基于RMP分析的遵义红色旅游开发策略研究

On the Tapping Strategies of Red Revolutionary Tourism in Zunyi on the Basis of RMP Analysis

遵义红色旅游资源丰富,具有极高的知名度,但在红色旅游发展的过程中,产品优势却并不明显。作者运用RMP分析法,对遵义红色旅游发展的资源、市场、产品三方面进行了分析,认为遵义红色旅游开发,必须要创新红色旅游产品组合、完善红色旅游要素、加强宣传营销、丰富红色旅游产品的形态,以改变遵义红色旅游由于产品有效需求不足导致的客源市场狭窄、旅游消费不合理的问题。

Though the resources about red revolutionary tourism in Zunyi are legion and well-known, the advantage of products of this tourism is not obvious. Using the RMP analysis, the author analyzes the resources, market and products about the development of red revolutionary tourism, pointing out that the tapping of red revolutonary tourism in Zunyi must innovate the combination of these products, perfect the elements of tourism, strengthen the publicity of marketing, and enrich the shapes of the products of red revolutionary tourism, hoping to solving the problems like narrow market and unreasonable expenditure occasioned by the required products.