Yan’an Regional Tourism Competitiveness Research

national tourism bureau chief Shao Qiwei work report in2012: give full play to theunique function of red tourism. In the process of value system of socialism, red tourismhas played an important role, to explore the ideological connotation of red culture,diversified development of red tourism propaganda, exhibition way, enrich the redtourism product. Yan ’an red tourism industry is currently faced with the biggestcontradiction exists in weak infrastructure, single product structure and the growingdemand of tourists. The author through to research, visit and comparison analysis theareas which has rich red resources such as yan ’an, Jinggangshan, Shaoshan, lock viewon tourism products, the dimensions designated in the mode of experience, to strengthenthe Yan ’an tourism competitive advantage for the new strategic thinking.Structure can be roughly divided into four parts. The first part through the literaturereview the tourism competitiveness, relevant theories of experiential tourism products,laid the foundation of research. The second part through the questionnaire survey,interview method to Yan ’an red scenic area has made the empirical analysis. And the useof ASEB-SWOT to Yan ’an existing experiential attractions made16dimension analysis.The third part from strengthening the functions of the government function, innovatemanagement system, innovation of tourism products of the three big aspects of yan ’antourism competitiveness puts forward the countermeasures of reality. In the fourth part,the article analyse the social value from the different aspect, fully affirmed the value ofexperiential tourism product.From the Angle of the product, in addition, this paper, the conversion of resources,brand building, the competitiveness of ascension, can play a reference and consulting work, and for the similar resources region and experiential marketing business modelalso has certain reference significance for reference.