On The Development Of Jinggangshan Red Tourism In Jiangxi Province

Red tourism is a new tourist form that prevails in the new century, has special meaning conveyed in it as the tourist destinations, the memorial places and symbols were originated from the CPC-led revolutionary war period, and it organizes tourists, with the revolutionary history, remains, and spirit it bears, to tour, to memorize revolutionary forerunners, and to get educated by patriotism. Since the idea of red tourism was brought up, red tourism has been exuberating, and the provinces, which possess red tourist resources such as Jinggang Mountain, Zunyi, and Xibaipo, have put great attention on, have been continually developing these resources, and the tourism has been leaping up and becomes the growth engine of the local economy.As red tourism prevails, it has drawn the attention of whole domestic academic circle, and profuse theoretical research achievements have been made by scholars. To be viewed integratively, the achievements have been made are predominantly concentrated on the areas such as resource-developing, product-designing, functions, and culture of red tourism, rarely on consumer behavior. I hold the opinion that, consumers are the purchasers of red tourism, are directive in red tourism, and if the knowledge on red tourists are insufficient, it would be hard to develop pointedly the red tourist products that should be popular among tourists.This paper selected the red tourism in the national scenic area Jinggang Mountain, where red tourist resources have been developing for a long time to a relatively completed point, as the research subject, studied by field investigation and survey data the consumer behaviors which include tourists’characteristics, tourist motivations, tourist needs, and consumption process, etc., and drew the conclusion that red tourists’ consumption behavior rule is that, tourists are motivated to memorize the revolutionary martyrs and to achieve self-worth; and their value directions are Jinggang Mountain’s green tourism and to enjoy themselves. I put forward four strategies, based on the development of red tourist resources in Jinggang Mountain:Firstly, to implement brand image strategy and fully exploit the culture connotation of Jinggang Mountain revolutionary cradle, spiritual culture connotation of Jinggang Mountain, the red culture education function of Jinggang Mountain, and increase the appeal of the Jinggang Mountain red tourism.Secondly, to implement market segmentation strategy, subdivide the market according to geographic, population, psychological, behavior variable, so as to attract tourists to the Jinggang Mountain.Thirdly, to implement satisfaction strategy, by integrating tourism lines to make red tourism key more prominent and to speed up the development of tourism culture, create special commodities with Jinggang Mountain characteristic, regulating Jinggang Mountain tourist area’s management, thereby to raise the approval of the red tourism in Jinggang Mountain. Fourthly, to innovate the promotion way of tourism, raise the Jinggang Mountain promotion to the national level, strengthen the promotion of Jinggang Mountain tourism’s new image and the collaboration with other national red tourist attractions as well as the cooperation and communication with cultural intermediary, and let Jinggang Mountain red tourism widely known.