)游客和日、韓友人。榮成從事“漁家游”的農(nóng)戶數(shù)現(xiàn)已多達1300多個。
　　榮成市成山鎮(zhèn)的河口村從2001年9月決定走“漁業(yè)捕撈向農(nóng)戶‘漁家游’轉(zhuǎn)型的新路子”。他們投資500多萬元鋪設(shè)了戶戶相連的地下排水管道、巷巷相連的鵝卵石硬化路面，安裝了遍布全村的路燈，依山傍海地建起了集美化、綠化于一體的街心花園、多功能游樂園。村里對達標(biāo)“漁家游”的100多戶每戶無償給予6000元的資金支持。村里還與北京、青島、煙臺、威海等處的82家旅行社建立了長期的業(yè)務(wù)關(guān)系，僅去年這個村100多戶就接待日、韓等外國友人及國內(nèi)游客多達9000人次，“漁家游”拉動全村戶均增收3000多元。
　　為了保證“漁家游”規(guī)范、有序地形成持續(xù)效益，榮成市每年都組織接待業(yè)戶進行禮節(jié)用語、衛(wèi)生標(biāo)準(zhǔn)、治安保衛(wèi)、文明服務(wù)等多方面的培訓(xùn)教育，所有接待業(yè)戶全部持有衛(wèi)生監(jiān)督部門頒發(fā)的健康體檢合格證，所有接待業(yè)戶家庭都具備水沖式的衛(wèi)生間、整潔的廚房、干凈的客房等條件。
　　
　　體驗民風(fēng)民俗
　　
　　榮成市依托獨特的自然優(yōu)勢和人文優(yōu)勢，轉(zhuǎn)化出潛在的經(jīng)濟優(yōu)勢，更是漁村勁舞旅游朝陽產(chǎn)業(yè)、唱紅長城內(nèi)外的又一長遠發(fā)展謀略。
　　位于偉德山西麓的朱埠村，發(fā)揮境內(nèi)道教圣地圣水觀和偉德山豐富旅游資源的優(yōu)勢，累計投資4000多萬元，恢復(fù)和重建了大批景點，將這里建成了集自然風(fēng)貌與人文景觀為一體、年接待游客近百萬人次的省級風(fēng)景名勝區(qū)。這個村還投資500多萬元，建起了“榮成偉德將軍碑廊”，廊內(nèi)矗立著130多位曾擔(dān)任中國人民解放軍副軍職以上職務(wù)榮成籍將軍的功德碑，每塊碑石上都鐫刻著他們的手跡和生平。這里既成為一處有影響的旅游景點，也成為山東省愛國主義教育基地；桃園村集體投資700萬元，建成了集“吃、住、游、玩、購”于一體的“沿海民俗村”。這一“沿海民俗村”擁有40幢漁家民居、一處海上餐廳、一處剪紙藝術(shù)館、10艘游艇、可容200人的釣魚臺，建成了20公頃海域的“海上樂園”，年累計接待國內(nèi)外游客10萬余人次。
　　目前，榮成市還涌現(xiàn)出了戶戶有畫匠的“牧云庵畫村”、家家花盈門的“南車花村”、村村有戲班的“上莊戲鎮(zhèn)”等20多個風(fēng)格迥異的文化旅游新亮點。
　　
　　漁企興起“風(fēng)光游”
　　
　　榮成市的成山頭風(fēng)景區(qū)是國家級風(fēng)景名勝區(qū)。他們通過引進股份制，將其改造成由市旅游局、成山鎮(zhèn)政府和西霞口集團共同參股的股份制企業(yè)，經(jīng)營管理權(quán)下放給西霞口集團。這一舉措較好地調(diào)動了各方面的積極性，西霞口集團這個漁字號的現(xiàn)代企業(yè)，投資2.5億元建起了成山頭野生動物自然保護區(qū)，成為全國首家村辦放養(yǎng)式野生動物自然保護區(qū)，現(xiàn)已有東北虎、非洲獅、海豹、黑熊、梅花鹿等70多種動物在保護區(qū)內(nèi)安家落戶。他們在建好成山頭景區(qū)內(nèi)賓館、圖書館、觀海長廊、海洋生物展覽館等設(shè)施和新景點建設(shè)的同時，還組建了西霞口國際旅行社、威海華龍旅行社和煙臺裕霞旅行社。如今，一年四季來西霞口的旅客絡(luò)繹不絕，成了遠近聞名的旅游勝地，使這個景區(qū)年旅游收入達到以前的30多倍。
　　另外，榮成市為了更好地調(diào)動社會力量辦文化旅游，還相繼將槎山風(fēng)景區(qū)經(jīng)營權(quán)下放給了人和鎮(zhèn)及五家漁業(yè)骨干企業(yè)、將石島海濱浴場經(jīng)營權(quán)下放給了石島水產(chǎn)供銷集團、天鵝湖游樂園的經(jīng)營權(quán)下放給了馬山集團；好當(dāng)家集團還投資1.2億元建起了集農(nóng)業(yè)生態(tài)觀光園、休閑度假村為一體的“聞濤旅游度假村”工程。
　　目前，榮成市轄區(qū)的80多處旅游景點已經(jīng)形成了“以沿海自然景觀和人文景觀為依托，以高雅文化與民俗文化相結(jié)合，以整體推進與重點突破相結(jié)合”的“榮成千里海疆文化旅游長廊地帶”。
　　
　　T he Shandong-based Rongcheng City now is making an effort to develop the tourism industry. Within the territory of Rongcheng, there are some natural scenic spots, such as Tianjintou (Heaven’s End), Shengshuiguan (Holy Water Taoism Temple), and Jiuding Tiecha Mountain (Nine-Peak Iron Boat Mountain), as well as some cultural sites, such as the Folk Custom Village, Muyunyan Painting Village, and Nanche Flower Village. In order to encourage tourism, Rongcheng has implemented a series of polices to mobilize 100,000 peasants to engage in tourism related practices.
