Research On The Development Of Tourism Performing Arts Products In Sanya Based On RMP Theory

The tourism industry’s prosperous growth has presented the tourism performing arts sector with fresh chances for expansion.Examining the evolution of tourism performing arts products is not only advantageous to the tourism industry’s growth,but also can effectively demonstrate the influence of tourism performing arts on related industries.Committed to furthering tourism in the new era of the free trade zone and port,Sanya,a renowned tropical coastal city in China,is also striving to cultivate the tourism performing arts industry,thus augmenting the full advantages of tourism and increasing its sway both domestically and internationally.This paper compares the literature related to tourism performing arts,tourism performing arts products,tourism performing arts product development and Hainan tourism performing arts and Sanya tourism performing arts to clarify the relevant concepts and connotations.An in-depth study of the evolution of tourism performing arts products in Sanya is undertaken,utilizing the Sanya Red Maiden as a model and the theory of RMP analysis and the 4P theory of marketing as the theoretical basis.This analysis delves into the past and present of the development of such products in Sanya.Through literature collection and field surveys,the study obtained data on tourism resources,tourism market and tourists’ demand for the development of Sanya’s tourism performing arts products,and then carried out R-analysis,M-analysis and P-analysis on the data respectively.The results of the M-analysis show that Sanya’s tourism and performing arts clientele is mainly young and middle-aged,and that the clientele is higher in the province than outside the province,with a strong willingness to participate in tourism and performing arts products and a preference for watching films in functional cultural and performing arts venues in the city in the evening,but there is a lack of these types of performing arts products in Sanya.Tourists are more interested in folklore,history and culture,but there is not much choice in Sanya’s performing arts offerings.Tourists believe that they can learn about humanities and history and learn about new things when they watch tourism performing arts programmes.In the course of the P-analysis,in response to the problems in the development of Sanya’s tourism performing arts products,and around the principles of the development of Sanya’s tourism performing arts products,it is suggested that the development of Sanya’s tourism performing arts products should proceed from the product strategy,marketing strategy and guarantee strategy.The product strategy should be based on cultural themes,creating classic brand products and tapping cultural resources to enrich product types;the marketing strategy should be based on segmenting product audiences,pricing flexibly according to the market and actively exploring marketing models and increasing publicity;the guarantee strategy should be based on playing the role of government support and guidance and implementing talent strategies and promoting the development of industry,academia and research.