The Ruijin Red Scenic Development Strategy

Red tourism has presented vigorous development since2004. It caters for the diverse needs of people and the economic and social development. With the government’s encouragement and guidance, people are becoming more and more interested in red tourism. In this context, the Ruijin red tourism emerged. The increasing red tourism product and service pose a big challenge to the developmen他of Ruijin red tourism.With the analysis of the red tourism at home and aboard, this thesis analyzes the advantages and disadvantages of Ruijin red tourism’s development. The Ruijin red tourism should explore the strong points and overcome the shortcomings so as to form core competition and keep competitive superiority in tourism.The advantage of Ruijin Red Tourism lies in its pleasant climate, convenient transportation, deep historical culture as well as the favorable policy. However, the development of the Ruijin red tourism has its shortcomings. The shortcomings include the shortage of the funds, poor infrastructure, backwardness of the market management pattern and the shortage of marketing talents. On one hand, the support of the local and state government offers a good opportunity for the development of Ruijin Red Tourism sites. On the other hand, the diverse needs and the tourists’ motivation will have an impact on its development. This thesis suggests that the title "red capital, the cradle of the People’s Republic, Long March embarks" should be used so as to enhance the brand image.The thesis comes up with a series of safeguard measures for development of the Ruijin Red Tourism sites. They can be put in this way. With the goal "red capital-colorful Ruijin", we should establish and promote the brand. At the same time, we should enhance the regional cooperation and improve the market development cooperation complementary mechanism so as to enlarge its market share and stimulate its vigors. Besides, the government can regulate, lead its development by favorable policy so as to cater for the different needs of the sites’ development and maintain its sustainable development. The ideas put forward by the thesis can be used as a reference for the strategic development of Ruijin Red Tourism...