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总体设计
General design

1.总体思路
1. General idea

随着近些年来国家政府对红色教育的高度重视，红色题材的影视作品，不断的深入观众内心，也让了不少的红色旅游目的地受到更多关注，用户搜索和咨询倍增，加上近些年来，中国硬实力的不断提升，当代青年的民族自信心不断提升，民族自豪感不断的被激发，年轻人也越来越热爱红色文化，他们也越来越去寻找和探索那段让人难忘的历史道路，这同时也带火了红色旅游市场，而遵义市具有深厚的革命历史文化，
With the national government's great attention to red education in recent years, red-themed film and television works have continued to penetrate into the hearts of the audience, which has also made many red tourist destinations receive more attention, user search and consultation have multiplied, and in recent years, China's hard power has been continuously improved, the national self-confidence of contemporary youth has been continuously improved, and national pride has been continuously stimulated, and young people have become more and more fond of red culture, and they are increasingly looking for and exploring that unforgettable historical road. At the same time, this also brought fire to the red tourism market, and Zunyi City has a profound revolutionary history and culture.

本方案基于当前文旅产业的发展趋势，以沉浸式、数字化作为核心要点，选择学校的研学活动和亲子游为目标市场，根据遵义优秀的长征主题红色旅游资源发展现状，带动周边绿色生态资源、特色乡村资源协同发展，量身设计红色旅游营销方案，助力遵义红色旅游的发展，弘扬红色文化。
Based on the current development trend of the cultural tourism industry, with immersion and digitalization as the core points, this plan selects the school's research activities and parent-child travel as the target market, and drives the coordinated development of surrounding green ecological resources and characteristic rural resources according to the development status of Zunyi's excellent Long March-themed red tourism resources, so as to help the development of red tourism in Zunyi and promote red culture.

2.产品介绍
2. Product introduction

我们基于遵义市的旅游资源，推出一个红色旅游综合体，这样能够让游客能够“沉浸式”体验到红色历史的魅力。
Based on the tourism resources of Zunyi City, we have launched a red tourism complex, which can allow tourists to experience the charm of red history "immersively".

3.设计亮点
3. Design highlights

1.长征精神的情感营销——“红+绿+乡村”协调发展。
1. Emotional marketing of the Long March spirit - coordinated development of "red + green + village".

本线路除了传统的红色旅游路线，还增加了学生与自然环境接触的机会。
In addition to the traditional red tourist route, this route also increases the opportunity for students to come into contact with the natural environment.

不仅能踏寻红军当年的足迹，还能走进风景名胜区，绿草如因、潺潺溪流。既有红色文化的熏陶，又有大自然秀丽风光的馈赠，同时带动了周边绿色生态资源、特色乡村资源协同发展，为此量身设计红色旅游营销方案，助力遵义长征主题红色旅游的发展，传承长征精神、弘扬红色文化。
Not only can you walk in the footsteps of the Red Army, but you can also walk into the scenic spots, where the green grass is like a cause and the streams are gurgling. It not only has the edification of red culture, but also the gift of beautiful natural scenery, and at the same time drives the coordinated development of surrounding green ecological resources and characteristic rural resources.

2.产品体系完善，注重“沉浸式”体验
2. The product system is perfect, focusing on the "immersive" experience

从前期微信公众号、微博、抖音、小红书等热门平台进行文案、图片、视频宣传，文创产品预售活动，发放优惠券等打造信息氛围、进行话题互动交流：旅途中期，可以提供服饰让游客穿着当时红军的衣服，让孩子们都变成一个“小红军”，提供明信片、手账本、文化衫等各类周边文创产品售卖：后期可在社交平台专区带话题发布视频、游记攻略等回顾旅程、完成打卡仪式。
From the early WeChat public account, Weibo, Douyin, Xiaohongshu and other popular platforms for copywriting, pictures, video promotion, cultural and creative product pre-sale activities, the issuance of coupons, etc., to create an information atmosphere, topic interaction: in the middle of the trip, you can provide clothing for tourists to wear the clothes of the Red Army at that time, so that children can become a "little Red Army", provide postcards, handbooks, cultural shirts and other peripheral cultural and creative products for sale: in the later stage, you can post videos and travel guides in the social platform area with topics to review the journey and complete the check-in ceremony.

二．遵义红色旅游背景及现状分析
Two. Analysis of the background and current situation of red tourism in Zunyi

（一）背景分析
(1) Background analysis

红色旅游国际合作前景广阔。全国红色旅游发展成效显著，迎来内涵式发展的转变；大西南旅游区红色旅游合作广泛，红色线路串联为重点；贵州省红色旅游进入融合发展阶段，迎来发展新机遇；以红色旅游产品为代表的文化旅游产业将成为遵义旅游的新品牌、新引擎。
International cooperation in red tourism has broad prospects. The development of red tourism in the country has achieved remarkable results, ushering in the transformation of connotative development; The red tourism cooperation in the southwest tourist area is extensive, and the red line series is the focus; Red tourism in Guizhou Province has entered a stage of integrated development, ushering in new opportunities for development; The cultural tourism industry represented by red tourism products will become a new brand and new engine for Zunyi tourism.

1.文化梳理
1. Cultural combing

1911年11.4—11.9（贵州宣布独立；遵义建立大汉贵州军政分府，拥护共和，结束了封建帝制在黔北的统治。） 1919年5—6（遵义“三罢”斗争；贵州省唯一一个“三罢”地区）
1911 11.4-11.9 (Guizhou declared independence; Zunyi established the military and political branch of Guizhou of the Han Dynasty, supported the republic, and ended the rule of the feudal monarchy in northern Guizhou. 1919 5-6 (Zunyi "Three Strikes" Struggle; The only "three strikes" area in Guizhou Province)

1934年12.15（黎平会议；长征以来具有决定意义战略转变关键，为遵义会议的召开做了重要的准备。）
December 15, 1934 (Liping Conference; the key to a decisive strategic shift since the Long March, which made important preparations for the convening of the Zunyi Conference. ）

1934年12.31（猴场会议；否定李德等人的错误主张，初步形成以毛泽东为核心的军事指挥中枢。）
1934 12.31 (Monkey Field Conference; negating the erroneous claims of Li De and others, and initially forming a military command center with Mao Zedong as the core. ）

1935年1.1—1.5（突破乌江；红军长征以来取得的第一个大胜仗，一扫长征以来的被动局面，掌握了战争的主动权。）
1935 1.1-1.5 (breakthrough of the Wujiang River; The Red Army's first major victory since the Long March swept away the passive situation since the Long March and seized the initiative in the war. ）

1935年1.1—1.5（娄山关第一次战役；中央红军占领了娄山关，建立了新革）
1935 1.1-1.5 (the first battle of Loushanguan; The Central Red Army occupied Loushan Pass and established the New Revolution)

1935年1.7（红军攻克黔北重镇遵义；红军在长征途中攻克的最大城市，红军在遵义得到了休整和补给。）1935年2.5（鸡鸣三省会议；伟大转折后的新起点，毛泽东军事指挥地位得到明确。）1935年1.29（一渡赤水；西渡赤水河，向古蔺以南地区前进，寻机北渡长江。）
1.7 1935 (The Red Army conquered Zunyi, an important town in northern Guizhou; the largest city conquered by the Red Army during the Long March, the Red Army was rested and resupplied in Zunyi. February 5, 1935 (Jiming Three Provincial Conference; a new starting point after the Great Turning Point, Mao Zedong's military command position was clarified. 1.29 1935 (one crossed the Chishui River; crossed the Chishui River in the west, advanced to the area south of Gulin, and sought an opportunity to cross the Yangtze River in the north. ）

1935年1.28—1.29（青杠坡战役；遵义会议后毛泽东指挥打的第一仗，是四渡赤水的发端之役。）1935年1.15—1.17（遵义会议；结束了王明“左”倾冒险主义路线在党中央的统治，确立了毛泽东的领导地位。）1935年1.12（遵义县革命委员会成立；第一个县级红色政权，黔北高原上的；第一个革命政权组织。）
1935 1.28-1.29 (Qinggangpo Campaign; The first battle commanded by Mao Zedong after the Zunyi Conference was the beginning of the four crossings of Chishui. 1935 1.15-1.17 (Zunyi Conference; It ended the rule of Wang Ming's "leftist" adventurist line in the Party Central Committee and established Mao Zedong's leading position. 1.12, 1935 (Zunyi County Revolutionary Committee was established; the first county-level red regime, on the Qianbei Plateau; the first revolutionary regime organization. ）

1935年1（遵义县委成立；长征时中央批准建立的唯一省级地方党组织。）
1935 1 (Zunyi County Party Committee was established; It was the only provincial-level local party organization approved by the Central Committee during the Long March. ）

1935年2.8（扎西会议；遵义会议的继续和最后完成，为实现长征中的战略转变，进行了切实的指导和部署。）
February 8, 1935 (Tashi Conference; the continuation and final completion of the Zunyi Conference, practical guidance and deployment were made for the realization of the strategic shift in the Long March. ）

1935年2.18—2.21（二渡赤水；回师黔北，打乱敌方追击）
1935 2.18-2.21 (Erdu Chishui; Return to the north of Qianbei and disrupt the enemy's pursuit)

1935年2.26（娄山关大捷；取得红军长征以来的首次大捷，为遵为会议的召开作出了重要贡献。）
On February 26, 1935 (the victory of Loushanguan; the first great victory since the Red Army's Long March, it made an important contribution to the convening of the Zunwei Conference. ）

1935年2.27—1.28（遵义战役；再次攻占遵义城，取得长征以来的第一个重大胜利。）
2.27-1.28, 1935 (Zunyi Campaign; The city of Zunyi was captured again, and the first major victory since the Long March was achieved. ）

