【摘要】：伴隨著建黨九十周年的到來及紅色旅游發(fā)展理論的深入，，漸趨成熟的紅色旅游將邁向全面發(fā)展階段，紅色旅游發(fā)展將進(jìn)一步提升質(zhì)量和效益注重發(fā)展理念，增強(qiáng)吸引力和感染力，增強(qiáng)發(fā)展后勁和活力，從而最大限度發(fā)揮其政治效益、社會(huì)效益和經(jīng)濟(jì)效益，進(jìn)入可持續(xù)發(fā)展的新階段。 “大西柏坡”位于平山縣境內(nèi)，處于河北省西部，太行山東麓。距平山縣城45公里，距省會(huì)石家莊85公里，在五大革命圣地中是距離首都北京最近的一個(gè)。作為新中國(guó)成立前最后一個(gè)農(nóng)村根據(jù)地，有著極其深遠(yuǎn)的歷史意義和紀(jì)念意義。其范圍主要包括：溫塘鎮(zhèn)、西柏坡鎮(zhèn)、崗南鎮(zhèn)、古月鎮(zhèn)、下槐鎮(zhèn)、蘇家莊鄉(xiāng)、北冶鄉(xiāng)五鎮(zhèn)兩鄉(xiāng)的全部行政轄區(qū)合計(jì)面積約755.8km2和崗南水庫合計(jì)面積約56.8km2，總面積約812.6km2�！按笪靼仄隆睋碛胸S富的紅色旅游資源、綠色生態(tài)旅游資源和特色旅游資源，但目前的發(fā)展?fàn)顩r還處于相對(duì)粗略的發(fā)展?fàn)顟B(tài)。 文章運(yùn)用模糊綜合評(píng)判法通過“大西柏坡”與井岡山革命圣地的對(duì)比分析，結(jié)合“大西柏坡”的實(shí)際情況對(duì)“大西柏坡”紅色旅游的進(jìn)行了SWOT分析，分析表明：“大西柏坡”旅游資源豐富、獨(dú)特、內(nèi)在價(jià)值高，而且開發(fā)利用的價(jià)值高；不僅在河北省具有明顯的開發(fā)優(yōu)勢(shì)，在國(guó)內(nèi)外也具有很大的開發(fā)利用潛力。且毗鄰省會(huì)石家莊環(huán)繞京津、太行山麓，位于環(huán)首都經(jīng)濟(jì)圈、環(huán)渤海經(jīng)濟(jì)圈，外部交通較為發(fā)達(dá)，但是其核心競(jìng)爭(zhēng)力遠(yuǎn)低于開發(fā)相對(duì)成熟的井岡山，并存在著產(chǎn)品知名度低，景點(diǎn)分散從業(yè)人員素質(zhì)低，服務(wù)配套設(shè)施不完全，旅游商品開發(fā)落后等劣勢(shì)同時(shí)受到資源環(huán)境威脅、極化效應(yīng)威脅和同產(chǎn)品競(jìng)爭(zhēng)威脅。說明“大西柏坡”紅色旅游圣地在產(chǎn)品開發(fā)、產(chǎn)品組合及創(chuàng)新、基礎(chǔ)設(shè)施建設(shè)及政府支持策略等方面還有一定的差距。 通過以上分析并提出了有關(guān)相應(yīng)對(duì)策，在紅色旅游的發(fā)展質(zhì)量方面：一是要完善紅色旅游資源保護(hù)體系，加強(qiáng)旅游資源的保護(hù)力度使紅色旅游資源可持續(xù)利用；二是推進(jìn)產(chǎn)業(yè)結(jié)構(gòu)升級(jí)和產(chǎn)品結(jié)構(gòu)優(yōu)化，以此加強(qiáng)旅游資源的吸引力；三是要加強(qiáng)區(qū)域聯(lián)動(dòng)以節(jié)約旅游建設(shè)投入成本，優(yōu)化旅游區(qū)域產(chǎn)業(yè)結(jié)構(gòu)；以全面提升紅色旅游的發(fā)展質(zhì)量。 在提高服務(wù)管理水平方面要加強(qiáng)基礎(chǔ)設(shè)施管理和服務(wù)，運(yùn)用網(wǎng)絡(luò)技術(shù)等高科技手段完善旅游經(jīng)營(yíng)和管理服務(wù)系統(tǒng)，以此來節(jié)約自身管理成本，并滿足旅游消費(fèi)者的個(gè)性化需求，來增強(qiáng)旅游產(chǎn)品的競(jìng)爭(zhēng)力。 在旅游產(chǎn)品市場(chǎng)營(yíng)銷方面，則要加大市場(chǎng)營(yíng)銷力度，以增強(qiáng)產(chǎn)品的知名度，營(yíng)銷方式包括網(wǎng)絡(luò)營(yíng)銷、旅游直銷、品牌促銷、公共關(guān)系促銷等。 在紅色旅游相關(guān)政策及管理方面，應(yīng)該消除行政壁壘，借鑒韶山經(jīng)驗(yàn)，改革并建立紅色旅游管理機(jī)制突破行政管理瓶頸以實(shí)現(xiàn)紅色旅游可持續(xù)發(fā)展。
[Abstract]:With the arrival of the 90th anniversary of the founding of the Party and the deepening of the theory of the development of red tourism, the gradually maturing red tourism will move towards the stage of all-round development, and the development of red tourism will further enhance the quality and benefit of the development concept. Strengthen the attraction and appeal, strengthen the development stamina and vitality, so as to give full play to its political, social and economic benefits, and enter a new stage of sustainable development. Big Xibaipo is located in Pingshan County, in the west of Hebei Province, the eastern foot of Taihang Mountain. It is 45 km from Pingshan County and 85 km from Shijiazhuang, the capital city. As the last rural base area before the founding of New China, it has profound historical significance and memorial significance. Its scope mainly includes: Wentang Town, Xibaipo Town, Gangnan Town, Guyue Town, Xiahuai Town, Sujiazhuang Township, Beiyiexiang five Township two townships total area about 755.8km2 and Gangnan Reservoir total area about 56.8 km ~ 2, total area about 812.6km2. "Great Xibaipo" has abundant red tourism resources, green ecotourism resources and characteristic tourism resources, but the current