Research on international publicity strategies of Gannan red tourism in the context of the belt and road

Abstract

Cultural self-confidence and the going-global strategy of China’s excellent traditional culture have given red culture new opportunities and higher expectations, accelerating red culture to go abroad following the times. Based on the overview of the development of red tourism, the article clarifies the present situation of red tourism international publicity in Gannan through SWOT, believes that the challenges and opportunities of red tourism in Gannan coexist, and further proposes several paths including updating the concept while telling a good story, clarifying the audience while accumulating talents, refining the spirit while upgrading technology, innovating channels while combining the internal and external, “casting the soul” with culture by joint cooperation, and enriching the routes besides “red and green”. The foundation is laid for the continuation of red resources to open a new chapter in the era.