How to innovate and expand consumption, how to innovate and promote rural revitalization and explore the Chinese-style modernization of the countryside? The "Village Super" and "Village BA" in Guizhou provide a typical example of great enlightenment, and this paper aims to explore the underlying logic and enlightenment of its hot circle.

1. the underlying logic of Guizhou's "village super" and "village BA" hot out of the circle

The bottom logic of Guizhou's "village super" and "village BA" can be summarized as "four-wheel drive".

First, the cultural genes of happy football and happy basketball resonate strongly with the spirit of the times and emotional demands. People are increasingly pursuing products that can move people's hearts and produce emotional and spiritual resonance. Guizhou's "Village Super" and "Village BA" have become the top of the circle. The essence is the pursuit of a better and happy life and the carnival of the public. What is released is happiness energy, human heart dividend and spiritual dividend. Football and basketball have a very broad mass base, and the Chinese have a unique complex for football and basketball. Two-thirds of the more than 1100 people in Taijiang Taypan Village play basketball. The village's annual basketball match has never been interrupted since 1936. Rongjiang's football culture began in the 1940 s. 50000 out of 385000 people in the county can play football. There are 14 public standard football fields. It is a typical county of national county football. The local villagers can be described as "singing when they can talk, and walking. Just play football". The reason why Guizhou "Village Super" and "Village BA" have such a strong charm lies in the genes of happy football and happy basketball. Because pure, because of love, so wonderful. The players who play and play football come from all walks of life. There are excavator drivers, carpenters, fishmongers, shop owners, construction workers, repairmen, and vendors. They are all ordinary people, but on the court, they become Superman and radiant. During the game, they became Messi, Ronaldo and Neymar, and they can also show famous shooting scenes such as "full moon machete" and "dead angle barbed.

The second is to open up the national cultural customs of Guizhou in the way of ball games to form a national carnival. Guizhou's "Village Super" and "Village BA" have become big stages to experience Guizhou's ethnic culture and customs. At the opening and intermission, there will be folk performances and cheering activities such as Dong's big songs, Lusheng, ethnic dances, playing Wang Mugu, children's gymnastics, and dancing together. The colorful ethnic style on the stadium has become a national immersion carnival, it has become a big show for folk songs and dances, costumes, native products, food, etc., and the fiery modern football and traditional national culture are perfectly integrated and complement each other. There are more than 1000 ethnic minority festivals in Guizhou Province, which are known as "the province of thousands of festivals" and "sports, ethnic culture and local cuisine", making Guizhou "village super" and "village BA" a super party for the whole people.

Third, since the media and new media play a role in amplifying and detonating. The popularity of "village super" and "village BA" in Guizhou cannot be separated from the huge communication power of self-media and new media. Guizhou farmers in the information age have produced "new three changes", that is, "mobile phones become new agricultural tools, data become new agricultural materials, and live broadcast becomes new agricultural work". The popularity of "village super" and "village BA" in Guizhou is precisely because of the wings of self-media and new media. Every township in Rongjiang has a live broadcast service center, and every village has a live broadcast point and a "live broadcast talent" spokesperson. The county has cultivated more than 12000 new media accounts and more than 2200 local live broadcast marketing teams. Guizhou "Village Super" and "Village BA" through the global all-media matrix, the national self-media communication sharing to drive the heat, expand the influence of the event, and then attract all kinds of self-media teams to flock to promote. "Net Red"'s own traffic also pushed the attention of the event to a new climax, making the event a hot spot for the whole people. Then CCTV and other authoritative national media reported, celebrity commentary and participated in the dissemination, pushing the popularity of the event to the top.

Fourth, behind the popularity of "village super" and "village BA" is the strong resonance brought by the huge energy of Guizhou's rapid development. In the past ten years, Guizhou has developed rapidly and has undergone earth-shaking changes, gathering and releasing huge energy. The national carnival of "Village Super" and "Village BA" in Guizhou is behind the huge energy accumulated and released by the golden decade of Guizhou's development. It is a direct manifestation of the development results being shared by the people, and it is also the local government's insistence on "people-centered"., The result of silently doing a good job of service guarantee behind the scenes. In addition, the simple and kind folk customs of Guizhou and the self-confidence and pride of the people of Guizhou after making great achievements in local development have built a moving cultural landscape.

The enlightenment of the 2. to make consumption and promote the high-quality development of cultural tourism.

Guizhou "Village Super" and "Village BA" not only explore a mass sports development model, but also explore a new way to do prosperous cultural tourism consumption, promote the deep integration of cultural tourism and high-quality development, and solve the high-quality tourism The bottleneck facing development has important enlightenment significance.

(I) to a better and happy life as the power point, to create the core attraction of tourism and super travel IP. In the past to create tourism core attractions and cultural tourism super IP, often large investment in the construction of large scenic spots, large theme parks or tourism real estate to build all kinds of cultural tourism towns, complexes, in the country formed a large number of inefficient debt stock assets, but in fact consumption is not much. Guizhou "Village Super" and "Village BA" explore new ways to take a beautiful and happy lifestyle as a powerful attraction to release "happiness value" and "heart dividend" with happiness ". This model returns to the essence of sports, cultural tourism consumption and life. In the face of increasingly fierce competition and changes in consumer demand, the development of cultural tourism needs to deeply explore and release emotional and spiritual values.