1935年3.5（鸭溪会议；委托朱德为前敌司令员，毛泽东为前敌政治委员，研究消灭萧致平、谢傅福两师的作战部署。）
March 5, 1935 (Duck Creek Conference; Zhu De was entrusted as the commander of the former enemy, and Mao Zedong was the political commissar of the former enemy, to study the operational deployment of eliminating the two divisions of Xiao Zhiping and Xie Fufu. ）

1935年3.10—3.12（苟坝会议；成立中央新“三人团”，撤销进攻打鼓新场计划，制定新的战略方针，使红军胜利实现了战略大转移）
March 10-3.12, 1935 (Gou Ba Conference; The establishment of a new "three-man regiment" of the Central Committee, the abolition of the plan for attacking and beating drums, and the formulation of new strategic guidelines, enabled the Red Army to achieve a great strategic shift in victory)

1935年3.15（鲁班场战役；对红军三渡赤水（乃至四渡），跳出敌人正在逐步缩小的包围圈，成功实现战略转移，起到了决定性的作用。）
On March 15, 1935 (the Battle of Lubanchang; the Red Army crossed Chishui three times (and even four crossings), jumped out of the enemy's gradually shrinking encirclement, and successfully realized the strategic shift, which played a decisive role. ）

1935年3.16—3.17（三渡赤水；由遵义再进川南，乘敌不备折兵向东，在赤水河东岸寻机歼敌。）
1935 3.16-3.17 (three crossings of Chishui; From Zunyi to southern Sichuan, take advantage of the enemy's unpreparedness to fold troops to the east, and seek opportunities to destroy the enemy on the east bank of the Chishui River. ）

1935年3.21（四渡赤水；掌握了战场的主动权，取得了战略转移中有决定意义的胜利。）
March 21, 1935 (four crossings of Chishui; grasped the initiative on the battlefield and achieved a decisive victory in the strategic shift. ）

1935年3.31（南渡乌江；实现红军进入云南、由金沙江入川的战略意图。）
March 31, 1935 (crossing the Wujiang River in the south; realizing the strategic intention of the Red Army to enter Yunnan and enter Sichuan from the Jinsha River. ）

1935年5.12（会理会议；统一了中央红军的战略思想，进一步巩固了“遵义会议”的成果。）
May 12, 1935 (Huili Conference; unified the strategic thinking of the Central Red Army and further consolidated the results of the "Zunyi Conference". ）

1937年（遵义成为黔北粮仓；国民政府迁至重庆，遵义成为抗日后方重镇，提供抗战物资。）
In 1937 (Zunyi became the granary of northern Qianbei; The Nationalist Government moved to Chongqing, and Zunyi became an important rear town for the anti-Japanese resistance, providing anti-Japanese war materials. ）

1940年1（红军长征到达遵义终点；浙江大学历经两年西迁，在遵义坚持办学长达七年之。）
1940 1 (The Red Army's Long March reached the end of Zunyi; After two years of moving westward, Zhejiang University has insisted on running a school in Zunyi for seven years. ）

1941年（建造大兴面粉厂；支援前线抗战用粮）
1941 (construction of Daxing Flour Mill; Food for supporting the frontline of the war of resistance)

1944年（兴办难民所；接纳的难民人数超过4万，且都是来自全国各地的流亡同胞。）
1944 (Establishment of a refugee camp; More than 40,000 refugees have been admitted, all of whom are exiles from all over the country. ）

1949年11（遵义解放；“第五行政督察区”改为遵义专区，后称遵义地区，为省政府派出机构。）
November 1949 (Zunyi Liberation; The "Fifth Administrative Supervision District" was changed to Zunyi Prefecture, later known as Zunyi District, which was dispatched by the provincial government. ）

1982年2.8（入选首批国家历史文化名城；列入第一批二十四座国家历史文化名城之一。）
February 8, 1982 (selected as one of the first batch of national historical and cultural cities; one of the first batch of 24 national historical and cultural cities. ）

1997年12.18（遵义市成立；遵义撤地设市正式授牌，开启了遵义经济社会发展的新征程。）
1997 12.18 (Zunyi City was established; Zunyi was officially awarded the license for the establishment of the city, opening a new journey of Zunyi's economic and social development. ）

2001年（开展“四在农家”创建活动；逐渐形成富有特色的“四在农家·美丽乡村”建设品牌。）2010年8.3（赤水丹霞列入世界自然遗产项目；全国面积最大、发育最美丽壮观的丹霞地貌。）
In 2001, the "Four in the Farm" creation activity was carried out; Gradually formed a distinctive "four in the farmhouse, beautiful countryside" construction brand. August 3, 2010 (Chishui Danxia was included in the World Natural Heritage Project; the largest and most beautiful Danxia landform in the country. ）

2014年（遵义跻身西部非省会城市十强；2014年西部城市GDP排行中，经过遵义人民的不懈努力，最终占领了西部非省会城市的前十名。）
In 2014 (Zunyi ranked among the top 10 non-provincial capital cities in western China; In the 2014 GDP ranking of western cities, through the unremitting efforts of the people of Zunyi, it finally occupied the top 10 of non-provincial capital cities in western China. ）

2015年7.4（海龙屯列入世界文化遗产项目；杨氏土司统治期间这段历史的见证，蕴含和传承的文化源远流长。）
July 4, 2015 (Hailongtun was included in the World Cultural Heritage Project; the testimony of this history during the reign of Yang's Tusi has a long history of containment and inheritance. ）

2016年2（遵义入选首批国家全域旅游示；范区创建单位首批国家全域旅游示范区创建名录共计262个，遵义位列其中。）
2016 2 (Zunyi was selected as the first batch of national all-for-one tourism shows; There are a total of 262 national all-for-one tourism demonstration zones in the first batch of national all-for-one tourism demonstration zones, and Zunyi is among them. ）

2016年11（获封“乌江豆腐鱼之乡”；在首届遵义市播州区文化旅游产业发展大会上，播州区获得贵州省黔学研究院颁发的“乌江豆腐鱼之乡”称号。）
November 2016 (awarded the title of "Wujiang Tofu Fish Township"; At the first cultural tourism industry development conference of Banzhou District, Zunyi City, Banzhou District was awarded the title of "Wujiang Tofu and Fish Township" by Guizhou Guizhou Institute of Qianxue. ）

2017年11.14（获评全国文明城市；于2007年启动创文工作，十年全面推进创建文明城市工作。）
2017.11.14 (Awarded the National Civilized City; in 2007, the work of creating culture was launched, and the work of creating a civilized city was comprehensively promoted in the past ten years. ）

2017年（入选全国生态文化村；凤凰村和尧龙山村入选“全国生态文化村”，遵义推行乡愁文化，实施乡村振兴。） 2018年6.22—6.23（确立“大遵义”发展理念中共遵义市五届五次全会确立了“构建大城市、建设大遵义”理念，形成承载500 万人口的黔川渝结合部中心城市。）
In 2017 (selected as a national ecological and cultural village; Fenghuang Village and Yaolongshan Village were selected as "National Ecological and Cultural Villages", and Zunyi promoted nostalgia culture and rural revitalization. 2018 6.22-6.23 (Establish the development concept of "Greater Zunyi"The Fifth Plenary Session of the Fifth Zunyi City of the Communist Party of China established the concept of "building a large city and building a large Zunyi", forming a central city at the junction of Guizhou, Sichuan and Chongqing with a population of 5 million. ）

2.资源分析
2. Resource analysis

机构旧址、战争遗址、展馆展园类资源丰富；占总数的86.77%具有以遵义会议会址、苟坝会议会址、娄山关红军战斗遗址陈列馆、四渡赤水纪念馆群为代表的34个优良级以上红色旅游资源；优良级资源占比8.4%形成了赤水、乌江、茅台-苟坝－遵义－湄潭、桐梓－遵义－乌江镇、凤冈－湄潭－余庆5条空间分布带。红色旅游资源主要分布于赤水河、乌江沿线及遵义市区，集中分布在长征线路周边；资源强度开发不够，未开发资源占77.1%；已开发资源多为高级别资源。与周边红色资源相比，遵义红色资源受欢迎度较高；游客对高等级资源、开发成熟资源兴趣度大。红色资源村镇分布与美丽乡村建设分布一致，多数为重合状态。
Rich resources such as old institutional sites, war sites, exhibition halls and exhibition parks; Accounting for 86.77% of the total, it has 34 excellent or above red tourism resources represented by the Zunyi Conference Site, the Gouba Conference Site, the Loushanguan Red Army Battle Site Exhibition Hall, and the Sidu Chishui Memorial Hall. Excellent grade resources accounted for 8.4%, forming five spatial distribution belts: Chishui, Wujiang, Maotai-Gouba-Zunyi-Meitan, Tongzi-Zunyi-Wujiang Town, and Fenggang-Meitan-Yuqing. The red tourism resources are mainly distributed along the Chishui River, Wujiang River and Zunyi City, and are concentrated around the Long March route. The resource intensity development is insufficient, and the undeveloped resources account for 77.1%; Most of the developed resources are high-level resources. Compared with the surrounding red resources, Zunyi red resources have a higher popularity; Tourists are interested in high-grade resources and mature resources. The distribution of red resource villages and towns is consistent with the distribution of beautiful rural construction, and most of them coincide.

