基于RMP分析的阳明古镇研学旅游产品开发研究

Research on Tourism Product Development of Yangming Ancient Town Based on RMP Analysis

研学旅行具有社会、经济、人才等综合效应,在增强青少年实践能力,培育爱国热情与家国情怀,激发旅游市场活力等方面具有重要作用,是新形势下推进文旅产业高质量发展的重要抓手之一。余姚阳明古镇开发研学旅游既具有丰富的经济、文化、社会和教育价值,又具备明显的区位、资源、环境和经济等先发优势。运用昂普(RMP)旅游产品开发理论,分析余姚阳明古镇的研学资源(R)、市场条件(M)和研学产品(P),从创设阳明思想研究院联盟,推选智慧文旅融合项目“阳明奖”,设立高校学生实践团队阳明主题风采展,打造青少年阳明文化历史欢聚地等四大功能载体入手,提出阳明古镇研学旅游产品开发的创新路径。

Study travel has comprehensive effects on society,economy and talents.It plays an important role in enhancing the practical ability of young people,cultivating patriotism and patriotism,and stimulating the vitality of the tourism market.It is one of the important starting points to promote the high-quality development of the cultural and tourism industry under the new situation.Yuyao Yangming ancient town not only has rich economic,cultural,social and educational values,but also has obvious advantages in location,resources,environment and economy.Using RMP theory of tourism product development,research learning resources of Yuyao Yangming’s ancient town(R),market conditions(M),and studies the product(P)were analyzed from the establishment of Yangming thoughts institute alliance,the selection of wise brigade fusion project“Yangming award”,setting up university students’practical team Yangming theme style show,the creation of teenagers Yangming culture and history gathering place four big functions,put forward Yangming ancient town research tourism product development innovation path.