丹霞山地质公园的建设及其管理问题探讨

游客来丹霞山主要是观赏丹霞风景地貌，因此，地质公园应作为丹霞山开展旅游事业的核心内容.目前，丹霞山地质公园在建设和管理方面存在地质游形象不突出，地质标识牌不足，丹霞地貌研究成果未被充分应用，导游对地质无所知之；政出多门，部分员工服务意识差，管理不规范等问题．从旅游地学的角度，在充分认识丹霞山地质公园特点的基础上，针对问题提出了相应的解决办法．

AN ENQUIRY INTO THE BUILDING AND MANAGEMENT OF THE DANXIA MOUNTIAN GEOPARK

Danxia Mount possesses reputation for being one of the famous mountains in Guangdong province,and one of the prestigious national beauty spots and national protected areas of geology and physiognomy. It was entitleed as a world Geo - Park in 2004. The author believes that the concept of Geo - Park should be the core value of Danxia Mount which is perceived as beauty spot in relation to tourism industry. In terms of marketing planning and administrative management, there are underlying problems in an urgent waiting list. From the marketing planning perspective, weak is the brand image of geological tourism of Danxia Mount. Tour guides know little about geology and neglect Danxia, s geological outcomes. In terms of managerial problems, they are characterized by employees, poor service concept and unorganized administration. This paper highlights the geologic and physiognomic natures of Danxia Geo - Park and presents resolutions that echo the problems in its planning and administration.