Put forward suggestions on how to develop red tourism in Yan'an

[Abstract] Yan'an is rich in red tourism resources, but judging from the current situation of Yan'an's red tourism development, it will take a long time to develop due to inconvenient transportation, information blockage, backward public facilities and low service quality. Important factors restricting the development of red tourism in Yan'an during this period. Therefore, the sustainable development of red tourism in Yan'an can be promoted through scientific planning and increased investment.

[Keywords] Sustainable Development Countermeasures for Red Tourism

Since the second half of 2004, we have organized receptions using revolutionary memorial sites, monuments and the revolutionary spirit they carry as attractions. The red tourism craze for tourists to visit, learn revolutionary historical knowledge, receive revolutionary traditional education, relax body and mind, and increase their experience has swept across the country. Red tourism has increasingly become a new situation for the broad masses of the people to understand the entrepreneurial history of our party under the leadership of the people. The history of revolution and struggle is a political project to uphold the Party's leadership and consolidate the Party's ruling status; it has increasingly become a political project to carry forward the great national spirit, strengthen patriotism education for all, especially the ideological and moral education of young people, build a socialist core value system, and promote cultural development. A prosperous cultural project. At the same time, Yan'an's red tourism has also achieved tremendous development. In 2006, *** received 5.645 million tourists from home and abroad, an increase of 10.81% over the previous year, and the comprehensive tourism revenue was 2.561 billion yuan, an increase of 26.03%. In 2007, the city received 6.5012 million tourists, an increase of 15.2%, including 22,300 overseas tourists, an increase of 33.3%; and achieved a comprehensive tourism income of 3.501 billion yuan, an increase of 36.7%. However, there are still deficiencies in Yan'an in terms of the overall development of red tourism, the exploration of tourism connotations, and the improvement of tourism levels, which need to be improved urgently.

1. Problems in the development of red tourism in Yan'an

1. Red tourism resources lack effective integration and do not play their radiating role

In order to adapt to the specific conditions of the Chinese revolution Due to national conditions, most red revolutionary base areas were established at the junction of several provinces. Since the founding of New China, many old revolutionary areas are still under the jurisdiction of different administrative regions, and some even span several provinces. The administrative barriers formed by the division of administrative divisions hinder regional economic integration and have a serious negative impact on red scenic spots located at the junction of administrative regions. As far as Yan'an is concerned, there is still a lack of effective integration and development of red tourism resources, and the overall planning is insufficient. The surrounding counties only start from the local area and develop Yan'an's rich natural landscapes, cultural landscapes and revolutionary sites in isolation. There is insufficient integration of resources and they are doing their own thing. , often ignore the differences between scenic spots, hinder the flow of production factors across administrative regions, and cause a series of contradictions that affect the development of tourism. As a result, most tourists in Yan'an only visit the scenic spots in Yan'an city and stay for a short time. The "red capital" does not fully exert its radiating effect on the surrounding areas. There are fewer tourists visiting the red tourism resources in the surrounding counties of Yan'an.

2. Red tourism resource protection faces challenges

Although Yan'an City has developed from development conditions, guiding ideology, development goals, major projects, transportation planning, image positioning, resource and environmental protection, etc. We have made comprehensive arrangements and specific arrangements for the future development of red tourism. However, judging from the actual situation of red cultural heritage protection and development, how to balance social and economic benefits, whether and how to separate resource ownership and management rights, and what the characteristics of the resources are. Excavation, how to determine the level and focus of tourism development, how to choose tourism development methods, how to avoid decision-making errors and investment risks, and how to correctly understand the role of the two forces of government and market in the protection and development of red resources are all Yan'an red cultural heritage Issues facing conservation and development.

