闽粤赣边客家地区旅游产品开发研究

STUDY ON THE TOURISM PRODUCTIONS EXPLOITATION OF THE HAKKA DISTRICTS ON THE BORDER OF MIN,YUE AND GAN

“客家人”是从西晋至唐宋时期,因战乱饥荒原因,从黄河流域被迫南迁,历经五次大迁移,先后流落南方各地的中原汉人。他们分散分布于国内10省区和海外85个国家和地区,而闽、粤、赣三省的龙岩、梅州、赣州等市是主要集中居住区。近年来,闽粤赣边客家地区旅游发展迅速,本区具有较好资源基础,基本符合珠三角等经济较发达地区的市场需求,产品具有一定的竞争力,且旅游开发条件不断改善。旅游产品开发策略包括:树立客家民居、民俗为核心的旅游产品;促进产品组合开发,即项目组合、时间组合、空间组合;加强区域合作,减弱内部不良竞争,提升整体形象,提高产品竞争力。要有效地利用旅游产品开发的优势条件,实施产品开发策略,才能促进本区旅游业的持续、健康发展。

Hakka are one of the tribes of the Han nationality of the central plains, who moved to the south from Yellow River and roamed poorly about the south through the five big migrations in the period of the Xi - jin and Tang dynasty because of the chaos caused by war and famine. They are scattered over 10 provinces in China and 85 nations or districts oversea, especially, they assemble in Longyan, Meizhou and Ganzhou. In recent years, the tourism developed rapidly in the Hakka districts along the border of Fujian, Guangd0ng and Jiangxi provinces. There are fairly superior tourism resources in the regions, which properly meets the market demands of the delta of the Pearl River and is fairly competitive in tourism field. The tourism conditions are being continuously improved in the region, too. In this paper, the basic strategies of the exploitation of the tourism productions were put forward： establish a famous brand of tourism products focusing on the Hakka - house and the Hakka- custom; promote the combinative tourism products exploitation such as the project combination, the time and space combination; Reinfore cooperation among regions and minimize the unreasonable competition. All the measures will enhance the overall images and the competitive capacity of the tourism products. Furthermore, we should effectively utilize the superiority of the tourism products exploitation and implement the exploitation strategies, so that we can promote the tourism continuously and healthily in the regions.