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| STRATEGIC CONSIDERATION OF DEVELOPING RED TOURISM IN QINGLIANG MOUNTAIN, YAN'AN |
| ZHANG Yu1, LIU Ni2 |
1. School of Journalism & Communication, Northwest University, Xi'an 710069, China;
2. The News Memorial in Yan'an, Yan'an 716000, China |
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Abstract The commemoration places and the mementoes with the revolutionary spirits, formed during Yan'an period by the media cause of the Communist Party of China, have the important status in the Red Tourism. Qingliang Mountain, called "Press Mountain" in the Anti-Japanese War and Liberation War of China, was the location of Party Newspaper Committee of CCCPC, Xinhua News Agency, Xinhua Radio and many other nationwide journalistic and publishing departments. Due to this, Yan'an became the centre of revolutionary journalistic and publishing workings. Qingliang Mountain now bears the massiness history of China's revolutionary war and journalism with many moving epic stories, so the positive development of the Red Tourism in Qingliang Mountain has an importantly realistic and deeply historical meaning on carrying forward the ethos of Chinese nation and developing the economy and society harmoniously. Qingliang Mountain is now one of "Sites of Yan'an Revolutionary Relics" listed among 100 "Classical Red Tourism Sites" in China by National Tourism Administration, and it's an uncommon opportunity with the severe competition. The paper tries to find out the problems existed in the marketing and promotion of the tourist products of Qingliang Mountain. It holds that the relics on Qingliang Mountain need to be fixed immediately, the marketing of Red Tourism must be defined and the tourist products should be integrated and adjusted. First, the mechanism of "government-led, all quarters participation, the market operation" should be established to maintain the core competitiveness, which should be based on developing, researching and protecting the rich resources of revolutionary relics. Secondly, the segmentation of the market must be made, the journalists and universities should be regarded as the main the tourism market due to the strong professional specialty of products, and the provinces outside Shannxi should be set as main generating areas according to the subdivision strategy of marketing. In the end, the participation of tourists is mentioned the interaction between tourists and products is stressed on, so as to make the tourists feel and experience the life at that time and have a deep impression on Qingliang Mountain.
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Received: 10 September 2008
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2009, Vol. 24 
