延安清凉山红色旅游发展的战略思考

STRATEGIC CONSIDERATION OF DEVELOPING RED TOURISM IN QINGLIANG MOUNTAIN, YAN' AN

中国共产党在延安时期新闻传播事业所形成的纪念地、纪念物及其所承载的革命精神在红色旅游中具有重要地位。清凉山承载着中国革命战争和新闻传播事业的厚重历史,有着许许多多可歌可泣的动人故事。发展清凉山红色旅游,须建立"政府主导,各方参与、市场运作"机制,保持其核心竞争力;要以新闻传播行业及其高校为依托,开拓客源市场;活化清凉山红色旅游资源,强化游客精神体验等。

The commemoration places and the mementoes with the revolutionary spirits, formed during Yan＇an period by the media cause of the Communist Party of China, have the important status in the Red Tourism. Qingliang Mountain, called ＂Press Mountain＂ in the Anti-Japanese War and Liberation War of China, was the location of Party Newspaper Committee of CCCPC, Xinhua News Agency, Xinhua Radio and many other nationwide journalistic and publishing departments. Due to this, Yah＇an became the centre of revolutionary journalistic and publishing workings. Qingliang Mountain now bears the massiness history of China＇s revolutionary war and journalism with many moving epic stories, so the positive development of the Red Tourism in Qingliang Mountain has an importantly realistic and deeply historical meaning on carrying forward the ethos of Chinese nation and developing the economy and society harmoniously. Qingliang Mountain is now one of ＂Sites of Yan＇an Revolutionary Relics＂ listed among 100 ＂Classical Red Tourism Sites＂ in China by National Tourism Administration, and it＇s an uncommon opportunity with the severe competition. The paper tries to fmd out the problems existed in the marketing and promotion of the tourist products of Qingliang Mountain. It holds that the relics on Qingliang Mountain need to be fixed immediately, the marketing of Red Tourism must be defmed and the tourist products should be integrated and adjusted. First, the mechanism of ＂government-led, all quarters participation, the market operation＂ should be established to maintain the core competitiveness, which should be based on developing, researching and protecting the rich resources of revolutionary relics. Secondly, the segmentation of the market must be made, the journalists and universities should be regarded as the main the tourism market due to the strong professional specialty of products, and the provinces outside Shannxi should be set as main generating areas according to the subdivision strategy of marketing. In the end, the participation of tourists is mentioned the interaction between tourists and products is stressed on, so as to make the tourists feel and experience the life at that time and have a deep impression on Qingliang Mountain.