本文秉承保护与合理利用红色文化遗产的目标，以毛泽东考察湖 南农民运
动（以下简称“农运”）为大背景，以其遗留下来的红色文 化遗产为研究对象，
对其旅游开发进行了探讨。总体来说，研究分为以下几个部分：首先，在资料搜
集的基础上，通过考察实地、咨询专家、查阅档案等方式确认 1927 年毛泽东考
察湖 南农运的路线，理清各类遗产，分析了其类型、特征，并从定性、定量（AHP）
两个角度对遗产的旅游开发价值进行了评价，得出其具有较高的开发价值，并由
其各类价值的不同权重得出开发的侧重点，尤其要注重遗产的保护和基础设施的
建设，针对不同的遗产地需实施不同的开发措施。其次，运用 SWOT-AHP 分析
法，综合分析了毛泽东考察湖 南农运红色文化遗产旅游开 发的优势、劣势、机
遇和威胁，并量化计算得到战略四边形，从而得出：农运遗产的旅游开发应实施
优势-机会（增长型）战略。接着，以前文评价结果与 SWOT-AHP 分析战略为基
础，结合当下旅游业发展的趋势与特点，更进一步了解各个遗产地的资源属性和
价值所在，综合提出了七点旅游开发建议：提高思想认识，吸引各方重视；发挥
政府主导作用，统筹全局；在保护的基础上开发；从人、物、财方面来增加开发
的投入；全方位体验式创意设计；利用吸睛主题，真人秀等，打造旅游品牌，然
后将其推广；利用数字化来进行遗产的管理和设计路线的有效化营销。随后在前
文的基础上，从省际（全国）、省内（湖南省）、县域（农运遗产涉及的湘潭、
湘乡、衡山、醴陵、长沙五个县/市）三个不同范围，综合设计了毛泽东考察湖南
农运红色文化遗产主题组合、精品组合、季节组合、时空组合等系列独具特色的
旅游路线。最后，反思了文章的不足，提出未来展望
关键词：毛泽东考察湖南农民运动；红色文化遗产；旅游开发II
Abstract
The red cultural heritage is a valuable asset left by the revolutionary ancestors for
mankind and witnessed the development of the history of Chinese revolution. It has
unparalleled value of tourism development both in terms of politics, history, culture,
society and other own special characteristics, and Special degree, ornamental and
other ancillary features . However, the rapid development of today&39;s tourism industry
results in many of the red cultural heritage damaged to varying degrees, and many
valuable heritage has ceased to exist, It limits the development of red cultural heritage
tourism. In the course of the study, the article explores the combination of red cultural
heritage and tourism in order to achieve win-win model and measures, and finally
make the red cultural heritage tourism developed continuously and healthily .
Based on the goal of protecting and rationally using the red cultural heritage, this
paper explored the tourism development of Mao Zedong &39;s study on the tourism
development of the Hunan peasant movement (hereinafter referred to as “agricultural
transport”) as the background of the research, and with the left red cultural heritage as
the object of study.In general, the study is divided into the following sections:First of
all, on the basis of data collection,the study confirm the route of Mao Zedong &39;s
investigation of Hunan Peasant Movement in 1927,through investigation of the field,
consulting experts, accessing to archives,etc,to sort out all kinds of heritage and
analyze its type, characteristics.Then evaluated the value of heritage tourism
development from qualitative and quantitative (AHP)angles,inferred that It has a high
development value.Secondly, using the SWOT-AHP analysis, this paper analyzed the
advantages, disadvantages, opportunities and threats of the red cultural heritage
tourism development of Mao Zedong&39;s investigation of Hunan Peasant Movement,and
quantified the strategic quadrilateral,Thus derived that the tourism development of
Peasant Movement heritage should implement the advantage - opportunity (growth)
strategy.Thirdly, based on the previous evaluation results and SWOT-AHP analysis
strategy,understood the characteristics of the tourism industry in the promotion and
speculate on the future.To further understand the resource attributes and values of
various properties of the heritage site,the article comprehensively proposed seven
suggestions for tourism development proposals:Improving the ideological
understanding and attracting the attention of all parties;Playing a leading role in the
government and coordinating the overall situation;Developing on the basis of
protection;Increasing the development investment from the aspects of manpower,
materials, financial;All-round experiential creative design;Using eye-catching theme,
reality show,building tourism brand,and promoting it;Using digital to marketing the
heritage management and designing the route effectively.Then, on the basis of the
previous text,synthetically designed series tourism routes of Mao Zedong &39;s
investigation of Hunan Peasant Movement from three different geographical range:the
Inter - provincial range (national), the Province range (Hunan Province) and the
county area (Xiangtan, Xiangxiang, Hengshan, Liling, Changsha). Finally, reflected
the lack of the article, and put forward the future prospects.
Key Words: Mao Zedong &39;s investigation of Hunan Peasant Movement; The red
cultural heritage; Tourism developmentIII
目录
摘要.........I
Abstract..II
第 1 章 绪论....1
1.1 选题背景及意义...........1
1.1.1 选题背景....1
1.1.2 选题意义....3
1.2 国内外研究综述...........4
1.2.1 国内研究综述........4
1.2.2 国外研究综述........6
1.2.3 研究述评....8
1.3 研究内容和研究思路...9
1.3.1 研究内容....9
1.3.2 研究思路..10
1.3.3 技术路线图..........10
1.4 研究方法及创新之处.11
1.4.1 研究方法..11
1.4.2 本文的创新之处..12
第 2 章 相关概念和理论基础..........13
2.1 相关概念.........13
2.1.1 红色文化..13
2.1.2 文化遗产........
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