Educational Tourism Product Development Of Historic And Cultural Towns In Wenjiashi

Educational tourism is growing fast with the permeation of quality-oriented education,the crossover of the tourism industry and the catalysis of national policy.Historic and cultural towns are prime tourist destinations for education on Chinese history and culture.In 2019,Wenjiashi Town was rated as a historic and cultural town in China,and the Autumn Harvest Uprising Memorial Park was selected as an educational tourism base for primary and middle school students in Changsha.In the development of an educational tourism base,however,Wenjiashi Town has encountered such problems as uneven development of resources,intense market competition,low product levels,and lack of a competitive edge.Given these problems,how to exert local historic and cultural value,optimize local educational tourism products,create local competitive edge and ultimately achieve the sustainable development of local history,culture and tourism economy is a realistic question to be considered not only for Wenjiashi Town as an individual tourist destination but also for many others that share its dilemma in tourism development.The research data are obtained and organized after consulting the domestic and overseas literature on tourism of historic and cultural towns,educational tourism and Wenjiashi Town and after a field investigation of Wenjiashi Town.The concepts of historic and cultural towns,educational tourism and Wenjiashi Town are defined,and the main subjects of research on Wenjiashi educational tourism are identified as primary and middle school students.Wu Bihu's theory of RMP analysis,Tao Xingzhi's theory of life education and the Values in Action Inventory of Strengths are also introduced into research.The RMP analysis starts with an R analysis of Wenjiashi educational tourism resources.In view of the classification of resources in GB/T 18972-2017,the basic types of educational tourism products in LB/T 054-2016 by the National Tourism Administration,and the classification of red tourism resources by tourism scholars,Wenjiashi educational tourism resources are sorted into two categories: red resources and folk resources;its educational tourism products are divided into three categories:popular science,experiential investigation,and inspirational expansion;there are seven themes: red culture,Wuchu culture,firework culture,ancestral temple culture,commerce and trade culture,folk culture,and educational culture.According to thetheories of sociology and psychology,the educational tourism value of Wenjiashi Town is embodied in five aspects: the cultivation of historical literacy,the education of ideology and morality,the guidance in ideals and beliefs,the reinforcement of behavioral cultivation,and the experience of artistic aesthetics.Also,drawing on the content of history,politics and geography taught to primary and middle school students,the connection of the textbooks to the educational value of Wenjiashi tourism resources is tentatively summarized.Then comes an M analysis of Wenjiashi educational tourism market.The status quo of Wenjiashi tourism industry is understood in terms of the trial operation of the base and the market competition.To further understand the development trend of Wenjiashi educational tourism,a questionnaire is designed to survey primary and middle school students with a focus on the core virtues they desire,their concerns for educational tourism and their perception of activities.Next is a P analysis of Wenjiashi educational tourism products.The internal environment is analyzed in terms of educational tourism product portfolio,educational tourism curriculum design,educational tourism tutor team,and scenic spot planning support;the external environment is analyzed in terms of national policy on educational tourism and nearby educational tourism bases.Finally,based on the R,M and P analyses of Wenjiashi Town,an overall development idea is proposed: red tourism resources-reliant,education-driven,market-oriented and product-centered;a few development suggestions are also provided,including positioning the goal of the educational tourism base and regulating the management and operation of the base,optimizing the curriculum and deepening the experience,enhancing talent development and promoting sustainable development,exerting the government's regulatory role and establishing security and guarantee mechanisms.