Problems and Development Strategies of Red Tourism in Jinggangshan

Problems and countermeasures in the development of red tourism resources at present

At present, there are some problems in the development of red tourism resources, such as serious convergence, lagging infrastructure, insufficient integration, insufficient originality, low quality of tour guides and interpreters, unstable development and so on. In this regard, effective measures should be taken to create red tourism brands and new highlights, improve red tourism supporting facilities, integrate red tourism resources, improve the comprehensive quality of tour guides and interpreters, and continuously expand the development space of red tourism.

[Keywords:] Red Tourism Resources Development Problems and Countermeasures

Red tourism resources refer to the tourism activity resources that take revolutionary memorial sites, monuments and revolutionary spirit as the connotation and modern tourism as the basic form, and organize and receive tourists to visit, learn revolutionary historical knowledge and receive revolutionary traditional education to cheer up, relax and increase their experience. It is the crystallization of red revolutionary spirit and modern tourism economy. Taking Jiangxi Province as an example, this paper analyzes the outstanding problems existing in the development of red tourism resources in China at present, and puts forward some corresponding countermeasures.

First, the main problems existing in the current development of red tourism resources

1. The convergence of red scenic spots is serious. At present, many red tourist attractions basically imitate the buildings of that year, and there is little difference in style between them, which makes some tourists question that "all red scenic spots are the same", which in turn leads to the psychology of "one tour for ten" and affects the benign development of the red tourism market.

2. Some basic supporting facilities in the red scenic spot can't keep up. For example, although Jiangxi's red tourism resources are all over the province, they are mainly concentrated in Jinggangshan, Ganzhou Ruijin and other old revolutionary areas. These places are economically underdeveloped areas, and there are widespread problems such as single industrial structure and lack of funds. As a result, in the face of the sudden red tourism boom, the problem of backward comprehensive service facilities such as eating, living, traveling, entertainment, shopping and traveling is prominent.

3. The integration of red resources is not strong enough. Many red scenic spots are not well combined with local natural resources and customs, which weakens their economic utilization value. For example, Nanchang, which has the reputation of "hero city", lacks beautiful landscape in its red former site, which affects the tour of foreign tourists. In addition, the regional division caused by the current system also increases the difficulty of resource integration in different regions and affects the aggregation effect of red tourism destinations.

4. Single resource development, lack of new ideas. Some red tourist destinations, such as the former site of Ruijin Jinggangshan, the "Red Capital", and the memorial hall of Nanchang Bayi Uprising, are still in the stage of on-site visits and simple pictures and articles display, with similar contents and monotonous forms. When tourists visit such scenic spots, they mainly visit and lack the participation effect.

5. The quality of red tour guides and lecturers is low. Red tourism is a new industry. At present, the quality of red tourism professionals is mixed. The commentary written by some red tour guides and commentators can't fully reflect the red cultural connotation of the scenic spot, which is general, lack of pertinence and makes people feel boring.

6. The red tourism market fluctuates greatly and its development is unstable. The development of red tourism has obvious political color, showing a wave-like development trend as a whole, and its climax is mainly concentrated around the anniversary and during the Golden Week. In addition, due to the policy orientation, the red tourism market sometimes fluctuates greatly. For example, 2005 was the year of red tourism, and the reception volume of Jinggangshan reached a climax, while 2006 was the year of rural tourism, and the reception volume of Jinggangshan suddenly decreased, which brought adverse effects on the healthy development of red tourism.

2. Countermeasures and suggestions for further developing red tourism and developing red tourism resources.

1. Strengthen brand awareness and build a red tourism brand. At present, many provinces and cities in China, including Beijing, Shanghai, Shaanxi and Guizhou, are developing red tourism resources. In this fierce competitive environment, Jiangxi's red tourism market must be called the "red cradle" brand nationwide, and make it the most powerful and core competitive brand in red tourism.

2. Enhance the tourism taste and create a new bright spot of red tourism. In recent years, various red tourism bases in Jiangxi have vigorously promoted the development of red tourism cultural events and improved the tourism taste. For example, Jinggangshan completed a large-scale red theme song and dance program "A single spark can start a prairie fire-Jinggangshan in years" and a large-scale red song club "Red Songs-Sing Jinggangshan". At the same time, Jiangxi is making great efforts to create new highlights of red tourism, such as red cultural research tour, revolutionary cradle experience tour, and red old capital search tour.

3. Increase capital investment and improve supporting facilities for red tourism. All red tourist attractions should further improve the highway conditions and related supporting facilities in the scenic spots, and constantly improve the safety and comfort of the tour. In addition, in the process of facilities construction, we should vigorously introduce modern science and technology, such as the use of sound, light and electricity. Make the monotonous resource display vivid and impressive.

4. Strengthen regional cooperation in red tourism and integrate red tourism resources. All localities should actively do a good job in regional coordination and cooperation, make overall plans in project selection, form a reasonable division of labor and promote each other, and prevent fragmentation, competition for projects, self-contained systems and low-level redundant construction.

5. Strengthen the training of red tour guides and interpreters, and further improve their comprehensive quality. Compared with landscape tours, red tour guides and lecturers have higher requirements. They should not only be familiar with the local revolutionary history, but also understand the revolutionary development of the whole region and even the whole country. Therefore, we should be strict with them, train them regularly and constantly improve their service quality.

6. Stabilize the red tourism market and continuously expand the development space. Developing red tourism is an important measure to strengthen the traditional education of youth revolution and promote the economic and social development of the old revolutionary areas. Local governments in red tourist areas should establish and improve a comprehensive coordination mechanism, formulate relevant laws, regulations and policies, further expand domestic and foreign markets, and continuously promote the healthy, sustained and harmonious development of red tourism.