汉中市“上巳节”节庆旅游产品开发研究

Research on the Development of Festival Tourism Products for"Shangsi Festival"in Hanzhong City

采用RMP(昂普)分析法,从资源、市场、产品三方面对汉中市上巳节节庆旅游活动进行了分析。结果表明:汉中市有上巳会的传统,以及丰富的和上巳节活动相关的资源,交通便利,每年的游客数呈稳步增长的趋势。随着文化自信的提升,以传统文化为基础的传统活动发展潜力巨大。为此,提出了在汉中市上巳节活动中开发观光型旅游产品、体验型旅游产品、休闲型旅游产品、其他旅游产品等建议,以期巩固汉中市以汉文化为主的旅游形象,为丰富和完善汉中市节庆旅游提供参考。

This paper selects Hanzhong City and analyzes the festival tourism activities of Shangsi Festival in Hanzhong from three aspects:resources,markets and products.It is found that Hanzhong City has the tradition of the Shangsi Festival,as well as abundant resources related to this festival.The transportation is convenient and the number of tourists is increasing steadily every year.With the improvement of cultural self-confidence,the development potential of traditional activities based on traditional culture is huge.Accordingly,based on the research,this paper puts forward four suggestions to develop sightseeing tourism products,experience tourism products,leisure tourism products and other tourism products in the Shangsi Festival activities in Hanzhong City,with a view to consolidating Hanzhong's tourism image based on Han culture and providing reference for enriching and improving Hanzhong's festival tourism.