RMP视角下曲阜市儒家文化研学旅行产品开发

Development of Confucian Culture Research Travel Products in Qufu City from RMP Perspective

曲阜市作为孔子故里,素有“东方圣城”之称,儒家文化资源丰富。运用RMP理论对曲阜儒家文化研学旅行资源和市场需求进行分析,结果发现:曲阜儒家文化研学旅行资源类型多样且具有多层次价值;曲阜研学旅行市场包含中小学生、大学生、中青年、老年四个市场,但当前仅开发了中小学生研学市场,尚未开发其他市场。在此基础上得出全生命周期的研学旅行产品开发模式,以期为曲阜市儒家文化研学旅行产品开发提供参考。

Qufu City,as the hometown of Confucius,is known as“the Holy City of the East”,and is rich in Confucian cultural resources.Based on the theory of RMP development,this paper analyzes the travel resources and market demand of Qufu Confucian culture research travelin qufu city,and finds that:Qufu Confucian culture research travel resources have various types and multi-level value;Qufu research travel market includes four groups:primary and middle school students,college students,young and middle-aged,and elderly.But at present only the primary and middle school student research market has been developed and has not developed the other market.Based on the analysis of RMP theory.This paper puts forward the product development of the whole life cycle study travel model,in order to provide reference for the development of Confucian culture research travel products in Qufu city.