CAJ | 학술논문

正在开发建设中的郪江古镇具有旅游资源丰富、文化要素鲜明等优势，同时也面临着基础设施薄弱、开发较晚，旅游市场竞争激烈等困境，在“大文化观”创新的视野下综合RLMS和SWOT分析工具，对郪江古镇的资源、区位、市场进行横向、纵向的分析，有助于了解郪江古镇的营销环境，制定出适宜郪江古镇旅游发展的策略。
정재개발건설중적처강고진구유여유자원봉부、문화요소선명등우세，동시야면림착기출설시박약、개발교만，여유시장경쟁격렬등곤경，재“대문화관”창신적시야하종합RLMS화SWOT분석공구，대처강고진적자원、구위、시장진행횡향、종향적분석，유조우료해처강고진적영소배경，제정출괄의처강고진여유발전적책략。
Rich tourism resources an d distinct cultural elements are the advantages of Qijiang, an an-cient town which is being developed and constructed now. Meanwhile, it is also in face of the dilemmas of its weak infrastructure, later development, and intense competition in tourism. Through synthetic analysis to the resource, geographical position and market of Qijiang with analytic tools of SWTO and RLMS under an inno-vative horizon of “great cultural viewpoint”, this paper tries to explain the marketing environment and find out the appropriate strategies for the tourism development in Qijiang.