基于旅游地主题化RMIP模式的浦市古镇旅游开发初探

摘要

The theory of RMP was putted forward by Mr. Wu Bihu on tourism product development. The theory is based on tourism products which though R - analysis ( resource analysis) and M analysis ( market analysis), and as a basis for P analysis (product analysis) to proposed planning framework for the tourism products. With the widespread development of historical and cultural towns and villages, the similarity of the ancient became in- creasingly serious, how to prominent the personality of ancient towns and villages in the geographical characteris- tics and formed the theme of the features is becoming the bottleneck limiting. The themed RMIP planning model is the continuation and development of the RMP theory. The theme is the key to positioning, resources are the basis of product development, market oriented product development and image is the soul in the tourism projects. Using the the core concept of the themed RMIP planning model can play a guiding role to Pushi ancient town.%RMP（昂谱）分析理论是吴必虎先生提出的关于旅游产品开发的系统理论。该理论是以旅游产品为中心，进行R性分析（resourse analysis）和M性分析（market analysis），并以此为基础进行P性分析（product analysis），最终提出旅游产品为中心的规划框架。随着历史文化名村镇的普遍开发，古镇雷同现象日益严重，如何突出古村镇的个性地域特征，形成主题化特色古村镇，成为限制古村镇旅游发展的瓶颈。主题化RMIP策划模式是RMP（昂谱）分析理论的延续和发展。在旅游产品或旅游项目的开发研究中，主题是定位的关键，资源是产品开发的基础，市场是产品开发的导向，形象是产品开发的灵魂。运用主题化RMIP分析理论的核心理念，能够对浦市古镇开发起到一定的理论指导作用。