红色文物保护单位众多，且级别高。（全国重点文物保护单位；浙江大学办学旧址、遵义会议会址、红军四渡赤水战役旧址）
There are many red cultural relics protection units, and the level is high. (National Key Cultural Relics Protection Units; The former site of Zhejiang University, the site of the Zunyi Conference, and the former site of the Red Army's four crossings of Chishui)

优良级旅游资源（遵义会议会址、娄山关景区、海龙囤遗址、赤水风景名胜区、赤水大瀑布、赤水丹霞景区具有较高的资源价值；自然资源全市散布、人文资源主要分布赤水、乌江、桐梓－娄山关－遵义）空间格局（综合红色资源及区域内其他优质资源看，整体形成“一核、两翼”的空间格局。选择三级、四级、五级优良资源，对资源的空间辐射来分析。“一核”：包括遵义市区、海龙屯、娄山关、苟坝等核心资源的中心核；“两翼”：包括赤水丹霞、赤水、土城、茅台等资源的西部资源翼和麻阳河、仡佬文化、茶海、乌江等资源的东部资源翼。）
Excellent tourism resources (Zunyi Conference Site, Loushanguan Scenic Area, Hailong Hoard Site, Chishui Scenic Area, Chishui Waterfall, Chishui Danxia Scenic Area have high resource value; The natural resources are scattered throughout the city, and the human resources are mainly distributed in Chishui, Wujiang, Tongzi-Loushanguan-Zunyi) spatial pattern (from the perspective of comprehensive red resources and other high-quality resources in the region, the spatial pattern of "one core and two wings" is formed as a whole. Select the third, fourth, and fifth level excellent resources to analyze the spatial radiation of the resources. "One core": including the central core of core resources such as Zunyi City, Hailongtun, Loushanguan, Gouba, etc.; "Two wings": the western resource wing including Chishui Danxia, Chishui, Tucheng, Moutai and other resources, and the eastern resource wing of Mayang River, Gelao culture, Chahai, Wujiang and other resources. ）

3.发展现状
3. Development status

旅游接待人次与旅游综合收入连续五年保持两位数的增长率；23家4A级景区，以红色旅游、生态观光类产品为主，以景区、乡村为载体。红色旅游市场占遵义市旅游市场近三成，红色景区占贵州红色经典景区的半壁江山。
The number of tourist arrivals and comprehensive tourism income have maintained double-digit growth rates for five consecutive years; There are 23 4A-level scenic spots, mainly red tourism and ecological tourism products, with scenic spots and villages as the carrier. The red tourism market accounts for nearly one-third of the tourism market in Zunyi City, and the red scenic spots account for half of the red classic scenic spots in Guizhou.

现状红色旅游以遗址观光为主，同质化发展严重。多以实物展示的形式对历史事件进行复原，以看为主的展览展示；原址修复的旧址旧居以及烈士陵园众多，但是发展模式大同小异，出现了严重的同质化发展；红色旅游产品单一，缺乏体验性、互动性的产品，不利于红色文化的感悟与传承。
The current situation of red tourism is mainly based on site tourism, and the homogenization development is serious. Historical events are mostly restored in the form of physical displays, and exhibitions are mainly displayed to see; There are many old sites and martyrs' cemeteries restored on the original site, but the development model is similar, and there is a serious homogeneous development; The red tourism product is single, and the lack of experiential and interactive products is not conducive to the perception and inheritance of red culture.

行

交通网络：两个机场可直达国内多个大中城市，高速公路、国道、省道形成较为完善的外部交通网络；铁路站点集中在渝贵铁路、高铁沿线，无东西贯通铁路线路；县际交通连接性不强，内部交通不通畅，景区可达性不高。特色旅游交通：水上交通、旅游公路、低空飞行、自驾营地等特色旅游交通业态方兴未艾；但是数量和品质有待提高，沿途旅游服务设施不足；出行方式：传统旅行社集中分布在遵义市区，赤水市、播州区等区县有少量分布，以地接和少量发团业务为主；随着自驾游的兴起，旅游车队、租车公司在遵义应运而生，但是集中在遵义市区和机场，其他县市尚无布局。
Transportation network: The two airports can directly reach many large and medium-sized cities in China, and expressways, national highways and provincial highways form a relatively complete external transportation network; The railway stations are concentrated along the Chongqing-Guizhou Railway and the high-speed railway, and there is no east-west railway line; The inter-county transportation connectivity is not strong, the internal traffic is not smooth, and the accessibility of scenic spots is not high. Characteristic tourism transportation: water transportation, tourist highways, low-altitude flights, self-driving camps and other characteristic tourism transportation formats are in the ascendant; However, the quantity and quality need to be improved, and the tourism service facilities along the way are insufficient; Travel mode: Traditional travel agencies are concentrated in Zunyi City, Chishui City, Banzhou District and other districts and counties have a small amount of distribution, mainly ground and a small number of group business; With the rise of self-driving tours, tourist fleets and car rental companies came into being in Zunyi, but they are concentrated in Zunyi urban area and airport, and there is no layout in other counties and cities.

娱

娱乐场所主要有影剧院、体育场馆、KTV、文化广场等类型，以服务本地居民为主，集中分布在遵义市区、各个县城，在旅游景区分布屈指可数，缺乏旅游娱乐场所、设施。旅游娱乐活动主要有节庆赛事、演艺演出、娱乐体验等，主要分布在遵义市区和赤水市；活动类型较少，缺乏夜间旅游娱乐产品，红色旅游特色不突出；
Entertainment venues mainly include theaters, stadiums, KTV, cultural squares and other types, mainly serving local residents, concentrated in Zunyi urban area, various counties, and only a handful of tourist attractions, lacking tourism and entertainment venues and facilities. Tourism and entertainment activities mainly include festivals, performing arts performances, entertainment experiences, etc., which are mainly distributed in Zunyi City and Chishui City; There are few types of activities, lack of night tourism and entertainment products, and the characteristics of red tourism are not prominent;

住

全市高星级酒店数量较少，中、低档酒店为主，特色主题住宿设施缺乏；高星级（经济）酒店呈团状分布在市区及县城周边，汇川区、红花岗区尤为集中；露营地主要分布于市域各景区内，数量较少，特色主题不鲜明；高星级乡村旅游客栈、农家乐多临景区发展，以绥阳县分布居多。
The number of high-star hotels in the city is small, mainly medium and low-end hotels, and there is a lack of special theme accommodation facilities; High-star (economy) hotels are distributed in the urban area and around the county, especially in Huichuan District and Honghuagang District; The campsites are mainly distributed in various scenic spots in the city, with a small number and unclear themes. High-star rural tourism inns and farmhouses are mostly developed in scenic spots, and most of them are distributed in Suiyang County.

吃

总体看旅游餐饮接待设施数量多，精品少。以大众饭店为主。遵义特色名小吃众多，但红色主题餐厅、老字号、精品农家乐等特色餐饮店及精品美食街区少，无法满足游客对特色美食需求。
Overall, there are many tourist catering reception facilities, but there are few high-quality products. It is mainly a public hotel. There are many special snacks in Zunyi, but there are few special restaurants and boutique food streets such as red-themed restaurants, time-honored brands, and boutique farmhouses, which cannot meet the needs of tourists for special food.

购

旅游购物设施主要集中在遵义市南部和西部地区；常规旅游商品集中在遵义市辖区；特色旅游购物设施的分布与遵义市资源分布大致吻合，名酒集中在仁怀市、茶品类集中在湄潭县，旅游品牌初步形成。
Tourist shopping facilities are mainly concentrated in the southern and western areas of Zunyi City; Conventional tourism commodities are concentrated in the Zunyi Municipal District; The distribution of characteristic tourist shopping facilities is roughly consistent with the distribution of resources in Zunyi City, with famous wines concentrated in Renhuai City and tea concentrated in Meitan County, and tourism brands have been initially formed.

游

遵义红色旅游景区（点）级别较高，品牌名声在外；产品开发同质化发展严重，缺乏体验性、互动性，与品牌知名度和市场需求不匹配。现状以纪念馆展示、旧址旧居参观、战争遗址观光、陵园瞻仰产品为主。（二）市场分析
Zunyi red tourist attractions (spots) have a high level and a good brand reputation; The homogeneous development of product development is serious, lacking experience and interactivity, and does not match brand awareness and market demand. The current situation is mainly based on the display of memorial halls, visits to old sites and residences, sightseeing of war sites, and cemetery worship products. (2) Market analysis

1.国内市场分析
1. Domestic market analysis

上半年国内旅游市场强劲；红色旅游市场活跃。根据2018年上半年全国旅游数据统计，及红色旅游信息报送系统中18个红色旅游信息报送重点城市和填报数据的436家红色旅游经典景区。年轻游客所占比高达七成；企事业单位和学生为两大主流人群；家庭游、自驾游等逐年增加；拓展研学、休闲体验类型的红色培训项目更受欢迎；“红配绿”主题游、红色徒步之旅走红。
The domestic tourism market was strong in the first half of the year; The red tourism market is active. According to the national tourism data statistics in the first half of 2018, 18 key cities and 436 red tourism classic scenic spots in the red tourism information reporting system were submitted to the red tourism information reporting system. Seventy percent of young tourists are young; Enterprises, institutions and students are the two mainstream groups; Family tours, self-driving tours, etc. are increasing year by year; The red training program that expands the type of research and leisure experience is more popular; The "red with green" theme tour and the red walking tour became popular.

2.贵州省市场分析
2. Market analysis of Guizhou Province

贵州省客源丰富，过夜游客较多，出游目的多样；遵义接待游客量占全省第
Guizhou Province is rich in tourists, with many overnight tourists and diverse travel purposes; Zunyi receives the largest number of tourists in the province

3.红色培训旅游市场分析
3. Red training tourism market analysis

红培游客以企事业单位和学生居多；交通偏好飞机、高铁；住宿偏好高端住宿产品；对拓展培训、军事研学等产品具有较高的兴趣度；体验、参与、拓展的培训方式更受游客喜爱。
Hongpei tourists are mostly enterprises, institutions and students; Transportation prefers airplanes and high-speed rail; Accommodation preference for high-end accommodation products; Have a high degree of interest in outreach training, military research and other products; The training methods of experience, participation and expansion are more popular with tourists.

