摘要
【目的/意义】通过资源、市场与产品联动路径研究赋能永修吴城镇旅游产业高质量发展,同时为其他特色旅游小镇开发提供思路借鉴。【过程/方法】以永修县吴城镇为例,采用RMP理论分析框架,辅以文献分析和实地访谈等方法,对其旅游资源、市场与产品现状、旅游开发面临的问题与挑战进行了全面梳理及诊断。【结果/结论】结果显示,保护性开发、可持续发展和利益均衡化三大原则及政府主导、文化引领、候鸟品牌和整合营销四维战略是吴城镇旅游发展的根本遵循;而挖掘资源优势、打造五彩特色产品体系和精准定位市场、构建二元营销创新体系是吴城镇旅游发展的基本策略。
【Objective/Meaning】The research on the linkage path of resources,markets and products could empower the highquality development of tourism industry in Wucheng Town of Yongxiu County,and provide ideas for the development of other characteristic tourism towns.【Methods/Procedures】By taking Wucheng Town of Yongxiu County as an example,the current situation of its tourism resources,markets and products,as well as the problems and challenges faced by the tourism development were comprehensively combed and diagnosed in this paper by using the RMP theoretical analysis framework,supplemented by the literature analysis and field interviews.【Results/Conclusions】The results showed that the three principles of protective development,sustainable development and interest balance,as well as the four-dimensional strategies of government leading,cultural guidance,migratory bird brand and integrated marketing were the fundamental principles for the tourism development in Wucheng Town,while excavating the resource advantages,creating the colorful characteristic product system,accurately positioning the market and building a dual marketing innovation system were the basic strategies for the tourism development in Wucheng Town.
作者
万田户
戴五宏
王惠琴
徐灵艳
WAN Tian-hu;DAI Wu-hong;WANG Hui-qin;XU Ling-yan(School of History,Geography and Tourism,Shangrao Normal University,Shangrao,Jiangxi 334001,China)
出处
《台湾农业探索》
2022年第1期28-33,共6页
Taiwan Agricultural Research
基金
江西省社会科学基金项目(20SH12)
江西省高校人文社会科学项目(GL20128)
上饶师范学院校级课题(202102)。
关键词
RMP理论
特色小镇
吴城镇
旅游开发
鄱阳湖
RMP theory
characteristic town
Wucheng Town
tourism development
Poyang Lake