3. The overall tourism function is weak and industrial development lags behind

At present, the tourism function of red scenic spots is mainly a revolutionary and traditional education base, with both sightseeing and recuperation functions. When using resources, it strengthened the revolutionary educational function of tourism, but neglected to combine it with local traditional folk culture and characteristic ecological resources to develop tourism projects such as scenery tours, recuperation and summer vacation, scientific investigation and adventure tourism based on natural resources, resulting in The tourism function is relatively simple and the comprehensive function is not strong. The simplification of tourism functions determines the narrow types of tourists. Most of the tourists are domestic tourists and young people who come to receive education. The proportion of foreign tourists and adult tourists is low. Most young tourists are group or group tourists and their stay is not long. On average, each person's spending capacity and actual expenditure are limited, and per capita consumption is low. Therefore, the economic benefits are not high, and the total amount of tourism income is small.

4. The connotation of red culture is not deeply explored, and the form of tourism is mainly static tours

The development of most red tourist attractions has not been integrated into the specific local regional culture, and the red culture has not been deeply explored. The cultural connotation fails to show the inheritance of historical and cultural development and the uniqueness of regional culture. It has a significant political color and is manifested in a single tourism theme and low-level repetitive construction. The consumer groups and time are subject to certain limitations and are affected by the revolution. Anniversaries and political activities have obvious impacts. After red tourism themed activities, it is difficult to attract tourists and is highly time-sensitive.

The development of red resources has shortcomings such as simplification and stylization, and the scenic spots are all in the same or similar form. The impact of these red resources is often affected by the simple repetition of such development. After some large-scale theme activities, its impact on continuing education is difficult to sustain.

The reason has largely to do with the way it was developed. As a themed tourism, red tourism does not integrate products around "red" characteristics. Instead, it infiltrates the characteristics of red tourism into all aspects of tourism activities, highlights the red theme, and enhances tourist experience.

2. Countermeasures and suggestions for the development of red tourism in Yan'an

Yan'an's red resources are characterized by large quantity, high quality, wide distribution and relative concentration. Due to the efforts of governments at all levels and all walks of life, With great attention and strong support, its development and utilization have achieved fruitful results, formed a red resource brand, and achieved good social and economic benefits. In order to make the brand a high-quality product, we must pay attention to the shortcomings in development, explore strategies and measures to solve problems from all angles, and develop in-depth, so as to maximize the social value of red resources.

1. Scientific planning and rational development of red tourism resources

According to the requirements of the "National Red Tourism Development Plan Outline", focusing on the "red" theme, make full use of the rich local red tourism resources , formulate an outline of Yan'an's red tourism development plan, comprehensively integrate local red tourist attraction resources, build a "red tourism" system, continuously launch "red tourism" quality products and routes, and gradually radiate to other "red tourism" areas (spots), and formulate local Relevant policies to promote the development of red tourism, establish goals and tasks for the future development of red tourism, and create an overall image of local red tourism. It is recommended that in conjunction with the formulation of a medium- and long-term plan for the development of red tourism across the country, all relevant functional departments should have a clear division of labor and perform their respective duties. They should study and launch local policies and measures to promote the development of red tourism as soon as possible. In terms of capital investment, hardware renovation, cultural relic protection, transportation arrangements, Provide key support in publicity and promotion.

2. Increase investment and accelerate the construction of tourism infrastructure

It is necessary to make full use of the red brand effect, starting from the food, housing and transportation issues that restrict local tourism development, and taking projects as Carrier, based on preferential policies, optimize the investment environment, adopt various flexible methods, broaden sources of funds, seize the excellent opportunity to implement the patriotic education base, rely on the advantages of unique red tourism resources, increase tourism investment, and accelerate the foundation of tourism Facilities construction, improving scenic tourist roads, walking trails and tourist attraction parking, environmental protection and sanitation, water supply, power supply, security and other tourist supporting facilities. Use the development of tourism to drive the development of tourism-related industries to achieve the best integration of three industrial elements such as "food, accommodation, transportation, tourism, shopping, and entertainment", gradually optimize and improve location conditions, break the bottlenecks that restrict the development of local red tourism, and improve tourism Industrial development system to promote coordinated and sustainable development of tourism economy.