(II) takes the new host-guest relationship as the fulcrum to achieve co-creation of value and shared happiness. Guizhou "Village Super" and "Village BA" make local residents, various service entities and foreign tourists who come to watch the game a community of sharing happiness and creating value together. Behind the fire is a strong resonance for a better life, and tourists are also hosts or relatives. There are no tickets to watch the game, and water and food are also provided free of charge. The host and guests share the happiness brought by the game carnival. This kind of sharing happiness and creating happiness together is the essence of mass sports and the happiness that mass tourism should have in the new era. Moreover, the carnival is not only at the stadium scene and the local area, but also online and offline linkage, achieving a mass carnival full of fireworks.

The (III) takes the villagers as the protagonist and reconstructs the relationship between the masses, tourists, capital and the government. The protagonists of Guizhou's "Village Super" and "Village BA" are villagers. The initiation of the competition, the arrangement of the competition schedule, the promotion rules and the performance of the program are all organized, decided and implemented by themselves. The stadium is not closed and tickets are sold without closing the door. The villagers have the final say in repairing the stadium, organizing the competition and rewarding prizes. From players to referees, they are all local villagers, ensuring the original flavor of the rural competitions. For those who watch the ball from other places, volunteers at high-speed railway station drive the way for free, and free water and other items are also delivered in the stadium. The popularity of Guizhou's "Village Super" and "Village BA" is inseparable from the government's full service guarantee in all aspects. It is precisely because the government is invisible behind the scenes and has no capital to dominate the competition that the competition maintains its pure charm. Become the main body of joy.

The (IV) takes the mass movement as the contact point, opens the history and the national folk culture customs and creates the new folk custom. Guizhou "Village Super" and "Village BA" use modern sports such as football and basketball to open up Guizhou's rich and colorful ethnic folk customs, fully display Guizhou's national spiritual resources and historical and cultural traditions, and make them compatible with popular culture and popular culture in the era of globalization. The combination of culture has cultivated and formed a "new folk custom" that attracts the world ". "Village Super" and "Village BA" are the perfect integration of modernity and tradition. They have become joyous events that promote communication, display local characteristics, inherit and promote national folk culture, and become an important platform for displaying Chinese charm and attracting global attention.

The Enlightenment of 3. on Promoting Rural Revitalization and the Development of Chinese Modernization

Guizhou "Village Super" and "Village BA" not only have important enlightenment significance for the high-quality development of cultural tourism, but also become an important example of promoting rural revitalization and an important window for observing Chinese-style modernization.

(I) opens a new path of rural revitalization and Chinese modernization with strong endogenous power. The success of Guizhou's "Village Super" and "Village BA" vividly interprets the broader space for restoring rural vitality and realizing rural revitalization. The most urgent need for China's rural revitalization and rural modernization is to form a strong endogenous driving force, make the countryside an ideal place to live, and truly enhance the self-confidence, pride and creativity of the rural people, so that the rural people can go back and are willing to go back to the countryside, so that urban residents can yearn for the countryside and rush to the countryside, So that rural development can be integrated into the tide of modernization in a larger scope and deeper degree, guizhou "village super" and "village BA" undoubtedly become a typical example.

(II) open a new path of rural revitalization and Chinese-style modernization in a modern and fashionable way. Guizhou "Village Super" and "Village BA" perfectly integrate modern and passionate football and basketball with the rich and colorful national folk culture, reflecting the majestic and progressive power of promoting Chinese-style modernization. it shows the appearance of a happy China, a healthy China and a beautiful China. Farmers in Guizhou mountain villages usually go to work, turn into "grassroots stars" on the court on weekends and evenings, and enjoy modern life in traditional mountain villages. "Village super" and "village BA" activate the local economy, but also promote the formation of a modern industrial system, the ball game organization to promote the construction of a modern rural governance system. The wide application of new technologies such as big data and mobile Internet, and modern transportation and public service systems such as high-speed railways and highways have enabled Guizhou villages to quickly integrate into modern society. More importantly, Guizhou's "village super" and "village BA" have strongly promoted the modernization of rural farmers, and the modernization of people is the key to Chinese modernization.

(III) three-dimensional display of the achievements of Chinese-style rural modernization, to tell the world the story of the Chinese countryside. Guizhou's "Village Super" and "Village BA" fully confirm the tolerance, openness and strong vitality of the Chinese nation and contemporary China, and reflect the charm of the world's diverse civilizations and excellent Chinese traditional culture that infiltrate, integrate, and complement each other. Foreign Ministry spokesperson Hua Chunying praised on Twitter, and the famous British star Michael Owen sent congratulations. Singapore's Lianhe Zaobao published an article "China's" Village BA "is comparable to the American NBA in China" and "Village BA" highlights the vitality of China's rural areas ", telling people's most sincere and passionate love for basketball and showing the vitality of China's rural areas. China Daily published a full-page distribution of "A league of its own (Guizhou Taiwan Plate: Starting a Basketball Tournament Belonging to the Countryside)". Guizhou "Village Super" and "Village BA" have become classic examples of three-dimensional, comprehensive display of China and telling Chinese stories well.

(author: Shi Peihua; unit: Nankai University modern tourism development provincial co-construction of collaborative innovation center; Editor: Song Yuqiu)