市场特征：以单位组织的居多，非传统意义上的团队客群，具有较强的消费能力，寻求常规之外乐趣的意愿较强，带儿童出游的比例逐渐增高。交通工具：远距离客群以飞机为主，近距离客群偏好高铁出行。住宿偏好：简洁、舒适、大方、品质化，偏爱度假型高品质酒店，希望可以在环境优美，有艺术、文化元素注入的地方度假。
Market characteristics: the majority of unit organizations, non-traditional group customers, with strong consumption power, a strong willingness to seek pleasure outside the convention, the proportion of children traveling is gradually increasing. Transportation: Long-distance passengers are mainly airplanes, and short-distance customers prefer high-speed rail travel. Accommodation preference: simple, comfortable, generous, quality, preference for resort-type high-quality hotels, hoping to vacation in a place with a beautiful environment and the injection of art and cultural elements.

需求偏好：以革命教育目的居多，重在营造团队凝聚力和向心力。其核心需求倾向于既可以放松心情，又能受到精神熏陶的场所，如具有红色文化景点的生态观光景区、拓展培训、集体娱乐活动等。
Demand preference: The purpose of revolutionary education is the majority, focusing on creating team cohesion and centripetal force. Its core needs tend to be places where you can relax and be spiritually edified, such as ecological sightseeing spots with red cultural attractions, outward bound training, and collective entertainment activities.

未来趋势：考虑到一些老革命的革命情结，浸润式体验、红色旅游+影视+乡村旅游等产品会增加。
Future trend: Considering the revolutionary complex of some old revolutions, products such as immersive experience, red tourism + film and television + rural tourism will increase.

产品偏好：军事研学、拓展培训、奖励旅游等产品。
Product preference: military research, outward bound training, incentive travel and other products.

以市场分析为基础，遵义红色旅游呈现以下几点特征：客源分布：贵州省、川渝湘鄂桂云、京津冀、长三角、珠三角等周边及发达地区。市场认知：红色培训市场、自驾游市场是主要的专项市场方向。游客构成：年轻家庭和商务客群是中坚力量。产品方向：红色复合型产品和体验拓展型产品是产品的发展方向。
Based on market analysis, Zunyi red tourism presents the following characteristics: Tourist source distribution: Guizhou Province, Sichuan, Chongqing, Hunan, Hubei, Guiyun, Beijing-Tianjin-Hebei, Yangtze River Delta, Pearl River Delta and other surrounding and developed areas. Market awareness: The red training market and the self-driving tour market are the main special market directions. Tourist composition: Young families and business travelers are the backbone. Product direction: Red composite products and experience expansion products are the development direction of products.

综合分析—全国红色旅游
Comprehensive analysis - national red tourism

遵义市4A级以上景区数量多，与北京市并列第一；延安等地区涌现了红色+生态+乡村+影视等“红色+”的多元复合产品，遵义以红色展馆、战斗遗址等传统观光产品为主，竞争力不强。综合分析—长征红色旅游
Zunyi City has a large number of scenic spots above 4A level, ranking first with Beijing; Yan'an and other regions have emerged red + ecology + countryside + film and television and other "red +" diversified composite products, Zunyi is dominated by traditional tourism products such as red pavilions and battle sites, and the competitiveness is not strong. Comprehensive Analysis—Long March Red Tourism

从长征线路上的景区级别和数量看，遵义在景区级别和数量上具有绝对优势；从产品类型竞合看，遵义以传统观光类型产品为主，开发初级，同质化严重，市场竞争力逐渐丧失。竞合分析——发展引导
From the perspective of the level and number of scenic spots on the Long March route, Zunyi has an absolute advantage in the level and number of scenic spots; From the perspective of product type competition and cooperation, Zunyi is dominated by traditional tourism products, with primary development, serious homogeneity, and gradual loss of market competitiveness. Coopetition analysis – development guidance

绿古为基，红色点亮：以遵义市良好的生态环境和浓郁的历史文化积淀为基础，以红色文化为亮点，以红带绿，以红推古。
Green and ancient as the base, red light: based on the good ecological environment and rich historical and cultural accumulation of Zunyi City, with red culture as the highlight, red with green, red with the ancient.

资源活化，丰富体验：丰富相关红色旅游景区（点）体验型产品和智慧化产品，打造全龄、企业的红色旅游产品。
Resource Activation and Rich Experience: Enrich the experiential products and intelligent products of relevant red tourist attractions (spots), and create red tourism products for all ages and enterprises.

“红色+”融合发展：以遵义会议长征文化、四渡赤水军事文化为品牌，以“旅游+”为理念，融合相关产业/行业，与产业转型、城镇建设、乡村振兴、扶贫攻坚任务协调推进。
"Red +" integrated development: With the Zunyi Conference Long March Culture and the Sidu Chishui Military Culture as the brand, and the "Tourism +" concept, it integrates related industries/industries, and coordinates with industrial transformation, urban construction, rural revitalization, and poverty alleviation.

SWOT分析
SWOT Analysis

1. 优势剖析
1. Profiling of strengths

（1）气候方面的优势。遵义地处中亚热带季风气候湿润区域，雨热同期，冬天无严寒，夏天无酷暑。年平均气温处于 13 至 18 摄氏度区间，雨量充足，日照丰富。故而，温暖湿润的气候致使遵义四季都可游览，其气候资源在旅游适宜性方面在全国颇为少见。特别是与“火炉”重庆市相邻，而重庆身为我国第四个直辖市，经济发展迅猛，当地居民的出游能力不容小觑。遵义优良的气候资源条件与丰富的旅游资源将会使遵义成为重庆市民的重要旅游目的地之一。
(1) Climate advantages. Zunyi is located in the humid region of the central subtropical monsoon climate, with rain and heat at the same time, no severe cold in winter and no heat in summer. The average annual temperature is in the range of 13 to 18 degrees Celsius, with abundant rainfall and abundant sunshine. Therefore, the warm and humid climate makes Zunyi accessible in all seasons, and its climatic resources are quite rare in the country in terms of tourism suitability. In particular, it is adjacent to Chongqing Municipality, the fourth municipality directly under the central government in China, with rapid economic development, and the ability of local residents to travel should not be underestimated. Zunyi's excellent climatic resources and abundant tourism resources will make Zunyi one of the important tourist destinations for Chongqing citizens.

（2）旅游资源的优势。遵义的旅游资源独具优势，其中以“长征文化”为主题的红色旅游资源在全国更是享有较高的知名度。遵义汇集了遵义会议、强渡乌江、娄山关大捷、四渡赤水等长征文化精华。特别是“遵义会议”及其精神这一品牌，在国内乃至国际都具有较高的知名度。遵义市作为首批历史文化名城，已被国家旅游局确定为“全国十大红色旅游基地”之一，“12 个重点红色旅游区”之一。此外，遵义市内的红色旅游资源将近 100 处。其中，国家级保护单位 1 处，省级保护单位 10 处，而遵义会议会址、娄山关等 8 个景区分别通过国家级 AAAA 级、AAA 级、AA 级景区验收。
(2) Advantages of tourism resources. Zunyi's tourism resources have unique advantages, among which the red tourism resources with the theme of "Long March Culture" enjoy a high reputation in the country. Zunyi brings together the essence of Long March culture such as the Zunyi Conference, the forced crossing of the Wujiang River, the victory of Loushanguan, and the four crossings of Chishui. In particular, the brand of "Zunyi Conference" and its spirit has a high reputation at home and abroad. As one of the first batch of historical and cultural cities, Zunyi has been identified by the National Tourism Administration as one of the "Top Ten Red Tourism Bases in China" and one of the "12 Key Red Tourism Areas". In addition, there are nearly 100 red tourism resources in Zunyi City. Among them, there is 1 national-level protection unit and 10 provincial-level protection units, and 8 scenic spots such as Zunyi Conference Site and Loushanguan have passed the acceptance of national AAAA, AAA and AA scenic spots respectively.

综上所述，遵义红色旅游资源已形成一定规模，具备了“分布广泛、密度较高”的特点，这为该市打造景区旅游品牌、增强市场竞争力提供了极为有利的条件。
To sum up, Zunyi's red tourism resources have formed a certain scale and have the characteristics of "wide distribution and high density", which provides extremely favorable conditions for the city to build a scenic tourism brand and enhance market competitiveness.

2. 劣势剖析
2. Disadvantage analysis

（2）人才方面的劣势。由于旅游行业具备知识密集型和劳动密集型的特性。因此，不管是产品的开发，还是景区的规划设计甚至是对外宣传促销都离不开专业的旅游人才。而当前遵义市的旅游从业人员中，缺乏正规且系统的培训和专业素养，在对客服务时，难免会产生许多疏忽或急功近利的情况。况且，最近几年又是遵义市发展红色旅游的关键时期，旅游专业人员的缺乏，必然会对该市旅游业的发展产生不利影响。
(2) Disadvantage in terms of talent. Because the tourism industry is knowledge-intensive and labor-intensive. Therefore, whether it is the development of products, or the planning and design of scenic spots, or even external publicity and promotion, it is inseparable from professional tourism talents. At present, among the tourism practitioners in Zunyi City, there is a lack of formal and systematic training and professionalism, and it is inevitable that there will be many negligence or short-term benefits when serving customers. Moreover, in recent years, it is a critical period for the development of red tourism in Zunyi City, and the lack of tourism professionals will inevitably have an adverse impact on the development of the city's tourism industry.