3. Publicity first, with a clear theme

Mainstream media and strong media should be fully utilized to increase publicity and promotion efforts, and focus on planning red education themed activities. It is necessary to carry out key publicity in conjunction with major revolutionary commemorative events such as the founding of the Party, the founding of the army, and the founding of the country, as well as anniversaries and holidays of famous historical figures, and carefully plan and organize a series of red-themed activities with local characteristics to increase the influence and appeal of red resources. At the same time, in the information age of mankind, the Internet is developing with each passing day. We can make full use of this fast communication method to create a red education website to serve the dissemination of red tourism. Red content should be continuously enriched and improved, and red tourism should be comprehensively and deeply promoted in the form of columns, interviews, special newspapers, special pages, etc., and red promotional videos should be organized and combined with peak summer vacations, summer tourism and advanced education activities to do a good job in red tourism. It organizes and promotes routes, further launches red tourism themed routes, organizes activities for young people to visit red tourism bases, and produces red tourism souvenirs.

4. Simultaneous development and protection

Should be based on the type, characteristics, value, location conditions, development stage of Yan'an's red tourism resources, as well as the current status and problems of protection, development and utilization, Correctly handle the relationship between protection and development based on the theory, practice and experience and lessons of domestic cultural heritage protection and development. Making red cultural heritage a cultural relic protection unit at all levels and conducting appropriate development will be the best way to promote the protection and development of red cultural heritage. Protection and development must implement the policy of “protection first, rescue first, rational utilization, and strengthening management”. For intangible cultural heritage, the policy of “protection first, rescue first, rational utilization, inheritance and development” must be implemented.

From the general theory of tourism development, the tourism development of red cultural heritage also has a corresponding relationship between the hierarchy of resources and the scope and scale of the tourism market. It is necessary to objectively evaluate the historical and cultural value of various red cultural heritage and its popularity and influence, and grasp the development level and focus of Yan'an's red cultural heritage as a whole. According to the generative development theory of tourism resources and tourism products, the focus of the development of red cultural heritage is on the planning and construction of tourist routes, scenic spot (spot) explanations, transportation and tourist service facilities, which mainly solves the problems of tourist accessibility, tourist attractions, etc. , food, accommodation, entertainment and other issues, without having to consider too much the construction of scenic spots as attractions. The construction of red tourist attractions must make full use of existing facilities and conditions, determine key construction projects realistically, grasp the scale and standards of construction, strictly control the construction of wide roads and large squares, be simple and practical, and ensure the authenticity and authenticity of red cultural heritage. Integrity.

5. Integrate red tourism resources

In addition to more than 350 red tourism resources, Yan'an also has ecological environments such as the Mausoleum of the Yellow Emperor, the Hukou Waterfall of the Yellow River, loess customs and culture, and Qinzhidao. and other types of tourism resources such as cultural relics and historic sites, customs and folk customs, and other types of tourism products. Therefore, we must do a good job in resource integration, place red tourism development under the overall situation of tourism development, base on local reality, study the market, and integrate red tourism resources with other local tourism resources. We should focus on the red tourism resources that have great influence at home and abroad, and at the same time increase the development of ecological tourism resources formed by loess customs and culture, the Hukou Waterfall of the Yellow River, and the return of farmland to forest in Yan'an, so as to achieve "red tourism as the main axis". ”, jointly develop with other types of surrounding scenic spots, scientifically plan and set up diverse route combinations, enrich tourist content, expand the options of tourist routes, strive to increase tourists’ stay time, and introduce different seasonal route combinations to the market according to different seasons . Form a "multi-color combination" of "red", "yellow" and "green" tourism, with red tourism as the core competitiveness, radiate and drive loess customs and green ecological tourism, complement each other's advantages, overcome singleness, and enrich the connotation of red tourism , enhance the attraction to tourists.

References:

[1] Li Yuezheng: The evolution mechanism and development of regional tourism market. Beijing: Tourism Education Press, 2005

[2] Ge Quansheng : Tourism Development Strategy for Western Development. Beijing: China Tourism Press, 2002

[3] Luo Laiwu: Tourism Market Research. Beijing: Economic Management Press, 2005