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Since the rise of rural tourism in China in the 1980s, the natural conditions have mainly been relied on to develop such tourism projects as flower appreciation, fruit picking, fishing, and farm foods focusing on agricultural sightseeing and experiencing the rural life, which has long ignored the cultural attributes of rural tourism, resulting in the serious homogenization of rural tourism. The author believes that exploring traditional farming culture and improving local cultural self-confidence are the effective ways to solve the problem of rural tourism homogenization, to achieve the general requirements of agricultural and rural development in the report of the 19th National Congress of the Communist Party of China on ‘industrial prosperity, ecological livability, rural civilization and affluent life’, and to promote rural revitalization.

Exploring the Traditional Farming Culture and Improving the Local Cultural Confidence: Solving the Problem of Rural Tourism Homogenization