红色旅游市场可持续开发中存在的问题及策略研究  

Problems Existing In Sustainable Development of Revolutionary Tourism and Corresponding Strategies

作　　者：徐和清[1] 郑振华[1] 

机构地区：[1]江西上饶师范学院经济与管理学院,江西上饶334001

出　　处：《江苏商论》2011年第12期127-129,共3页Jiangsu Commercial Forum

摘　　要：目前红色旅游市场开发中未能有效处理好教育目标和经济目标、教育手段和游乐手段、顾客被动接受与主动参与、政府宏观垄断管理与微观主体自主经营角色等四类关系,导致红色旅游可持续开发动力不足。为此,在协调四类关系基础上,提出促进红色旅游市场可持续开发的主要策略,包括:突出以顾客价值为导向的市场定位创新,顾客引导和参与相结合的红色旅游体验创新,坚持顾客感知教育价值为主、感知游乐价值为辅的红色旅游资源整合开发创新,政府宏观管理角色和微观主体自主经营角色的优化组合创新。Presently,our country has failed to effectively fulfill our nation＇s education objective and economic target;failed to improve recreational means and teaching methods;failed to assort with customers＇ passive and active participation in business activities;and also failed to keep balance between governments＇ monopoly management and industrialists＇ self-management,which leads to a lack of essential driving force in the process of exploiting revolutionary tourism.Therefore,the essay sets a footing on how to cope well with the four contradictions mentioned above and raises several suggestions on how to promote the sustainable development of our country＇s ＂Red Tourism＂,including： set up a customer-value – oriented market system;provide a new kind of revolutionary history tour in combination of customers＇ guidance and participation;adhere to taking customers＇ perceived values seriously,along with their perceived values on recreation;better regroup the managing roles of the government and the non-government organizations.

关 键 词：红色旅游 可持续开发 顾客价值 

分 类 号：F590.3[经济管理—旅游管理]