development situation is still in a relatively rough state of development. By using the method of fuzzy comprehensive evaluation, this paper makes a SWOT analysis of the red tourism of "Great Xibaipo" through the comparative analysis of "Great Xibaipo" and the revolutionary sacred site of Jinggang Mountain, combined with the actual situation of "Great Xibaipo". The analysis shows that "Da Xibaipo" is rich in tourism resources, unique, high in intrinsic value and high in value of exploitation and utilization, which not only has obvious development advantages in Hebei Province, but also has great potential for exploitation and utilization at home and abroad. Besides, Shijiazhuang is adjacent to the capital city of Beijing and Tianjin and the foothills of Taihang Mountain. It is located in the economic circle around the capital city and the economic circle around the Bohai Sea. The external transportation is relatively developed, but its core competitiveness is far lower than that of the relatively mature Jinggangshan, where the development is relatively mature, and the products are not well known. At the same time, the weak points such as low quality of scattered employees, incomplete service facilities, backward development of tourism commodities and so on are threatened by resources and environment, polarization effect and competition with products. It shows that there are still some gaps in product development, product mix and innovation, infrastructure construction and government support strategy. Through the above analysis and put forward the corresponding countermeasures, in the development of red tourism quality: first, to improve the red tourism resources protection system, strengthen the protection of tourism resources to make the sustainable use of red tourism resources; The second is to promote the upgrading of industrial structure and the optimization of product structure, so as to enhance the attraction of tourism resources, third, to strengthen regional linkage to save the investment cost of tourism construction, and to optimize the regional industrial structure of tourism. In order to improve the overall development of red tourism quality. In order to improve the level of service management, we should strengthen infrastructure management and service, improve tourism management and management service system by using network technology and other high-tech means, in order to save their own management costs and meet the personalized needs of tourism consumers. To enhance the competitiveness of tourism products. In the aspect of the marketing of tourism products, we should strengthen the marketing to enhance the popularity of the products. The marketing methods include network marketing, tourism direct marketing, brand promotion, public relations promotion and so on. In the aspect of related policies and management of red tourism, we should eliminate administrative barriers, learn from Shaoshan's experience, reform and establish a red tourism management mechanism to break through administrative bottlenecks in order to realize the sustainable development of red tourism.
【學(xué)位授予單位】：河北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7

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