Study Of The Source Markets And Tourist Behaviors Of Red Tourist In Yan’an City

Red tourism, a product of close connections from a variety of aspects between national politics development and tourism economy development, takes on its own Chinese characteristics-merging politics, education, culture and tourism together-which make it a special tourism product in new century. With over13-year history of being a residence of the central committee of the Communist Party of China, Yan’an city is a typical case with a range of history relics and profound cultures. To study tourism market and tourists’behavior is favorable to improve the tourism system and to link with practice the tourism resources, products and market research. Referring to the current process of national red tourism, a specific case study on tourist behavior during travelling is deficient and incomplete.Located Yan’an city as the study field and based on an understanding of contemporary red tourism, this article classifies relative concepts and concludes a set of red tourism theory. It describes Yan’ an city’s current situation of red tourism, and analyses the tourism resources from two individual respects of resources classification and brand position, and draws on its own unique characteristics.This article is based on the first-hand information collected in field work, demonstrates the main source of tourists, the specific peak time and quiet time, and contributes to the study on red tourism market. Besides, this article adopts SPSS and Excel to analyse the data acquired from field work and questionnaire, and identifies characteristics of tourists’behavior in Yan’an city in terms of anthropology, psychology, behavior, consumption habits, following evaluation and comparison with Xi’an city and Jinggangshan city. This article also concludes that Yan’an spirit is its main tourists’ attraction and it takes on its own distinctive characteristics, such as tourists’ high willing to travel, sharp peak time and quiet time, household basis, increasing self-driving travels, short stay, low consumption level and high satisfaction.And finally this article poses several suggestions and solutions on Yan’an city red tourism development, including recourse development and preservation, and marketing.