（3）竞争方面的劣势。虽然遵义拥有丰富的红色旅游资源，但其区位条件、品牌知名度等方面与其他省市的红色旅游区相比，并不具有明显的竞争优势。以与遵义相邻的湖南省为例，湖南可谓是一个没有围墙的革命历史博物馆，其不但拥有优越的地理条件和丰富的红色资源组合，而且还有根深蒂固的品牌优势。这些对遵义来说，无疑是不能相提并论的。
(3) Competitive disadvantage. Although Zunyi has abundant red tourism resources, it does not have obvious competitive advantages compared with red tourism areas in other provinces and cities in terms of location conditions and brand awareness. Taking Hunan Province, which is adjacent to Zunyi, for example, Hunan can be described as a revolutionary history museum without walls, which not only has superior geographical conditions and a rich combination of red resources, but also has a deep-rooted brand advantage. These are undoubtedly incomparable to Zunyi.

（4）品牌方面的劣势。遵义市内的红色旅游资源：“遵义会议”、“四渡赤水”、“强渡乌江”、“娄山关大捷”等，都是不可多得的长征文化旅游精品和品牌。但是，许多国内游客一般仅仅了解遵义会议，而对乌江战斗遗址、娄山关、海龙囤、杨粲墓等红色旅游景点，他们根本都不了解甚至没听说过。可见，遵义市尚未在整体上形成红色旅游品牌效应。
(4) Disadvantages in terms of branding. The red tourism resources in Zunyi City: "Zunyi Conference", "Four Crossings of Chishui", "Forced Crossing of Wujiang", "Loushanguan Victory", etc., are all rare Long March cultural tourism boutiques and brands. However, many domestic tourists generally only know about the Zunyi Conference, and they do not know or even hear of the red tourist attractions such as the Wujiang Battle Site, Loushan Pass, Hailong Hoard, and Yang Cang's Tomb. It can be seen that Zunyi City has not yet formed a red tourism brand effect as a whole.

3. 机会剖析
3. Opportunity profiling

2004 年末，中办、国办印发的《纲要》和 2005 年我国的旅游主题被确定为“红色旅游年”、2012 年“重走长征路”等国家的一系列政策和措施都表明国家在大力支持和鼓励红色旅游的发展，国家的高度重视为遵义市红色旅游的发展提供了千载难逢的机遇。遵义市应当把握时机，抓住机遇，大力发展红色旅游。受益于西部大开发，遵义市近些年来获得了中央国债资金的大力支持，交通、电力、教育、退耕还林、城市基础设施建设发展迅速。西部大开发作为一项长远的国家战略，今后的支持力度仍将不会减弱，不仅为遵义市发展旅游奠定了良好的基础，而且未来也将提供更多的政策和财力保障。2010 年年末，国家提出新一轮西部大开发（2011-2020 年），将在未来十年内继续支持西部地区经济社会发展，这对于发展红色旅游是一个极好的时机。
At the end of 2004, the "Outline" issued by the Office of the Central Committee and the State Council and the theme of China's tourism in 2005 were identified as the "Year of Red Tourism", and a series of national policies and measures such as "Re-taking the Long March Road" in 2012 show that the state is vigorously supporting and encouraging the development of red tourism, and the country's great attention provides a golden opportunity for the development of red tourism in Zunyi City. Zunyi City should seize the opportunity, seize the opportunity, and vigorously develop red tourism. Benefiting from the large-scale development of the western region, Zunyi City has received strong support from the central government bond funds in recent years, and has developed rapidly in transportation, electric power, education, returning farmland to forests, and urban infrastructure construction. As a long-term national strategy, the large-scale development of the western region will not weaken in the future, which will not only lay a good foundation for the development of tourism in Zunyi City, but will also provide more policy and financial guarantees in the future. At the end of 2010, the state proposed a new round of western development (2011-2020), which will continue to support the economic and social development of the western region in the next ten years, which is an excellent opportunity for the development of red tourism.

当前，我国经济社会发展正处于体制深刻转变、结构深刻调整、社会深刻变革的历史时期。党中央审时度势，要求全党把解决好“三农”问题作为全党工作的重中之重，并在十六届五中全会上作出了建设社会主义新农村的重大决策。这是全面建设小康社会、构建和谐社会的战略举措，是贯彻落实科学发展观的客观要求和必然选择，对于促进农业生产、繁荣农村经济、富裕农民生活，统筹城乡经济社会发展，具有重大的现实意义和深远的历史意义。建设社会主义新农村决策的提出，标志着我国农村的发展和改革进入了新的阶段。在建设社会主义新农村的道路中，旅游扶贫是其重要的支撑，也是新农村建设的重要任务，因此也为农村旅游的发展带来了新的机遇。遵义市红色旅游资源都位于乡村，因此应抓住这一良好机遇，加快发展，大力推进其红色旅游的发展，实现旅游扶贫和农村经济发展的“双赢”。
At present, China's economic and social development is in a historical period of profound structural changes, structural adjustments, and social changes. The CPC Central Committee judged the hour and sized up the situation, demanded that the whole party take the solution of the "three rural" problems as the top priority of the whole party's work, and made a major policy decision on building a new socialist countryside at the Fifth Plenary Session of the 16 th CPC Central Committee. This is a strategic measure to build a moderately prosperous society in an all-round way and build a harmonious society, and is an objective requirement and inevitable choice for implementing the scientific outlook on development, which is of great practical significance and far-reaching historical significance for promoting agricultural production, prospering the rural economy, enriching the lives of farmers, and coordinating the economic and social development of urban and rural areas. The proposal of the policy decision on building a new socialist countryside indicates that the development and reform of China's rural areas have entered a new stage. In the road of building a new socialist countryside, tourism poverty alleviation is an important support and an important task for the construction of the new countryside, so it also brings new opportunities for the development of rural tourism. The red tourism resources of Zunyi City are located in the countryside, so we should seize this good opportunity to accelerate the development and vigorously promote the development of red tourism, so as to achieve a "win-win" situation of tourism poverty alleviation and rural economic development.

威胁

遵义市处在川黔渝的交通要道，有铁路、公路呈南北向贯穿全市中部，但其通达性依然较差，长线游客来遵义旅游的话，需要经过“长途跋涉”才能抵达目的地。此外，该市的机场航线较少，这严重制约了本市旅游的发展。
Zunyi City is located in the Sichuan, Guizhou and Chongqing traffic arteries, there are railways, highways run through the central part of the city in a north-south direction, but its accessibility is still poor, long-term tourists come to Zunyi to travel, need to go through a "long journey" to reach the destination. In addition, the city's airport has fewer routes, which seriously restricts the development of tourism in the city.

随着国内旅游市场日趋成熟，新兴旅游目的地和新兴旅游产品不断涌现，未来国内旅游目的地间的竞争将更为激烈。由于国家政策的大力支持，各地都在大力发展红色旅游，红色旅游目的地及其旅游产品越来越多，竞争越来越激烈。另外，竞争的加剧促使了区域旅游产品之间的大力合作，从而增大了旅游产品单一的旅游目的地的压力，也加剧了区域旅游之间的竞争，这给遵义市红色旅游的开发增加了发展的压力。遂义市应该努力提高自身的旅游竞争力，加强与区域之间的旅游合作，共同形成强势的区域红色旅游品牌，以使其能在激烈的竞争中取得一席之地。
As the domestic tourism market matures and new tourism destinations and new tourism products continue to emerge, the competition between domestic tourism destinations will become more fierce in the future. Due to the strong support of national policies, all localities are vigorously developing red tourism, and there are more and more red tourism destinations and their tourism products, and the competition is becoming more and more fierce. In addition, the intensification of competition has prompted the vigorous cooperation between regional tourism products, thereby increasing the pressure of a single tourist destination with tourism products, and also intensifying the competition between regional tourism, which has increased the development pressure on the development of red tourism in Zunyi City. Suiyi City should strive to improve its own tourism competitiveness, strengthen tourism cooperation with the region, and jointly form a strong regional red tourism brand, so that it can gain a place in the fierce competition.

遵义市虽然拥有丰富且意义重大的红色旅游资源，但是在其附近有着著名的遵义会议会址所在地避义市，遵义会议会址同延安、井冈山、西柏坡、瑞金等几个红色旅游地共同组成了中国几大红色旅游中心，从一定意义上说具有一定的市场垄断性。而遵义市则正好处在遵义会议会址的“阴影区”范围内，因此遵义市红色旅游的发展会在一定程度上受到遵义会议会址的阻滞和屏蔽作用，从而给遵义市红色旅游的发展带来了很大的挑战。
Although Zunyi City has abundant and significant red tourism resources, there is a famous Zunyi Conference site in its vicinity, which together with Yan'an, Jinggangshan, Xibaipo, Ruijin and other red tourism destinations form several major red tourism centers in China, which has a certain market monopoly in a certain sense. Zunyi City is located in the "shadow area" of the Zunyi Conference site, so the development of red tourism in Zunyi City will be blocked and shielded by the Zunyi Conference Site to a certain extent, which has brought great challenges to the development of red tourism in Zunyi City.

5.对策分析
5. Countermeasure analysis

以上提到的几点劣势，对遵义红色旅游的发展都有非常不利的影响。针对这种现状，采取相应的发展对策。具体对策如下：
The disadvantages mentioned above have a very negative impact on the development of red tourism in Zunyi. In response to this situation, we will take appropriate development measures. The specific countermeasures are as follows:

（1）营造良好的旅游环境，以增强市场吸引力。从食、住、行、游、购、娱等多方面建设旅游环境，完善基础设施的建设，增加红色旅游市场对旅游者的吸引力。
(1) Create a good tourism environment to enhance the attractiveness of the market. We will build a tourism environment in terms of food, housing, transportation, travel, shopping, entertainment and other aspects, improve the construction of infrastructure, and increase the attractiveness of the red tourism market to tourists.

