基于RMP分析模式的泉州市“海丝”专项旅游产品开发

Development of Special Tourism Products of Quanzhou Marine Silk Road Based on the Pattern of RMP

利用昂普(RMP)分析模式,对泉州市海上丝绸之路("海丝")专项旅游产品开发进行探讨。认为泉州市"海丝"旅游资源数量繁多,种类丰富;特色明显,影响力大;历史悠久,品位较高。泉州市具有开发"海丝"旅游产品的资源条件和良好的基础设施,同时旅游业整体发展较好,旅游综合收入和接待游客总量一直呈上升趋势。泉州市"海丝"旅游产品类型可分为"海丝"旅游景区(景点)产品、旅游目的地产品、旅游线路产品。同时,认为泉州市"海丝"旅游产品开发中,存在产品结构单一、体验性不强;产品概念不明晰,社会感知性不强,资源缺乏整合、品牌效应不突出等问题。提出泉州市应采取优化"海丝"专项旅游产品结构,塑造知名旅游品牌,加强旅游产品的体验性,加大旅游产品的宣传促销力度等措施。

The development of Marine Silk Road special tourism products in Quanzhou were analyzed with the pattern of RMP. It found that Marine Silk Road tourism resources are varied in quantity, rich in variety, unique in features, influential, with profound historical flavor and of high grade. Quanzhou possesses the resources and favorable infrastructure of developing Marine Silk Road tourism products along with the satisfactory overall development of the tourism industry, growing tourism revenues and rising number of visitor arrivals.The city ^ s special tourism products of Marine Silk Road fall into three types : tourist sites ( spots ) products,tourist destination products and touring route products. This paper also found faults in the single product structure, underdeveloped embodiment, , vague product conception, weak social perception, inadequate resources integration and limited brand effect. A few of solutions were thus proposed that Quanzhou should diverse its tourism products structure, set up well - known tourism brands, enrich the tourism product embodiment, publicize and promote tourism products more.