　　Take Hekou Village, Chengshan Town, for instance. In September, 2001, this village decided it should turn itself from a fishery village to a village engaged in fishering tourism. They then invested five million yuan in reconstructing new infrastructure for the village, through which new roads were paved, new street lamps were installed, and scenic gardens and amusement parks were constructed. To attract domestic tourists, this village has established long-term business relationships with 82 travel agencies in Beijing, Qingdao, Yantai, and Weihai. Thanks to this kind of energetic tourism promotion, Hekou Village received more than 9,000 tourists during 2003. Many were mainland Chinese, but others came from such foreign countries as Japan and South Korea, turning over revenues of more than 3,000 yuan though tourism business for each family in the village.
　　Another prime example is Zhubu Village, the place where the Shengshui Taoist Temple and Weide Mountain, two famous tourism spots in Shandong, are located. Taking advantage of these natural and cultural resources, Zhubu invested more than 40 million yuan in constructing a group of scenic spots, turning the village into a provincial-level scenic site that now receives nearly one million tourists every year.
　　In addition, Zhubu invested more than five million yuan in constructing the Rongcheng Weide Generals’ Tablets Corridor, in which more than 130 stone tablets are erected, recording the handwriting calligraphy and lifetime achievements of more than 130 People’s Liberation Army generals that were born in Roncheng. This tablets corridor is not only a tourism spot, but also is a patriotic education base in Shandong Province.
　　Taoyuan, another village in Rongcheng, collectively invested seven million yuan in constructing a “Coastal Folk Customs Village,” which integrates the functions of catering, boarding, tourism, amusements, and shopping. At present, this village has 40 fishermen’s apartments, one on-the-sea restaurant, one paper-cut art hall, 10 yachts, a fishing stand that can accommodate 200 people, and an on-the-sea paradise covering an area of 20 hectares that can receive more than 100,000 tourists every year.
　　The Cape Chengshan Scenic Spot in Rongcheng is a national-level scenic area. Through implementing the stockholding system, now this scenic spot has been incorporated as a stockholding enterprise that is jointly owned by Rongcheng Tourism Bureau, Chengshan Town Government, and Xixiakou Group. Xixiakou Group, the actual managing shareholder of the scenic spot, invested 250 million yuan in constructing the Chengshan Cape Natural Reserve for Wild Animals, which provides home to more than 70 kinds of animals, such as Northeast China tigers, African lions, seals, bears, and spotted deer. Besides constructing a hotel, a library, a long corridor for sea watching, and an aquatic animals exhibition hall, the Xixiakou Group has also established Xixiakou International Travel Agency, Weihai Hualong Travel Agency, and Yantai Yuxia Travel Agency to provide tourism services for both domestic and foreign guests. Nowadays, tourists come to Xixiakou throughout the year, turning this place into a famous tourism resort in Rongcheng.

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