以饮食为例。在遵义，独具特色的地方美食主要有遵义羊肉粉、刘二妈米皮等。但这些美食欠缺“红色“味道。为此，可以在农家乐里，推出一些类似当年红军吃的饭菜，比如由几种野菜煮成的野菜粥等。相信这些别具一格的“红军餐”，对于大多数吃惯了细米白面的游客来说，别有一番新意。除了饮食方面，红色旅游接待的基础配套设施还有待改善。例如住宿条件上遵义市还需加快建设星级酒店的建设，重视对服务员素质的培养。另外还可以考虑发展以红色文化为主题的主题型酒店，来吸引和留下短途旅游的游客。
Take diet, for example. In Zunyi, the unique local delicacies mainly include Zunyi mutton powder, Liu Erma rice skin, etc. But these delicacies lack the "red" flavor. For this reason, some meals similar to those eaten by the Red Army can be introduced in the farmhouse, such as wild vegetable porridge made from several kinds of wild vegetables. It is believed that these unique "Red Army meals" have a new meaning for most tourists who are accustomed to eating fine rice and white noodles. In addition to the food and drink, the basic supporting facilities for the reception of red tourism need to be improved. For example, in terms of accommodation conditions, Zunyi City also needs to speed up the construction of star-rated hotels and pay attention to the training of waiters. In addition, it can also consider developing themed hotels with the theme of red culture to attract and retain tourists for short trips.

（2）重视对旅游人才的培养，提高整体素质。虽然遵义具有发展红色旅游的先天良好条件，但仍需有专业的旅游人才作为支撑。首先，重视对导游人员的培养。作为一名导游人员，要直面游客，可谓肩负把遵义红色文化推向外界的重任。其一言一行，对游客而言，都代表着遵义市乃至整个贵州省的形象。因此，进一步加强对旅游从业人员的业务培训、全面提升其服务质量和服务水平，对发展遵义地区的红色旅游起到至关重要的作用。其次，重视对管理人员的培养。旅游产品的开发和对外的宣传促销，都需要有一支具有较强竞争力的管理队伍作后盾。
(2) Pay attention to the cultivation of tourism talents and improve the overall quality. Although Zunyi has good conditions for the development of red tourism, it still needs to be supported by professional tourism talents. First of all, pay attention to the training of tour guides. As a tour guide, it can be said that he has the important task of promoting Zunyi's red culture to the outside world. His words and deeds, for tourists, represent the image of Zunyi City and even the entire Guizhou Province. Therefore, further strengthening the business training of tourism practitioners and comprehensively improving their service quality and service level will play a vital role in the development of red tourism in Zunyi area. Second, pay attention to the training of management personnel. The development of tourism products and the promotion of foreign products need to be backed by a highly competitive management team.

（3）深挖产品内涵，形成竞争优势。“遵义会议”无疑是遵义市进入全国旅游市场最具竞争力的旅游品牌。遵义红色旅游的开发可以围绕“转折、神秘”这一主题。在现有以“遵义会址”为核心的纪念体系基础上，对其内涵不断的研究和挖掘。加快娄山关、乌江、四渡赤水等红色旅游景区的建设步伐，力求尽快投放市场。
(3) Dig deep into the connotation of products and form competitive advantages. "Zunyi Conference" is undoubtedly the most competitive tourism brand in Zunyi City to enter the national tourism market. The development of red tourism in Zunyi can revolve around the theme of "turning point and mystery". On the basis of the existing commemorative system with "Zunyi Meeting Site" as the core, its connotation is continuously studied and excavated. Speed up the pace of construction of red tourist attractions such as Loushanguan, Wujiang, and Sidu Chishui, and strive to put them on the market as soon as possible.

另外必须摒弃传统的红色旅游方式，具有创新精神多开发体验型、参与性强的红色娱乐项目，满足现代旅游者的需求。比如在遵义也可以建设一个以纪念红军长征的主题公园，把红军长征沿途的景点浓缩为一体，让游客仅在遵义就可以感受到整个红军长征途中的所有风光，同时让游客以红军的身份参与进来，亲身经历一番。
In addition, it is necessary to abandon the traditional red tourism mode and develop more experiential and participatory red entertainment projects with an innovative spirit to meet the needs of modern tourists. For example, a theme park can also be built in Zunyi to commemorate the Red Army's Long March, condensing the scenic spots along the Red Army's Long March, so that tourists can feel all the scenery of the entire Red Army's Long March in Zunyi alone, and at the same time let tourists participate in the Red Army as a Red Army and experience it firsthand.

（4）加强区域合作，共同开发旅游产品。红色旅游资源以其特殊性和跨区域性，决定了红色旅游开发必须走区域合作之路。遵义红色旅游要想得到更好的发展，就要走开发型旅游发展的路子，加强与其他旅游区的合作，实现资源共享、效益共赢、共谋发展。因而遵义在开展“长征”主题红色旅游时应同外省部分景点实行区域合作，实现效益的最大化，把中国红色旅游资源整合成具有震撼力的旅游产品。
(4) Strengthen regional cooperation and jointly develop tourism products. With its particularity and cross-regional nature, red tourism resources determine that the development of red tourism must take the road of regional cooperation. If Zunyi red tourism wants to get better development, it is necessary to take the road of development-oriented tourism development, strengthen cooperation with other tourism areas, and achieve resource sharing, win-win benefits and common development. Therefore, Zunyi should implement regional cooperation with some scenic spots in other provinces when carrying out red tourism with the theme of "Long March", so as to maximize the benefits and integrate China's red tourism resources into shocking tourism products.

综上，历史使遵义留下了永不泯灭的红色印记。如今，我们通过对红色文化内涵不断的进行研究、发掘，达到带动遵义市甚至整个贵州省经济水平全面提高的目的。努力使游客在畅游遵义的真山真水中回归自然，感悟丰富的民族文化，接受革命历史和优良传统教育。简言之，就是让游客在历史遗迹中感悟长征文化、在青山绿水中体验红色之旅。
To sum up, history has left an indelible red mark in Zunyi. Nowadays, through continuous research and excavation of the connotation of red culture, we have achieved the purpose of driving the overall improvement of the economic level of Zunyi City and even the entire Guizhou Province. Efforts should be made to enable tourists to return to nature in the real mountains and rivers of Zunyi, to feel the rich national culture, and to receive education on revolutionary history and fine traditions. In short, it is to allow tourists to experience the Long March culture in the historical relics and experience the red journey in the green mountains and green waters.

三．营销方式
Three. Marketing methods

项目策划（“4p”分析法）
Project Planning ("4P" Analysis)

1.产品
1. Products

遵义红色旅游综合体：包括遵义会议国家纪念公园、凤凰山国家森林公园、毛主席住居景区、遵义“1935”实景演出、中国遵义干部学院。
Zunyi Red Tourism Complex: including Zunyi Conference National Memorial Park, Phoenix Mountain National Forest Park, Chairman Mao's Residence Scenic Spot, Zunyi "1935" Live Performance, and China Zunyi Cadre College.

策划思路：以遵义城区为范围、以城区整体的且相互关联的遵义会议长征红色文化资源、自然和其他民俗、历史文化遗产为对象，将城区居民及其生产、生活的各种要素进行综合的动态的保护、展示和可持续利用，发展的没有围墙的“活体博物馆”,以保护、保存、展示自然和文化遗产的真实性、完整性和原生性为途径，以保存原乡红色文化的活态关系为目标，形成新的、健康可持续发展的自然与人文生态共荣、共生、共续的文化活态博物馆，将遵义城区打造成“让文物活起来的”长征文博文创文化活态博物馆。
Planning ideas: With the Zunyi urban area as the scope, the overall and interrelated Zunyi Conference Long March red cultural resources, nature and other folk customs, historical and cultural heritage as the object, the urban residents and their production and life of various elements for comprehensive and dynamic protection, display and sustainable use, the development of a "living museum" without walls, to protect, preserve, display the authenticity, integrity and originality of the natural and cultural heritage as the way, to preserve the living relationship of the original red culture as the goal, the formation of a new, A healthy and sustainable cultural living museum of co-prosperity, symbiosis and co-sustainability of nature and human ecology will build Zunyi urban area into a living museum of Long March cultural and creative culture that "brings cultural relics to life".

遵义会议国家纪念公园；以遵义会议会址为基础，以红军街、遵义会议陈列馆、遵义会议纪念公园为依托、深入挖掘长征精神以及遵义会议之于长征和中国革命的深远意义，丰富游客体验性产品、文创产品和智慧体验产品，运用移动互联网、VR等技术打造融入式的体验，寓教于游，寓教于乐，将遵义会议会址及周边景区打造成国家纪念公园，建设成具有国际影响力的红色革命体验空间。
Zunyi Conference National Memorial Park; Based on the Zunyi Conference site, relying on the Red Army Street, the Zunyi Conference Exhibition Hall and the Zunyi Conference Memorial Park, we will deeply explore the spirit of the Long March and the far-reaching significance of the Zunyi Conference to the Long March and the Chinese Revolution, enrich the experiential products, cultural and creative products and smart experience products for tourists, and use mobile Internet, VR and other technologies to create an integrated experience, educate and educate, and build the Zunyi Conference Site and the surrounding scenic spots into a national memorial park and a red revolution experience space with international influence.

子项目：长征9D电影馆、遵义会议VR体验馆、小红军训练营、红遵体验商业街、遵义纪念公园等。
Sub-projects: Long March 9D Cinema Hall, Zunyi Conference VR Experience Hall, Little Red Army Training Camp, Hongyi Experience Commercial Street, Zunyi Memorial Park, etc.

凤凰山国家森林公园；依托凤凰山国家森林公园，整体融入红色文化氛围，通过烈士陵园提升、战斗遗址活态展示、打造工农红军、四渡赤水、娄山关战役、长征等相关红色主题文化景观小品，建设红色主题国家登山步道，将凤凰山融入遵义城红色文化氛围内，提升城区整体活态展示效果。
Phoenix Mountain National Forest Park; Relying on the Phoenix Mountain National Forest Park, the overall integration of the red cultural atmosphere, through the promotion of the martyrs' cemetery, the living display of battle sites, the creation of the Workers' and Peasants' Red Army, the four crossings of Chishui, the Battle of Loushanguan, the Long March and other related red-themed cultural landscape sketches, the construction of red-themed national hiking trails, the integration of Phoenix Mountain into the red cultural atmosphere of Zunyi City, and the improvement of the overall living display effect of the urban area.

子项目：凤凰山红军烈士陵园提升、红色主题景观、红色主题国家登山步道等。
Sub-projects: Phoenix Mountain Red Army Martyrs Cemetery Promotion, Red Theme Landscape, Red Theme National Hiking Trail, etc.

毛主席住居景区；增加体验性产品，丰富旧居内文化内涵，打造遵义城区“繁华盛景里的一抹红色璀璨”。
Chairman Mao's residence scenic spot; Increase experiential products, enrich the cultural connotation of the old residence, and create "a touch of red in the prosperous scene" of Zunyi City.

子项目：旧居修缮保护、周边景观氛围打造、旧居VR产品建设、毛主席影院等。
Sub-projects: renovation and protection of old residences, creation of surrounding landscape atmosphere, construction of VR products for old residences, Chairman Mao cinema, etc.

遵义“1935”实景演出；策划思路：以1935年发生在遵义的革命故事为线索，如遵义会议、四渡赤水、苟坝会议等，深入挖掘，展现历史背景下的长征文化，与遵义的风土人情、民族文化等融合，在凤凰山公园策划主题实景演出，将高科技立体舞台装置、歌曲、舞蹈、戏剧、杂技、水火特效等元素融入表演之中，呈现历史与艺术相结合的舞台环境，带给观众更真实的感官体验、视觉享受，完成一场精神与灵魂的洗礼。
Zunyi "1935" live performance; Planning ideas: Take the revolutionary story that happened in Zunyi in 1935 as a clue, such as the Zunyi Conference, the Sidu Chishui, the Gouba Conference, etc., dig deeper, show the Long March culture in the historical background, and integrate it with the customs and national culture of Zunyi, plan the theme live performance in Phoenix Mountain Park, integrate high-tech three-dimensional stage installations, songs, dances, dramas, acrobatics, water and fire special effects and other elements into the performance, present the stage environment combining history and art, and bring the audience a more real sensory experience and visual enjoyment. Complete a baptism of spirit and soul.

中国遵义干部学院；向党中央、国务院申请，批准成立国家财政全额拨款的中央直属事业单位——中国遵义干部学院，建设对党政干部、企业经营管理者、专业技术人员和军队干部进行中共党史、党建理论、革命传统教育和基本国情教育的国家级干部培训院校。建设成为党性党风党纪和党史国史、长征精神、干部思想政治建设方面的一流研究机构。
China Zunyi Executive Leadership College; Apply to the CPC Central Committee and the State Council for approval of the establishment of China Zunyi Cadre College, a public institution directly under the central government that is fully funded by the state finance, and build a state-level cadre training college that educates party and government cadres, enterprise managers, professional and technical personnel, and military cadres on the history of the Communist Party of China, the theory of party building, revolutionary traditions, and basic national conditions. To build a first-class research institution in the aspects of party spirit, party style, party discipline, party history, national history, the spirit of the Long March, and the ideological and political construction of cadres.

2.价格
2. Price

（1）遵义会议国家纪念公园：免费参观，出示本人第二代身份证即可免费领取门票一张。
(1) Zunyi Conference National Memorial Park: Free to visit, show your second-generation ID card to get a free ticket.

（2）凤凰山国家森林公园、毛主席住居景区、中国遵义干部学院。免费参观，可采取网上免门票预约制。
(2) Phoenix Mountain National Forest Park, Chairman Mao's Residence Scenic Area, China Zunyi Cadre College. Admission is free, and online ticket-free reservations are available.

（3）遵义“1935”实景演出：99一人。
(3) Zunyi "1935" live performance: 99 people.

3.渠道
3. Channels

（1）、APP+小程序
(1) APP+ applet

（2）、红色电影
(2) Red Movie

（3）、官方网站
(3) Official website

遵义红色旅游营销策略
Zunyi red tourism marketing strategy

1. 关系营销：在经济发达、人口多、人均收入高的一线城市设立遵义旅游营销中心，邀请旅游中间商和旅游栏目的媒体记者、作家、摄影家来采风，并在主要客源地大众媒体上发表作品。同时，为旅行社提供优惠和年奖，参加有意义的公益活动，提升社会形象，编制《遵义红色旅游》系列丛书和视频等。
1. Relationship marketing: Set up Zunyi tourism marketing center in the first-tier cities with developed economy, large population and high per capita income, invite tourism middlemen and media reporters, writers and photographers of tourism columns to collect style, and publish works in the mass media of the main source areas. At the same time, it provides preferential treatment and annual awards for travel agencies, participates in meaningful public welfare activities, enhances social image, and compiles a series of books and videos of "Zunyi Red Tourism".

2. 产品组合营销：遵义不仅有丰富的红色旅游资源，还有“生态”、“乡村旅游”、“地域文化”、“酒文化”等旅游资源。因此，在实行“红”、“绿”旅游产品的组合营销时，要以“红色”为龙头，以“红”带“绿”，用“红色”感染人、凝聚人；以“绿”衬“红”，用“绿色”来留住人、陶醉人；用“白色（茅台酒）”“文化来吸引人、陶冶人，形成三色旅游相得益彰。
2. Product portfolio marketing: Zunyi not only has rich red tourism resources, but also tourism resources such as "ecology", "rural tourism", "regional culture" and "wine culture". Therefore, in the implementation of the "red" and "green" tourism products of the combination of marketing, to "red" as the leader, "red" with "green", with "red" to infect people, cohesion; "Green" is lined with "red", and "green" is used to retain and intoxicate people; Use the "white (Moutai)" culture to attract and edify people, and form a three-color tourism that complements each other.

3. 宣传促销：充分运用广播、电视、电台、报刊、互联网等多种新闻媒介进行总体宣传，出版旅游手册、旅游图等介绍材料，录制景点和风貌介绍风光片，举办专题节目，举行和参加旅游推介会，在热点旅游城市设立旅游促销点，邀请旅行社和新闻媒体代表来考察，在社会公共环境的主要交通干道、商业街区、火车站、汽车站、飞机场沿路设广告牌。景区广告要有创意，能引发游客的好奇心，且广告词要定期改变，保持游客的新奇感。还可以在移动公共物品如出租车、公交车、列车等外面粘贴宣传画面，进行旅游形象宣传。
3. Publicity and promotion: make full use of radio, television, radio, newspapers and periodicals, the Internet and other news media for overall publicity, publish tourism manuals, tourism maps and other introduction materials, record scenic spots and scenery introduction films, hold special programs, hold and participate in tourism promotion meetings, set up tourism promotion points in hot tourist cities, invite travel agencies and news media representatives to inspect, and set up billboards along the main traffic arteries, commercial blocks, railway stations, bus stations and airports in the social and public environment. Scenic spot advertisements should be creative and can arouse the curiosity of tourists, and the advertising words should be changed regularly to maintain the novelty of tourists. It can also paste promotional pictures on the outside of mobile public goods such as taxis, buses, trains, etc., to promote the image of tourism.

4. 体验营销：树立旅游品牌形象，以为人们提供旅游体验为重点，进行旅游市场营销活动，并从旅游者的感官、情感、思考、行动和关心五个方面重新设计和定义旅游市场营销的思考方式，强调互动性。目前红色旅游营销中缺乏体验营销，因此要增加体验项目，如开辟模拟战场，让游客穿红军服、游击队服、吃红军饭、玩战斗游戏、军事迷宫等。体验营销能够在产品成本没有显著增加的情况下大幅增加游客的附加价值，使游客愿意为这种额外体验付出高价，从而为旅游企业创造高利润空间。
4. Experiential marketing: Establish a tourism brand image, focus on providing people with a travel experience, carry out tourism marketing activities, and redesign and define the way of thinking of tourism marketing from the five aspects of tourists' senses, emotions, thinking, action and care, emphasizing interactivity. At present, there is a lack of experience marketing in red tourism marketing, so it is necessary to increase experience projects, such as opening up simulated battlefields, allowing tourists to wear Red Army uniforms, guerrilla uniforms, eat Red Army meals, play battle games, military mazes, etc. Experiential marketing can significantly increase the added value of tourists without a significant increase in product costs, so that tourists are willing to pay a high price for this additional experience, thus creating high profit margins for tourism enterprises.

5. 将历史文化由静态变成动态：静态的陈列参观方式已难以吸引旅游者，因此要进行彻底改变。一是学习借鉴国内外战争和历史文物展览技术、方式，用现代化的声、光、影相结合的科技手段向游客展现当时的情景与历史现实场面，增强历史文物与事迹对广大游客的感染力和吸引力；二是构建一些设施，组织游客进行参与性与体验式的旅游项目。
5. Changing history and culture from static to dynamic: Static display and viewing methods are no longer attractive to tourists, so it needs to be completely changed. The first is to learn from the domestic and foreign wars and historical relics exhibition technology and methods, with modern sound, light, shadow combined with scientific and technological means to show tourists the scene and historical reality, enhance the appeal and attraction of historical relics and deeds to the majority of tourists; The second is to build some facilities and organize tourists to carry out participatory and experiential tourism projects.

6. 红色旅游产品与相关旅游产品的组合：遵义红色旅游与乡村旅游相结合，以红色景区为中心，各乡村以农事活动、农村聚落、农民生活、农生态和农业收获物、农家饮食等作为旅游资源的凭借；开发茅台酒工业旅游，形成遵义红色旅游关联产品独有的特色，使游客在红色旅游中获得意外收获。
6. Combination of red tourism products and related tourism products: Zunyi combines red tourism with rural tourism, with red scenic spots as the center, and each village uses agricultural activities, rural settlements, farmers' lives, agricultural ecology and agricultural harvests, and farmhouse diets as tourism resources; The development of Moutai liquor industrial tourism, the formation of Zunyi red tourism related products unique characteristics, so that tourists in the red tourism to get unexpected gains.

7. 加强区域旅游合作：以政府为主导，进行宏观调控，打破行政壁垒、地区封锁，避免重复建设浪费资源，统筹兼顾区域内、区域间的旅游资源开发，实现红色资源与其他资源的整合，形成集聚效应。
7. Strengthen regional tourism cooperation: take the government as the lead, carry out macro-control, break down administrative barriers and regional blockades, avoid duplication of construction and waste of resources, take into account the development of tourism resources within and between regions, and realize the integration of red resources and other resources to form an agglomeration effect.

(1) 加强省内区域旅游合作：开展省内区域旅游合作，利于旅游者将合作区视为一个整体，有利于树立统一的旅游目的地形象。如遵义、息烽、贵阳应开展区域旅游合作，三地空间距离都在 160 公里以内，有利于区域旅游线路的组合。三地联合起来，可以克服自身资源的不足；三地对红色旅游资源的开发应发掘自身潜力，进行多层次多角度的包装，各显特色，展示区域独特性。通过统一宣传促销、打造的情景红色品牌、树立区域形象以赢得产品与服务市场。
(1) Strengthen regional tourism cooperation in the province: Carrying out regional tourism cooperation in the province is conducive to tourists to regard the cooperation zone as a whole and is conducive to establishing a unified image of a tourist destination. For example, Zunyi, Xifeng and Guiyang should carry out regional tourism cooperation, and the spatial distance of the three places is within 160 kilometers, which is conducive to the combination of regional tourism routes. Together, the three places can overcome the lack of their own resources; The development of red tourism resources in the three places should explore their own potential, carry out multi-level and multi-angle packaging, show their own characteristics, and show the uniqueness of the region. Through unified publicity and promotion, create a situational red brand, and establish a regional image to win the product and service market.

(2) 加强省际区域旅游合作：加强与重庆、泸州、广安的旅游合作，实现资源共享、优势互补，共同开发旅游市场。整合红色旅游资源，形成线路对接、客源互通的旅游网络。其次，应培育以企业为主的旅游产业主体，加快形成区域内旅游企业集群。旅游企业通过资本扩张和战略联合，形成有机的产业链和实现企业集聚，建立区域内跨省的旅游企业集团，成为旅游合作的最重要主体。
(2) Strengthen inter-provincial and regional tourism cooperation: strengthen tourism cooperation with Chongqing, Luzhou and Guang'an, realize resource sharing, complement each other's advantages, and jointly develop the tourism market. Integrate red tourism resources and form a tourism network with route docking and tourist source exchange. Secondly, we should cultivate the main body of the tourism industry based on enterprises and accelerate the formation of tourism enterprise clusters in the region. Through capital expansion and strategic alliance, tourism enterprises have formed an organic industrial chain and realized enterprise agglomeration, established a regional and inter-provincial tourism enterprise group, and become the most important subject of tourism cooperation.

网络营销作为一种全新的营销方式，具有传播范围广、速度快、无时间地域限制、内容详尽、形象生动、能实现双向交流、反馈迅速、无店面租金成本等优点。遵义各红色景区可以建立自己的旅游网站，也可以联合几家景区合作建立共享的网站，或者加入官方的旅游宣传网站进行网络营销，开发潜在客源。遵义红色旅游景区可以与其他景点合作内容共享、友情链接等，网站还可以通过在线猜谜、红色旅游知识竞赛、专题活动题目有奖征集或有机地组合声音与图像等方式，使旅游产品更加有趣、真实、生动，吸引更多的浏览者。
As a new marketing method, network marketing has the advantages of wide range of communication, fast speed, no time and geographical restrictions, detailed content, vivid image, two-way communication, rapid feedback, and no store rental cost. Each red scenic spot in Zunyi can establish its own tourism website, or cooperate with several scenic spots to establish a shared website, or join the official tourism promotion website for network marketing and develop potential tourist sources. Zunyi red tourist attraction can be shared with other scenic spots, friendship links, etc., the website can also be through online quizzes, red tourism knowledge competitions, special activities and topics with prize collection or organic combination of sound and image, etc., to make tourism products more interesting, real and vivid, to attract more visitors.

四．可行性分析
Four. Feasibility analysis

遵义作为中国共产党革命历史的重要节点，具有丰富的红色旅游资源，发展遵义红色旅游综合体具有很大的潜力和意义。
As an important node in the revolutionary history of the Communist Party of China, Zunyi has abundant red tourism resources, and the development of Zunyi red tourism complex has great potential and significance.

1.丰富的红色旅游资源
1. Abundant red tourism resources

遵义作为中国共产党的重要发源地和革命根据地，拥有丰富的红色旅游资源。遵义会议会址、红军长征出发地、贺龙故居等一系列红色旅游景点，吸引了大量的游客前来参观和学习。这些红色旅游资源具有历史厚重感和文化内涵，能够为游客提供深入了解中国革命历史的机会。
As an important birthplace and revolutionary base of the Communist Party of China, Zunyi has rich red tourism resources. A series of red tourist attractions such as the Zunyi conference site, the starting point of the Red Army's Long March, and the former residence of He Long have attracted a large number of tourists to visit and study. These red tourism resources have a sense of history and cultural connotation, and can provide tourists with an opportunity to gain an in-depth understanding of the history of the Chinese revolution.

2.客源市场需求
2. Demand for the source market

随着国内外旅游业的蓬勃发展，红色旅游成为越来越多游客的选择。越来越多的人希望通过旅游方式来了解革命历史和英雄事迹。遵义红色旅游综合体可以满足这一需求，吸引更多的游客来到遵义游览，对当地旅游经济的发展起到积极推动作用。
With the vigorous development of tourism at home and abroad, red tourism has become the choice of more and more tourists. More and more people want to learn about the history of the revolution and heroic deeds through tourism. The Zunyi Red Tourism Complex can meet this demand, attract more tourists to visit Zunyi, and play a positive role in promoting the development of the local tourism economy.

3.地理位置和交通便利性
3. Geographical location and transportation convenience

遵义地处贵州省中部，地理位置优越，交通便利。遵义拥有完善的公路、铁路和航空交通网络，与周边城市和省内外的联系紧密。这为游客提供了便捷的交通条件，吸引更多的游客来到遵义参观红色旅游景点。
Zunyi is located in the central part of Guizhou Province, with superior geographical location and convenient transportation. Zunyi has a well-established road, rail and air transportation network, and has close connections with surrounding cities and the province and beyond. This provides convenient transportation conditions for tourists and attracts more tourists to visit red tourist attractions in Zunyi.

4.政策支持和投资环境
4. Policy support and investment environment

近年来，中国政府对红色旅游的发展给予了大力支持。相关部门相继出台了一系列政策和措施，鼓励和支持红色旅游的开发和建设。遵义作为红色旅游的重要目的地，也得到了政府的关注和支持。同时，遵义的投资环境也较为优越，政府为吸引投资者提供了一系列优惠政策和服务。
In recent years, the Chinese government has given strong support to the development of red tourism. Relevant departments have successively introduced a series of policies and measures to encourage and support the development and construction of red tourism. As an important destination for red tourism, Zunyi has also received the attention and support of the government. At the same time, the investment environment in Zunyi is also relatively superior, and the government has provided a series of preferential policies and services to attract investors.

5.文化传承和社会效益
5. Cultural inheritance and social benefits

发展遵义红色旅游综合体不仅能够带动旅游经济的发展，还能够促进红色文化的传承和弘扬。通过举办红色主题的活动和展览，开展红色教育和宣传，可以增强人民群众的爱国主义情感和社会主义核心价值观。这对于社会的文明进步和社会主义精神文明建设具有积极的社会效益。发展遵义红色旅游综合体具有可行性和广阔的市场前景。遵义拥有丰富的红色旅游资源，客源市场需求。
The development of Zunyi red tourism complex can not only promote the development of tourism economy, but also promote the inheritance and promotion of red culture. By holding red-themed activities and exhibitions, and carrying out red education and publicity, the patriotic feelings of the people and the core values of socialism can be enhanced. This will have positive social benefits for the progress of social civilization and the building of socialist spiritual civilization. The development of Zunyi red tourism complex is feasible and has broad market prospects. Zunyi has abundant red tourism resources and market demand for tourists.

参考文献
References

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[3]殷盈.试论红色旅游的教育功能.广西青年干部学院学报，2006，
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